Well, campers, I’ve spoken with the folks at Johnson and Johnson (a family company) about the Glade spots. Briefly. So far…nothing to report. I did get a reply to one of my blog posts, agreeing that the spokesmodel is definitely in the enigmatic camp, and offering that nobody really seems to know if her name is even really Dori Kelly. Hard to say.
At this point, I think I’m pursuing this as much because of the challenge, as I’m interested in talking with the Glade brand manager about the ad strategy. I’ve never know a company to be as tight with info as this (not criticizing…just making and observation). But I have to admit, this thing seems to be feeding upon itself.
I was never much of a science student, but I seem to recall that there’s some sort of scientific law that has to do with the concept that you can’t really observe anything without affecting and influencing the thing you’re observing. For instance, if you want to study something that lives only in the dark, you’d have to turn on some kind of light to see it. Turn on the light, and the thing leaves. The connection here is that my blog stats show that every time I mention “Dori Kelly,” I get a big traffic boost. BIG traffic boost. There’s obviously some interest on the web about the spokes-lass and her background. But I’m wondering how much MORE interest there is out there BECAUSE people like me are writing about her. No way to tell for sure, really, because observing and studying that phenomenon would influence the result. Ah, the joys of a through-composed paradox.
So…I’ll report back when I have something more to report. For now, all you Glade Spokeslady fans, keep up the traffic.
Noticed a couple of new Glade spots in rotation, featuring the enigmatic Dori Kelly. I mention this for a couple of reasons – first, the product they are pushing – an air freshener with a motion detector that prevents wasting a lot of scent when nobody is there to appreciate it – is pretty cool. Second, I’ve been keeping an eye on my blog stats, and they are waaaaaay up, in no small part due to people hitting my site looking for information on the afore-mentioned Ms. Kelly. I’m not too proud to pander, in order to boost readership. Third (and more germane to this blog) I’m curious as to why SC Johnson (owners of the Glade brand) are not attempting to parlay interest in Dori Kelly into more publicity for their product. Read the rest of this entry »
I like to review my blog stats from time to time, to see where my readers come from, and what interests them. Recently, I’ve learned that there are a disproportionately number of hits being generated by the search term “Dori Kelly.” For those of you who might be unaware of the lithsome Ms. Kelly, she is currently the spokesmodel for Glade products. You know, the spots where she puts on airs (no pun intended) and with 30 seconds, is exposed for exaggerating/lying/deceiving her family and friends. Frankly, I’m not quite sure why Glade thinks this is a good idea, since the spots leave you with one of two conclusions – people that buy Glade are ashamed of their products, or only liars buy Glade.
That notwithstanding, the babealicous Ms. Kelly has attracted what at this point would be accurately referred to as an “underground cult following” on the ‘net. Something of a Woman of Mystery, it’s bloody difficult to turn up any info on her at all. Compare this to Mercury spokesmodel Jill Wagner, who has embraced the Internet with a vengeance.
In my casual research, I’ve turned up scant information on Kelly. Here’s what I have learned: Read the rest of this entry »
For some reason, liars are funny. At least, when it’s obvious they are lying. In marketing, we get accused of lying all the time. In fact, my wife is convinced we’ll burn in Hell, just for being in marketing biz. But when liars are used for comedic effect, the result can be some advertising with impact, and longevity.
Perhaps the most famous liar of the last 20 years of advertising has been the Joe Isuzu character brought to life by by actor David Leisure and created by the NY ad agency, Della Femina, Travisano, and Partners. The Isuzu spots featured Liesure’s Joe Isuzu as an over-the-top pitchman, willing to say anything, no matter how outrageous, to sell a car. Here are some examples, thanks to Wikipedia: Read the rest of this entry »
As frequent readers of this blog (and it’s sister publication, Captain Digital Speaks! – www.captaindigital.net) I’m a big fan of commercials. Good commercials, that is. I don’t know if I’ve related this here, but my parents tell me that, as a toddler, I would run into the room for commercials, and leave the room when the shows came back on. That may sound weird, but not if you think about it for a second. Most national TV spots have the same production values, budgets, and talent as a 30 minute sitcom or in the cases of national brands, a one-hour drama.
Recently, I’ve seen a couple of spots that have been able to penetrate the general noise level and get my attention. They’ve done so, largely for a couple of reasons: Read the rest of this entry »
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