Alltel's Ad: Other People's Spokesmen
Have you seen the new Alltel commercial touting its wireless plan that allows subscribers to call a specified list of people for free, regardless of which wireless provider they use? The plan itself is interesting, although I'm surprised no one has thought of it before. But the cool thing about the ad is how it includes the competitors' spokespersons:
OK, these aren't the actual spokespersons, but look-alikes ginned up for the campaign. Can you match each one with the company he/she/it represents? (I couldn't. I mean, they are all as familiar as the back of my hand, but I'll be danged if I can put a company name to the face...just another frustration for the ad industry, no doubt. Oh, except for the little Cingular guy; I did match him properly.)
I know there have been instances where companies have included their competitors in their ad campaigns, although I can't recall any specifics offhand. Most attempt to show them in a negative light. This example is about as neutral as the strategy gets, although in the TV version one of the competitors issues a mild protest at the beginning to the effect of "uh, that's not what we do."
It's a gutsy move by Alltel, and it will be interesting to see if they build on the campaign.
Seeing this ad also made me think that there are worse things than to go through life playing a look-alike to Catherine Zeta-Jones. Unless you're a guy, and then you've probably got some issues to deal with.
Technorati tags: Alltel | Alltelcircle Ads
we really don't watch that much TV
Yeah, and I own every CD ever recorded by the Dixie Chicklets. ;-)
Actually, I'm quite impressed. (As well as being equally depressed by my bad memory.)
Posted by: Eric at April 25, 2006 02:38 PMEric, if it makes you feel better, I didn't even understand the question. You mean, each of these people represents a different wireless company? I really need to watch more teevee.
Posted by: Gwynne at April 25, 2006 02:55 PMI think that the Yellow one is the Gumby Wireless Corp.
Posted by: Wallace-Midland Texas at April 25, 2006 03:42 PMHmmm. I would not be a bit suprised if Alltel is served with a cease and desist over misleading advertising, and the use of likenesses without the permission of the owners. Alltel will probably be hearing from Catherine Zeta-Jones' attorneys, as hollywood is quite protective of the use of people's images without compensation or permission. I am quite sure that Jones approved of this campaign.
Posted by: rickyschultz at April 29, 2006 01:57 PMI don't know about that. My perception is that the courts have been pretty lenient when it comes to the use of parody, even for commercial purposes. The competitors are not shown in an especially unattractive light, and nothing non-factual is stated or even implied.
I'd be surprised if any of them take any action at all, other than perhaps to run some "defensive" ads of their own.
Posted by: Eric at April 29, 2006 04:11 PMThe the cingular logo "Jack" (because it looks like a jacks game piece; though the intention is to be gender ambiguous without a name representing a specific gender) is a registered trade mark. I am quite certian that Cingular's lawyers will (if they haven't yet)issue a cease and desist order. There is quite a bit of case history supporting Cingular if they wish to make issue of the matter. Frankly, I am surprised that the ad is still running. Lon (785) 317-0590
Posted by: Jo Blow at May 3, 2006 10:07 PMAbout the publisher
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I don't know if I should be ashamed of this or not - we really don't watch that much TV (and when we do it's usually recorded so we skip commercials) but...T-Mobile (Catherine Z-J), Verizon (Can you hear me now?), Sprint (the mix up commercials, you know, flour the kids instead of how're the kids) and of course the cingular orange dude.
Maybe I need TV turnoff week after all!
Posted by: beth at April 25, 2006 02:36 PM