Now that I’m working in advertising I find myself studying and critiquing different types of advertisements. I mentioned how dumb I thought it was for a local grocery store to use a QR code in a TV ad in my article QR codes: The good, the bad, and the ugly.
So I’ve decided to start a new category on this blog called dumbest commercials. And to kick off this ignominious list is the company Title Max.
Here’s a company spending hundreds of thousands of dollars on radio, print, online, and television ads with the catchy slogan “I got my title back with Title Max.”
Now let’s think about this for a minute. Some executive at Title Max was given the responsibility of going out and finding an advertising agency to come up with a catch phrase and ideas for a commercial. Or maybe this executive decided he didn’t need to pay an advertising agency and thought he could come up with his own slogan and commercial. Either way. Some one suggested “I got my title back with Title Max,” and someone else signed off on it.
Okay, so let’s look at this a bit closer because obviously no one at Title Max did. So I’m in need of some cash. And, hey, I’ve seen this company on TV. I bet I can get some money from these guys. All I have to do is give them the title to my car as collateral. And here’s the good part. If I pay then 100% interest or more on my loan, they give me my title back. What a deal! If for some reason I can’t pay the money back in a reasonable time, well, Title Max repossess my car because now it’s their car. Not good.
Okay, so now we got the perfect catch phrase and our idea for a commercial. We’ll get a bunch of down-on-their- luck-looking people who are so excited that they got their title back for their car that they’re practically dancing. Hey guys! I got my title back with Title Max!
How about this moron. Maybe you should find another way to get money because the people at Title Max not only have a racket going they have executives who sign off on commercials that make absolutely no sense.
So here’s to you Title Max. You’re first on my list, and I have a feeling that you have a good chance of making my dumbest of list at the end of the year. If you’d like to cast your vote for Title Max, write a comment. It will help me in deciding the dumbest commercial of 2011.