Some of you may remember a post I made a while ago (Terrible Connection) in which I castigated Vonage for its “do stupid things” print advertising. A position I was forced to modify (Vonage Volte-Face) when I saw the same approach executed as a TV commercial and liked it quite a bit.
What I concluded was that since print advertising and television advertising are consumed in very different ways perhaps the style of humor suited to each must be different as well. And based on this new Vonage print ad, they seem to have arrived at the same conclusion.
And what a difference it makes. Whereas the original Vonage print was blunt, slapstick and personally, abrasive, this new approach is charming, insightful and very appealing. Same brand, same proposition, same price point, but night and day different in appeal.
I’d like to think this came about as a result of my commentary, but I think the chances of that are remote. All the same, since I started out liking the brand before I’d seen any advertising for it, I’m happy to see it’s figured out how to do print as good as its TV. Which doesn’t always mean doing print that’s exactly like the TV.
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