While browsing the web tonight my wife came across what is the first enjoyable advertisement I've ever seen on the web (those fun Orbitz games don't count-- while I like to play with the baseball or putt-putt golf widgets, I didn't like the ads themselves). And the great thing about it is that it's more than just an interactive game and more than a running commercial-- it's an entertaining combination of both, almost like an example of that semi-mythical idea of "interactive TV" that pundits have written about for the last decade.
On HGTV's web site, a Flash ad showed up for Sears showing a static picture of some guy dressed up as a dandelion. Beneath him there's a button requesting that you "Roll over the weed". If you do, that's when the commercial gets hilarious.
When you first roll over it, the ad expands to twice its previous width so that you can see a selection of Sears yard tools. But the ad's audio controls in the upper-right-hand corner are still set to mute, which is considerate on the part of the advertiser. And the guy in the dandelion getup? He's furiously gesturing and miming to you to turn on the sound. He also looks smug and acts annoyed with you, just like you'd expect a lawn weed to act if you could speak to them.
Once you turn on the sound is when the real fun starts. The dandelion is hilarious, introducing himself as "wisecrack weed. You know what weeds are really good at? Being annoying. [Makes a noise like Curly of the Three Stooges]". Then he practically dares you to "whack" him with one of the Sears tools. The great thing is that as you look over the tools to choose one, he manages to makes sarcastic comments to you while talking up the tools. I just love how the video "reacts" to your own actions. When you finally select a tool, there's a final bit of great video where the weed and the yard tool fight interspersed with cries of "Ow, I want to have kids someday!" or "Thanks, I could use a massage. Ok, that's a little hard." (you can guess who wins).
I don't know how long the ad will be hosted over at HGTV or on Pointroll's network. Give it a play, I think you'll like it as much as I did!
Comments (5)
May 30, 2008
3:04PM | #
I'm the guy in the Sears banner ad. Thanks so much for writing that it was funny, and look for me as Reverend Gary on "30 Rock."
John
April 18, 2009
2:18PM | #
Hi. I absolutely LOVED this ad! I would watch it every day and laugh every time! I wish I could find it again. I can't even find it on YouTube. :( They should make another one...seriously. I'd watch it!
April 18, 2009
2:18PM | #
Hi. I absolutely LOVED this ad! I would watch it every day and laugh every time! I wish I could find it again. I can't even find it on YouTube. :( They should make another one...seriously. I'd watch it!
July 10, 2009
4:29PM | #
Its great to read that you all enjoyed this web ad. I am the Art Director that worked on it. It was done by our team at Y&R Chicago.
This was a fun project and I truly hope Sears will continue exploring this concept!
Ray
February 5, 2010
7:14PM | #
Very informative article. I've found your site via Yahoo and I'm really glad about the information you provide in your posts. Btw your sites layout is really messed up on the Kmelon browser. Would be great if you could fix that. Anyhow keep up the great work!