Resilience in an ad space dominated by digital
German commercial television air time is dominated by digital brands, products and services. For at least two years in a row and long enough to leave an impression. Conventional household brand names have come close to become extinct.
But wait a minute, there are two contenders that seem resilient toward the epidemic spread of new technology driven businesses.
Fielmann glasses, with stores throughout the counties runs a high and dry testimonial campaign ending in the briefest possible message in white letters on a black background: Glasses: Fielmann.
You can’t be more to the point than that.
The other is Carglass, a repair franchise for damaged car glass with a campagin that reminds me of advertisements you see on local tv in the US heartland.
Both campaigns have been running long enough at a frequency to insure excellent sales quotes.
Glasses: Fielmann ad in original language
A take on an international Carglass ad
(does not represent a typical hard selling ad, carglass is known for)