The more television I watch, the more I worry that the art of writing a truly great anthem is being lost. Things like nuance, subtlety and the implied meaning seem to have been replaced with bombastic, flat-footed, overt statements that usually begin with, “At __________, we believe …”
Which got me to wondering why is that?
Is it that “new media” has forever changed how we use television?
Or is it that this kind of brand building is difficult to connect to a measurable ROI?
Could it be that clients just won’t approve this …

Yep, it’s that time of year, football season. And that means the return of one of my favorite brands for bad commercials: Pacific Life. You know, the one with the awesomely horrible CGI effect of the whale flying out of the water?  Their latest commercial features elderly people surfing, which could be kind of cool, if there wasn’t a pixilated whale soaring into the air behind them multiple times within thirty seconds.
Now, if Pacific Life really cared about old people, they wouldn’t have a whale do a belly flop right …