Christien Louviere

March Madness 2006 is upon us.  It is a huge time for advertisers coming in second only to the Super Bowl.  In my opinion, after adding the length of time the tournament runs compared to the Super Bowl the advertising dollars spent are more efficient and effective.  Outside of GM, the perennial big spenders for the NCAA Tournament, I think that Applebees must have flooded the most budget into this year’s tournament.  Wise in their choice of time purchased…yes.  Wise in their choice of creative ad shops…no.

I swear I’m never going to Applebees again unless I’m absolutely forced to do so.  I don’t understand how a commercial that plays a parody on the "Gilligan’s Island" theme song warranted being the big spot for them.  I would think there had to be some intelligent people making the final decisions that ran some focus groups or something.  If I find myself humming this song at anytime during the week, then I will have to sue.  I have a hard enough time going to Applebees in the first place, so having to see those two idiots with flooded instruments hustling shrimp does not make me want to eat there.

I can’t blame CBS at all for running these.   Someone wants to give you ad dollars, then you take them; but I have changed the channel repeatedly because of these commercials.  I do comeback but I’m usually late getting there.  I wonder what feedback they’ve had.

Yes, the song may be catchy, but it’s due to the television show not the commercial.  Question for AB:  You had a killer ad budget for creative.  Was this the best you could do?  How does this truly increase your brand value?  I have seen people literally running out of their houses with their hands over their ears nearly going insane.  What do you do when former customers begin to take legal action for causing insanity?  If I call your headquarters, will you be playing this song repeatedly while I’m on hold?  Finally, was your goal to drive customers away?  If so, please disregard all prior questions.  You’ve done well.