FTD Delivers a Watered-Down Message

Advertiser: Florist Transworld Delivery

Agency: W.B. Doner & Co., Detroit

Challenge: Convince consumers to send flowers regularly via FTD.

The Ad: The first in a series of commercials devoted to persuading consumers to send flowers for everyday occasions focuses on a florist. As he assembles a bouquet, he muses: “I know this will make a few folks happy along the way.” The scene cuts to a delivery man who gives the bouquet to a surprised female office worker. The spot ends with FTD’s toll-free number appearing on the screen as Merlin Olsen’s voice-over supplies a nudge: “So send someone an FTD bouquet right now.”

Comment: This commercial is an odd mix of sentimentality and hard sell. What it fails to do sufficiently is brand FTD. Except for the 800 number and the urgent message, the commercial is generic and fails to give consumers a reason to choose FTD over competing delivery services. FTD once had the flower delivery business to itself. Now it’s relying on hammering home its 800 number. $$

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