MESSAGES AND THE MEDIUM

The borrowed interest in what passes for today’s “innovative” television commercials is neither sophisticated nor insidious (“Where’s the Pitch?” by Paul Brownfield, May 3). It’s simply inept.

As media costs escalate and network audiences diminish, it is just short of criminal for advertising’s new breed of self-indulgent creatives to spend millions attempting to “entertain” us at the expense of informing us. How must the stockholders of Pepsico USA feel at having their Taco Bell brand irresponsibly positioned as dog food? Could this be why they recently jettisoned their restaurant divisions?

All of the current crop of clueless, slacker-slanted techno drivel featured in your article can’t hold a candle to this past Sunday’s simple videotape commercial of Long Island Rail Road shooting victim Kevin McCarthy telling us (at the end of NBC’s “Long Island Incident”) that his employer, Prudential Insurance, stood by him, “so they’ll stand by you.” Riveting.

As of this morning, the most compelling brand in Los Angeles is “Godzilla” and it has yet to grace a single TV set. As for Jerry Seinfeld and American Express, this is a campaign about absolutely nothing. Visa has outmarketed them at every turn.

As a member of the creative teams responsible for “I’m Stuck on Band-Aid” (Brand), “Chow, Chow, Chow,” “Quality Is Job 1,” “Thanks, I Needed That” and “A Mind Is a Terrible Thing to Waste,” I am proud of the fact that these “slogans” are still on the air. They have continued to motivate millions upon millions of sales (and contributions) for their respective brands for nearly two decades. Anachro isms? I don’t think so. Effective? Memorable? Motivating? Absolutely.

If you wanted to cover the blurring line between entertainment and marketing, you would have done better to talk to Sony Pictures worldwide marketing boss Bob Levin (ex Sears marketeer) or Warner Bros.’ new marketing chief, Brad Ball (ex McDonald’s executive vice president, marketing). I’m sure they would have offered your readers more substance than Clay Williams’ statement, “You know, there’s no architecture for this.” (Duh!)

HARRY WEBBER

Smart Communications Inc.

Los Angeles