I listen to a lot of satellite radio, which means I get to hear a lot of great commercials. The commercial I heard this morning for Hyson Headache Medicine was NOT one of these great commercials. The composition of all the elements was very well done, but the components they used for their argument were horrendous. Here is their headline: "Not tonight Honey.... I have a headache."
Nice headline.... if you are selling something that will help you detect when your spouse is lying. Everybody and their brother knows that this is one of the stereotypical lies women use that really means, "I don't want to have sex with you; go away and let me get some sleep."
So, why would a headache company pull this in as their hook and headline? Seriously, they honestly talk about how with the Hyson Headache remedy, you're going to be able to start hearing, "of course tonight... honey." Listen up Hyson Headache people. Your headline sucks. You look like fools because whoever wrote this thing didn't realize that his wife has been lying to him all of these nights. The copywriter thought it was a great headline because he thought to himself, "If my wife didn't have headaches, I'd be getting laid more often."
The reality is that whoever wrote this piece of trash is being laughed at by every man in the country. How do you salvage the commercial? Turn it into a joke. If you are forced to stay with the headline and composition of the piece, spin it around and identify that this line is a lie fed to men. Position Hysons as the way that you can "call her bluff" and "overcome your wife's objections." Now you're positioning with the way men think, and you're driving your brand deep into my brain. This is what men can connect with.
Hey Hysons, gimme a call baby. I'm ready for you.