While watching daytime TV today waiting to see the commercial I just produced, I couldn’t help but notice what the talent was wearing on a local business’ ad. If you look closely at the photo below, you’ll see a handful of young people adorned in some very interesting outfits. It made me wonder who was behind the choice of wardrobe. If I had to guess, I’d say the client.
I’ve worked in the TV production industry for nearly a decade. In that time, I’ve had quite a bit of experience with wardrobe. When I worked as Production Manager at a San Diego ad agency, one of my duties was purchasing wardrobe for talent. A couple of years later, I was a freelance Wardrobe Assistant on a McDonald’s commercial, and have since dealt with wardrobe on various spots I’ve produced. While I may not be the most stylish person in my own wardrobe choices, I know what looks good on camera. The strapless striped dress, sequin dress, formal dress with a big pink bow, and the other outfits pictured above are the opposite of what I would have chosen. I wonder if other people watching the same ad had a similar reaction, because my first and immediate thought when the commercial came on TV was, “Seriously? They are really wearing that?”
Image vs. Authenticity
When making a TV commercial, it’s important to tell an authentic story while also maintaining the right image, whether that image is classy, casual, family oriented, value driven, or whatever. I have a few theories as to why the business chose the talent and wardrobe they did for this particular commercial.
Perhaps they wanted to reach a high-end demographic. If that was the case, they should have used older talent who potential customers can relate to, and then in turn dressed them in clothing that they would actually wear when shopping for flooring (MAYBE a notch above that). That being said, they should also consider a different media buy because this commercial aired during a pretty trashy daytime talk show that I wouldn’t normally watch.
Maybe the business wanted to showcase family in the commercial to promote family values. I get that! But putting them in clothing more appropriate in church or at a school dance doesn’t really make sense. Dressing up is always fun and it has its place, but not in this particular TV commercial.
A Keen Eye
This commercial wasn’t very high-budget, so there was probably no wardrobe supervisor or stylist to purchase wardrobe options ahead of time. I’m wondering who gave the talent wardrobe guidelines (my guess is the client) and who was responsible for letting them go on camera this way (ultimately everyone on set). I would think that the hair and make-up person would have said something to someone, or at least the Director and/or Producer could have suggested a quick trip home to change clothes or to Target to buy some casual options. Or perhaps everybody thought it was just fine, which is the most alarming scenario.
When I work on a commercial, I always ask the talent to bring options with them. It never hurts. Or, on higher-budget jobs, there’s a wardrobe person or stylist who is responsible for purchasing plenty of appropriate options. Either way, there should always be at least one set of eyes on every little detail, ESPECIALLY wardrobe, before saying ACTION! A good TV producer should always provide input on wardrobe when shooting a commercial. There is a way to find compromise with what the client wants and what will produce a quality finished product. It’s all about how you say it!
Speaking of wardrobe picks, there’s the whole “Wardrobe Malfunction” category with TV in general…YIKES! I’m not even going there…but you can read about it here. Have you noticed any commercials with a ridiculous choice of wardrobe? Or am I the only one paying attention to things like this? Tell me!
Need professional video production services for your business, please contact Media Melanie today!
Are you a FUN and UPBEAT mom who loves to save money? Would you like to participate in a shopping challenge that may be featured in a local commercial for a national retailer?
I’m looking for REAL MOMS (no actors) ages 28-45 in the SAN DIEGO AREA.
If interested, please submit the following information to firstname.lastname@example.org with “CASTING” in the subject line:
- Name, age, kids/ages, city, occupation (or former occupation if unemployed), phone number and email address
- List the three stores you shop at most for groceries, household items, health & beauty, etc.
- Include a recent photo
If you fit the criteria, I will contact you to set-up a day/time to create a short casting video.
There will be multiple shoot dates throughout the year.
Please pass this along to your mom friends & family: https://www.facebook.com/notes/media-melanie/casting-call-for-san-diego-moms/10151385637207667
As you may (or may not) know, Yelp has something called “Filtered Reviews.” If you’ve ever written a review for a business and then noticed that it didn’t get posted to their page, it’s considered a filtered review. If you aren’t a trusted reviewer then your review will not be readily visible to other Yelp users. Kind of disappointing isn’t it?
On their March 18, 2010 blog, Yelp posted information about this process.
Here are 5 important things to understand about the review filter:
1. Reviews that reflect perfectly legitimate experiences are sometimes filtered out by the review filter’s algorithmic processes. We agree this can be frustrating, but it’s the high cost we accept to avoid being a lassez-faire review site that people stop using. Everyone loses when that happens
2. Reviews are never “deleted” by the review filter; they are always shown on users’ profile pages. The review filter simply syndicates established users’ reviews from their user pages onto business pages. This automated process sometimes creates the perception that reviews are being deleted and re-added over time; what’s actually happening is users are becoming more-or-less established over time.
3. The best word of mouth is organic and unsolicited. As counter-intuitive as it may seem, Yelp discourages business owners from asking people to write reviews about their businesses. It’s tough for an algorithm to tell the difference between a business owner aggressively putting a laptop in front of a client and saying, “Give me 5 stars!” and that same business owner flipping the laptop around and manufacturing a fake 5-star review about themselves.
4. We’re purposely not elaborate about all the variables that go into defining an “established” user, because it’s a Catch-22: the more descriptive we are about what makes an established user, the less effective our filter is at fighting shills and malicious content.
5. Both positive and negative reviews can be affected. This is to protect Car Mechanic A from Car Mechanic B’s writing of malicious 1-star reviews about his competitor. It also protects someone with a toothache from being lured into the wrong dentist’s office based on 25 fake 5-star reviews he wrote himself.
Tips to Become an Established Yelp Reviewer
There are a few things you can do to enhance your Yelp credibility and hopefully have your reviews become visible. The most important thing to keep in mind is that the more you use Yelp and interact with other users, the more likely your reviews will be trusted and in turn posted. Start with these simple solutions:
- Upload a profile photo
- Add personal information to your profile
- Create a custom Yelp URL
- Review at least 3 businesses
- Add friends on Yelp
- Follow other reviewers
- Send other reviewers compliments
- Mark other user reviews as “Funny,” “Cool” or “Useful”
Managing Your Business Yelp Profile
- Claim your business profile (it’s free)
- Address any negative reviews in a positive way
- Interact with those who review your business
- Offer a Yelp Deal