Sunday, February 11, 2007

Rozerem Ad Fails to Deliver Its Message

When I first saw the current series of Rozerem ads, it was in a billboard. There was a picture of Abraham Lincoln and what looks like a groundhog. My guess at the time was it was a teaser ad for promoting Pennsylvania, with Lincoln representing Gettysburg and the groundhog representing Punxsutawney. When the ads came to television, it took me awhile to figure out that these were supposed to be dreams (who dreams about Lincoln and groundhogs, anyway, and what is that silent spaceman doing in the background?). These ads are too confusing and fail to make the connection between a sleep aid, Rozerem, and the lack of sleep that Rozerem is supposed to cure. Rozerem can make a better statement for its product with better ads. The concept is interesting, but the execution is poor.


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