Frequency Overload?

This post is dedicated to the Australian TV sensation of 2009.

I remember last year I was incredibly obsessed with Masterchef. I had only missed a handful of episodes due to me not being a near a TV during Primetime, but I will always go online and stream it afterwards. I still quietly insist to this day that Poh should have won instead as I agree with her philosophy of cooking more so than Julie Goodwin's. I may be a little biased.

However, the one thing that annoyed me more than the finale results was the Campbell's Real Stock TVC. Am I the only one who found this commercial overkill?

Firstly, I really hated the line "it's real". It is constantly repeated and while I know why, it was repeated so often that I found myself shouting back at the TV "OKAY, I GET IT, IT'S REAL". I think it was the constant repetition that got to me more than anything, and had me dread the commercial breaks (which usually doesn't happen, I rather like watching the ads).

"I use Campbell's Real Stock because it's real"; maybe if she said it one or two times less than she did. As an established brand and product, is it really necessary to have as much frequency as they did? Campbell could probably save themselves a lot of money to air it once every two commercial breaks rather than twice on each commercial break. They would also probably piss off irritate less people.

Not only that, but the single-minded message is not at all difficult. It's real. Short, succinct, to the point, so why do you need to air it so often?

Instead of the ad they had during Masterchef, I thought it would be better to use snippets of http://www.masterchef.com.au/italian-chicken-casserole.htm instead. Viewers would surely sit through the entire episode (I know I did and I would be upset if I missed any part) and that video could be aired throughout the hours. It's like a mini cooking lesson during a cooking show, those interested would be anticipating the next part of the ad so they can record the ingredients (I've heard a lot of people do this).

I just don't see the kids running in the background as "real". More like "staged". A cooking show as an ad however, I would watch. They wouldn't even need to air it every day, probably more on Sunday but surely no more than They already have rather blatant product placement, the excessive exposure of the same ad is too much.

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Winna is a consumer of Campbell's Real Chicken Stock and actually really loves the strong, chicken flavour that is far superior to using bouillon. This post is an opinion piece on the product's advertising, not the actual product. It's actually pretty good stuff.