Tv Ad 2010

Entry posted by Binkmeister November 10, 2009

841 views

I just saw the TV ad for 2010, and it looks awesome. But the first thing that struck me was that it's not even close to canon.

So, to defuse some of the comments I know we'll see, I thought I'd post something here.

The purposes of a TV ad (in order of importance) are to:

A. Inform the viewer there are new BIONICLE products available

B. Inform the viewer of the product features and benefits of purchasing the product

C. Create desire to purchase or own the product

You'll notice that "Tell the BIONICLE storyline" isn't on that list.

Even though, in the past, some of our TV ads have told some of the story, that's not the primary purpose of a TV ad. For 2010, we're using some other ways to create excitement about the products and features, while not worry about putting it into the context of the storyline. This was a conscious decision... trying to fit everything into a story-based TV ad would've been confusing. You guys who are interested in the story will find out from the web and print, but for mass media, we needed something more snappy and more product-oriented.

So, when you see the TV ad, just remember that the context is not canon, and it's not meant to be.

28 Comments