OnTheMarket’s new TV advert has been awarded Turkey of the Week by the advertising trade magazine Campaign.
The publication says it deserves the ‘skip ad’ button, and it fully agrees with a YouTube viewer’s comment: “It’s like car crash TV. It’s terrible but you just can’t stop watching.”
Campaign wonders whether it’s the annoying tune (courtesy of the late Chas and the still-with-us but equally hairy Dave), the bad acting or the lack of developed idea that make it so cringeworthy.
It concludes – it’s all of those.
We’re not sure whether being dubbed Turkey of the Week is an accolade or a disaster.
Either way, the advert with the most annoying tune of all time (we’re certainly with Campaign on that) will have been aired 3,000 times this month alone.
And if you want to check out just how independent EYE’s editorial is to its advertising – well, eyes right!
https://youtu.be/8dlTh75Q8pg
Comments (16)
Oh dear, oh dear, oh dear what were they thinking. It’s quite put me off my lunch!
One reason not to go tot the site!! And I’m an OTM agent!
Like it or loath it, doesn’t really matter. IS IT DRIVING TRAFFIC? That’s the only thing that matters at this point.
How many additional viewings have resulted from that additional traffic?
I would respectfully suggest no-one attempts to suggest traffic, hits and page views means something until they are qualified and put into context.
I think this ad is the only TV ad I’ve ever seen that specifically name drops its rivals.
Well done on also drawing attention to RM and Z in an OTM Television ad.
Rightmove and Zoopla just got free advertising because someone was dumb enough to forget that “other property portals” was a valid and preferable line in that script.
Just a few points about this cringe worthy advert: 1) the boys hair is covering he’s eyes completely….it looks silly 2) it’s a cheesy old Chas and dave song 3) it looks like it cost about £5 to make the ad 4) the song is out of tune
5) can any of them actually sing? Its deliberately bad!!! Why? So as to get you talking about it. This award only serves to give it more publicity which is precisely what the ad company who made the advert told Onthemarket they would achieve by picking his company to make it. Spoiler: I used to work in marketing many moons ago before becoming an agent !
Self deprication or deliberate bad is something you can only pull off if you are seriously cool or seriously good. Thinking you are seriously cool or seriously good, but aren’t and then trying that is a bit like the flabby bloke strutting round the pool in speedos that stopped fitting 6 stone ago.
Out of interest was this the same production company that produced the Propertymark ‘Telly Tubbies’ advert?
I regard TV advertising is a waste of time and money these days, the inability to reach a defined target audience is impossible. TV advertising to supposedly reach such a widely dispersed and fragmented fraction of the population of which no-one can really say who they are at any one time is simply pandering to the ego of those who commission it.
I know someone will cite the success of Purplebricks but the reality of that is Purplebricks is not advertising a great service or a solution they are advertising a service that is heavily subsidised by investors. As soon as the TV advertising stops, as soon as the price for the service is a a commercially viable one so will the service itself.
If you don’t think I’m right have a look at what £15m of C4 advertising has done for Emoov, C4 have inadvertently shown TV advertising for what it is. By my reckoning the card rate £15m means each additional listing on Emoov’s register has cost about £23k so far. As Borat would sarcastically and mockingly put it; that’s viable…….. Not!
It would not really attract the national audience as it comes across as London centric. I’m sure an unintended consequence.
It was Woeful and yet another example of inept decision making as OTM Top Brass “signed off” on the “Turkey Ad!”
However…… I have some Good News about OTM?!
More after I complete my commute, defrosting my car just now! That’s right Mr Springett, “NO Heated Windscreen”! ….just imagine Ian?
….???
Okay, I’ve arrived at GPL HQ, early emails done, phone calls made so 5 Mins PIE Time…
Briefly’ish? Rightmove? Service Provider, looking after themselves, targeting the consumer which is absolutely fine, however they continue to thumb their nose at their subscribers, that’s you, me etc… Rightmove is accelerating towards Wrongmove as they continue to simply put their fingers in their ears and sing LaLaLa Laaaaaaaa….
OTM? Loved them, Loathed them, still paying monthly for them. It’s like watching a child at Nursery trying to put square peg into a round hole. I give you the latest example – The Turkey Ad!
I still can’t help but feel we’re being taken for a ride with OTM V2 with Mr Smugitt & Co. Unlike the “Free Arrivals” I care about what my monthly payment to OTM and the original Loan we gave to OTM is being burned on. Maybe once the Free Arrivals are faced with paying, they too may care a great deal more!
Anyway, a few thoughts. I still DON’T see OTM representing Estate Agents in how they operate/engage with their subscribers, so if you are just going to be “another portal” then I suspect you will remain in limbo, and eventually crumble into portal dust. It’s NOT enough to be a less **** portal provider than Rightmove!
The ONE Positive I actually witnessed was on Wednesday of this week ……and it give a glimpse into why Miles Shipside & Co at Rightmove might just want to pause as they stand atop their boardroom table and sprinkle “water?” over their subscribers…..
Not withstanding that Mr Smugitt & Co perform similarly no doubt because they see the potential filthy lucre glowing in the distance!
Anyway, that ONE Postive? At a valuation I was running through how we market properties etc and I mentioned OTM? ……who knows why I bother, I should be burying them in a very deep hole! …..anyway! The client said…. “Oh I like that Website!” …..and I said, “Which one?” ……and the reply? “OnTheMarket!”.
So, I then dug a little deeper (why bother because Smugitt & Co aren’t interested in much else than their own agenda)….anyway, I asked various questions re OTM, the **** ad, the website, the difference between various websites, why they liked OTM, how they first found it etc etc.
I cannot tell you how enthusiastic the client was about OnTheMarket and I was genuinely amazed at the responses to my questions.
I would have run an Ad Campaign with this Client as they were simply bursting with enthusiasm!
Rightmove? You might just have “watered” your subscribers too much.
OnTheMarket? You remain, in my humble? opinion… ill motivated, lacking judgement, failing to deliver a portal that all agents want to get behind, however….
….that one client’s reaction was akin to “Mel Gibson charging up & down the line in Braveheart, whipping the troops into a frenzy!”
Just think what OTM could achieve if it got its finger out of its portal!
On a val yesterday, I met someone who had actually heard of OTM
Poor old Chas probably died of shame.
That was dark, but very funny.
Thumbs up from me.
I think that might actually be worse than the “We’re having an emovement” ad
U got till February…. U hear me… giff of gangster with a gun.