Introducing the "BAM Monthly" Newsletter
A publication covering recent news, trends and observations in the world of communications
Welcome to BAM Monthly, a newsletter covering recent news, trends and observations in the world of communications, presented by BAM Communications Services, LLC.
Each issue will feature a few items specifically focused on how individuals, businesses, politicians and media outlets try to get their messages across. Because life is too short to take everything seriously, we hope to present these things in a manner that is informative and educational, but also entertaining, humorous and light-hearted.
In this issue:
TurboTax releases an ad worse than taxes itself
New York Times sends mixed messages in egg commentary
Wendy’s stretches vocabulary muscles in new Frosty rollout
TurboTax releases an ad worse than taxes itself
Intuit TurboTax might make filing your taxes online easy and pain-free. The same cannot be said for watching the company’s Instagram ads. At least not in the following example:
Where do we begin? How about at the beginning.
1. The basketball. TurboTax didn’t need to use an officially licensed, game-used NCAA basketball, but it needed to do better than this. A new, bright-orange ball would better match viewers’ association with the March Madness brand. If you’re attempting to tie your product to a widely popular event watched by millions - in this case the NCAA basketball tournament - then don’t overlook the small details. From the jump, this ball indicates that what you’re about to watch was done on the cheap.
2. Casting. One needn’t be a jock to enjoy basketball. But stereotypes exist - and are often accurate - whether we like them or not. In an ad that combines basketball with taxes, this guy’s appearance and demeanor associate much more closely with the latter. We, the basketball-watching public, are supposed to be able to put ourselves in his shoes. Instead, he looks like someone who probably enjoys doing taxes and has never watched basketball in his life. His relatability further deteriorates by wearing a t-shirt featuring the TurboTax logo. I don’t own a TurboTax t-shirt. Do you?
3. The TurboTax app. Using the TurboTax app is supposed to be easy, but this ad skips over that part too nonchalantly. I assume the process is a little more involved than simply pressing an icon on your phone. The ad could have given a few more details about using the app without forfeiting the idea that filing with TurboTax is easy. Something like: “Simply scan your tax documents and answer a few simple questions, and you’re good to go!” Instead, he just opens the app (apparently the only app on his phone…suspicious???) and, voila, his taxes are done. If only.
4. Humor(?). The ad’s only attempt at humor flopped. “Now we can get back to what really matters: Watching my bracket either dominate or, let’s be honest, just kind of fall apart,” he says. Here’s an alternative: He says, smiling, “Now we can get back to what really matters: Watching my bracket dominate.” Then cut to him watching a team make a game-winning three-pointer at the buzzer. His expression quickly turns from a smile to a frown.
5. Video editing. I’ve gone on long enough, so I’ll merely point out that the jumps from scene to scene could have been crisper, which would have given the ad a needed dose of energy and professionalism.
You might be asking: Who (or what) is BAM? Those initials belong to Brad Miller, the president of BAM Communications Services, a Columbus, Ohio-based business he founded in 2022 that provides expertise in communications, marketing and public relations. Brad has 15 years of professional experience in the communications field, including in Ohio government, political campaigns, trade organizations and now as a small-business owner.
(Spoiler Alert: His middle name begins with “A,” but he is neither haughty nor famous enough to incorporate it into his everyday branding.)
If you are in need of communications assistance, please reach out today!
New York Times sends mixed messages in egg commentary
With egg prices still grabbing headlines, the New York Times this month published an article about people who hate eggs – the taste, smell, appearance, texture, everything. It described Alfred Hitchcock, for example, as a famous “ovaphobe” (someone who fears eggs) and quoted a chef who has avoided cooking with eggs for three decades.
With all that in mind, I think the graphic accompanying the Times’ article (below) missed the mark. Unlike the individuals mentioned throughout the piece, this does not look like a man who hates eggs. He is at least egg-curious.
Why else would there be a plate of eggs in front of him? Either he ordered them and is now having second thoughts or they were delivered by mistake, and he did not correct the server. Neither scenario makes much sense. If this guy hates anything, it might be bacon and toast, which he clearly did not request but which would make those plain, yolky eggs easier to stomach.
Separately, what diner delivers the entrée without refilling the water glass and coffee cup? No diner I’d revisit, I can tell you that much.
Wendy’s stretches vocabulary muscles in new Frosty rollout
Sometimes, communications and marketing professionals have to really stretch when announcing a new product or accomplishment. That is what I think was going on in the following CNN article, titled, “Wendy’s is giving the Frosty a major makeover.”
“Frosty is the most iconic brand in the frozen treats category. It’s unique to Wendy’s, it’s broadly appealing and our customers love it,” said Lindsay Radkoski, Wendy’s U.S. chief marketing officer, at the presentation. “That’s why we’re evolving Frosty from a product to a treat destination. We will be that destination when a sweet treat strikes any and all of our customers.”
…
Wendy’s is also changing the Frosty packaging too, with a new cup, lid and a blue spoon “designed for the perfect eating experience,” she said, adding that the new spoon “allows customers to get every bit of Frosty goodness out of the cup.”
The only newsworthy item in the story is that Wendy’s is unveiling new Frosty flavors. Previously, customers could choose only between chocolate and vanilla.
But that announcement alone makes for an awfully stubby press release. So, in comes the added fluffy language like “treat destination,” “perfect eating experience,” and even touting the packaging - new cup, lid and blue spoon.
It’s about time! I know I’m not the only person ever to say, “I’m having difficulty accessing the final few bites of my Frosty. If only my spoon were blue.”
Not satisfied with only reading about these exciting changes, I trekked to my nearest Wendy’s location and tried the new Girl Scouts’ Thin Mints Frosty. (If you think my writing about this is only a thin justification for eating a Frosty, I’d kindly advise the reader not to make assumptions about other people. Especially ones that are so accurate.)
Verdict: It was very good, particularly if you are a fan of Thin Mints cookies. The crushed cookies give a delightful crunch. Below is a photo of the packaging.
The Wendy’s near my house forgot to add the spoon to my bag (to multiple counts of ordering other items, I plead guilty). Therefore, I’m afraid I am unable to report on the design and utility of the blue spoon. But out of respect for my readers, I am willing to return to Wendy’s and try again. Life is all about making sacrifices.
Thank you for reading the first issue of BAM Monthly! If you enjoyed what you read, please share it with friends, family and colleagues. Also, if you or your organization is in need of communications assistance, please contact me via email at brad@bamcomms.com or through my website.