Many of you were first introduced to Urbanspoon through early iPhone TV ads which featured our signature slot machine. Since then, we've appeared on the small screen several times as a feature on various smartphone platforms.
Last month, we dipped a toe into creating our own television advertising and launched a spot called "Sushi" in the Seattle market. When we were building the spot I wanted to clearly deliver a brand extension message - most people think of Urbanspoon as a restaurant review and directory site, but fewer consider us a destination for making reservations (currently you can make reservations at more than 200 of Seattle's best restaurants).
Sushi
Changing an old mindset is the primary objective of the commercial, so we used a cliché boy-meets-girl scenario, with a storyline about making real-time reservations on the Urbanspoon mobile app. The spot is classic, and therefore effective, but it never really sat well with me, because, well, it's a cliché and therefore not that clever.
Today, after running "Sushi" for four weeks, we're releasing a new ad called "Twist" which will replace "Sushi" half the time. The primary objective of "Twist" is still to reinforce that brand extension, but by adding an unexpected twist to the cliché story, I'm hoping it is genuinely memorable and therefore more compelling. Watch both and let us know what you think on Facebook.
Twist
P.S. Do you like Vimeo better? Go to the Urbanspoon channel there to watch the commercials.
Source: http://www.urbanspoon.com/blog/79/Urbanspoon-on-your-TV.html
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