Thread by @janthonylong, I guess rather than just dunk on this Netflix ad, which isn't [...]

John Long

janthonylong

I guess rather than just dunk on this Netflix ad, which isn& #39;t very nice, I& #39;ll try to be constructive here and critique it. /1

First, the idea--"more than just a line"--makes the brand feel small. If any brand "owns" the video progress bar, it& #39;s probably YouTube. But in any case, tying their brand to a generic UX feature reduces them to a streaming service. They& #39;re much bigger than that. /2

And in a way, it& #39;s the opposite of what HBO did with that great tagline, "It& #39;s not TV. It& #39;s HBO." It depositioned the rest of the category. "TV" felt almost disparaging. Genius. /3

Now, Netflix can credibly say they& #39;re better than HBO. They just completely dominated the Emmys with a record-shattering 160 nominations. They& #39;re not a streaming service, they& #39;re a major studio. So why talk about the app? /4

https://variety.com/2020/tv/news/emmys-nominations-2020-netflix-hbo-mrs-maisel-analysis-1234718298/#:~:text=As%20the%20Television%20Academy%20announced,in%20second%20at%20107%20nods.">https://variety.com/2020/tv/n...

Emmys: Netflix Dominates in 2020, With a Whopping 160 Nominations; HBO’s ‘Watchmen’ Leads Programs

Netflix ran away with the Emmy nominations this year, securing a stunning 160, compared to HBO's 107. HBO's "Watchmen" led all program nods.

https://variety.com/2020/tv/news/emmys-nominations-2020-netflix-hbo-mrs-maisel-analysis-1234718298/#:~:text=As%20the%20Television%20Academy%20announced,in%20second%20at%20107%20nods

You can& #39;t build a great ad on a flawed idea, but the copy is also lacking. That first line--oy. It& #39;s just patting yourself on the back. Why not start with a human truth? The word "very" is a surrender to laziness. And please don& #39;t use the "special" unless you& #39;re being ironic. /4

And why & #39;gets& #39; in, "It gets you to see other people& #39;s worlds"?

Do you mean allows? Invites?

It& #39;s not a great thought in any case, but "gets"? /5

It& #39;s also best to avoid cliches ("takes you on a journey") and invisible words like "incredible." /6

But finally, on very last line: where does "We& #39;re only one story away" mean and what does that have to do with the headline? It feels like a new thought. /7

I appreciate the fact that they wanted to make a bold statement about the brand--in a full-page NYT ad, no less. But this isn& #39;t it. I would& #39;ve capitalized on that record Emmy haul and fired a shot right across the bow of HBO. /8

Just look at what MGM did way back in 1943. This was a publicity photo of all the actors they had under contract. It& #39;s a veritable Who& #39;s Who of some of the greatest entertainers of all time. You don& #39;t have to say too much when you& #39;ve got the goods, and Netflix has them. /fin

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