Sorry if the photo isn’t as clear as it should be, but my hands were shaking from irritation when I took it.
It features a photo of a Knick and the text reads . . .
It’s Friday night. You can either see a Broadway harness malfunction or you can watch real men fly.
Really guys? Really? You’re going to take a pot-shot at another industry in your own hometown? When that industry brings in a lot more bodies and a lot more buckaroos than you do? (And you even admit its power by making the word Broadway bigger than the rest, because you know it’ll get attention?)
Second, uh, I’m usually not this sensitive, but that “real men” comment is on the edge of being offensive. So Broadway actors aren’t real men, huh? Let me remind you that our men and women have trained for a greater part of their lives to do what they do, and they perform 8 times a week, 52 weeks a year . . . all for a minimum salary that ain’t anywhere near the millions that you guys pay. And you tell me the last time a Broadway actor got a shoe deal, had a chartered flight to get them to their next show. So don’t tell me who “real men” are.
In fact, I’d put ours against yours in a Battle of the Network Stars-like Broadway versus Basketball competition any day of the week.
But, you know what? None of the above is what really colored me confused.
What has me really scratching my head at the copywriter who dashed this off is . . . pot-shot or not . . . it’s just not a very effective ad . . . because the target audience is all wrong.
Ok, ok, you made a pop culture reference. Big whoop. Come on, my friend. Spider-Man jokes may still get a bit of a chuckle, but they’re so 2010.
More importantly, do you really think that you have the potential to convert someone who was interested in seeing a Broadway show to a basketball game? I’m not sure you understand who you’re shooting for.
They may have gotten some attention with this ad, but getting attention is only half of the battle of advertising. I can hire a gorilla to do back handsprings down 42nd Street to get eyeballs. But that doesn’t mean anyone is going to buy a ticket.
And after seeing this ad, I know I won’t be buying any tickets to a basketball game anytime soon.
(Upon further investigation, it looks like MSG placed this this ad, as opposed to the NBA, although I think the NBA has a responsibility here, just like the Broadway League supervises and comments on what we do. And I’m hoping the Broadway League has some strong comments for MSG as well.)
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