At first glance, Ditech came up with a pretty far out campaign to support their television web2.0 rebrand.
But when it comes time to look at the small print, they took it to a whole ‘nother level – small print in a ridiculous font that even on my almost 60″ high def television screen you can’t read. On pause and sitting directly in front of it you might be able to make out a word, but most consumers will not be able to read their print.
Now I don’t know about you, but when discount brands go around screaming transparency, why would anyone approve of small print that cannot possibly be read? Why would you allow a commercial to run that would put consumers in the dark? I, for one, am not impressed- just another large corporation posing as something they aren’t. It gets worse…
Here it is in blue, up close and personal. Thank goodness they put the lending logo there, otherwise the blurry print may scare consumers to fear their television is on the blink.
In case you aren’t convinced:
Just horrible. Ditech has to know there is a fear and credibility issue in the marketplace regarding lending right now, and they’re so in a hurry to get their web 2.0 style television campaign on the air that someone obviously failed to actually inform Ditech about what web2.0 is really about.
My suggestion- take this campaign off the air now. Lose the idea of a man sawing things in 1/2 and apologize to the industry for saying “yes” to such a horrible campaign- and get your money back or at least a discount.
And by the way, that “People are Smart” tag line you’re using? Flush that too. I’ve asked ten people what they thought of that tagline, and 10 out of 10 asked said the same thing- “uh, yeah?” As if you just figured out that people are smart and maybe you should respect them after all this time? And what’s with Colonel Sanders in 3D glasses?
People are smart – let’s see if they bother to read this blurry small print… suckers. But what do I know, I’m just a silly consumer.
I do like the music though.