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Ditech – People are Smarter Than You Think – Television “web 2.0 Please Don’t”

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:

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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.

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Benn Rosales is the Founder and CEO of The American Genius (AG), national news network. Before AG, he founded one of the first digital media strategy firms in the nation has received the Statesman Texas Social Media Award and is an Inman Innovator Award winner. He has consulted for numerous startups (both early- and late-stage), and is well known for organizing the digital community through popular offline events. He does not venture into the spotlight often, rather he believes his biggest accomplishments are the talent he recruits and develops, so he gives all credit to those he's empowered.



  1. Lani

    August 24, 2007 at 3:57 pm

    I’m absolutely insulted by this ad. I’ve seen your TV and it’s a big fat moster- you can see pores in peoples’ faces, but their small print is in a fuzzy funky text that you couldn’t read on ANY TV.

    People are smart… unless they want to read the fine print. Classic!

  2. Rory Siems

    September 14, 2007 at 10:18 am

    I too noticed that Ditech tried to give themselves a sudden makeover.

    Surely you remember their ad campaign with Ned the Banker

  3. B. R.

    September 14, 2007 at 11:11 am

    I liked ned the banker more than this new campaign

  4. Rory Siems

    September 14, 2007 at 12:25 pm

    What makes the new campaign so creepy is that they want you to forget all about the old campaign having promoted teaser rates so much.

    It’s like they finally say, “Ok we admit it, you aren’t suckers, oops, we mean, “You’re smart.” I think that curtain in that marketing campaign might be hiding something ugly.

  5. Lani

    September 14, 2007 at 12:53 pm

    Rory, you may be right about that curtain….

  6. justin

    October 18, 2009 at 6:38 pm

    …And now Ditech’s latest tv commercial has totally ripped off Twitter’s color scheme and use of the little blue tweety bird. Laughable and embarassing.

  7. bluebird

    October 21, 2009 at 10:28 am

    Justin, I’m so glad i’m not the only one who is noticing that Ditech’s ripping off Twitter. What’s up with that?

    • Justin Stensrud

      October 21, 2009 at 11:53 am

      bluebird – not entirely sure, but i’d love to see the results. probably pretty effective.

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