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Yesterday afternoon I was getting some work done and per usual I had the TV on in the background. I happen to have Nascar on. Even though I live in North Carolina, I am not really a Nascar fan, but for some reason it was on my television as I was working. Over the couple of hours that it was on, I noticed something that made me wonder what these people were thinking. One of the sponsors for the race was DLP Technologies. If you are not familiar, this is the technology by Texas Instruments that uses mirrors that is supposed to make the pictures on televisions with DLP look amazing. I am sure you have seen their commercials before, they usually have a little girl and a baby elephant in them.
What really made me scratch my head was that they had either been given as a sponsor or bought significant air time during the race. Their commercial ran almost every commercial break based on my unofficial count. What drove me crazy was that it was the same commercial each and every time?!?!?!?! I don’t get it.. This company spent millions of dollars on being a sponsor of a Nascar race, they spent millions of dollars more on a media buy to get their commercial seen all day, but they were not willing to actually produce more than just one lousy commercial? Do you think that was done on purpose? Do you think someone internally actually brought up that the same commercial was going to be run a dozen or so times during the race and that was acceptable with everyone? Towards the end of the race, I was praying for that baby elephant to go on a rampage. 
DLP, I am your target audience. Mid-thirties man who watches sports religiously and who is presently looking at big screen televisions to purchase for my home. You had a perfect opportunity to sell me yesterday and you failed miserably. Now I am questioning your brand. If you do such a lousy job marketing your product, should I be concerned about the quality of your product?
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Welcome to the redneck club Cord. Unlike you - us rednecks don’t stick around much for the commercials. I to watched the NASCAR race on Sunday - however I saw maybe 2 DLP commercials. In a perfect world I would watch the commercials like I do when the Super Bowl comes on - but life happens (especially with a new born at home). Like it or not - the commercial did it’s job - your talking about DLP - you remember the characters in the commercial and they’ve branded their name in your brain - even though it’s associated with tiny mirrors and elephants.
Also, having sold TV ads for 4 years I can tell you most national advertisers spend 100’s of thousands if not millions on a :30 second commercial. So multiple commercials is just not in the cards for each advertiser - especially one that sponsors a car in the race itself. Maybe Fox is to blame… my guess is Fox failed to sell all their inventory and offered it up for discounts to it’s current advertisers. DLP - more than likely - simply jumped on an opportunity.
Keep up the good work Cord - and welcome to NASCAR.
I am actually a really big fan of these DLP commercials and you are dead on about the repeat they show during any given sporting event. They actually have four in rotation now, but during any one big sporting event they generally pump the same one.
Mark - Thanks for the comment, but I have to disagree with you. I don’t care how it happened, it’s DLP’s responsibility to control and own their brand and if that means spending more money and creating more than just one damn commerical, than that’s what they need to do. Especially even if they had two commercials run, they are the same exact commercial. The only difference is what guy is in there. More importantly, the commercials did not do their job. I might be talking about them, but I do not have a good feeling about their brand and I sure would not buy their product right now. Advertising is more about getting attention these days, in my humble opinion.
Jud - Thanks for the comment. I remember from our conversations in the past, you love these TV’s. Maybe we need to call them and teach them how to advertise correctly???
Thanks for your comments guys.