Done is Fun, Maybe

Audiolytics™ Score: 68.17%

*Audiolytics™ is Oxford Road’s proprietary method of measuring ad copy across 71 data points – the most comprehensive scoring system in the market – for maximum conversion so that every media dollar achieves optimal impact.

**Due to restricted distribution of trade secrets, we cannot share all 71 sub-components but will reference select optimization levers based on the 9 Key Components of Audiolytics™: Setup, Value Proposition, Positioning, Demonstration, Substantiation, Offer, Scarcity, Path, and Execution.

Advertising Jingles. Marketers have used them for nearly 100 years because our brains are hard-wired to remember rhythmic elements (you can listen to the first radio jingle here). When done right, jingles can be a potent way to cement your brand deep into the temporal lobes of the consumer. Just try to say “Nationwide is on Your Side” without singing the song. Memorable jingles are quick, rhythmic, and reinforce your brand message. However, in the case of this week’s creative breakdown from Wayfair, we will see how a jingle can make an already-weak message even less impactful.

While the lyrics and message aren’t as clear in the “Done is Fun” spot, there are some things we like.

What Worked: 

  • Value prop – If you can get past the music, the value proposition is extremely clear. Wayfair helps you finish your decorating projects quickly, easily, and, according to the girl holding up her blocks, it’s actually fun. This is reinforced by the visual montage of users crossing things off their lists so they can enjoy the feeling of “done.” It feels so good you’ll spontaneously want to dance.
  • Demonstration – “Easy as a click and then comes quick.” This ad does a great job of showing how the process works. From customers purchasing on their phones and tablets to the delivery man dropping off the purple packages, we see the entire process. There is a sequencing issue here in that the ad begins with customers opening their packages, but while the Audiolytics™ framework takes into account the order of the message points in an ad, it is far more important that message points are PRESENT than in the right order.
  • Path – While there is no offer, the viewer knows how to take action and “bring home the feeling” by simply going to Wayfair.com. The path is reinforced with an ending title card displaying the website with a cursor, along with a 1990’s mouse click sound effect added for oomph.

Needs Improvement:

  • Setup – The spot fails to grab our attention. Remember that to get the audience’s attention, you’ve got to be more interesting than the infinite number of alternative options in the physical world or competing screens. An overhead shot of a woman walking upstairs with a package just doesn’t do the trick. In the first seconds of the ad, they establish that Wayfair will help you get the “Feeling of Done.” But they should have started by identifying the problem. How about showing the montage of where the actors started; empty rooms, outdated furniture, etc.
  • Execution – This is where the ad falls apart. A jingle should reinforce the primary brand message in a quick, rhythmic way. In this ad, Wayfair is using their “jingle” to do the heavy lifting of delivering the ad copy for the lion’s share of the ad, diluting the core message. They would have been better served by using a clean voice-over with the music bed underneath. The jingle’s hook (The feeling of done – and done – and done) could have been added to only the montage of Wayfair customers basking in their “doneness” towards the end to reinforce the value prop. Let’s also remember that millions of people are likely to see this ad with the sound off, and there is no meaningful text to get a clear sense of their value prop. It’s nice to display your name, but wouldn’t it be nice for them to know something about you while you’re at it?
  • Substantiation / Positioning / Offer / Scarcity – These are all Key Audiolytics™ components. We have 71 Sub-Components, which most people are unable to balance in a :30 commercial, but when you altogether skip 4 pillars, we’re bordering on malpractice.

If a brand decides to create a jingle, brevity is the price of clarity. The “Done is Fun” Wayfair ad would have been a lot more clear if they had simply ran a traditional VO over a sound bed. However, by attempting to be clever, they sacrificed clarity to interject something that really sounds less like a jingle and more like a terrible pop song into an already problematic ad (from an Audiolytics™ perspective). This is where advertising gets into the wrong business. A pop song is held to a higher standard of quality than a typical jingle, and the Wayfair song becomes a distraction because it’s almost appealing but falls short of what you’d expect in a “real song.” It’s better to stay within your lane or license someone else’s music (like McDonalds did with I’m Lovin’ It) than to attempt to write a song like this and fall short. Doing so suggests you’re willing to sacrifice quality, which is death to a brand – especially one like Wayfair.

Yes, humans remember things better if they’re in song form, BUT if you don’t have clear,  memorable lyrics, you would have been better off without any music at all. Only time will tell whether or not Wayfair will heed the advice of the almighty Influencer, but for now, the analysis of this ad is done, and done, and done.

 

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