
Well, we finally got to see the
WALL-E Super Bowl ad we had all been waiting for. I quite enjoyed it, although I was a bit disappointed not to see any new footage from the film. (But then again, how much could have fit in a 60-second spot? Not much.)
From some of the reactions I’ve read online, I think it’s safe to say that a few people were also bit disappointed, for other reasons. For example, Peter Sciretta of /Film
wrote:
"I am probably the biggest supporter of this film, but it worries me terribly that Disney (or is it Pixar) seemingly has no faith on the concept to sell itself...
I’m getting the strong feeling that the company doesn’t have faith in the audience to understand the idea behind this latest Pixar story. Instead they are hoping to give the film (what the people in the industry call) “the rub” from the companies’ other films and personalities.”
I disagree with the above assessment. If anything, what we saw yesterday was part of a well thought out marketing strategy designed to make
WALL-E appealing to as wide an audience as possible.
Yesterday’s ad was clearly aimed at younger viewers, and the much-loved characters from
Toy Story help in establishing a connection with the audience. Buzz and Woody were a perfect fit. I certainly don’t see anything wrong with them being part of the spot. It’s an example of good marketing, not a lack of confidence in the film’s concept.
The ad was fun and effective. It may be that “professionals” can "see through" the strategy, but the target audience –kids, their parents, and animation fans in general– see the commercial at face value: Simple and enjoyable.
I think the spot also balanced well with the more “grown-up” marketing for
WALL-E that we've seen, such as the
Buy N Large viral site. Most of the jokes on the BnL site are not of the type that kids would ‘get’. They’re often complex and clearly aimed at an older demographic. Yesterday's ad was just the opposite. So we see balance, and balance is almost always a good thing.
Simply said, I don't believe there's any reason to worry. In fact, there are quite a number of reasons
not to worry. Remember all the doubts about
Finding Nemo and
The Incredibles? Exactly.
So, that's my take on things. Leave your comments below. (Your opinion counts!)