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Summary:

So, how’s Yahoo (NSDQ: YHOO) spending the more than $100 million it has allocated to its new branding campaign? Well, the first TV ad in the…

Yahoo Its YOU ad

So, how’s Yahoo (NSDQ: YHOO) spending the more than $100 million it has allocated to its new branding campaign? Well, the first TV ad in the campaign was shot in five countries and is airing on all the major TV networks and top cable channels in the U.S., where it debuts this week. It will also be aired in the U.K. and India next month — and in Brazil, Canada, France, Hong Kong, Indonesia, Korea, and Taiwan next year.

The international reach isn’t surprising, considering that the campaign is global and the take away is supposed to be “your world and the world.” As for the ad itself, it’s trying to be aspirational, with jumping people, dancers (lots of them), athletes, and cute kids. There’s even a “wow,” a nod to CEO Carol Bartz’s stated desire for the company to produce “a ‘wow’ experience” for all of its users. The idea: Reenergize the Yahoo brand. I counted nine “Yous.” How about you? Sorry, couldn’t resist.

Rafat adds: My first reaction to the ad: this looks like an ad campaign for the media buyers, not consumers, something to be unveiled at an upfront. How about spend the precious money in making people aware of some new products, or new ways to use a Yahoo product? As a consumer, why do I care about people bouncing around to music? It doesn’t make me feel good, or open new insights into Yahoo culture or make me use Yahoo more. The ad may make the Yahoo execs feel good about themselves; it doesn’t help it in any other way. Here’s hoping the new ads in the series after this are better.

  1. Now that Yahoo and Microsoft are going steady, have they conspired to make some really *bad* TV ads together? (cf. Windows 7 launch parties).

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  2. Frankly, if Yahoo can't improve their product (search engine and email, specifically), they simply can't survive. Yahoo email is slow and clumsy; Yahoo search is cluttered and returns about three irrelevant results for every relevant link. Numbers like that simply make Google look even better by contrast.

    Flashy ads only bring in people who've never seen Google. Once they do, bye-bye Yahoo.

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  3. All garnish, no entree.

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  4. How does a robber being chased by the Keystone Cops equate to "earning" anything? What are they suggesting?

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  5. Joseph Tartakoff Tuesday, September 29, 2009

    So here's the company's description of the Keystone Cops scene:

    Keystone cops: This is a tongue-in-cheek nod to Yahoo! Finance, one of our most popular sites. We shot this in the studio and employed techniques used during the days of silent pictures (the guy with the money bags is running on a treadmill). Take a close look at the tires on the police car.

    (http://bit.ly/IBwm5)

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  6. Boy did they miss on this commercial. Where is the message giving me a tangible benefit that will motivate me to go to and stay on Yahoo. I agree, all garnish, no entree. Too bad.

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