Ellen K claims she gets treated at Boise’s Ideal Image
Don @ IdahoRadioNews | July 5, 2009
File this in very bad ideas. Local hair removal shop (and heavy radio advertiser) Ideal Image is running spots during On Air with Ryan Seacrest on KSAS/103.3 Kiss FM featuring sidekick Ellen K. Ellen – one-time Playboy pinup and best friend of one of those Kardashian-show people lives in Los Angeles. But she is telling people here in Boise she got hair removal done at Ideal Image and she “loves it.” She blathers on for just shy of 60 seconds before telling folks to call Ideal Image and “tell ‘em Ellen K from On Air with Ryan Seacrest sent ya.”
It isn’t uncommon for nationally syndicated talent to voice local spots – everyone from Glenn Beck to Delilah offers the service. But by having that national talent claim he or she personally uses the service when chances are they have never been anywhere near Boise, you’re treading on really thin ice. Beyond it being a silly fabrication — I think most people in the audience will see right through it.
Excluding the very unlikely possibility that she really DID go to Ideal Image, this is called LYING. There are laws against making provably false statements in an ad. And since someone is practically guaranteed to say this, NO, it’s NOT the same as saying that Advertiser X is “the best” at what they do or something like that. That’s an OPINION, not at all the same as saying you patronize a business you’ve never been to.
Jesus, Don.
You do realize that Ideal Image is a national chain, right? And as unlikely as it may be, it is completely within the realm of possibilites that Ms. K does indeed seek treatment at an Ideal Image location…somewhere?
This type of thing- the editorializing about marketing, advertising, and other concepts you have a tenuous grasp of at best- is not your strong suit.
Seacrest is a national show. Makes perfect sense that she would be shilling for a national chain that happens to have local franchises.
Now, whether or not this is the most effective use of Ideal Image’s marketing budget…that is another discussion altogether.
Editor’s note: You always have to love when an anonymous commentor starts a post with the two words Scott chose, then attempts to make a point with personal attacks. While I don’t think anyone thought II was anything but a chain, they have no locations within 500 miles of LA. Is there a chance this person has undergone treatment? Sure. Is it likely? Um no. Further, the spot is specific to BOISE.
I had this debate with several on-air personalities during my rather odd career. I told one personality who said, in referring to an event saying “I’ll see you there!” Not to say that unless she was going to actually BE there (she was not).
One of the biggest problems with this ad campaign mentioned in this post, however, is communication. If the people who run the local store are not aware of or have not heard the ad, the customer will be met with blank stares. Correct me if I’m wrong, but blank stares are not good for business.
It might be interesting for a secret shopper to go to the local II store and drop Ellen K’s name to see what happens.
The local shop was just purchased back from the local owner. By the corporation. Of course it is an endorsement from the corporate level and it does not make it local of right.
Great figure, Great Hair, face like moose or squirl……..