October 28th, 2006
“Yeah, I remember,” muses a fellow fifth grader, “when Bert was just selling lemonade…
Posted by
Michael Calienes in
ad commentary
In an effort to be different, and to endear himself to a potential audience, a local realtor may have overlooked the risk of collateral perception damage.
I drove by this billboard, read it, and thought inexperienced, which could be quite far from the truth. Bert could be the biggest, most respected real estate tyke in Tallahassee, but he wouldn't be perceived that way after this billboard went up.
Besides, when you're selling an area as prestigious and heralded as Southwood, it's best to err on the side of professional. Bert's pendulum just swung a little too far the opposite way. Sure realtors tend to overuse their faces on their advertisements — which is probably the reason Bert went for something a little more unexpected — but most don't look as inexperienced as Bert, whose ad would be better if it read: I want to be your lemondae guy in Tallahassee.
