Give up Yahoo!

Yahoo’s attempt to recreate their image has led to a less than spectacular television commercial. Yahoo is bringing back its signature yodel in its new $100 million advertising campaign, but the brand may only be leaving consumer more confused.

Yahoo’s one-minute commercial hit the air today as a part its “Y!ou” campaign. Through these advertisements Yahoo wants to emphasize all the things they can do for you.

I give Yahoo credit for attempting to stand out in their market, but their first advertising attempt with “Anthem” fails to impress. The commercial is colorful and fun, but I know nothing more about Yahoo than I did before. Congratulations to the art directors for putting together a beautiful commercial, but too bad the message is not received.

The “Yahooo!” yodel may have worked at one point for the brand, but now consumers have moved onto better search engines and email providers. When your competition includes dominating forces like Google, you really need to wow consumers with your advertisements. I doubt this commercial is going to have anyone running to their computers to check out what Yahoo has to offer.

The commercial didn’t have to take such a spin in the wrong direction. They simply could have shown how all these great aspects of life are now available on Yahoo. They should have taken tips from Apple and actually shown their product in use at the end of the commercial.

Some brands can get away with not showing their product, because their ads spark consumer’s curiosity creating a call to action. Yahoo needed to show their new features in order to help consumers distinguish what they have to offer that is unique.

I can see where Yahoo was trying to go with this commercial, but they failed to tie together all the loose ends. Hopefully their other advertising techniques will help pull together this confusing campaign, because as of now I say give up, your competition wins.

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