I only watch Network TV for the commercials.

David Korobkin | Tuesday July 21st 2009

There was nothing interesting on cable last night so I watched brainless Network TV hoping to see some new commercials. I watched a high production value spot which appeared to be on strategy. Not knowing their strategy, I analyzed the creative and the product/benefits they chose to show and backed into a strategy, which seemed to make sense. Many agencies back into strategies as a matter of practice.

Near the end of the spot, the advertiser prominently displayed their URL and a voice-over pronounced it clearly.

What struck me as odd was that the URL had nothing at all to do with the product, its name, category, or even its benefits.

I had to write it down so I could visit the site. Sure enough; the site was for that product. I studied it at all angles, any connection to the product, name or benefits whatsoever – no, easy to remember – no, grabbing topspin from a well known URL – no.

What were they thinking?

Is it important for a B2C URL to have some type of nexus to the product or service?