Petite Lap Giraffes Trample Actress Jane Lynch
April 11, 2011 by Nate Winter
That's right, folks, you read it here first: in the gladiator coliseum of TV service, petite lap giraffes have trampled comedic actress Jane Lynch.
Okay, that's almost completely false. Jane Lynch is untrampled and just fine as far as I know. But I do think DirecTV's ads starring Gregor and his Petite Lap Giraffe have triumphed over Lynch's Xfinity ads for Comcast. Have a look.
DirecTV: Opulence, I has it
Comcast: Xfinity starring Jane Lynch
Strangely, the two competing ad campaigns share nearly identical creative concepts, focusing on an eccentric and hard-to-please wealthy person who's actually quite happy with his or her TV provider.
The difference between these campaigns, though, is in the details. Comcast leans on Lynch's established snarkiness, which we've come to love. Whereas DirecTV borrows from the Old Spice playbook and dabbles in the absurd.
Ultimately, I think DirecTV has done a better job here. The originality of Gregor, the character they created, is important. He looks and speaks like a classic Bond villain, but his goofy eccentricities make him funny and lovable.
Jane Lynch's bratty abrasiveness, on the other hand, is a bit too familiar these days. We've seen it in her movies, on Glee and in her Xbox 360 commercials. Her attitude has had its moment, but I think we're ready for her to exhibit a new personality trait.
The Microsite
I'm referring of course to PetiteLapGiraffes.com
The subtlety is great. Rather than scream, "SIGN UP FOR DirecTV!" the advertiser has taken the creative high road. In fact, the site's brand message is so understated, it's practically an Easter Egg (a tactic that's sure to earn the site some viral kudos). It lets the entertaining creative rule the day, while infusing brand messages naturally into the experience. It takes a great deal of self control to build a microsite that focuses on mini giraffes, rather than promotion or more direct brand building. Big thumbs up to DirecTV on that.
Even the DirecTV Facebook page furthers the experience with fun little interactions and pieces of content. (Click Gregor's Gym or Meme Machine on the left.)
All said, DirecTV has won this ad battle. Despite Jane Lynch's 6-foot stature, DirecTV's petite lap giraffes are head and shoulders above her Comcast spots.
