Comcast's postcards grab attention, but suffer from some creative issues

Share this content:
Comcast's postcards grab attention, but suffer from some creative issues
Comcast's postcards grab attention, but suffer from some creative issues

Love ‘em or hate ‘em, you have to admire the sheer tenacity of the big, six- by 11-inch Comcast postcard. The offers may change but the pitch is relentless. It seems that every week a new billboard juts out from my stack of bills and catalogs.

The cards, at their best, can deliver maximum impact for minimum dollars. Don't let high concept and high design get in the way of a big, timely, and com­petitive offer complemented by an even bigger call to action.

The latest carpet-bombing from Com­cast, however, wanders from the proven formula. At a time when most consumers are downsizing their household bills, Comcast makes the right move by pro­moting an economy service – same great programming, one low price.

Unfortunately, one side of the postcard is littered with small, random stock images of people watching TV. While blurry cooking shows (so much for HD) and gigantic kittens seem to be captivat­ing entertainment for some customers, another Comcast couple is content to sit and watch nothing at all. A rhyming headline and some weak, convoluted copy try to make sense of all the imagery.

The back panel doesn't fare much better. The ribbon headline spanning all 11 inches is so tightly tracked it almost becomes unreadable. It's the victim of a long name – Comcast Digital Cable Econ­omy Service. If your product or service has more than threewords in it, it is too long. The low price is nicely showcased. However, the orange Comcast cable icon seems irrelevant and needs to go — then, the offer and call to action could work together better to lift response.

<a href="">What do you think of oversized postcards?</a> | <a href="">BuzzDash polls</a> The billboard postcard should be treated like its larger, outdoor namesake – less is more. Its bigness and break­through ability can be severely comprised by packing every inch of its frame. A simple flood of color on the front with a big price point and a string of reversed-out network logos is one better approach.

And, from a copy perspective, Comcast should lose the everyday low price jargon. This is a great opportunity to show Comcast is working to help, not hurt, the family budget with a low-cost solution for basic cable needs. That's just common sense.

Send your Direct Choice to


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above