State Street “Buried Treasure”

This State Street SPDR ETF spot feels much longer than 60 seconds. The lilting soundtrack and monochrome cinematography — intended to appeal to highbrow upscale investor types with a predilection for old foreign films, perhaps — intensify the draggy effect. Now, the client is touting the benefits of investment “precision,” which connotes a steady, deliberate pace, so the creative seems on strategy. And the tale of a cute pooch that tempts a fetching female friend with various dug-up objects is certainly well told. All that said, in the frenetic frenzy of today’s media marketplace, every channel is ADD, and most folks won’t hang in for the punch line. Next time, throw all of us cynical, impatient viewers a bone and pick up the pace a bit. –David Gianatasio