There can only be one Phil Dunphy. And as much as Draftfcb would like you to pretend Paul Hattery is the second-coming of TV’s ultimate patriarchal dweeb, it’s not even close.

Paul Hattery is the main attraction in Cox Communication’s unique commercial/sitcom campaign Home with the Hatterys–a fake show about a family of four struggling with slow download speeds and other telecom-related hijinks. The original spot (above) was supposed to run as a one-off commercial, but after a positive reception, Cox and Draftfcb turned the idea into an ad sitcom with one-minute “episodes.”

The initial premise holds some value, straddling the parody v. pastiche boundary for a mockumentary like Modern Family. But, with 11 episodes, there are only so many DSL gags you can sit through before the humor dries up. Stale writing does in Paul’s character; he’s just a shallow sketch of Dunphy, mostly a consequence of one-minute clips that rely on soft one-liners. Although, when he drills his wife in the face with a dodgeball, you might crack a smile.

Interesting side note: The Home with the Hatterys opening credits play for 20 seconds even though the episodes last a minute; the Modern Family credit sequence plays for 10 seconds, and the episodes run for 22 minutes. There’s probably a more efficient way for Draftfcb to use their time. Credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.

Couchgating isn’t a word, and the idea that friends join together to sit on couches and eat mystery meat chicken on football Sundays has been around for quite some time. However, anachronism aside, KFC’s new “Couchgating” spot is worth a watch. Draftfcb Chicago produced the ad, which shows a few gridiron junkies talking smack about why more people need to sit on their lazy asses eating crispy strips.

Is KFC food disgusting? Yes. Will it lead to an early death? Probably, depending on genetics. But, the dialogue in the commercial is completely irrelevant. Draftfcb created a successful ad because of two things: slow zooms and an NFL Films soundtrack. I could listen to that music for hours regardless of what’s on the screen. All that’s missing is some John Facenda or Harry Kalas voiceover. If we could see Terry Bradshaw throwing a wobbly Super Bowl touchdown and then chomping on some Yobogoya, that would be even better.

Although going for two might take on an entirely new meaning… Credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.