Hmmm...

Philadelphia is gearing up for an interesting event that hits every market at some point. I'm talking about the inevitable "comeback" of an on-air talent to the market.

This time, it's notorious weatherman John Bolaris. I say "notorious" because John left the NBC affiliate in Philly not too long after predicting a "Storm of the Century" which never materialized. (In fact, it was barely more than a dusting of snow.) The fallout from this blown forecast was not pretty. He was excoriated by the local papers, some viewers wanted his hide, etc. This was a pretty ugly fate for a guy who was one of the station's top draws.

So, after 5 years or so, he's back. Only this time, he's going to work at the Fox affiliate. The promo embedded below is one of the handful of spots meant to tout his return. This particular spot has raised a few eyebrows because of what it has the nerve to bring up.



Now, some people think I'm nuts, but my initial reaction is that this spot is pretty clever. It lacks sufficient branding, that's true. I think it's almost too easy - especially if I'm a viewer who's only half paying attention - to walk away from it thinking he's going back to NBC. I think they'd have been better served selling the idea of "Old Town, New Address", especially since the average Philly viewer can't remember which talent is where. Notwithstanding, I think mentioning the "Storm of the Century" might be a smart move.

I mean, personally, I think you're insulting your audience if you pretend like you don't know what they're thinking in this case. Philly viewers may not remember who he works for, but they will remember that he blew a weather call, and a BIG ONE at that. So, if we all know what we're thinking, why not address it? It's the elephant in the room.

Some have told me that it only serves to remind folks. I dunno that they need reminding.

Some have said it was 6 years ago, why bring it up? In a function that thrives on credibility - like weather - it's still a relevant topic, even if it were 20 years ago.

Others have just declared that you don't ever mention this kind of thing (translation: never acknowledge your mistakes). I say tell that to the folks at JetBlue. They're living proof that sometimes the best thing you can do is admit a shortcoming, apologize, and commit publicly to make it right. (JetBlue's woes of a year ago could've killed the company. The fact that they're still in business, despite a nightmarish environment for their industry, is a testament to the power of apologies.)

Now, this spot doesn't necessarily do any of that. The way I hear it, it's deflecting blame. When I boil down what I hear in the copy, the message comes down to: "That time I blew the call wasn't my fault - it was the equipment."

Whether or not this works, only time will tell. But, I have a sneaking suspicion...

And, by the way, bully to the producer who sold management on taking this risk. I know it couldn't have been an easy sell.