Funny you would mention this, because I've heard this spot several times and had no idea what it was for. It's a very bad commercial when you can't understand what they're selling. Like you, it took me several listens to hear the word "Optimum" and only then did I realize what it was. 

But even then, I'm still not sure exactly what the message is. 

The audio and words are garbled and almost indecipherable. If that was their intent, they achieved it.

If not, it's a waste of money.  

Saul wrote:

Maybe the more people know about the cards, the less inclined they'll be to use them. Optimum cards at Loblaws are pretty much useless for the shopper - very few items qualify for very meagre points - and you're just essentially doing their market research for them. I think the card might possibly be somewhat more useful at Shoppers.

I've refused to have one for years simply because I don't want Loblaws having my information. My privacy is worth more to me than just a few cents off some groceries, but to each his own.

RadioAaron wrote:

Believe it or not, it's actually for Esso, who I assume are now participating in the Optimum program.. And no, I wouldn't have known that from just hearing the spot.

 
Thanks RadioAaron, I’ll give it a better listening to thr next time it airs!

RadioAaron wrote:

Believe it or not, it's actually for Esso, who I assume are now participating in the Optimum program.. And no, I wouldn't have known that from just hearing the spot.

I just heard it and had to really concentrate to make out Esso in the first sentence. And I could barely hear it. No one is listening to a spot that closely. What a terrible ad.

newsguy1 wrote:

I still can"t figure out what organization that dismal ad about children and cancer is.
And I am confused about part of the ad that talks about bills coming in that the parents can't pay for cencer treatment.
What bills?
Is this an American ad that's wrongly being played here?
 

Imagine you heard a radio commercial so annoying that you can't stand to listen to it even once. 
Now imagine that it keeps replaying over and over and over.
Now imagine that they're telling you to imagine something awful again and again and again.
Now imagine you actually listened to the entire thing. 

I've never made it to that last one. And I don't think I ever will. Imagine!

Two things about this Esso spot - I believe it only runs 15 secs., which makes it very rare on radio. Also, I happened to hear it on an FM station and the lyrics seemed much clearer than they do on AM, where it's almost indecipherable.