This week’s look at what ads rock and what should be sent to the recycle bin
Advertising has to be entertaining, but not just entertaining. Advertising is effective when we’re given good reasons to buy what you’re selling.
Rock
The Sunsilk commercial is a gem. It features a cute blonde and appropriately dinky guy who find a gaping hole in the place of their bathroom wall (and mirror). Shock leads to curiosity, and in a snap, something seems to be developing between these two. Instead of a mere mirror, the two give advice on the other’s appearance, specifically hairstyles.
It’s a clever commercial, it’s fun and it’s rewatchable.
Huh?
Tell better stories. This is for a car ad (Nissan I think), and in theory, a 4x4 ad with this message ought to work. My father often goes to Botswana and I think the all important moment is the hour or two after he arrives back when we hear about how close he was to a lion or elephant. So why on Earth are two brats in the ad? Are you supposed to buy a 4x4 to impress your kids? Really! Something tells me that the person who conceived the ad is not a parent. The most annoying thing about driving long distance (and especially in the bush) is having young kids with you. To remind potential buyers of this is just plain dumb. Come on guys; write ads that make a bit more sense.
Rubbish
I’ve seen two variations on the same theme. Basically we’re given the price of blood (or champagne) and then, relative to that we’re given the price of ink, and referred to a Nashua printer. Sorry, it doesn’t work. It’s too much of a leap. Blood and wine just don’t flow in the direction of a laser printer.
Good advertising requires at least a little bit of intelligence. People with money aren’t dumb, so take a little time before preaching to the converted.
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