Comments on: What Makes an Effective Commercial

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[…] connection between the twist and the benefit of the brand (I write more about this in my post about what makes an effective commercial). In fact, the way I heard about this was a colleague asking me, “Hey, have you seen that […]

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[…] What Makes an Effective Commercial […]

By: Ron Dawson

Ron Dawson — Thu, 10 Feb 2011 01:32:28 +0000

In reply to J.Manahan.

Wow. You are sharp J! I actually almost posted both the videos you mentioned. I struggled with whether or not to post “1984.” But I already had one Apple commercial as an example, I didn’t want two. I feel the “I’m a Mac” ads are stronger examples of all 4 points, especially #4, tying the punchline to the benefit of the product. As wonderful as the “1984” ad is, you don’t really know from the commercial why you should buy a Mac.

As for “The Follow”… I came this close to including it. In fact, I even had it embedded on the blog before publishing. It’s probably one of my favorite of the series. It’s such a beautiful film. And it’s an example where I feel voice over actually works! Plus you get Forrest Whitaker AND Mickey Rourke! But I switched it out and went for “Powder Keg” b/c 1) I know a lot of photogs read my blog and that story is based around a photog, and 2) “The Follow” doesn’t highlight as much of the car’s range of power, speed, and strength.

Great comment. Thanks for reading.

By: J.Manahan

J.Manahan — Wed, 09 Feb 2011 23:56:23 +0000

I’m surprised Ridley Scott’s “1984” Apple ad didn’t make your list. I realize that it might fall short on a couple of your listed attributes, but it’s still talked about to this day.

I loved the BMW series. “The Follow” by Wong Kar Wai is definitely my favorite, although it probably falls short on your criteria as well.

By: TJ McDowell

TJ McDowell — Tue, 08 Feb 2011 00:45:57 +0000

Ron,
Great thoughts on what makes up a good commercial. I’ve got one advertising campaign in mind that came out recently that I think is absolutely genius. It’s the McDonald’s campaign on a yawn is a cry for an egg mcmuffin. Here’s what I’ve noticed about the commercials that made it genius:
1 – The commercial was funny. The announcer makes you yawn as proof that you want an egg mcmuffin.
2 – It’s kind of reprogramming your thinking so whenver you happen to yawn (which hey, guess when you yawn most – probably when you just wake up in the morning), you think to yourself, hey egg mcmuffin
3 – I’ve caught other people yawning and commented that they must want an egg mcmuffin. What’s that, you don’t know what I’m talking about? I’m happy to share.

I’d be interested to see McDonald’s numbers for egg mcmuffin sales within the past few months, but I’d bet they went quite a bit higher.

By: Ron Dawson

Ron Dawson — Mon, 07 Feb 2011 16:33:43 +0000

In reply to Aaron Mayberry.

You’re so on point Aaron. I was really torn about including the VW Vader commercial for the very reason you mentioned. I’m glad you made that point. So many cars have the ability to start remotely, so even the beneift/gimmick at the end is not unique to VW. I’m curious as to what others think.

I’d disagree with you on the gimmick of the Budweiser frogs commercial though. Them saying “Bud-wei-ser” is not related to the benefit or “feature” of the drink. It is a great way to make you remember the brand though.

Thanks for your great commentary.

By: Aaron Mayberry

Aaron Mayberry — Mon, 07 Feb 2011 16:18:38 +0000

Sooooo many commercials fail at #2. I couldn’t tell you who did the the Vader car commercial, even though I liked it. I could watch it 5 times and probably not be able to tell you 10 minutes later. Almost every commercial I saw last night was like that, except for those Doritos commercials.

Those Budweiser frogs are a perfect example of a commercial that’s impossible to forget about. The “gimmick” is frogs saying Bud-weis-er. Genius.