I recently stumbled on a few commercials that stuck in my head for more than the 30 seconds or minute they were on…they got me thinking. I wanted to pass on a few of those thoughts…
What are good commercials? What makes the best commercials? And is a good commercial also necessarily an effective commercial?
Ads that use humor, outrageous acts, and taboo visuals, usually skyrocket to the top of advertising ranking lists and public opinion polls. While effective for their shock value and viral marketing capacity, I feel their long term ability to affect daily decisions is not as strong as other types of ads, but long term impact may not be their purpose. Perhaps the companies only want short spikes in recognition for a promotion or event rather than long term associations.
Think of some of the best commercials you have seen on TV – what made them the best and what made them memorable? Were they funny, innovative, or shocking? Did they tell a story? Did they speak to an experience you personally have felt?
Chevron – Human Energy
Different people find different types of ads effective, but there are some common themes. Ads that you can directly relate to often have the best results.
I really enjoy advertising that tells a story, even a small one, and commercials like these definitely get my vote. To me the true value and distinguishing characteristic of an ad is the ability to portray the company as long term and integral to our lives – ads that show the company has history and value beyond trying to make a profit. I realize that not all companies have been around for a long time, and the ads are obviously constrained by the nature of the company and it’s industry. Still, what makes an ad positive, good, and effective for me is when I can forget that it is an ad for something I have to buy and instead associate it with an experience in my own life or the lives of others.
Hovis Commercial in the UK
Visa Go World Campaign
So what makes a good commercial in your eyes?
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Excellent. I am most drawn to and remember the commercials that evoke emotions. Emotions of happiness or sadness. I remember several years ago Perkins had the most beautiful ad, it featured a waterfall of water running over fresh fruits and vegetables with the background of classical music…. Hallmark is also known for its commercials that bring forth strong emotions. Every time i watch a Hallmark commercial I instinctively reach for my tissues.
I really like the Coca Cola commercial that is based on GTA…except they turned it around and the main guy began doing good deeds after he had a sip of coke. I even have the song in ym head right now.
I love the Comcast commercials… there's a whole series of them using ridiculous humor to tell you you'd be saving money with them… e.g. save a lot of lettuce.
Too bad the service sucks…
Commercials can hit many different emotions. Some play off of your fears, slice of life, humor in multiple ways. I actually found the recent Microsoft Seinfeld/Gates commercial to be amusing, but not a lot of people agreed. I also enjoy the Geico commercials when they are not overplayed and those are off beat quirky commercials that have nothing to do with the actual service. Everyone can be emotionally connected by a commercial in a different way, and that's why there are so many different styles of commercials.
Craig
http://www.budgetpulse.com
I remember that one – I liked it, too.
I don't think I've seen those. But I am sure YouTube has them. (off to check it out now)
i think humor is what makes a good commercial…but it has to be like the "so true" funny, not like that whole "retarded" funny that nobody ever gets. HUMOR!
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