WELLS FARGO "ROCKS"

                    

WELLS FARGO “ROCKS”

Everyone says to save for college, but rarely tells you why. Wells Fargo gives a good reason in a warm way.

A little girl saves stones her truck-driving father picks up for her wherever he goes.

The commercial tells you why: “You work hard for more than just you. We’ll help you save for her future geology degree.”

HOW HOT?

HOW HOT?

When everyone is touting their use of jalapeno peppers and how hot their product is, how do you show how hot your product is in a new way?

Kings Hawaiian jalapeno peppers, in their TV spot, has the father coming in asking who ate all the jalapeno peppers. His wife and kids deny it was them. One kid motions to the dog who is lying on the floor with not only a guilty expression on his face, but his face is glowing pink.

PRAISING INTELLIGENCE. FINALLY. (U of Phoenix)

PRAISING INTELLIGENCE. FINALLY. 

(U OF PHOENIX

How rare is it in commercials when you see intelligence being given its vital place in the survival of the human race? Or its necessity for accomplishing your individual goals?

When I see it, I say, finally, an adult appeal to rational adults. TV spots aren’t just for entertainment and pushing a product. Intelligence has a way of getting the attention of adults. You know the message is for you, and not for kids or spoiled young people who expect to be supplied with ready-made satisfasctions, without any effort by themselves to achieve it. Intelligence is a tool for dealing with a real world. Not applying it causes reality to come back and bite you. Let’s see more like this.

 

NOW YOU TELL US.

 

NOW YOU TELL US.

For generations Kraft has been selling us mac and cheese dinners with artificial flavors, preservatives and dyes and not saying anything about it. Now they tell us they’ve been substituting the good stuff in their product without telling us, and we haven’t noticed. Well good for them. We’ve always trusted Kraft not to give us crap, but now, because we can’t tell the difference, they’re telling us. Why was all that stuff in there to begin with? Isn’t it a bit late to apologize?

WASTE!

Waste.

Have you ever watched a commercial, no matter how interesting it was, and when it was over, wondered who paid for it, and what exactly was its purpose? Or what it was selling?  That’s a perfect example of wasting money on TV.

It’s easy to waste money advertising on TV. The time is so expensive, that if you’re commercial doesn’t have a point, doesn’t relate a specific point to your product or service, or even reminds people of your competitor’s product or service, you’ve just thrown all that money away. Or worse yet, contributed to your competitor’s ad budget.

Optimum has a series of commercials showing a bunch of idiots pretending to be professional house movers. The emphasis is on how destructive they are. Its purpose was to encourage you to move to their service (even though they don’t even mention it until the last sentence of the spots.) The series actually makes the viewer leery of moving anything, anywhere, including to their service. Considering how skeptical most people are to claims made by advertisers, that’s not encouraging.  It’s a waste of money, which you will eventually pay for in rates.

AS SIMPLE AS DIRT

AS SIMPLE AS DIRT

A message can be simple or complex. Simple is usually better. Condensing your message to its fundamental quality isn’t always easy, but in a complex world of complex messages, it’s sure to be the easiest to remember. Nature’s Care Organic Soil found a way to do it.

GOOD DEMO OF COMPETITIVE DIFFERENCE

 

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GOOD DEMO OF COMPETITIVE DIFFERENCE

Lifelock’s “Robbery” spot illustrates the difference between just monitoring a problem, without actually doing something about it, and actually working to fix it. A bank robbery is taking place and the guard doesn’t do anything because, as he explains, he’s just there to see if it’s a robbery, but does nothing to stop it.