A good commercial catches your eye, makes you laugh, or puts you in a state of awe, and corporations spend billions of dollars every year on these commercials that aim to leave an impression on viewers. But what makes these commercials a success? Think back to some of your favorite commercials, or go online to browse some of your favorite brands’ ads. Can you pinpoint the common elements?
Here are three brands that are doing commercials right.
1. Humor
Humor is a great way to grab the audience’s attention. Making someone laugh automatically creates good feelings toward that brand.
A company that is utilizing humor in a very real, very effective manner, is Hotels.com. With a clever play on the title “Captain Obvious,” these commercials point out the extremely obvious functions of the company’s website, as well as poke fun at the reasons people might need to book a hotel room.
Since the best humorous commercials are the ones that require the least amount of thought, these commercials are a perfect example of how humor is used effectively — because the only information that is essential is the existence of Hotels.com.
2. Responsibility
While humor can be used to great effect to sell simple products, some companies rely more extensively on the attention of the viewer in order to get their point across. With the use of image and dialog, Carnival Cruise shows that appealing to people’s love of the earth is an effective way to sell product. In their 2015 Super Bowl spot, Carnival Cruise used John F. Kennedy’s speech on the fondness of the ocean to invite people to discover new places. Not only did the commercial center around beautiful shots of cruise liners in breathtaking spots, it also implied that the Earth is worth taking care of, not only for the enjoyment of people, but because it is our home.
In this day and age, people are aware of global, social, and moral issues. While some viewers may feel commercials such as these are emotionally manipulative, there is no doubt that Carnival Cruise has created an effective commercial campaign that doesn’t only push product, but informs viewers of the possibilities the world has to offer.
3. Drama
Drama is one of the most commonly used forms of communication when it comes to commercials. Adidas successfully connects the drama of professional sports with the athletes of tomorrow in. By using the most dramatic clips of real games, spliced with candid shots of young athletes, Adidas inspires young people with the professional superstars they wish to emulate. While commercials aren’t long enough to be considered true drama, Adidas uses a classical dramatic format for many of the commercials they make. Starting with preparation, then shifting focus to a struggle in the middle of the piece, before finding accomplishment at the end, fulfills a base, conflict, and resolution format many dramatic stories use.
Lifelock commercials also grab emotions via drama. What would identity theft be like if it happened to you? By creating empathy, it also creates successful ads.
There are many different ways in which commercials are successful, but all are designed to inspire consumers either with laughter, awe, or drama.
