You knew it was coming…a blog post about the Super Bowl commercials. But I’m not going to spark debate on funniest, most clever, etc. Conversely, these commercials all have one very important common denominator…
You knew it was coming…a blog post about the Super Bowl commercials. But I’m not going to spark debate on funniest, most clever, etc. Conversely, these commercials all have one very important common denominator…
They all focused on ONE aspect of their brand or product.
- Dannon’s Oikos Greek Yogurt focused on the pleasure of enjoying the taste of their premium yogurt.
- Audi’s “Doberhuahua” communicated simply that compromise isn’t always the best idea.
- Kia introduced a new luxury-class vehicle.
- Turbo Tax’s commercial touted the idea of “taking control” and making your tax return a holiday.
These commercials were simple, and that’s what we love about good commercials. One theme for us to grasp surrounded by humor, guest celebrities, or an action-packed plot, and we are hooked. Commercials are why many people watch the Superbowl. (That and the excuse to have beer and wings on a Sunday night)!
Would we have liked the Kia Morphius commercial if it had also said, “And it’s roomy inside! And it drives great! And everyone can drive this car!” We would have been changing the channel to watch Downton Abbey.
Consider this tactic the next time you are putting together a new ad for your institution. Whether it is print, radio or television, keep it simple! Define a target audience, and craft a single message directly toward that audience and you’ll find your next ad in the hall of fame.
Amanda
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