If you've ever watched an episode of Mad Men, you know that one of the main tenets of building a successful campaign is to draw on people's positive emotions. So, when I started seeing car commercials featuring the latest accident protection technology by actually showing the accident/moments leading up to/after it, I was shocked. No longer are they just showing happy, absurdly attractive actors cruising down a car-less and pedestrain-less, utopian road. A lot of them have taken a chance that viewers will appreciate seeing the newest technology in action. It makes sense: what better way would there be to showcase the new accident-prevention features than showing them as they actually work? This recent Hyundai commercial, Innocean, USA, is a great example of how to execute that potentially upsetting storyline well.
On the other end of the spectrum, we have this commercial:
While I can appreciate the beauty and depth of this commercial (words not commonly associated with TV ads), it's just a tad too depressing for my taste. I don't need to be thinking about near death car accidents while I'm sitting at home with my own family, eating dinner and watching 'New Girl.' I need feel-good, interesting ads that make me go '... huh' and smile. It's all about association. What do you want your brand to be associated with? Nostalgia, or highway collisions?
CARS KILL! But buy ours because it might not sometimes.
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