Brilliant Advertising with Mr. W

I won’t say much about this ad as not to give away what makes it great, but watch it and enjoy it.  It’s very clever and has a great message:

What did you think of the ad?  Share your thoughts in the comments section below!

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Check out the “Brilliant Advertising with Mr. W” post on Adam’s Advertising Blog: http://wp.me/pNbki-3V

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Rise Above Plastics – Plastics Kill

Here’s a cool PSA from Rise Above Plastics:

The ad’s animation is well done, and I definitely support the message, so I thought I’d share.  If you’d like more info about the campaign and the cause, check out the web link above or visit the Rise Above Plastics blog.

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Check out the “Rise Above Pastics – Plastics Kill” post on Adam’s Advertising Blog: http://wp.me/pNbki-29

Anti-Drinking Ads may have Opposite Effect

A new study has shown that Anti Drinking ads, many of which show the negative consequences and/or guilt associated with drinking, may actually be having the opposite effect on students.  It was found that “particularly for individuals already in an emotional state of guilt or shame, the ads could trigger a defensive mindset. The defense essentially allows them to underestimate how vulnerable they are to the consequences, thinking, ‘It only happens to other people.'” (quoted from an article on Live Science).

Some suggestions for more effective ads included messages that discuss how to avoid binge drinking, rather than displaying its negative effects.  You can also read more about the ads in an article on Ad Age.

How do you feel about the ads?  Talk about it in the comments section below!

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Check out the “Anti-Drinking Ads may have Opposite Effect” post on Adam’s Advertising Blog: http://wp.me/pNbki-1W

Emotional Advertising

When you hear the phrase ’emotional advertising,’ the first things that you probably think of are sad Sarah McLachlan songs and injured animals.  And while the ASPCA commercials do make me want to adopt animals, the fact of the matter is that I am in no position to do so and I often find myself changing the channel rather than subject myself to longing looks of the animals.

For this post though, that is not the type of emotional advertising I am talking about.  I want to discuss advertising that makes you feel warm & fuzzy and advertising that makes you go “wow.”  The two ads discussed below have some key similarities.  First, neither ad features any kind of dialogue–just music and imagery. Second, both ads are quite simple; they don’t have lots of action or feature big, fancy sets.  Lastly, the key element to both ads: they each create a personal connection between the ad/message/service and the viewer.

The first ad that I want to discuss is one that I’m sure many of you are familiar with.  Airing during the 3rd quarter of the Super Bowl 2 days ago, Google’s ‘Parisian Love’ ad (part of their Search Stories ad campaign) brings a smile to your face.  If you haven’t seen the ad, watch it:

This ad is successful because it takes something that most people do every day (a Google search) and attaches it not only to something tangible, but gives it very strong emotional ties as well.  The ad tells a story, which most ads these days either do not try or fail at doing.  The story is simple and memorable, but it invokes feelings and possibly even memories to establish a personal, relevant connection to the viewer.  It the kind of ad that gets people talking (it inspired me to write about it, didn’t it?).

The other ad that I want to share is a public service announcement from England.  The Sussex Safer Roads Partnership created this ad titled ‘Embrace Life’ to encourage drivers to wear their seatbelt.  I think that it is quite possibly one of the most effective, a best, ads that I have ever seen:

Like the Google commercial, this advertisement is effective because of the emotion that it invokes in the viewer.  It is almost impossible to watch this ad without putting yourself in that situation.  You can’t help but think, “What would I lose if this happened to me?”

As both ads show, creating a personal and emotional connection turned out to be a very successful strategy.  However, this is not to say that emotion is the magic ingredient for a successful ad.  Understanding what motivates your target market and understanding consumer behavior are both crucial in developing a successful ad campaign.

Let me know what you thought of these particular ads (or this type of advertising in general) in the comments section below!

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“Emotional Advertising” post on Adam’s Advertising Blog: http://wp.me/pNbki-12