It's all about selling the dream. This week's top five is about the commercials that have moved us. By Terri Leigh.
By Terri Leigh
Marketing... it's a fascinating business. I love how a perfectly executed marketing campaign can move people, spark a discussion or debate, and help shape our opinions and decisions.
I've dabbled in it myself, in my radio days. The worst cliché tagline I had ever heard when I was in radio was "Changing the way the world sews, one sewing machine at a time." It's your classic fill-in-the-blank catch phrase. Changing the way the world wakes up, one coffee at a time. Changing the way the world copes with life, one gin martini at a time. The epitome of marketing laziness.
Subliminally or not, if executed correctly, marketing is the difference between success and failure for business. It's that simple. But as a consumer, I will be loyal to a product or brand as a show of my appreciation of their ability to lure me in a creative and unique way. It's my own round of applause for a superb branding effort.
And the reverse will make me abandon a product for life. It's why I will never buy/eat another Klondike bar ever again. And that makes me sad, because I used to love them. What woman doesn't? But some genius in the Klondike marketing branch decided to market chocolate covered ice cream to men using, in my opinion, a degrading and offensive storyline to air during NFL games. A slap in the face of their majority demographic audience... women. So, see ya later, Klondike.
Just this past weekend, we witnessed the biggest marketing showcase of the year – Super Bowl Sunday. Top corporations in America pay somewhere in the region of $3.5 million per 30-second spot. The majority of North American television sets are tuned into the game... not to mention a large percentage of viewers focused on the commercials. This is basically the only time of the year when the retailers don't have to rely on chance to be seen by consumers. The content-ingesting tables turn during the Super Bowl, and advertising is almost as exciting to watch as the game itself. Millions of dollars invested and seen by over a hundred million viewers, and then millions more on YouTube the day after - worth every penny, in my opinion.
One of my favorites was Dodge's "Farmer" ad. My eyes were glued to the set and after all was said in done, I was crying. According to my Twitter feed, I wasn't the only one.
No other sporting event brings on such a marketing celebration as the Super Bowl, but events such as the World Cup, Champions League final and the Clasico do have expectations of a few artistic ad pieces of their own.
This week's Five are some of those MOST excellent commercials, recent and not-so-recent, that elicited an emotional response in me...
#5 EA FIFA '13 - Santa pays a visit to Lionel Messi
A short lived commercial that aired in December for the holiday shopping season. It features Santa, elves, Messi and a PS3.
#4 Kid plans his own 'Parent Trap' with a personal XI in mind
When I first saw this, I'm not going to lie, I thought this child's motive was for his parents to build him a proper pitch. It's a great little story with a kid's innocent yet manipulative motive.
#3 Pepsi - Medieval Times
David Beckham leads a cast of medieval heroes in this commercial where Pepsi is the bounty and pillagers are outclassed.
#2 Adidas - This Is My Story - Messi
A young Messi tells his story through animation. It's innocent, it's personal, it has a bigger message than football boots.
#1 Nike - 2010 World Cup - Write the Future
I think I watched this commercial prior to the 2010 World Cup about 30 times. I still remember the goose bumps it gave me when I first saw it. Nike did an exceptional job of telling the various stories of the top player of that season, and the foreshadowing of their futures based on World Cup results. The image of bearded, trailer-park Wayne Rooney's icy blue eyes gazing up at the sky will haunt me forever. I don't even want to know how much money it took to shoot that commercial, with all its star power and many sets and extras, but as a marketing junkie, I'll say it was money worth spent!