Tuesday, February 12, 2013

Great Stories Sell

We’ve had a little fun with Super Bowl ads this week. All the water cooler talk has been “Did you like the Clydesdale?”

While no ad will ever please every viewer, I think there are at least 5 things we can take away from this year’s crop of Super Bowl ads.

1. Puppies and Clydesdales still pull at our heart-strings.

2. Even though we pull for the underdog, a sloppy wet kiss with sound affects is just too much information, even if the nerd IS kissing a supermodel.

3. Goats, should be limited to 3 bags of Dorito’s a day.

4. Old people getting tatts and having midnight munchies is pretty funny. And

5. Telling an authentic American story will win us over every time.

While there’s a little post-game blow back from Black’s and Latino’s for their lack of inclusion in the imagery, you have to admit, if your demographic is middle-aged white men, Paul Harvey reading his essay “So God Made A Farmer” captured the resilience and determination of the American spirit. Dodge tried to pull the same rabbit out of a hat twice with the Oprah voice-over. But there’s just no connection between American Heroes and Oprah. She spent her glory years telling soccer moms what to read and how to think. And middle-aged soccer mom’s aren’t Jeep’s demographic. 

But Ram was careful not to sell trucks. In fact, you barely knew it was a vehicle ad until the end. What they did, was remind us a lost heritage. For 2 whole minutes, we relived the values of the Greatest Generation. And in a time of high unemployment, fiscal instability, and disintegrating families, Paul Harvey selling us Americana to the tune of Yankee Doodle, was pure genius. 

If you need help telling your story, contact me at 256-425-8787 or chris@ad4group.com.

No comments:

Post a Comment