I can appreciate the time, creative effort, and months of planning and execution that it takes to deliver a powerful ad to consumers. Every detail is important. The tone – the wording – the aesthetics – the product – and the overall positioning of the brand.
When I’m watching TV and am ‘interrupted’ by a television ad, it frustrates me. And not for the same reasons that most people get annoyed. Rather than being frustrated by the fact that the advertisement just interrupted my show in the middle of an intense moment, I become more bothered by the overall quality and effectiveness of the ad.
Namely, am I inspired? Was that a moving ad experience? Am I motivated to not only pursue the product or service, but to become a loyal follower of the brand itself? Most often, I’m extremely let down in this area. As are many consumers. It’s no wonder so many people have completely tuned out and become desensitized to almost all marketing efforts.
Even if your goal isn’t to evoke tears from your audience, it should be your goal to make them feel something. Something that inspires them to their core.
Here’s a great example:
The M&M’s 75th anniversary commercial. They took the extremely talented musicians Aloe Blacc and Zedd and used them to recreate a timeless classic, “The Candyman Song”. They carefully integrated vintage clips from the old brand of M&M’s that many grew up with and were able to combine it with an experience appealing to younger generations. They did an excellent job preserving the ‘timelessness’ of the sweet little chocolate candies loved by so many.
The uplifting and fresh sounds of the song were blended with the comfortable and familiar sounds of a few vintage M&M’s commercials. I was so moved by this combination that I literally teared up. At a candy commercial.
That’s powerful, people. It was a commercial from a product and brand that literally everyone in America knows that truly inspired me. So much so, that I downloaded the song onto my phone and every single time I look at a bag of M&M’s at the store, I can almost hear, “and it feels so good..”
The commercial reminded me of a simpler time in life while also inspiring me through sounds that are popular today.
Take those risks and create something. Make people feel and remember. People will always remember how you make them feel. They might not remember what the product was or who the company was, but when they think about that amazingly catchy or powerful commercial, they will find it on YouTube. They will look it up and share it with their friends because that’s the day and age that we live in.
Make ad experiences something that people can’t and don’t want to tune out. Make them about more than selling a product. Make them about making your audience remember you. Make them about inviting them into your world where they can enjoy your product and feel like a part of your family. To create a product experience, you must first set the stage with a powerful ad campaign.
Cheers to you, Mars Inc. And thank you for taking a risk with your little M&M’s. I still have this commercial on my mind over a year later. That’s worthy of applause.