Howt to Write an Effective Commercial

“On her big day, when everyone else is looking at her, she’ll be looking at you.”

That is the opening line to a Men’s Wearhouse commercial. As this is being said, the camera has the bride’s view and slowly moves down the aisle approaching the groom. Unlike most wedding day advertisements which target the bride, this commercial is all about the groom. After all, he is the commercial’s target.

Those opening words speak to him, don’t they?

What is his focus on his wedding day? Why is he going through the event? Who does he want to please?

His bride, of course. He is doing all of this for her. She is his focus.

I’ll bet most grooms never thought of being the bride’s focus as she walks down the aisle. I certainly hadn’t until I watched the Men’s Wearhouse commercial. After the first time that I saw the commercial, I thought, “Now that’s a different take.”

The second time that I saw it, I thought, “That is looking at the situation from the customer’s point of view.”

The third time and all subsequent times that I have seen it, I have thought, “This is a masterfully done commercial which targets its market perfectly, speaks to what its target market wants, and directly presents its message.”

The message is that since the groom is her focus he wants to look good and he can do that by coming to Men’s Wearhouse where “He’s gonna like the way he looks.”

This commercial lays out a template of how to create an effective commercial. First, know your target market. Men’s Wearhouse market for wedding tuxedos is not the bride, it is the groom. Yes, I know that brides often suggest where tuxedos will be rented, but Men’s Wearhouse is talking to grooms who want to have a say in the matter. Men’s Wearhouse is also talking to brides who want tuxedos which will make the grooms look good.


Second, understand what your target market wants. Grooms want to look good, especially to their brides, don’t they? That is exactly what this commercial addresses. Men’s Wearhouse marketing arrived at the opening line for this commercial by taking the customer’s point of view. When the guests stand and face the bride coming down the aisle, they are not looking at the groom, but she is focusing on him intently. At that time, many brides may see their grooms as a refuge in the storm. With her intent look, he wants to look his best. As she is looking at him, she does, too.

That leads to the third aspect of the commercial, simple and direct. Men’s Wearhouse does not attempt to show a sample of all the tuxedos which are in stock. They do not tell you that they will find you what you want. There is no attempt to sell the extras of a free tux with a certain number ordered or tailoring or delivery. Men’s Wearhouse keeps the message simple and direct: We will make the groom look his best for his bride.

Take a look at your advertisements. Do they address your target market? Do they talk from your customer’s point of view? Are they simple and direct?

If not, redo them with these questions in mind.