I’ve had a sore knee and, as a result, watched a great deal of television lately. I have seen a commercial that is very well done, and I want to share it with you. The commercial is for Shamblott Family Dentistry. Rachel, the dentist’s daughter, opens the commercial with “Hi, I’m Rachael Shamblott. My dad is Dr. Scott Shamblott from Shamblott Family Dentistry. He loves taking care of people and their teeth.”
Rachel continues, “Some people are afraid of the dentist.” That is followed by an agonizing scream. She goes on, “But you don’t have to be. My dad makes going to the dentist comfortable and even fun.” That is followed by giggles and laughter.
She ends the commercial with a heartfelt, “If you need a dentist, come and see my dad. If you don’t see my dad, please see another dentist. Take care of your teeth because they’re the only ones you get.” To watch this commercial, go here.
Rachael is very personable. Her words, however, have more impact than her personality. She speaks to the reason most people avoid going to the dentist, fear. In plain talk she states, “Some people are afraid of the dentist.” She states the problem people have with dentists.
After that statement, Rachael solves the problem. “My dad makes going to the dentist comfortable and even fun.”
She shows caring with the advice to see a dentist even if you don’t see her dad. She gives good advice with “Take care of your teeth because they’re the only ones you get.”
During that time the hours of Shamblott Family Dentistry are on screen, giving many options of days and times.
This commercial is excellent in many ways. First, Rachael is fun to watch and delivers the message well. The fact that the dentist is her father adds a personal touch. Second, the script presents the problem many of us face going to the dentist and offers a solution to that problem. Third, by recommending to go to the dentist whether that dentist is Dr. Shamblott or not, the commercial urges regular care of teeth. Encouraging viewers to take care of their teeth by going to any dentist, even a competitor, is highly unusual. Most commercials are only concerned about pushing the business paying for the ad. Expressing concern for the viewer demonstrates Shamblott’s love of taking care of people and their teeth.
The commercial gives people a reason to do business with Shamblott Dentistry and projects an identity as a caring place that wants its patients to be healthy.
This week's marketing trivia challenge is What identity have you seen projected? E-mail me your answer.
Rachel continues, “Some people are afraid of the dentist.” That is followed by an agonizing scream. She goes on, “But you don’t have to be. My dad makes going to the dentist comfortable and even fun.” That is followed by giggles and laughter.
She ends the commercial with a heartfelt, “If you need a dentist, come and see my dad. If you don’t see my dad, please see another dentist. Take care of your teeth because they’re the only ones you get.” To watch this commercial, go here.
Rachael is very personable. Her words, however, have more impact than her personality. She speaks to the reason most people avoid going to the dentist, fear. In plain talk she states, “Some people are afraid of the dentist.” She states the problem people have with dentists.
After that statement, Rachael solves the problem. “My dad makes going to the dentist comfortable and even fun.”
She shows caring with the advice to see a dentist even if you don’t see her dad. She gives good advice with “Take care of your teeth because they’re the only ones you get.”
During that time the hours of Shamblott Family Dentistry are on screen, giving many options of days and times.
This commercial is excellent in many ways. First, Rachael is fun to watch and delivers the message well. The fact that the dentist is her father adds a personal touch. Second, the script presents the problem many of us face going to the dentist and offers a solution to that problem. Third, by recommending to go to the dentist whether that dentist is Dr. Shamblott or not, the commercial urges regular care of teeth. Encouraging viewers to take care of their teeth by going to any dentist, even a competitor, is highly unusual. Most commercials are only concerned about pushing the business paying for the ad. Expressing concern for the viewer demonstrates Shamblott’s love of taking care of people and their teeth.
The commercial gives people a reason to do business with Shamblott Dentistry and projects an identity as a caring place that wants its patients to be healthy.
This week's marketing trivia challenge is What identity have you seen projected? E-mail me your answer.
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