I have often had businesspeople wonder where to get an idea for an ad that attracts attention. One very good place is real life. A couple of recent TV ad campaigns do that well. One is Enterprise Rent a Car. An Enterprise employee brings a car to a young woman who is attending a family reunion. She spots him and reveals, “Well, looks like my boyfriend’s here.“
When he approaches her and begins to introduce himself, “Hi, I‘m Rob from Enterrprise…., she tucks herself into his shoulder, pulls his arm around her, and says, “Rob and I can’t stay. Just wanted everyone to know so that they could stop asking me about finding a nice boy.”
As she rubs his chest, she suggests, “So, let’s go.”
He replies, “Yes, let’s go…..dear.”
As they walk away, an announcer inserts, “Going the extra mile for our customers everyday. We’re Enterprise. We’ll pick you up.”
In the final scene, she apologizes to him. “Sorry about that.”
Rob admits, “Happens more than you think.”
The other campaign is from Farmers Insurance. The company just released a new commercial in this series where a goat sees his reflection in the side of an SUV and butts against the side, fighting the “other” goat he thinks he sees. My favorite, though, is the one that has been airing for a while, Rodent Ride Along.
A father drops off his young son at school, admonishing the boy as he leaves the car, “Don’t forget anything.”
“I won’t, Dad,” the child replies as he grabs the hamster cage, which, unfortunately has opened up. The boy and the empty cage go out of the car while the hamster finds his way underneath the driver’s seat to Dad. The hamster crawls up Dad’s pants’ leg, shocking him, and prompting him to take his foot off the brake. The car lurches forward with enough force to hit the car in front of it and causes a chain reaction with the long line of parents’ cars ahead of both.
The scene shifts to the spokesperson, “It happened December 14, 2015, and we covered it. Talk to Farmers, we know a thing or two because we’ve seen a thing or two.”
Both Farmers Insurance and Enterprise chose actual situations that they had experienced and recounted them in these commercials. The agencies that prepared these campaigns knew that since these were true stories they would strike a chord. Members of the target market would identify with the situation, and that would get their attention and hold it. The commercials also tap into the target market’s feelings and likely make its members laugh. Enterprise could be encouraging more calls from single women, too!
How do you execute the idea of using a real life situation in your ads? I know you don’t have the money to pay professional writers to create, a film crew to shoot, and actors to appear in a commercial like the ones Enterprise and Farmers made. However, you can use the idea of taking an actual situation you and your employees have encountered and share it through your ads. Have a talented storyteller, a credible employee, or a genuine customer communicate the experience.
Don’t just tell the story for the sake of sharing it. Be certain that the story ties to your product, service, or information and ends with your company as the star.
This week's marketing trivia challenge is What real life experience ad have you either used or heard? E-mail me your answer.
When he approaches her and begins to introduce himself, “Hi, I‘m Rob from Enterrprise…., she tucks herself into his shoulder, pulls his arm around her, and says, “Rob and I can’t stay. Just wanted everyone to know so that they could stop asking me about finding a nice boy.”
As she rubs his chest, she suggests, “So, let’s go.”
He replies, “Yes, let’s go…..dear.”
As they walk away, an announcer inserts, “Going the extra mile for our customers everyday. We’re Enterprise. We’ll pick you up.”
In the final scene, she apologizes to him. “Sorry about that.”
Rob admits, “Happens more than you think.”
The other campaign is from Farmers Insurance. The company just released a new commercial in this series where a goat sees his reflection in the side of an SUV and butts against the side, fighting the “other” goat he thinks he sees. My favorite, though, is the one that has been airing for a while, Rodent Ride Along.
A father drops off his young son at school, admonishing the boy as he leaves the car, “Don’t forget anything.”
“I won’t, Dad,” the child replies as he grabs the hamster cage, which, unfortunately has opened up. The boy and the empty cage go out of the car while the hamster finds his way underneath the driver’s seat to Dad. The hamster crawls up Dad’s pants’ leg, shocking him, and prompting him to take his foot off the brake. The car lurches forward with enough force to hit the car in front of it and causes a chain reaction with the long line of parents’ cars ahead of both.
The scene shifts to the spokesperson, “It happened December 14, 2015, and we covered it. Talk to Farmers, we know a thing or two because we’ve seen a thing or two.”
Both Farmers Insurance and Enterprise chose actual situations that they had experienced and recounted them in these commercials. The agencies that prepared these campaigns knew that since these were true stories they would strike a chord. Members of the target market would identify with the situation, and that would get their attention and hold it. The commercials also tap into the target market’s feelings and likely make its members laugh. Enterprise could be encouraging more calls from single women, too!
How do you execute the idea of using a real life situation in your ads? I know you don’t have the money to pay professional writers to create, a film crew to shoot, and actors to appear in a commercial like the ones Enterprise and Farmers made. However, you can use the idea of taking an actual situation you and your employees have encountered and share it through your ads. Have a talented storyteller, a credible employee, or a genuine customer communicate the experience.
Don’t just tell the story for the sake of sharing it. Be certain that the story ties to your product, service, or information and ends with your company as the star.
This week's marketing trivia challenge is What real life experience ad have you either used or heard? E-mail me your answer.
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