In yesterday's article, we discussed the importance of keeping it real in your advertising campaigns. Today, we examine the opposite end of the spectrum: the outlandish and absurd. Here's what I'm talking about:
Why do these crazy ads work? Because they disarm our shield of skepticism. Think about it. When you see an over-the-top commercial like this, you know they aren't trying to trick you. The content being served here is so implausible, so dramatized, nobody could possibly believe it. The catchy soundtrack isn't hurting anything, either. The viewer is asked to use his imagination and who can resist? The Green Police, enemy to all that isn't eco-friendly, is sucking the fun out of everything. Their requirements are so stringent, we wonder who could possibly escape their utilitarian grip. Before we can answer, we are shown a car with approved credentials. Audi finds the chink in our cynical armor. What a clever way to say your car exceeds emission requirements with its fuel efficiency.
OK, one more:
Here, we're introduced to a character referred to as "the most interesting man in the world". This guy pilots spaceships, arm wrestles dictators, and frees trapped grizzly bears. To top it off, he rocks a pretty manly beard. He is the epitome of all that is masculine. If Dos Equis were to simply say to their male demographic, "Drink our beer and you'll get chicks" they wouldn't make it very far. Instead, they present a fictitious role model to endorse their brand. Aspiring males can join the Most Interesting Academy and prove that they have what it takes.
In conclusion, the middle ground is a place you want to avoid when making a great ad. How many ads have you rolled your eyes at because they chose this position? They stretched the truth just enough to cross the lines of realism, but not far enough to enter the fantastic. They utter generic phrases such as long-lasting, outstanding customer service, and lowest prices. Blah, blah, blah. The ads that stand out are the ones that aim for the edge.