I found some commercials that I think have the right ingredients of really great advertising. If you’ve read the book “Made to Stick – Why Some Ideas Survive and Others Die” by Dan and Chip Heath, you’ll notice that the following commercials have many of the characteristics that make them “sticky”.
A little info on these commercials: They are part of a campaign to promote life insurance policies by “Thai Insurance”, one of the big Thai insurance companies. They are in Thai, but somebody has taken the time to add English subtitles to them. You’ll have to pardon the translation as it’s a little rough sometimes, but it gets the meaning and message across.
Apart from the fact that they are all really well done, I like the narrative style and the visual style. I don’t know if the impact of the message is lost in translation, but as a Thai, I was certainly moved by all of them. But let’s get back to what Chip and Dan think are elements of great ideas and how we see them in these commercials.
- Simplicity – each of the commercials is trying to convey one idea, not try to throw 10 things at you hoping one of them sticks
- Unexpected – I would say the last commercial was definitely unexpected
- Concrete – each of the 3 stories is a concrete idea that can be grasped, not some abstract thought or generalization
- Credibility – although I certainly wouldn’t want any of these to happen to me or anyone I know, we know it COULD happen.
- Emotional – ditto
- Stories – each one of these is a single story that can be easily told – hence transported
I hope that gives you some ideas on how to make your message “sticky”.
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