Watch this ad:
and then watch this ad:
The former commercial focuses on the features. If you look at the signage in the commercial, it says things like 8MP Camera, Wifi Hotspot, Smartphone, HDMI, etc etc. It basically tells me what this phone is about but as far as appealing to me or striking a cord, it falls flat.
The latter commercial tells a story. The product (insurance) isn’t even shown in the commercial, only mentioned in passing at the end.
You can appeal to logic by listing all the things your product does and try to outdo the competition by doing more and more, or you can appeal to base emotions like anger, joy, happiness, love, hope, or in this case loss. I think the latter works better and is timeless. Imagine watching the Android commercial 5 years from now. Will you be impressed by 4G, HDMI, 8MP cameras? At the rate technology moves, probably no. The Thai insurance commercial is actually a very old commercial, but it has as much resonance today as it did when it first came out.
The iPhone Facetime commercial reminds me very much of this style of advertising:
Apple never tells you all the features the phone as. They just show you how it can change the way you share experiences with your loved ones.
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