By Susan Burke
I rarely watch commercials. Thanks to my DVR, I can record 30 Rock, start watching it at 9:45 (as opposed to 9:30), and fast forward through all the commercials, while still ending the show on time at 10. This not only saves me time, but also allows me to avoid some particularly grating commercials that seem to be in heavy repeat these days.
However, there is one commercial I genuinely like. In fact, I like it so much that I almost always stop fast forwarding to watch it. It’s a commercial from Microsoft, featuring a little girl named Kylie and her fish Dorothy. If you haven’t seen it already, take a look:
All marketers know that a good commercial, among other things, tells a story, tells you something about the product, provokes an emotional response, and is memorable. For me this commercial does all of that. It’s not only adorable, but it also isn’t quite as aggressive as some of the other PC vs. Mac commercials out there, which makes it seem more like a slice of life as opposed to a sales pitch (even though it is still very much a sales pitch). Plus, if Kylie can do it, chances are that I too can improve my photographs with the click of a button.
In the end, there’s no way to know exactly how or why a consumer will connect with your commercial. I like this particular ad because not only does it work as a sales pitch, but it also makes me laugh and we could definitely use more of that these days.
(Of course, once you’ve come up with a great idea for your next commercial, you still need to produce it.
For a case study, click here to learn how Kraft handles their television commercial production.)