When watching TV, reading a magazine or surfing the web, what is it that makes a brand's ad stop a consumer? Like art, it is subjective. While Impressionism may resonate with some, others gravitate towards Abstract and Pop Art. Similarly, the humor in an ad may be what is memorable to one, while others remember the music or unique camera angles. However, just because you remember the ad, doesn't mean that you can recall what brand it was for. When evaluating creative, on a subconscious level, consumers are probably asking themselves the following questions:
- Does this ad make me laugh?
- Does the ad evoke an emotional response in me?
- Do I remember the product?
- Am I already a fan of the brand?
- Will I talk about this ad with friends and family?
This subject has come up on two different occasions during the past week. Sitting at a bar with friends on Friday night, one member of the group started talking about our favorite ads on the air right now. We all came from different industries ' marketing, consulting, technology. Only a few responses were the same ' Apple, Budweiser, Nike. One friend said Geico. Since there are currently three or four campaigns on the air, I was curious as to which one. His response, all of them. Whether the Cavemen, Gecko or the Rod Serling-esque announcer, he remembered that they were all Geico. And, more importantly, they all made him laugh. Does having that many different campaigns dilute their brand or cause consumer confusion? From my informal focus group of a few, apparently not.
While at a TV shoot for one of my clients, we were talking about what a brand needs to do to stand apart from all the clutter in today's marketplace. The oversaturation of marketing messages is much greater today than even a decade ago. What are the campaigns we remember and why. We agreed that the use of music in Apple's iPod ads differentiates them. The PC vs. Mac campaign's simplicity against a white backdrop is now something other brands try to emulate. The Old Spice 'The Man Your Man Can Smell Like'? campaign brings the message to life in a 360 degree way.
One thing was certain. As long as the ad reflects a brand's personality, goals and objectives, whether or not it is liked by the public is a matter of personal opinion. Ask the question the next time you are with a group of friends. Their answers might surprise you.