Which is more important in advertising? An ad that is to-the-point and just tells you what you need to know about a product, or an ad that is clever and memorable? No reason it can’t be both, but what if you had to choose?
Companies put a lot of thought, time, and money into being clever these days. The goal is to be unique and unforgettable so your brand stands out among the competition. But if everyone were successfully pulling this off, it would be standard practice and inadvertently negate its original purpose. An example of commercials not being unique –- the Emerald Nuts commercial from this year’s Super Bowl. It was funny (a bizarre depiction of “Eagle-eyed Machete Enthusiasts Recognize A Little Druid Networking Under The Stairs” as an acronym for Emeralds Nuts), but can anybody actually recall what the commercial is selling? On the other hand, Esurance (commercials depicting animated characters with an edgy, superhero style who save unfortunate souls from expensive car insurance) is very creative, very memorable and communicates clearly what their services are. Their look is their own, and it has helped identify their brand in the market place and in our minds.
We are exposed to almost 5,000 ads everyday. And we only really remember 2 or 3 of them. As an advertising company, you need to make your customers not only care about what you have to say, but remember who you are and what your product stands for.
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