Occasionally, there is that one ad agency that just seems to know what the people want to hear.
The companies/organizations mentioned below, along with their ad agencies, combined forces to put together that perfect advertisement that sticks in the head of (potential) consumers or reinforces their brand dominance to the point that no other brand can take their place.
Being that I spend so much time focusing on consumer education, I like to evaluate how very catchy or memorable ad can affect my behavior toward the message they’re trying to convey. What makes an ad memorable versus easily forgettable, what makes them clever versus lame, or maybe what they did so horribly wrong that makes me dismiss it within two seconds of seeing it. Occasionally, the best ads are those designed to prevent me from doing something, or re-evaluate my consumerism habits altogether.
It might sound overly analytical, but advertising is more psychology based than you might think. And if they (e.g. the advertisers) can tap into that little thing called your decision making process, they might have just changed your mind forever.
So to reward those companies and ad agencies that got it right this year, I’ve compiled my top 5 commercials from 2009 with a web only ad you might not have seen.
The criteria for selection was fairly straightforward:
In no particular order, the winners are…
The hook line: Today you are not just Scott. You are… Great Scott!
As a Family Guy addict, I immediately knew this was the voice of Adam West (aka Mayor West, aka Batman). I know of Lending Tree very well since I run a finance blog, but I actually clicked over to their website solely because of this commercial.
It’s clever, it’s funny, and I’ve probably used the phrase “financial tomfoolery” dozens of times in my everyday speech.
The (unspoken) hook line: it’s so disgusting that you can’t stop watching!
I’ll admit, I’m completely biased because I’m pro sin tax on sodas, and I’d likely support a fat tax on all junk food for that matter, but I like this commercial simply because I know it’s true. If you drink one soda a day, you’re drinking around 5% to 10% of your daily caloric intake with zero nutritional value, and that will definitely pile on the pounds if you have a slow metabolism or live a sedentary lifestyle.
Naturally, you can disagree all you want on the issue, but you have to admit… the mental image of a guy drinking fat really sticks in your brain!
(Anyone remember the Friends episode? You were really going to “drink the fat”!)
For more, checkout the NYC Dept of Health’s Facebook group.
The hook line: pure unadulterated reality!
Zipline Creative is an ad agency based in the U.K. and they deserve serious props for creating an advertisement that is 100% real. I’ve seen a car accident like this up close and personal, and let me just say, it looks as just as savage (even more so) as this commercial portrays.
If you have a teenage driver who doesn’t get the message the texting while driving is dangerous, have them watch this video. I just wish this video could get past the U.S. censors instead of relying on YouTube to push it virally.
The hook line: Because we’re aliens… and that’s how we roll!
I had checked out Hulu prior to seeing this ad, but really didn’t give it any real consideration as a legit place to waste 20 minutes of my time. After the hilarious commercial, I went back and checked it out again.
Strange how that works… isn’t it? I didn’t like the site prior to the ad, but after a clever commercial, I did.
The hook line: Boom De Ah Dah… Boom De Ah Dah… Boom De Ah Dah… Boom De Ah Dah.
I’m a sucker for a catchy song. I’m the sort of guy that sings the Scooby Doo theme song for hours if I hear it while flipping channels, so it’s not surprising that Discovery Channel hooked me with this catchy tune.
Not to mention, I watch their channel more than any other channel on TV other than CNBC. Call me biased because I’ve had a Dirty Job like Mike Rowe, but Discovery’s content is far superior to the mindless dribble of American Idol.
The hook: Last night, I got it in the can… and I loved it!
I love edgy humor that pushes the boundaries of what the social construct finds acceptable. Ads like these remind me of George Carlin’s infamous Seven Dirty Words because it’s one of those gray areas between should I laugh out loud, should I hold my laughs until later, should I avoid clicking the “share with others” button because my politically correct boss might see what I find funny because he just friended me on Facebook or should I secretly vote it up on Digg because it’s relatively anonymous.
Maybe I’m being too cynical, but I don’t really see why this sort of ad can’t be aired on mainstream TV when I’m forced to suffer through 2 to 5 erectile dysfunction commercials during a football or baseball game.
Got a favorite ad of 2009 that wasn’t on the list?
If you have a favorite ad that you found usually catchy or might have influenced your behavior this year, be sure to mention it in the comments section below.