Welcome to this week's installment of Creative Excellence Fridays. Today's theme, "Have you Missed the Point?"
At our shop, our golden rule of creative is to make sure that the creative doesn't overshadow the message. The primary selling point of a product or service should be the star of the ad.
Here's a commercial from 2002 for Greg's Instant Coffee.
Very entertaining, great production values and we get the comparison, instant satisfaction. But how does this commercial convince me I want to buy Greg's Coffee. Yes, one could argue that coffee is coffee and you'll want Greg's because it has positive association with a humourous commercial. Funny commercial, they must make good coffee. But is that really going to convince you to change a daily habit that you may have been committing to for weeks, months, years?
Scrap the commercial completely? Not necessarily. The concept is sound. But there needs to be more meat on the bones. Why not condense the humour angle, and allow a few seconds to make at least one claim about the unique, satisfying taste, with someone drinking it and showing, even for a second, a look of undeniable satisfaction. Food, sells food. Humour just makes you more amenable to listening.
We recently produced two commercials in a series for a new online company called Easycourt.ca. It's an online way to prepare small claims court documents. The main ojective was to emphasis what a huge inconvenience it is to file a small claims court action the traditional way. Taking the morning off work, driving down to the courthouse, searching around for a spot and going through all the other hoops necessary to file or defend a small claims court action. We featured actor Al Kosinec going through a "day in the life" starting with the parking lot dance. Both commercials were done with sports commentators to add an extra twist.
And now comes the line up.
Humour grabs their attention, but we can't lose sight of the goal. To connect memorable product association and connection.
As always, your comments and suggestions are welcome. Have a great weekend.