Friday, August 10, 2012

Washing machine commercials - Creative Excellence Fridays

In the year 2012 we take some things for granted; one being our washer and dryer.  But the technology has come a long way.  And so has the marketing.

The popular tv show, Ozzie and Harriet featured one of its' main sponsors, Hotpoint.  Having a washer and dryer in your home was the height of living in 1955.  Here a commercial (a long one at that) shows the advantages of having a hotpoint pair in your home.  Note, words like "wonder dial" and "sealed drying chamber" try very hard to make you feel these machines could wash and dry your clothes and fly you to the moon all in a day's work.

Today's washing machine marketing assumes a much more savvy consumer.  They don't cloud things up with boardroom fabricated technical terms like "the clean dial" or "electro hot cycle".  They go right for the emotional delivery button promoting how much time they can save you.

It's not to say you can't sell a washing machine with a little humour.  This is an odd spot from Japan.  It plays up on the consumer benefit and also makes it the root of the humour.

I can see the headline now.
Woman receives concussion from flying pop can.  But her back is fine.

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer, producer and media strategist producing advertising and entertainment content.
Ontrackblog is a division of OntrackCommunications Inc.

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