Everyone is a football fan on Super Bowl Sunday because of the commercials! Consumers expect nothing less than hilarious, heartwarming, useful and unforgettable commercials from their favorite brands.
Whether you have a huge budget for video production or are going guerrilla style with an iPhone and a sense of humor, you’ve got to know the rules of video marketing to break them. And who better to learn from than the best?
Here we review some of the most memorable commercials and ad campaigns from candy bars to beer to get your creative juices flowing and get you looking at your own ad campaign from every angle.
Dos Equis | The Most Interesting Man in the World
Not only did Dos Equis’s ad campaign featuring the distinguished Jonathan Goldsmith develop a catchphrase that sparked millions of online memes, it also portrayed a new kind of sophisticated beer drinker, a renaissance man of many talents and finesse surrounded by classy women. And none of them are dressed in cut-off shorts or a bikini.
Goldsmith’s catchphrase is memorable, yes; but it’s popular because it’s easily personalized. You can apply it to situations having nothing to do with beer. “I don’t always drink beer, but when I do, I prefer Dos Equis,” can easily be altered. Going viral can create an ad campaign that consumers relate to on a level that transcends the product, yet maintains the connotation and a constant presence in the consumer’s mind.
Ironically, Dos Equis’s mature campaign was a hit with youthful audiences. Inc.com named it as one of the 10 most compelling ad campaigns of the decade.
Snickers | You’re Not You When You’re Hungry
Who can forget Snickers’s national commercials featuring huge, prolific yet not particularly current movie superstars like Joe Pesci, Steve Buscemi, Danny Trejo and Roseanne Barr as hungry slash angry (hangry) alter egos of everyday people in everyday situations?
Snickers has recently taken this campaign to some unique and interesting new levels. The first was a worldwide one-day campaign that included some of the most famous vloggers on the planet. Each vlogger posted a totally out of character video out of nowhere. We are talking one zany Puerto Rican comedian vlogging about meditation techniques, a political commentator in Brazil posted randomly about scrapbooking. In the US, a normally perfectly poised style and lifestyle guru posted a video of herself looking disheveled entitled “How to Let Yourself Go.”
Just as marketing risk-takers had hoped for, legions of followers from all over the world freaked out and message boards went wild with confusion and disbelief over the out-of-character posts. That’s when Snickers revealed that is was all orchestrated in the name of chocolate, peanuts, nougat and advertising. Adweek.com estimates the campaigns global reach at 7 million.
Apple | iPod Silhouettes Campaign
The Silhouettes Campaign launched one of the most profitable electronic devices in history. And it didn’t even show the product up close, or list any of its features, or its price. The simplicity is notable and the success staggering, and however cliche referencing Apple ad campaigns may be, it seems silly not to remind ourselves what can be learned from them as a whole: why we make a product is what matters, not necessarily what we make or how much it costs. Simon Sinek’s TEDTalk on this topic entitled “How Great Leaders Inspire Action” is worth the watch before devising any marketing strategy to keep you true to your brand and its mission.
LifeLock | Identity Theft Protection iSpot Vlog
LifeLock is a great example of a simple video marketing campaign that is less about celebrities and humor, and more about providing useful and trustworthy information to its audience. Credible sources include LifeLock employees, customer support representatives and everyday consumers on city streets. Real people share their identity theft concerns and provide testimonials about LifeLock services. Real company support staff provides real advice for anyone interested in protecting their identity and LifeLock customers alike.
The more resources you can provide to existing and prospective customers the more trust you can build with your audience and trust often results in increased viewership, click-through and conversion rates.