There are tons of facts that may influence consumer behaviors.
It includes situational factors, psychological factors, or social factors
like family, and market mix. Therefore, a good commercial, in general,
should includes as much of these factors as possible to attract more
audience and potential consumers.
However, I found out that among all the factors, the most powerful
category should be psychological factors. Here is a deaf commercial
created by Pepsi during Superball:
This commercial uses the best sounds effect from the begin to the end,
which is silent! It differentiates itself from thousands of Superball
commercials. It is unique! Especially in the Superball period, when people
are overwhelmed by loud cheers and musics. This silent commercial really
makes people stop for 30 seconds and to think. Without the best music,
without the celebrities, but the belief about diversity culture that Pepsi
carries can be way much more influential than other factors.
Here is another commercial by Pepsi, which one do you like better?
