Jan
19
What constitutes a good commercial?
Posted by: mihailbaranovschii | January 19, 2011 | Leave a Comment
There is a tremendous number of commercials shown on television and online. But which ones really get our attention and alter our perception of the product?
In creating various commercials companies often stretch the truth about their product. They bring to our attention some crazy statistics, which nobody really cares about. Marketing department believes that the more information they present, the better. They try to make commercials neither too short nor too long. Otherwise, the audience won’t get the point or will simply lose interest while watching it.
But honestly, all of this creates identical and dull commercials, which have minor effects on the sales of a product. This is when creativity steps in. Creative advertisements have proven to be much more efficient.
I believe this commercial is one of the best I have ever seen. It truly stands out from the rest. It conveys its message in a special way that makes it extremely interesting to watch despite the fact that it is unusually long for a commercial. It has its unique selling proposition, which describes the philosophy of the company in a single line:
“To embrace a stranger as one’s own. It’s in our nature.” Shangri-la Hotels.
It’s amazing how cinematography and the use of words can create a meaningful advertisement with a long-lasting impact on consumers’ mind.