Creating an effective commercial is the underlying target of many marketers. It doesn’t matter how much you spend on an advertisement if it doesn’t appeal to the consumers. In my opinion, I think the most general response to what is a good commercial is one that represents the company and instigates action. I agree that a good commercial must contain these elements. However, I personally believe that is a huge difference between a good commercial and an amazing commercial. What makes an amazing commercial then? This is something I cannot answer you. In my opinion, there is no set criteria that differentiates good commercials and amazing commercials. Different commercials appeal to different people, and thus it is up to an individual to gauge whether a commercial is good or amazing. An amazing commercial is something a viewer will realize it’s greatness upon watching it. Let’s look at an example, shall we?
David Beckham, superstar midfielder and idol of many, appearing in front of his fans while all those priceless reactions are recoded on camera.
Frankly speaking, watching this video gave me goosebumps. It made me imagine how I would react if I was in their shoes and surprised by my favourite athlete. As AdWeek writer, Emma Bazilian says it best
“Even if you’re not a sports fan, let alone a “teamGB” fan—the spot touts Adidas’s support of Great Britain’s athletes during the London Games—you’ve had that feeling of being so shocked and overcome that you can’t control yourself. It’s a rather heartwarming thing to be reminded, ahead of the 2012 Games, just how important athletes are in the lives of a great many people.”
I whole heartedly agree with just how heartwarming it was. To me, this was an amazing commercial because it touched me emotionally. Although the commercial did not make me immediately want to get up and go to Adidas to buy their products, I doubt that was the point of the commercial. Adidas released this commercial not only to show its support for Team Great Britain in the 2012 Olympics, but also to send a message. They wanted consumers to know that Adidas isn’t just some corporate entity that’s fixated on on extracting money from consumers. Instead, they pride themselves in bringing happiness to individuals. This David Beckham commercial is extremely powerful because it helped Adidas build a positive identity in consumers’ eyes.
Source: AdWeek