Today’s the first in my series of posts reviewing the awesome Super Bowl commercials that impacted me for one reason or other, and why. I can’t go over all the commercials (sobs in sleeve). But that’s the way it’s gotta be. I’ll be sticking to a couple commercials per post here.
There were a lot of tech and car/truck commercials this year—did anyone notice that? And I loved the Chevy commercial with the bull and cows, but there wasn’t much else there.
All right, enough dallying. Let’s get to it.
First I wanted to go over the more action-packed commercials. I’ll start with a commercial they actually played before the game. Yeah, I know. Anyhow, this one was for Xfinity. They showed Jason Statham (as the Transporter, if I’m not mistaken), watching TV in a plane, on his tablet. After some strange goings-on, he ends up defending everyone in the midst of some shenanigans (including introducing his tablet to a guy’s face). After he jumps out the airlock, he hands the tablet to a tech, and says they were right about being able to watch recorded shows (or movies?) anywhere.
I enjoyed this because I’ve seen most of two Transporter movies (can’t remember if there’s more). The Transporter is famous for using his surroundings to fight bad guys, including pieces of his own clothes (it’s really amazing to see the fight sequences).
And this commercial used the persona of that character to great effect. The connection to the action, as well as the character, got folks involved. And at the end, we’re encouraged to make the connection “hey, maybe Xfinity is cool like that, too.”
I’d say they made their point.
Now, I’m not suggesting fiction or email writers go around beating people up. What I am suggesting is using distinction to gain an edge. Just like the Transporter fights like no one else, you have to write like no one else–in other words, discover your style, and then use it (as long as it’s appropriate for your readers and/or prospects). Discovery may take a while, and that’s okay. Just write, study, and then write some more.
The second commercial I noticed grabbed me from a marketing standpoint. I didn’t get the connection at first, because I had no clue about the brand (SquareSpace) until the end. It opens up with some guy in a place with people who looked like they’re catatonic or something. One woman told the guy “please like this,” and an older dude was talking about lowering mortgages. And there was a muscular guy with a “click here” button across his gut. This commercial made the connection that people need to get noticed on the internet, and that starts with your website.
And, I would add, an effective strategy.
This commercial was an excellent example of how the Internet actually is, as far as promotion goes. Too salesy, too strong, and way too fast. In other words, how not to be. Gentler is better when starting out. You have to gain the trust of your prospects, first. And that goes for promoting your own projects, or those of a client. Whether you write fiction, or you’re a copywriter (someone who writes to encourage folks to take action).
Before we close out for today, I’d like to throw something out there…everything in life in a learning experience. Each event in your life is a piece for you to put into your own personal puzzle and learn from—even if it’s something as simple as watching a TV commercial. Or the Super Bowl.
Or reading a blog.
Next post, we’ll look into how a national brand missed the mark, even though they started out with a great story.
Be sure to stop by.
Until next time,