The key is to always pull people into the ad, “Get them hooked” as they say. By pulling them in and engaged you have their attention to make your pitch. This ad from Samsung does exactly that. At first it is intriguing, then you wanna see what happens and then the USP is subtly and cleverly introduced. After that it is all entertainment, like a reward for the viewer for sticking it out, and to encourage them to share it with their friends because they know they’ll get the same rise out of it as they did.
…copywriting of course.
I stumbled across this gem while on YouTube. It’s selling the oddest product, but with some great writing it makes a splash. The second video is the now infamous Dollar Shave Club.
Although these aren’t the 1/2 hour infomercials that grace cable’s airwaves in the middle of the day. They are very similar containing product demos and a strong pitch to drive you to click on through to the check out.
As always its about the relationship, fostering it, caring for it – like a child – if you constantly make your presence known they’ll resent you for it and want you out of their lives. So use a light touch so that each time they see you it is a enjoyable one.
Criticism sucks. As do the hours and constantly redoing things. Which begs the question: how did I end up here?
It all started by me paying attention during commercials. When every one else would be paying attention something else when the ads would come on, I didn’t. My younger self would wait for them when the break would come on. Like how one would wait, fingers crossed, for the DJ to play their latest favorite song on the radio. I would wait for my latest favorite ad.
And that’s exactly why we do the things we do, because we want to become what impresses us the most. So bring on the criticism and long hours, because I want to make something that will impress people the way these ads did:
I was watching YouTube today. As per-usual there was an ad before the video started. Normally (like everyone else) I sit through waiting for the first chance to skip it. But instead I used that time to text a friend and sat through until the end. The ad was for MiO Sport. At the end they intrigued me with “secret videos”.
As you can guess I clicked on the secret videos. The idea was that I had to watch the commercial again and find secret videos hidden in the ad. It was simple. They used the annotations that YouTube channels use to link to additional material. In this case when you clicked on a certain thing the secret video you find is an extension of that theme. So when he shoots the paper ball into the garbage can, you can click on him and find a hidden video of him competing with some one else for a glass of MiO.
This is a brilliant creative use of YouTube. It gets the viewer to go through the commercial over and over trying to find secret videos. It’s like every client’s fantasy.
Take a look, and have fun trying to find those secret videos.