What makes a good commercial is a question that popped to my mind today.
While preparing creative samples for admissions to an ad school, I was gaining inspiration from watching Super Bowl commercials.
I was amazed how many good ideas were showing on TV in that football period of time. Every time I watched a commercial that broadcasted on Super Bowl, I felt some strong emotion – whether happiness, sadness, anticipation or fear.
However, I mostly liked those which inspired me in some way – to start doing something new or to change thoughts about some matter. Commercials seen at Super Bowl are expensive, millions and millions of people see them and they have a big impact. I always wanted to make that type of commercials 🙂
But they are only a small portion of advertising- the best part of it. Every copywriter or art director would feel extremely proud if his creativity could be shown during that popular event.
At ad school, we had one class for which we had to search for terrible ads and explain why we think they are terrible. Then, I realised that most commercials were (using euphemism)- not quite good.
On one hand, I know what makes a bad commercials- they are boring! Not innovative, they don´t show the benefit of a product or a service. They don´t provoke emotions.
On the other hand, good commercials inspire you and make you to actually purchase that fragrance, bag, shoes or car.
Still, many public notices to sale heavily rely on stereotypes like men and bear or pretty woman and cars. Advertisers often stay in their comfort zones be it because the company which ordered a commercial wants to stick to the safe ground or because of the lack of inspiration of creative team.
Good commercials should be informative, witty, fun, they should provoke anticipation and in the end- they should make you take an action.
To put it in another words- they should make you ready, set, buy 🙂
Or you can just watch them. That works too. If it´s Super Bowl.