It’s so silly, it almost doesn’t feel like it needs to be said – but to make an ad that works, one must have talent.
Over the last few years, marketers have gone insane trying to figure out how to make a video, “viral.” They look wistfully at the Old Spice ads, and say, “See? We need to do something like that!” Then they proceed to turn out commercials that look like commercials, which no one wanted to see in the first place.
Here’s a great example of the good and the bad: The first is the commercial for 5-Hour Energy that was in wide rotation last year:
This ad gets the product information across but in a stale way. It smacks of laziness. “We got the job done, now let us get back to figuring out our ad buy schedule so we can ruin people’s evenings by forcing them to watch it.” The only time I remember people talking about it was to express how bad those 5-Hour Energy ads were.
Here’s the commercial for 5-Hour Energy that is running now.
Can you spot the difference? Sure, the production value on the newer one is slightly better – if only because there were more edits, meaning more shooting days, and they took pictures of the actor jumping out of a plane.
That’s not it, of course. The difference is the new commercial is FUNNY. The one before that is NOT.
In fact, the first commercial looks exactly like how a commercial is supposed to look: Lame.
Like I said, the first commercial does what it is supposed to do: Inform you of the product, tell you what it does, and tell you why you need it. It also makes you hit the mute on your remote or go get a snack while you wait for “Big Bang Theory” to come back on, because you didn’t DVR it and so cannot get around this ridiculous commercial.
The newer one gets the same job done – but makes you want to watch it because it is funny. It might even make you share the commercial with your friends, increasing its audience.
Making a campaign or commercial viral isn’t something you get by reading enough blog posts (like this one) about it, or books by people who have declared themselves industry experts.
It is done by being talented – by knowing how to write something that is funny, or shoot something that is engaging. Selling the product isn’t forgotten, but it isn’t the most important aspect of the piece. Since no one wants to believe they aren’t talented, they write what they’ve always written – shrieking, intrusive ad copy – and hope for the best.
This can’t be that difficult of a concept to understand, can it? If you want to have content that sings, that makes people remember you, that gets shared far and wide, you need to hire writers and production staff with talent. Talented people can create something fun that still has the key message development and call to action required in a successful ad. This is true of all forms of advertising, mind you. Paid search ads, landing pages, radio spots, print ads… the level of impact is always increased dramatically when someone decides to significantly up their game.
The key is thinking of your content as something that should be entertaining. Otherwise you’re getting the work done of creating content, but you aren’t getting the job done.
By the way, that image I used above? I found that on Google. It had the title, “I want to punch the 5-hour energy guy in the throat.”
Yeah – I’m sure THAT’S the reaction the company was hoping for.