by Dr Greg Chapman
Today advertising is all about holding the attention with the viewer who is just one click away from changing the channel or following another link, leaving your message unheard.
In this ad, rather than asking questions to build desire such as “Do your clothes make you look old and boring, etc… well look at our exciting new fashion range”, it tells a story about a situation with which we are all familiar. How will this mother deal with it? Does it have a happy ending? What are they advertising?
I just love the way near the end where she says “If you don’t stop, I’ll eat all of you alive right now!” Wow. And then we get the big payoff for giving the ad our attention. Of course this builds on previous ads with the M&M’s arguing with each other, but does it in a way we were not expecting, keeping the advertising fresh, without straying away from the brand.
You can’t do this though if you can’t hold people’s attention.
What are you doing to be interesting?
May Your Business Be –As You Plan it!
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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