Another commercial technique that I found effective was to sell a concept as opposed to a product. For example, in this Reebok commercial, Reebok is selling the idea of going outside and being active (not being a couch potato). That gives their product a greater meaning and a depth that attracts customers, as if to say "It's not a shoe. It's a way of life."
Tuesday
Weekly Blog and Sketch (November 23-29)
I've been looking at some of the more popular commercials online. I've noticed a pattern- the most effective ones (the advertisements that not only sell their product but create an impression and become memorable) are the ones that have a storyline. Punchlines seem to help as well. This one is an example of a commercial with a story. The audience listens, judges, and relates to the characters (the man and his 'wife'). This emotional connection is key. As is the twist at the end, which transforms the commercial from a simple advertisement to an anecdote which may be brought up in conversation later. Thus the ad continues to run even after it has aired.
Sketch:
This bird-snake-alien-vulture thing started out as a scribble.
Sketch:
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