Could you guess the most successful advertisements ever? You might ask about the criteria for most popular, yes? In this case, I will use the most awarded ads, according to the Gunn Report.
Does your business use emotional appeal to win the hearts of your customers? Have you ever given it a try?
Like David Freemantle says, feelings have a critical role in this regard. Few of any ads will make an emotional appeal.
They will try to amuse and dazzle more than touch the heart. Which factor do you feel is most effective in drawing attention to your advertisements? There are many to choose from, aren’t they?
This is a critical missed opportunity in our view. We have studied and evaluated commercials for more than five years.
Our focus is somewhat unique; we aren’t interested in entertainment value, we are interested in business impact.
We study each spot and evaluate its power to build the business and to build the brand.
Related: 12 Best Examples of Successful Advertisement Elements
While emotional spots are not common, they are some of the most effective we have seen. Consider this emotion:
In the advertising business, everyone is familiar with a commercial for the French TV company Canal+, titled “The Bear.” Created by ad agency BETC Paris, this commercial is now, officially, the best TV ad of all time, according to The Gunn Report, which tracks advertising awards.
Adweek notes that the ad has received more industry awards than any other single piece of work in the Gunn Report’s history.
Released in 2011, it has been viewed 1 million times on YouTube but has never aired in any of the larger TV markets in the English-speaking West because it’s for a French brand.
For Canal+, its communications are driven by a desire to remind audiences of its commitment to quality cinema.
As part of this strategy the channel’s ad agency, BETC Paris, produced an offbeat, witty TV commercial – ‘The Bear’ – in which a bearskin rug explains what it takes to become a great Hollywood director.
Have you seen this advertisement? If you have not seen this 30-second ad, you can check it out here.
Marketing or advertising, you need to create information that your customers find interesting and worth talking about and remembering. This advertisement certainly achieves this goal, don’t you think?
Let’s examine this commercial and what contributes to the secrets of successful advertisements. And its ability to influence or persuade:
Use Breathtaking Commercials: 8 Examples Employing Emotional Appeal
Successful advertisements … define a value proposition
The value that truly discriminates you from your competition. Give your customers reasons to select you.
Successful advertisements … make your messages simple
So simple that the reader will quickly understand. Keep in mind that pictures are far more valuable than words.
Successful advertisements … define your positioning
Your positioning is your frame of reference. Make comparisons to your competitors if you can.
Link your messages
Link your messages to your brand. Remember the AFLAC duck or E-Trade’s talking baby … these are great linkages to the brands.
Successful advertisements … make your ad a component
It should be a component of an integrated marketing campaign.
Be relevant to the target market
Keep in mind that one message does not fit all. It starts with knowing your target market. Here the target market is families who like to watch cinema.
This commercial is certainly relevant to this market, isn’t it?
Grab and hold the attention
Hold attention with interesting information. Keep in mind that people don’t read ads, they read what interests them. Your ad messages must be interesting to your target communities.
Your ad messages must be interesting to your target communities. This message certainly grabs and holds attention based on the simple emotion of effective humor.
Define a value proposition
A unique selling proposition that truly discriminates you from your competition. Give your customers reasons to select you.
Maybe not the most significant visible feature, it does illustrate Canal+’s claim as a company that puts a high priority on great cinema, which is their clear, yet very simple message: ‘The more you watch Canal+, the more you love cinema.’
Tell a fun story
This is a humorous story that draws in potential customers. It stars a bearskin rug who, having seen a lot of movies on TV from his spot on the living room floor, becomes a movie director himself in the egotistic style of Stanley Kubrick.
Through a combination of live action and CG ‘The Bear’, shows the rug at work as a film director behind the scenes of his latest film, complete with mood swings and tantrums.
The narrative wittily and succinctly brings to life Canal+’s claim that: ‘The more you watch Canal+, the more you love cinema.’
Make messages simple
Simple enough that the reader will quickly understand. Keep in mind that pictures are far more valuable than words.
Creating customer emotion though solid humor does not get any simpler than this, does it?
Related post: Learning From these 5 Remarkable Advertising Examples
Customers’ end state values
Customers and particularly the target customers are looking for new winning cinema features. No reason to buy without these and the marketing strategy certainly is addressing this end state in our opinion.
The commercial does not address any specific examples of Canal+ cinema examples or features or why Canal+ is the best. A weakness we believe.
Influence and persuasion
There are no better means of influence or persuasion than emotion. Hands down the best, in our opinion. This commercial focuses on emotional appeal grandly, with its witty humor.
A real pleasure to watch in our minds.
It is the secret of this commercial’s success.
Outstanding visuals
This video would have been a winner without the commitment of the outstanding visuals. The bear rug visuals pushed it well over the top, didn’t they?
Remember, it is not what advertising does with the consumer; it is what the consumer does after viewing the advertisement.
After looking over these enablers, we believe Canal+ has created a very effective commercial, well worthy of its awards and popularity.
What do you think? Does this commercial persuade you? It certainly persuades me.
