*This is a blog post that I am writing for an assignment in my Advertising class. The assignment was to analyze an ad that “resonates”.*
For an advertisement to resonate with you, something has to stick out to make you remember it. The ad must get your attention, and do such a good job of it, that even after the ad, you still remember it. Unfortunately, many ads do a great job of promoting the product and explaining the benefits and features of products, OR they do a great job of entertaining their audience with sad or happy or funny stories. However, an ad truly has completed its objectives when it can share a message that attracts the audience’s attention, accurately informs them about the product, and can easily be recalled later by the audience.
During the Superbowl, I saw many great (and not so great) ads, but honestly not many of them truly resonated with me. However, when trying to think of an ad that would be great for this blog post, I did think of one ad that has truly stuck with me since the moment I saw it. During the Superbowl, there was an ad for a new movie coming out called “A Million Ways to Die In the West”. When I say an “ad” for a new movie, you probably are thinking of a trailer. But that’s not what this is. Check it out.
*Disclaimer: I am not endorsing the movie, agreeing with its values, or even trying to promote it. I am simply using it as an example of an ad that resonates with people.*
When I first saw the ad, I realized what they were doing. They couldn’t actually show the trailer, but they did such a good job of tempting you about it and “sort of” explaining it that by the end of the commercial, you almost wanted to go expend the effort of going online to see the trailer. Without showing the trailer, the two actors created a dialogue that intrigued you about the movie. They couldn’t show you the trailer (because it wasn’t family friendly, as they pointed out), but they told you enough about it (in a humorous way, especially if you appreciate that type of humor) that the type of people who would enjoy that movie are going to rush away to their computer to watch the trailer.
This ad resonates because of the shock factor. Who’d have expected a commercial to tell you about how “not-family friendly” a movie is that they can’t even show the trailer on television? Rather, they just want to tell you how “bad” this movie is, and then get you to go online and find it for yourself. This becomes ones of those things where now you need to know. Had they shown the commercial on television, many people would probably have ignored it. However, by making an announcement about how “bad” the movie is and by teasing people by just talking about parts of the movie, I am quite sure they effectively encouraged many people to go online and watch the trailer. (I’d be interested to see how many people visited the website and saw the trailer that evening.) It’s like the concept of telling someone they can’t have something, which makes them want it even if they had absolutely no desire to have it before.
You can find the ad on YouTube by clicking here.