Super Bowl Sunday – the one day of the year when people just might give the fast-forward button a rest in order to watch the commercials. While true that most individuals watch the Super Bowl in real-time, it is safe to assume that DVR’s everywhere will still get a workout. If history repeats, then Super Bowl XLVII is going to have everything from pistachios and chips to soft drinks and beer, but despite the best attempts to have funny commercials less than 50% of the products and brands will be remembered.
In today’s world, technology has assured that there is a lot of noise with little retention. Thus to increase the awareness and viewership of an advertisement – especially on TV – the message must be wrapped in an entertaining package. With fast-forward and other ad skipping devices, 2 seconds is all a commercial has to capture the audience. So now the question becomes – how. How does one create a commercial that is both entertaining and enhances brand awareness?
One example is Allstate Insurance. Allstate has found a way to walk the fine line of entertaining and brand awareness. Not only are their commercials entertaining, but they also include a simple message: “Accidents happen, so get Allstate to be protected from Mayhem.” The message is simple with a direct call to action serving as the main focus. Allstate increases brand retention because the entertainment evolves around the industry and expresses the message directly through imagery.
The key to making a commercial, which can survive the convenient fast-forward button, is to remember that simple is best and entertainment is a must. Create a direct message first and then find a way to creatively display that message through entertainment – not the other way around.
