the commercial or how well it leaves the skin feeling
fresh. But they chose to take a risk. Since “Junkface”
was introduced in Canada seven months ago, more
than 900,000 viewers have watched it on You Tube.
Ads that touch the heart
Warm and fuzzy commercials touch our souls.
Instead of making us laugh, they can make us cry
happy tears. Instead of lecturing us, they can show us.
Sentimental feelings drive engagement. The approach
had its beginnings in public service announcements
and slowly made its way to general advertising. These
types of ads almost never mention their products.
They’re meant to just make us feel good. The result?
Consumers that become brand advocates.
The makers of Always sanitary pads chose to focus on
empowerment of young women in their commercial,
“#Like a Girl.” The ad is meant to raise the question
to society of what we (adults and boys most specifi-
cally) think about gender stereotypes. Not only did it
help raise the question, but it also changed behavior.
Procter & Gamble’s market research showed that 76%
of girls who saw the video no longer saw the phrase
“like a girl” as an insult, and two out of three men
said they plan to think twice before using the phrase
as an insult. You Tube reinforces the change with
more than 54 million views worldwide, with shares of
the video reaching upward of 30 million.
Ads that can drive behavior change quickly will
rise to the top
When Johnson & Johnson decided to help raise
awareness about the nursing shortage, they approached the problem by emphasizing the benefit.
The Campaign for Nursing’s Future was a series of
ads that actually began several years ago, but it wasn’t
until recently that J&J turned to their agency and
encouraged them to create a different ad—one that
would truly inspire youths to take up the profession.
The “Name Game” spot was born. It featured a real
life nurse and a child actor (since actual patients can’t
be used) and the very real example of what pediatric
nurses do to ease patient anxiety. It was heartwarming. It was powerful. And the reaction was immediate. In the month since it was posted on You Tube, the
video has received nearly 50,000 views and hundreds
Ads that show our frustrations
Frustration is something we feel practically every
day. And it’s powerful because consumers can quickly
relate to the emotion. It can drive them to change
brands or try a new way of doing things just to avoid
feeling frustrated again. Two great commercials come
to mind. The makers of Nicoderm, the patch helping
smokers to wean themselves off of cigarettes, used exaggerated humor to show how people often feel when
they decide to stop smoking. The brand team turned
LIKE A GIRL