For all the time I spend complaining about bad commercials–ones that insult their potential audience, are more than usually deceptive, or just plain don’t get their message across–it’s worth remembering that there are good commercials.
What’s a good commercial? Yes, it has to sell the product without insulting potential buyers or raising the general level of panic, doubt, and uncertainty in the world. But I’m going to raise the bar here. That describes an adequate commercial.
A good commercial does all that, but in addition, it entertains. It makes you want to watch it again, not just because you were too enthralled to write down the toll-free number the first time, but because you genuinely want to watch it again.
They do exist. Case in point:
Warning: this video features heartwarming footage of baby animals sleeping. pic.twitter.com/iRWGCFOChe
— Casper (@Casper) April 23, 2019
By any interpretation, it’s an adequate commercial. No people doing idiotic things for no apparent reason, no flashing lights or blaring sirens, and it sells the product.
Full disclosure here: I haven’t been paid by Casper, nor do I own one of their mattresses. But I have been planning on buying a new mattress sometime in the mid-term future. I hadn’t considered Casper, but after seeing this commercial, I’ve added them to the “worth researching” list. I’m not laying down money, not yet. But any marketer worth their salt will tell you a potential buyer is worth far more than a non-buyer.
The question, though, is whether it gets past “adequate” and makes it to “good”? And the answer is “Absolutely.”
Those hedgehogs are totally adorable, I want to rub the rabbit’s stomach, and I could watch the black kitten fall asleep a dozen times. Heck, I watched the ad three times before I decided to write this post.
Mind you, as a viewer, I could do without the goats. I see those hooves and “relaxing sleep” is not the first, second, or third thing I think of.
But from a writing perspective, that’s a good thing. A story–and have no doubt about it, a good commercial needs a story–requires conflict. How do we get from hard, scratchy hooves to soft mattresses? That’s the story. And, believe me, it’s no accident that the spot begins and ends with the goats.
Heh. I just noticed that the black kitten has a grain of litter stuck to his paw. Talk about putting real life situations into your advertising!
Casper. Good commercial. Good mattress? We’ll see.