So AT&T tried doing something like this with the same slogan I think about a year ago, but just with zoomy lights and I felt that they rather failed. This one though, this one I can get behind. First of all: Gene Wilder == awesome. Secondly: I love that tall guy with the round body that hits the cloud, and the monster that is running away from the bus, and that guy that looks like toast. They are adorable, and I am supportive.
6 comments:
Is it just me, or did the commercial forget to mention what AT&T is trying to sell you? Unless the goal is to get those hoping for improved 3G reception on their iPhones in New York to "rethink what's possible".
The most effective commercials tend to be ones that hide the fact that they are trying to sell you. This one links AT&T to happy, nostalgic, recalling-to-a-simpler-time, feelings.
Renee, are you saying commercials that hide their nature are more effective to you, or according to some research?
There is more research on this subject than you can imagine. Don't be mistaken, it's not good to *look* like you're hiding anything, but people don't like the feeling that you're trying to *make* them buy (or even desire) something. People like to feel like they *want* to buy something through pure inspiration and that they are above influence.
There's a reason just about all beer commercials show a couple of guys having a great time with a few very attractive women. You don't stand in the store aisle thinking to yourself "If I drink Bud Light, I'll get laid!" but there is a association made in your mind simply from that image and it does effect your decision.
There's a reason companies spend literally billions of dollars every year on advertising. Cause it works. Like a friggin' charm.
I feel like there's a difference between advertising by association (e.g. beer drinker in commercials surrounded by attractive women) and advertising oriented away from looking like advertising.
There's a slight difference, yes, but it's based on the same psychological concepts.
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