Wednesday, June 21, 2006
The Human Element, touchy feely advertising
The two advertisements were from Dow Chemical and Liberty Mutual. Dow's Human Element commercial and Liberty Mutual's "do something nice" commercial (my title). More below.
I keep the news on in my office all day mostly to fill the air with noise but also to keep up with the headlines. I have a keen interest in advertising which can be somewhat distracting at times. I watch advertisements all day long to formulate opinions, make critical observations and as a consumer, make purchasing decisions. To have two touchy feely commercial reach me is quite odd, but they did.
Dow Chemical commercial can be seen (Windows Media Direct) or go to the DowTv website. Outstanding commercial highlighting the "Human Element" of life. I really liked it and for a 60 second commercial, the video is feature movie quality for style and perspective.
Liberty Mutual Group, according to the Boston Herald, "the campaign will carry the "Responsibility: What's Your Policy?" The commercial plays off a pay-it-forward theme by showing people witnessing little acts of kindness and perpetuating the politeness." Having invested "more than $38 million." I don't have a link to the video, but you can read the article at the Boston Herald website.
How does this affect small business in Bowling Green and/or south central KY? It could direct our thoughts to the kinds of ads that do get attention, it could indicate that the huge companies that can afford the mony to invest in market research are finding that the American public is responding to a kinder and gentler message. It could inspire us to highlight the good stuff we do for our community OR, inspire us to start doing some good stuff for our community.
These ads may not fill the formula of affective television advertising, but then how often does something different get your attention? These two ads rose to the top today after soaking in hours and hours of ads, the caused me to think, to consider, and then to write here on Soky.Biz.
