Advertisers are spending more than ever on the broadcast and cable TV networks. Even though online advertising has been robust, it hasn't stopped advertisers from keeping the bulk of their budgets right on TV. So what makes for great TV advertising?
It is clear that advertising based on a recurring fictitious character can be very successful. Brand characters or archetypes provide strategic direction without inhibiting creativity. An archetype creates a visual image and that has an emotional impact. In addition, if they are recurring they become a branding devise.
Here are some of the recent favorites build around intriguing characters.
Old Spice | The Man Your Man Could Smell Like
Character: incredibly attractive guy who can rattle off clever dialogue with witty, over-the-top, shirtless swagger. He is so smooth, he can do all this in front of your eyes. Actor Isaiah Mustafa
The Most Interesting Man in the World - Dos Equis
Character: a suave 50-60 year-old man who is a cross between Ernest Hemingway, Bill Murray, Burt Reynolds and Don Draper, the Most Interesting Man in the World harkens back to a mid-century concept of what a man's man should be. In love with women and booze, but classier than most, he travels the world seeking experiences.
Swagger Wagon - Ford Sienna
Characters: Hip hop rapping dorky family who love their minivan
Mac vs PC
Characters: PC: Actor John Hodgman, as a rounder, paler Bill Gates, is a well-meaning geek with all kinds of operating problems. A bit formal and somewhat polite, though stuffy and overly concerned with workâoften being frustrated by the more laid-back Mac's abilities.
Mac: a man dressed in casual clothes (Justin Long) looking like a younger version of Steve Jobs who is casual and comfortable in his skin
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