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My current favorite commercial series features the basketball player Blake Griffin delivering dead-pan advice to people in random places - the beauty salon, in the middle of the woods, at an art museum. The ads are for the Kia Optima.
What is genius about these commercials is that they don't force anything or point out what is funny. The laugh comes as you wait for something else, for what would come in a "normal" commercial. As you wait for the punchline (which doesn't come) you pay attention to the ad and the product.
Speaking of Super Bowl commercials, the car commercial with the little kid dressed as Darth Vader is supposedly on of the most watched commercials of all time. It held a record for online views until this year's Super Bowl. I cannot remember if that record was surpassed or not.
There are some Super Bowl commercials that post a website rather than an ending to the commercial. This forces viewer to see their webpage in order to finish the storyline. This is a very effective technique.
What criteria are you using in deciding whether or not a comercial is "good"? I will always pick a commercial that uses humor to sell the product as being my choice for a good commercial. Realism in the humor isn't important, it's the opportunity to have a laugh.
Consider the Doritos ad introduced during the last Super Bowl that watched Grandma launch the baby in the bouncy chair/slingshot to capture the bag of Doritos from the older brother who was teasing the baby because he had the chips and the baby didn't. Unlikely? Completely. Hilarious idea? Absolutely!
The most important thing that advertisers try to do is to make you feel as if you will lose out in some way if you do not use their product. They tend to try to create a feeling of anxiety in you that tells you that your life is missing something (excitement, safety, popularity) if you do not use their product. So you need to figure out some way to make people think that they're missing out (like that using your toothpaste will improve their love life because they'll have nicer teeth and better breath).
How about a commercial campaign based on "A Way of Knowing"--what you (the potential buyer) know about the person who uses this product? "If you drive a ....., people will know you have .... etc." "If you wear a...., people will know you are...." This is called epistomological persuasion: "I know this about the purchaser of this." Its appeal is deeply sociological; we make judgements of people's character, class status, intelligence, etc. by seeing what purchase choices they have made. "He drives a Lexus? Oh, he must be rich, must have good taste, must be aesthetic" etc.
I'm not sure if you are searching for a current commercial or an original commercial. Commercials these days are so masterfully written to apply to all possible modes of persuasion (Aristotle). A great example that is currently on TV is the "Five Hour Energy" commercial featuring a sleepy guy at his desk. Here's why it's so effective:
Ethos: Appeal to credibility/ a reliable source of information. The smart-looking woman in the opposite desk has taken five hour energy drink and feels refreshed and energetic. She comes off looking credible and trustworthy. The advertisers use her to contrast the sluggish man that most viewers would identify with.
Pathos: Appeal to emotion. Who hasn't felt sleepy on the job? The sluggish desk guy is the quintessential 'every man.' We can all identify with wishing we had more energy.
Logos: Appeal to logic. The commercial says over five million people choose "Five hour energy" over nine times a week. The statistics support that five hour energy works for millions of people...it could work for you too!
Even though this energy drink may be all 'washed up,' the commercial is savvy and has a lot of great content. I included a link below, so you could view the commercial AND a link about Aristotle's modes of persuasion.
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