Commercials Consumer Insights

Implications - After Al Gore’s Inconvenient Truth made its global impression, campaigns against global warming became hot forms of advertising. Not everyone was eco-interested then, but 2008’s surge in gas prices peaked interests in new demographics seeking to prevent global warming-related disasters.

Implications - The Dark Knight brought in a billion dollars in revenue just months after its launch. Never before have we seen products launch that can so quickly generate so much revenue. The billion dollar success will change the way big movies are launched and introduce comprehensive launch strategies.

Implications - Advertising intended to share a key message benefits significantly from hiding said message, or keeping it extremely subtle. Once the consumer makes the connection, the impact is much greater than conventional messaging due to the emotional connection that Covertising helps to create.

Implications - Whether the intention is to launch a new product or to promote a cause, the use of animals in advertising strikes an emotional response amongst viewers that is extremely powerful. With over 63% of American households owning pets, the connection the average viewer has with animals is hard to surpass.

Implications - When times get tough, consumers recall childhood, an age of innocence and naivety. Innovations that successfully inspire this nostalgia align their brand with positivity and hope. They similarly empower consumers to escape from the negative aspects of adulthood, if even just for the duration of a 30-second ad spot.

Implications - Diesel proves that knowing your audience and where they aggregate can result in viral success. Rather than relying heavily on traditional print and TV media to promote their brand (like many fashion marketers still do), they’re relying on the web to appeal to their younger demographic. Inspired companies should note that their success has been driven by the ability to evoke emotion, usually through shock or humor. And with multiple executions, there’s less chance of message fatigue for an audience that’s easily bored.

Description - YouTube is fast becoming an advertising medium in its own right. While no dominant model has emerged, we know that you can pay for direct ad entry, host a user generated commercial contest, leverage an existing YouTube star or try to create your own viral videos.

Implications - Ads on YouTube are an acknowledgment that millions of consumers spend as much, if not more, time on the internet as they do on any other media form. It’s also a powerful platform for direct brand interaction. As the demographic shifts from traditional to new media, YouTubevertising is a logical next step for advertisers to capture the attention of consumers.

Implications - The art of alluding to something to encourage people to draw their own conclusions is being used increasingly in creative campaigns. By forcing the viewer to fill in the blanks, there is an increase in invested mental energy, and therefore (ideally) a longer lasting memory of the brand or idea.

Implications - More and more males are part of 'bromances,' engaging in platonic relationships solely with other males. Emphasizing same-sex relationships in this way places the single man and bachelor lifestyle in the spotlight, creating a new version of the 'modern man' in which women may, or may not, be required.

Implications - Advertising firms are targeting the “man’s man” to sell hygiene merchandise. Men’s hygiene products are increasingly designed for consumers who are a tad too “manly” for more metrosexual products, but still want to appear put-together. Guygiene marketing tends to focus on attracting the opposite sex, rather than the "man" himself.