There’s a lot to like about this commercial — beyond its obvious entertainment value.
For anyone questioning the wisdom of focusing on the “bad attitude” or the much used conditions of the mobile homes….
Look again at the name of the advertiser: “Cullman Liquidation.” They’re liquidators.
Their customers are looking for something as cheap as possible. Period.
But what I love about this commercial is the way it demonstrates something I’ve taught for years:
How to “break” the Rule of 3s.
Basically, the “Rule of 3s” means that if you are going to list things in a commercial (or, for that matter, in a speech), “3” usually is the magic number.
I’ve never heard anyone else explain why, though.
Here’s why:
The first of the three examples introduces the premise. Before the first one appears, there’s nothing at all.
So the triad might begin, “Are you tired of doing the same old thing every night?”
The second one establishes the premise: “Sick of going to the same places?” (Oh, I get it. They’re listing examples of the rut my social life is in.)
The third one “milks the gag”: Now the audience realizes you’re listing examples of that rut they’re in, and they’re ready for the next one: “Bored to tears hearing the same old stories from your relatives?”
That’s where you stop: at 3. If you keep going, the audience becomes impatient. (Alright, already! I get the idea! What’s your point with all this…?)
But for as long as I’ve taught the Rule of 3s, I’ve also taught how to break it, how to extend it to 4.
If you include a 4th item in the list, that item needs to surprise the audience. It can’t just be one more in the list; it needs to be surprisingly different.
I doubt Rhett & Link gave any thought to “The Rule of 3s” or my rule on how to break it. But look what they did:
The spot ends with:
1. The Cullman team walking toward the camera. At this point, the viewer has no way of knowing there will be #2.
2. The Cullman team closer, walking toward the camera. Now the audience is aware of a pattern and is somewhat prepared for #3.
3. The Cullman team still walking, even closer to the camera. Now if the audience were to guess what is going to happen next, they’d guess it would be yet another shot of the team walking, closer still.
But then comes the surprise: Totally unexpectedly, #4 is the Cullman team — inexplicably — running toward the camera.
Thanks to Rhett & Link for letting me share this with you. If you liked this spot, you’ll get a lot out of their “Making of” the Cullman Liquidation Commercial (opens in a new window). That link also will lead you to a bunch of other videos from the guys.
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It solves a problem, is intriguing and real…what’s not to like?
Well Dan…after that comment about the wife’s boyfriend breaking the front-man’s jaw with a post….this really is a fine example of Truth in Advertising. LOL!
Love it – no fancy words, no gimmicks, just tell it like it is!
To the point,…does he sell chicken coops as well 🙂
That was fantastic from start to finish. (OMG! His wife’s boyfriend broke his jaw?) I knew I was going to love it when they opened with that sign!
I saw this several weeks ago. It is outstanding! Check out the same ad group’s commercial for Red House Furniture. (See, I remembered the name of the place!)
I just wish I had come up with this. It also proves my theory that sometimes the client that gets it are usually the LAST client you think would.
Sorry, that should read “…client that gets it IS usually the last client you think would.” Not quite sure where the “are” came from. Gotta quit drinking before noon.
Now THAT’S what I’m talking about. I bet they’re selling some trailers!
I watched that this morning before work. Whenever I had a slow moment, all I could think of was “buy a home or don’t. I don’t care.” I love that refreshing honesty and real attitude. The best part is that the ad actually works! I remembered Cullman Liquidation whenever it popped into my head.
Reading your explanation helped to appreciate the novelty of the ad and yes it is amusing, catchy and more than likely would attract its projected audience.
I love this — everybody who watches it loves it. If the primary aim of the ad is to entertain… and to go viral on the web… and make Rhett & Link look like creative geniuses… the ad is a smashing success. It’s certainly “creative”.
However, I have to ask: does it SELL?
Does this ad actually communicate with the target mobile-home customer, and move that customer closer to buying a mobile home from them?
Sorry to be the wet blanket here, but I’m not convinced it does.