{"id":11007,"date":"2011-09-14T00:01:14","date_gmt":"2011-09-14T07:01:14","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=11007"},"modified":"2011-09-12T00:49:40","modified_gmt":"2011-09-12T07:49:40","slug":"video-brilliant-advertising","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/09\/video-brilliant-advertising\/","title":{"rendered":"(video) BRILLIANT EXAMPLE OF ADVERTISING WITH STORIES"},"content":{"rendered":"<p><strong><a href=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2011\/09\/DirtDevilThumbnail.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-thumbnail wp-image-11014\" title=\"Dirt Devil Thumbnail\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2011\/09\/DirtDevilThumbnail-150x150.jpg\" alt=\"funny tv commercial\" width=\"150\" height=\"150\" \/><\/a>Chris Thorpe<\/strong> turned me on to the television commercial below:<\/p>\n<blockquote><p>&#8220;I know you always preach about how it&#8217;s important for any humour in a commercial to be used to enhance the sales message\/call to action and that so many commercials feature humorous material that doesn&#8217;t relate to the sales message in any way.\u00a0 I thought this one was different as both the humour and the drama of the piece are used to demonstrate the benefits of the product.&#8221;<\/p><\/blockquote>\n<p><center><iframe loading=\"lazy\" src=\"http:\/\/player.vimeo.com\/video\/22984504?title=0&amp;byline=0&amp;portrait=0\" frameborder=\"0\" width=\"500\" height=\"270\"><\/iframe><\/center><strong>That&#8217;s<\/strong> an example of what I preach in relation to using stories in TV or radio advertising.<\/p>\n<p>Usually I say something like, <em>&#8220;If you tell a story in your commercial, the story should lead inexorably to the <strong>results<\/strong> the product or service promises.&#8221;<\/em><\/p>\n<p>Just as this TV spot led to (a greatly exaggerated presentation of) the results &#8220;Devil Dirt&#8221; promises.<\/p>\n<p>After you&#8217;ve seen this advertisement just a couple of times, it becomes almost impossible to think of the story without also thinking of the advertiser&#8230;and the advertiser&#8217;s results.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chris Thorpe turned me on to the television commercial below: &#8220;I know you always preach about how it&#8217;s important for any humour in a commercial to be used to enhance the sales message\/call to action and that so many commercials feature humorous material that doesn&#8217;t relate to the sales message in any way.\u00a0 I thought [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-11007","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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