{"id":5790,"date":"2010-06-08T00:05:19","date_gmt":"2010-06-08T07:05:19","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=5790"},"modified":"2010-06-08T00:30:39","modified_gmt":"2010-06-08T07:30:39","slug":"mobile-home-advertising","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/06\/mobile-home-advertising\/","title":{"rendered":"TERRIFIC MOBILE HOME ADVERTISING"},"content":{"rendered":"

\"mobile<\/a><\/embed><\/object><\/p>\n

There’s a lot to like about this commercial \u2014 beyond its obvious entertainment value.<\/p>\n

For anyone questioning the wisdom of focusing on the “bad attitude” or the much used conditions of the mobile homes….<\/p>\n

Look again at the name of the advertiser: “Cullman Liquidation.” They’re liquidators.<\/p>\n

Their customers are looking for something as cheap as possible. Period.<\/p>\n

But what I love about this commercial is the way it demonstrates something I’ve taught for years:<\/p>\n

How to “break” the Rule of 3s.<\/p>\n

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.<\/p>\n

I’ve never heard anyone else explain why<\/strong>, though.<\/p>\n

Here’s why:<\/p>\n

The first of the three examples introduces<\/strong> the premise. Before the first one appears, there’s nothing at all.<\/p>\n

So the triad might begin, “Are you tired of doing the same old thing every night?”<\/em><\/p>\n

The second one establishes<\/strong> the premise: “Sick of going to the same places?”<\/em> (Oh, I get it. They’re listing examples of the rut my social life is in.)<\/p>\n

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?”<\/em><\/p>\n

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…?)<\/em><\/p>\n

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.<\/p>\n

If you include a 4th item in the list, that item needs to surprise<\/strong> the audience. It can’t just be one more in the list; it needs to be surprisingly different.<\/p>\n

I doubt Rhett & Link<\/strong><\/span> gave any thought to “The Rule of 3s” or my rule on how to break it. But look what they did:<\/p>\n

The spot ends with:<\/p>\n

1.\u00a0 The Cullman team walking toward the camera. At this point, the viewer has no way of knowing there will be #2.<\/p>\n

2.\u00a0 The Cullman team closer, walking toward the camera. Now the audience is aware of a pattern and is somewhat prepared for #3.<\/p>\n

3.\u00a0 The Cullman team still walking, even closer to the camera. Now<\/strong> 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.<\/p>\n

But then comes the surprise: Totally unexpectedly, #4 is the Cullman team \u2014 inexplicably \u2014 running<\/strong> toward the camera.<\/p>\n

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<\/strong><\/a> (opens in a new window). <\/em>That link also will lead you to a bunch of other videos<\/a> from the guys.<\/p>\n","protected":false},"excerpt":{"rendered":"

There’s a lot to like about this commercial \u2014 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 […]<\/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-5790","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nTERRIFIC MOBILE HOME ADVERTISING - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2010\/06\/mobile-home-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TERRIFIC MOBILE HOME ADVERTISING - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"There’s a lot to like about this commercial \u2014 beyond its obvious entertainment value. 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