Think back to the last commercial you saw. This experiment works better if it was a commercial you liked or worked on you to buy something, but really, any decent commercial will work.
Remember, this is a 30-second ad. This isn’t much time for that commercial to embed itself in your brain and get you to take some sort of action.
In a way, it’s like a magic trick. In 30 seconds, a mini-movie or mini-song gets beamed or streamed into your home and suddenly, you’re going to do something different.
So anyway, how would you describe the commercial?
- Was the commercial a list of features and benefits? The movie equivalent of a bulleted list that rushed past as fast as it could?
- Was the commercial just a logo and instructions on how to buy something?
- Was the commercial just directions on how to connect with a salesperson who would then explain the product or service to you?
I’m willing to bet that that commercial was none of those things. I would imagine that commercial started with something that grabbed your attention (maybe a surprise, maybe a song you liked), then proceeded to build some kind of emotion or feeling in you.
- Maybe it was something that was supposed to inspire you to greatness (which is like every Nike commercial).
- Maybe it was to help you find that piece of your lost youth (half the car ads).
- Maybe it wanted you to feel safe and that you were a good person for protecting your family (the other half of the car ads).
- Maybe it wanted you to change your perspective (every good travel ad).
- Maybe it made you want to tell your spouse that you love them (every diamond, jewelry, wine, romantic restaurant, or life insurance ad).
All those commercials were designed to make you feel something. Maybe laughter, maybe fear, maybe hope, maybe nostalgia, but every single frame and pixel existed to create an emotion.