TV Commercial Types

TV Commercial Types

1.  Demo. Example: Apple iPhone commercials

2.  Show Need or Problem. Example: Those annoying Cingular ads where the voice drops out making what would have been a normal conversation terribly awkward.

3.  Symbol, Analogy, Exaggeration. The product solves a problem. Example: Theraflu ogre ad.

4.  Comparison.Example: Charles Schwab posterized ads.

5.  Exemplary Story. Example: The VW commercials where the people in the car are just chatting it up and, then out of nowhere, boom! Crash.

6.  Benefit Causes Story. Example: the Lynx ad. Probably the funnies ad of the lot, both for men and women – it’s so far fetched. It’s amazing what one can get away with in the name of comedy.Watch this one if nothing else.

7.  Tell it. Example: UPS ad with man who needs a haircut drawing on a whiteboard.

8.  On Going Characters and Celebrities. Example: Subway, Mercury, Geico, Energizer Bunny, etc.

9.  Symbol, Analogy, Exaggeration. This time, instead of showing how the product solves a problem, the technique demonstrates a benefit of the product. Example: Starbucks, Metamucil, etc.

10.  Associated User Imagery. This is all about connecting the product to the type of person the advertiser thinks would be using the product. Hoping for identification. Example: Nike.

11.  Unique Personality Property. Example: Dyson Vacuums.

12.  Parody of Borrowed Format. I love this format. Basically, make fun of something popular and then stick your logo at the end. Brilliant. Example: Reality TV – Geico.