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Why Great Brands Still Needs a Great Commercial

6 Ingredients to Making a Blockbuster Commercial

 

The importance of sight and sound (preferable together) can’t be underestimated in the brand building process.  Walter D. Scott, Assistant Professor of Psychology in Northwestern University who studied the psychology of advertising says “the function of our nervous system is to make us aware of the sights, sounds, feelings, tastes, etc., of the objects in our environment, and the more sensations we receive from an object the better we know it.” The more senses a brand can touch the more memorable the brand message. No wonder the video expression of the brand is king.

 

There was a day when a 30 second commercial could change a brands image overnight as long as the viewing audience was large enough to create a tipping point. Ergo the NFL Super Bowl where 114 million people are anticipating the commercials as much as who is going to win the game. But this also comes with a hefty price tag of almost $5 million per 30 seconds or $166,666 per second. At this rate you better have a message that achieves a touchdown.

 

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Not dissimilar to the movie industry, there are blockbusters that captivate the world, and then there are hundreds of movies that pass through the night with no residual effect or impact. The average Hollywood movie is about 150 mins long and cost about $200 million (or $11,000 per second or $330,000 for 30 seconds) to make.

 

According to the last published report on this topic (2011 Television Production Cost Survey) the average cost of a 30-second commercial was $354,000. If you project that number into 2016 prices, it’s fair to say the average cost is around $380,000. During those precious seconds, you’ve got to tell a story that’s so memorable it burns a life-time image in the consumers mind.

 

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Take for example the iconic 1984 Apple’s Macintosh commercial that ran only once on the Super Bowl, it is still being talked about today 32 years later. While the media buy was for one 30 second spot it broke the barrier beyond advertising into non-paid public relations as the commercial was on every talk show and news show. Oh and, by the way, they sold $155 million worth of Macintoshes in the first three months. A touchdown indeed.

 

Evoke Emotion

 

A successful brand video (TV commercial or online) must have one important ingredient to be successful – it must be emotionally engaging. You must feel it.

 

Being edgy helps to be memorable, but it must be relevant within the times.  Humour is often used to capture the heart with the help of a likeable character. Animals and babies are generally foolproof in pulling on the heart-strings. The most memorable commercials are those that solicit the “wow” factor by combining sheer entertainment with something you never thought of or have seen before. The two strongest reactions are a hardy belly laugh or an emotional tear. Every Telus commercial tries to put a smile on your face with their zoo animals or Budweiser with their puppy love commercials.

 

Extra Gum – The Story of Sarah & Juan

 

Kmart – Ship my Pants

 

Relate To People

 

Mitch Joel, president of Mirum and author of Six Pixels of Separation says brands cannot be human but acknowledges that brands are made of people who actually care about their customers.  Likewise, people like connecting with other people (including pets, but that’s another discussion). Mitch states “[successful] brands may never be human, but they can become more humane.”

 

Brands spend millions of dollars trying to be more human-centric with better customer-service, and constructing lovable brand personalities that convey human characteristics and values. What better way to add the human touch or face to a brand than seeing the brand as a person. The premise is simple. If you like the person you will like the brand. Some brands cheat or exploit their relationship by using a famous person’s celebrity status to instantly add millions of followers, but others build a unique personality from the ground up.

 


Old Spice Man

 

Apple guy vs. Microsoft guy

 

Be In Tune

 

In a study by Jacob Jolij and Maaike Meurs, the researchers found that “mood, as induced by music, is also reflected in visual awareness, both in biasing processing sensory input, as in the generation of conscious visual percepts in absence of structured visual input. In other words, the music you are listening to might directly alter the way you perceive the world.” The soundtrack is hugely important in stirring the emotions and feelings. Think of all the great movies like Titanic, Jaws and Star Wars. You can probably hum the tunes right now. Can you still feel the intensity? What would these films be like without a soundtrack?

 

The Dirt Devil – The Exorcist

 

Be Different

 

Everyone has a story that’s unique to them – as does a brand. Uniqueness make the story worth sharing. Inspire and awe your audience. The most memorable commercials holds a place in our memories forever. They are essentially pieces of art that display the latest designs, music and culture at that moment of time. In a world where art expression is everywhere, commercials must earn consumers attention and not expect it.  Ken Segall, who worked on Apple’s “Think Different” campaign, attributes the success of this commercial on its ability to be thought-provoking and disrupt the advertising world by creating “a commercial that is totally revolutionary in the world of advertising and is seen by a huge audience.”

 

Nike – Find Your Greatness

 

Red Bull – Space Jump

 

Achieve Greatness, Responsibly

 

Any brand with tons of cash and a very creative agency can create an awesome commercial. But if it doesn’t match the product or customer experience, you are wasting money and could inadvertently damage the brand. The commercial can transform a brand image, but is must also support the core brand values and promise. Nothing is worse than setting high expectations with a great commercial to have people disappointed when they advertising promised isn’t delivered by the product. I think of Banks or Airlines who continue to over promise and under deliver.

 

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The California Raisin Board created memorable TV commercials in the 1980s. They portrayed raisins as cool sunglasses-wearing Claymation characters singing and dancing to Marvin Gaye’s soul music. Using beer advertising classic technique of associating their product with music and fun. However, fun and music are generally associated with social events (where beer may be present). I’m not sure the same stories are shared around a bowl full of dried grapes…that will never be wine! In fact, raisin sales did get a small bump from the commercials but soon slumped. Maybe “the blues” would have been a better fit.

 

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In 1997, the Taco Bell Chihuahua was the fast-food chain’s big attempt to establish the dog as the brand mascot. While the ads were great fun and memorable, sales went into the toilet. I guess no one wanted to buy spicy ground beef from a dog. Maybe the same happen with the Subway monkey commercials.

 

10 – 600 Seconds to Shine

 

No longer are we confined to the 30 sec or 60 sec video format built by the classic TV commercial. The digital world has redefined the rules. However, most agency and brands are still stuck in the TV commercial format, primarily because television commercials still greatly influences a buying decisions. According to Deloitte‘s 10th edition State of the Media Democracy survey done in 2015, 63% of Americans stated that TV advertising still has the most impact on their buying decisions. This has dropped from 86% just four years ago. Meanwhile, millennials rely more on recommendations from their social media circle and online reviews.

 

Make a Blockbuster

 

Joseph Pine and James H. Gilmore in their book, The Experience Economy, make a compelling case that today’s customers want and expect to be “positively, emotionally and memorably impacted at every level of their commercial existence.” The fastest and the most impactful way to make this happen is video. A brand video has the power to make customers cry, laugh or change their perception forever.

 

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Brand Overkill – Why Less is More

Everything is a brand today. Brand experts even tell us that we must build our own personal brand. Everywhere we look we are being attacked by brands. We are lucky to get through a day without being bombarded with over 5,000 brand messages (Yankelovich study) of which only about 12 get any brain attention. There is over 4 million new brand names every year added to the brand shopping list. There is a serious problem of brand overload. Is it really important to have over 50 different shampoo brands and hundreds of specialized types to give you the perfect bouncy, curly, wavy, shiny or smooth tresses?

 

 

The biggest problem facing companies today is the world is running out of pronounceable brand names. We are making it almost impossible for consumer to keep up. The World Intellectual Property Organization report that in absolute terms, trademark demand quadrupled from just under 1 million applications per year in 1985 to 4.2 million trademark applications by 2011. In developing countries such as China, India and Brazil the rise in trademark applications is exploding. In the last four years there has been approximately 16.8 million new trademark applications.

 

Are we reaching a point of saturation where the proliferation of brands are doing more harm than good? Our memory banks just can’t keep up.

 

Barry Schwartz, PhD, a Swarthmore College psychologist and author of The Paradox of Choice: Why More is Less explains “there’s a point where all of this choice starts to be not only unproductive, but counterproductive – a source of pain, regret, worry about missed opportunities and unrealistically high expectations.”

 

 

Have we reached a state where a brand is no longer able to differentiate itself from other brands? How many deep brand relationships do we really want or can handle in our busy lives? A Gallup research study (2004) suggests that on average, Americans say they have about nine ‘close friends’ and the older you get the number maxed out to 13 close friends. Can we expect any more from a consumer concerning a meaningful relationships with brands?

 

The Beginning of Brands

 

We can blame Japan for starting some of the world’s first and oldest brands such as Kongo Gumi which was established in the year 578 and Hoshi Ryokan founded in 718 according to William O’Hara book Centuries of Success. Kongo Gumi is a construction company that built Buddhist temples, Shinto shrines and castles. But after surviving 14 centuries (1,428 years!) as a family business it closed its doors in 2006. There wasn’t a huge demand for  building temples anymore which occupied 80% of their business focus. Hoshi Ryokan is a Japanese inn located in Komatsu for over 1300 years. You can book a room today on booking.com. In a study conducted by the Bank of Korea they discovered over 3,146 companies that are over 200 years old in Japan, 837 in Germany, 222 in the Netherlands, and 196 in France.

 

Brands Come & Go

 

But brand age doesn’t guarantee brand success. Jim Collins, a co-author of Built to Last—Successful Habits of Visionary Companies, says brands must follow a set of unchanging and sustainable principles of who they are, yet constantly change in what they do and how they do it. Today, we have many examples of brands who knew who they were but didn’t have the courage to change what they did such as old favourites as Kodak, Blackberry, Blockbuster, Nokia and Hummer. Check out the article Lessons from the Brand Graveyard.

 

If you go back to the Fortune 500 in 1955, 88% of those brands no longer exist on the 2014 Fortune 500 list. Brands continually get destroyed by mergers, acquisitions, bankruptcies or break-ups. There is a healthy churn in brands coming and going. Steven Denning reported in Forbes that fifty years ago, the life expectancy of a firm in the Fortune 500 was around 75 years. Today, it’s less than 15 years and declining all the time.

 

That being said, there are about 250,000 new brands launched globally each year which keeps the world’s advertising agencies very busy. Lynn Dornblaser, an analyst at market research firm Mintel who tracks new products, says the typical failure rate of new product launches can be anywhere for 85% to 95%. That’s a lot of new business cards and advertising wasted. Schneider Associates and research partners SymphonyIRI Group and Sentient Decision Science did a consumer survey (2010) that found 45% of participants couldn’t name a single new product brand.

 

The Virgin of Everything

 

But all of these setbacks in launching a new brand hasn’t stop brand extension and introducing new products.

 

Many brands have tried to extend their brands from the classic offering to capture new markets and target groups – some successfully and others with less clarity. I call it the “Virgin of Everything.” Sir Richard Branson has taken the irreverent and fun Virgin brand and has stretched it across 350 different products from life insurance to lingerie. David Taylor blogger on Brand Gym said in his article Virgin: the worst or best of brand extension? that this was a “brand ego trip, where the brand gets too big for its boots.”

 

Then there are sub brands of brands with unique attributes, quality and value levels. For example, Coca Cola with its line of Classic Coke, Diet Coke, Caffeine Free Coke, Caffeine Free Diet Coke, etc. Nothing is simple today. Too many choices.

 

Brand Apathy

 

Everything in life is moving faster and faster. Nothing is predictable and digital technologies are changing everything except our brains. Humans still have only so much memory power and capacity to retain and process information. Bob Nease, behavioural scientist and author of the book, The Power of Fifty Bits explains that the brain can process 10 billion bits of information each second but when it comes to the “decision-making part of the brain [it] only processes a maximum of 50 bits per second.” This is a major bottleneck in the decision making process that won’t change anytime soon. Just think, we have a bandwidth issue in our brains. The proliferation of brands and branding messages means fewer chances that new brands will find a permanent place in a consumer’s mind. Steve Jobs said on his return to Apple in 1997 that “For me, marketing is about values. This is a very noisy world, and we’re not going to get a chance to get people to remember much about us. So, we have to be very clear what we want them to know about us.” Almost twenty years later Jobs’ comment is even more relevant today. A simple route to the consumer’s head and heart doesn’t exist anymore.

consumer path 2

 

We can get a new product brand to market faster and more efficient than ever before. We have more channels to get our message out than ever before. But the resulting complexities has created brand apathy. As we continue along this path of madness, brands have less of a chance to be successful. Aldo Cundari, CEO of Cundari agency, explains in his book Customer-Centric Marketing, “The new customer behavior has serious implications for all brands. If organizations don’t commit to meeting their customers’ expectations today, customers will go elsewhere tomorrow.”

What Cundari says isn’t revolutionary thinking but the warning signs are everywhere–consumers are reaching a point of brand overkill. It’s like a stadium full of brands all screaming to persuade potential customers to reach for their brand. The noise is deafening.

Havas Media Group’s annual global Meaningful Brands survey (2015) has been consistent in the last five years in saying “most people would not care if 74% of brands disappeared.”

 

Survival Tips

 

Put our branding feet into the consumer’s shoes for a day. They truly need our support.

Help them manage the daily complexities, simplify the burden of choices and reduce the cognitive load. Be where they want your brand to be and be relevant. Solve their problems even before they become problems. Take away the need for them to have to make another decision or remember another brand name.

Automate to eliminate repeating issues or tasks. Make them feel good even when your brand isn’t about feeling good. Help them navigate a simpler life. Stop yelling and start listening more.

Your brand will be rewarded for its simple solutions and not for more choices. Remember less is more and always be empathetic and relevant.

Just be human.

 

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The Power of a Brand

How to extract value from nothing.

Years ago in my economic classes I learnt that supply and demand determined the price/value of most products especially commodities. If this is true, why is bottled water more expensive than gasoline? This is the power of branding.

 

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Transparency Market Research estimates that the global market for bottled water was worth about $157.3 US billion in 2013. In North America more bottled water is sold compared to milk or beer in terms of volume. Canadean research estimated that the global bottled water volumes would reach 233 billion litres in 2015. With all of Canada’s fresh water, Canada only produces less than one percent of the world’s bottled water of around 2.29 billion litres. However, US remains the fastest growing bottled water market outside Asia mainly due to customers becoming more health conscious shifting away from sugary carbonated soft drinks.

In many emerging markets, the scarcity of clean water makes bottled water a necessary staple rather than a value-added refreshment beverage like juice or soda. In North America the water in your tap is generally the same stuff you buy in the bottle. The big difference is that tap water is constantly tested to ensure they follow the drinking water quality guidelines. Bottle water doesn’t have the same stringent guidelines but does have the overall requirement of not containing “poisonous or harmful substances”. Let’s hope that the big brands follow some type of quality control.

Clean drinkable water is generally available everywhere throughout North America where the bottled water companies’ need to position their brands based on quality (healthy choice) and convenience (portable and handy). From this foundation the category gets complex with pricing strategies, water source and lifestyle attributes.

Magician duo Penn & Teller in their show Bullshit did a spoof on bottled water in a fine dining restaurant in Southern California to prove the general public can’t tell the difference between tap water and $4 a litre bottled water.

 

ABC’s Good Morning America conducted a blind tasting experiment in 2001 where they sampled branded bottle water such as Poland Spring, O-2, Evian and the popular New York City tap water. The results shouldn’t surprise you – NYC tap water beat them all.

 

If the bottled water is general the same thing as in tap water the real difference is the brand. Tap water is a commodity with no brand. It comes from any unmarked tap – hot or cold. You take the same thing, build a formidable brand image and you can extract a premium from consumers – by the litre (or ounce) at a time. Here is the secret on how to create brand value from nothing:

Power of Emotional Connection

Byron Sharp, professor of marketing science at the University of South Australia and author of How Brands Grow, says growing a brand is based on “physical and mental availability” suggesting most brand purchase decisions are made with the emotional brain so keep it simple to help trigger instinctual responses.

Ammar Mian writer at SocialRank says the emotional tipping point for bottle water occurred back in the early 1980’s when Perrier launched its ‘Earth’s First Soft Drink’ campaign. This campaign embraced the belief that their sparkling water comes from the purity of nature, straight from mother-earth. This emotional connection resonated with consumers who were becoming more health-conscious and wanted an alternative to soft drinks. Other premium bottle water brands jumped onto the branding wagon touting the image of purity, youthfulness, healthy and earthliness. Water can’t get any better than this unless you turn it into alcohol. Here’s more on Emotional Branding.

 

Power of Convenience

The brand must be easy to buy – when and where you want it – ideally everywhere. Not unlike tap water. Remember the days of drinking fountains? We though they were convenient – if we could find one. But it was like drinking from a water hose – only one quick sip if there was a line-up. Perhaps the biggest development in the bottle water industry growth has been the mass distribution systems that are dominated by the same companies that have covered the world with sugar water like Coca-Cola (who has such popular brands as Dasani and Glacéau smartwater), Nestle (who has all the water champs such as Perrier, Pure Life, S. Pellegrino, Deer Park and Poland Spring) and PepsiCo ( with Aquafina). Where is Evian in the distribution mix you ask? In 2002, Evian signed a distribution agreement with Coca-Cola Co., Inc. which ended in 2014. Then Evian found new wings with distribution partner Red Bull. And Fiji Water? Dr Pepper Snapple Group website states that they distribute Fiji Water in various territories.

Power of Fame and Attention

Getting people to pay for water where its widely available, safe and free is hard work and takes a great deal of money to build a distinctive brand. It doesn’t hurt to have a big bank account to ensure the advertising messages get noticed and the brand stays top-of-mind. Back in 2003 (based on an article in The New York Times) TNS Media Intelligence/CMR estimated Aquafina spent $24.6 million on media and Dasani spent $18.8 million on media, while Evian spent only $800,000. Ten years later, Evian is still spending around a million in measured media annually according to Kantar Media and over the years have lost market share to the more aggressive competitors, sitting in 3rd place behind Fiji Water and Smartwater. Eric O’Toole, president-GM at Danone Waters North America (parent company to Evian), contributes the brand stabilization in recent years, in part, to the launch of the Baby & Me advertising effort. Great creative never hurts if you can’t afford to advertise year-round. See more on Creativity.

 

The soft drink industry is notorious for using celebrity endorsers to help push their sugary drinks (check out a partial list of famous celebrities and soft drink brands). It’s not surprising that the bottle water brands use the same branding tool to build credibility and gain the coolness factor. Evian has used Maria Sharapova, the young and popular tennis champion, while the elite Fiji Water has uses the former James Bond star Pierce Brosnan. Glacéau smartwater has used actress Jennifer Aniston to create a buzz around their relatively new brand.

A Memorable Story

Great brands always come with a great brand story. Many bottle water brands have great stories that would put National Geographic to shame. My favorite is the Fiji story or as some say the Fiji myth. Fiji Water, natural artesian water bottled at the source in Viti Levu (Fiji islands), is a leading premium bottled water in the United States and one of the fastest-growing brands worldwide. Here is their story of the world’s finest water and it should be for the price of $3.50 – 4.00 per litre (3 times the price of gasoline). For more on Storytelling.

 

Stunning Design

Water has no distinct taste, no unique colour, no smell and all water feels wet – physical there is no difference from one glass of water to another, so packaging is king. If nothing else is going to sell you, it must be the memorable packaging, beyond the great stories and celebrities who would never drink it if it didn’t look good.

Packaging can help define a brand experience. Do you remember the first iPhone, iPad or iPod you unwrapped from its packaging? The simplistic and beautifully designed box with everything in its own place – clean and white. A perfect brand fit.

 

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Since 2008 Evian has been working with some of the world’s most prestigious designers to create a limited edition bottle each year. Evian has worked with such creative artists such as Diane von Furstenberg, Paul Smith, Christian Lacroix, Jean-Paul Gaultier, Elie Saab, KENZO and most recently with Alexander Wang (2016 limited edition bottle). Former zone director for the Middle East & Indian Ocean for Evian, Elias Fayad explains the limited edition concept: “Our water is untouched by man and perfected by nature, so we attempt to give the bottle an artistic expression.” In a September 9, 2015 press release from Evian, they explain each collaboration as “a renewed celebration of purity and playfulness and a reinterpretation of evian’s spirit through art and design.” I have to remind myself that we are talking about a simple natural resource that can be found anywhere on the planet (except currently in California) – simple water.

Dreams or Nightmares in a Bottle

Water is living proof that anything can be branded and can be elevated from no value to high value with sufficient investments. It is through the brand investments and the dreams the brand image creates that help achieve the value. In essence, consumers are buying dreams in a bottle. Dreams to be on a pristine tropical island or a youthful energetic baby once again. Stories of spiritual purity, blissful health and a fountain of youth – the water of life. Potentially over $200 US billion worth.

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But there is a dark side to this story. While dreams are created and value generated from the replenishing resource, there is a social cost. Today Wikipedia lists over 144 bottled water brands, and from the statistics, the market continues to grow. The Pacific Institute, which conducts research on water use and conservation, has estimated that bottled water is up to 2,000 times more energy-intensive than tap water. It is estimated that in 2006, U.S. bottle water consumption used the energy equivalent of 17 million barrels of oil and produced over 2.5 million tons of carbon dioxide – in one year. There’s also the worry that we are shifting water consumption from one region to another, creating an imbalance with consequences to our planet and to our future consumers.

Just because we can create formidable brands to extract more value, it doesn’t mean we should. As marketing and brand experts, it’s important we use our craft wisely. We have the ability to create formidable brands and extract value to support business growth. But if we aren’t able to balance the benefit for the consumer, society and environment, we need to consider how we’re using our power of branding.

 

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Wrapping Brands in Hope, Love, Joy, Peace and Bacon

We can thank the birth of Jesus Christ for putting Christmas on the map, but its brand marketers that have made the solemn religious festivities into a $600 billion business in the United States alone. This year Gallup research predicts the average American will spend around $830 on Christmas. There’s a lot riding on this holiday, so much so that brands spend millions to connect themselves to this emotional time of giving and celebration. Retail brands live or die during this important sales period and we’ll take a look at the lengths they go to do it right.

 

For all brands to cash in on Christmas, they need to break through the clutter and attract festive shoppers who are looking for brands who match their warm and fuzzy shopping needs.

 

Many would argue that Christmas has become more about marketing than religion. The history of Christmas’ evolution is part marketing and part theatrical symbolism. While Charles Dickens did not invent the Victorian Christmas, his book A Christmas Carol written in 1843 is credited with helping to popularise and spread the traditions of the festive time. Coca-Cola Company claims they helped shape the image of Santa as we know him today. Inspired by Clement Clarks Moore’s 1822 poem A visit from St. Nicholas (commonly known as Twas the night before Christmas) illustrator Haddon Sunblom commissioned by Coca-Cola created the iconic red suited and white breaded Santa image that was friendly, plump, jolly and loved Coke. From 1931 to 1964 the ‘Coke Santa’ was the advertising theme every Christmastime in magazines, billboards, posters, displays and calendars.

 

 

For brands, Christmas is the most wonderful time of the year to pull on the heartstrings. Writer and content strategist Taylor Mallory Holland concluded in her blog article Make ‘Em Cry – and Buy that “Emotion is a key ingredient in great holiday content marketing.” Jonah Berger, researcher and author of Contagious would agree. He discovered that “high arousal” of positive and negative emotions like awe, excitement, amusement and anger motivates us to share messages with others. He says “when we care we share.”

 

The holiday season is full of high emotion. We become hyper-sensitive to stories of the poor and unfortunate souls who don’t have food, shelter or friends. We are drawn towards stories of goodness in humanity and messages of hope, peace and love. It’s a time to reach back to the child in all of us who believed Santa Claus was real, reindeers could fly and life was just plain simple (because someone else did the worrying).

 

John Lewis, a department store in the United Kingdom has built their brand on this fact. Since 2007, John Lewis has captured the attention of the world with their annual tradition of launching a new Christmas advertising campaign to kick-start shoppers into buying their Christmas gifts. John Lewis’s emotional brand formula isn’t revolutionary, as Stephen Vowles, marketing director at Argos says, “It resonates because it speaks to the values most of [us] hold at Christmas – showing people that we care about them and that we are thinking of them.”

 

 

But Edeka, a German supermarket chain may have trumped John Lewis this year with the “saddest Christmas ad ever” as described in The Washington Post. So far the story of a lonely old widower who is especially sad during the Christmastime has over 41 million views on YouTube compared to John Lewis Man on the Moon which has only 21 million views.

 

 

WestJet has created Christmas miracles of their own over the last four years. Their Christmas Miracle online videos have surprised and delighted consumers in various creative and sensitive ways. Their biggest success was in 2013 where they surprised passengers on a flight from Toronto to Calgary. In Toronto, they had them tell a TV monitor Santa what they wanted for Christmas, and upon their arrival in Calgary four hours later their present appeared on the luggage carousal like magic. To date, this video has received almost 43 million views. If you didn’t think Westjetter’s cared before this, then get out your tissues.

 

 

There are many brands like Apple, Tim Hortons, Canadian Tire, Coke, Stella Artois, Sainsbury, Budweiser, Macys and many more who produce Christmastime commercials/videos that tug on consumer’s heart-strings. Their ultimate goal is to connect with consumers at this time of goodwill and joy with the hope of their brand resonating with them.

 

This is the time that brands can forget about the functional benefits and tap into the spirit of Christmas. If done right, brands can move from a purveyor of Christmas to a state of mind of hope, peace and love minus the bacon. A place were few brands live.

 

To all the world’s brands “Merry Christmas to all and to all a Good Night”.

 

May the peace and goodwill of the season remain with you throughout the New Year!

 

Top 2015 Christmas Commercials

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Four Questions to Get to the “Why” of a Brand.

Have you ever wondered why you have a deeper relationship with some brands and don’t with others? Why do some brands become more emotionally connected to their customers? Why do people line-up for an Apple brand and not for a Microsoft brand? Where does the passion start – with a brand or with a customer?