Now that we are officially halfway through 2017, it’s time to analyze some of the best advertisements we’ve seen so far. These five made-for-TV commercials wowed audiences across the globe and continue to be talked about well past their air time. What has made them work so well? Keep reading to find out!
#5: Kia’s “Hero’s Journey”:
With all the talk about saving the planet from various environmental hazards, Kia decided to take a humorous approach using this idea to promote the new 2017 Kia Niro. Starring Melissa McCarthy, this one minute ad shows various scenes of McCarthy attempting to save the planet, but ultimately always finding herself in dangerous situations. Personally, I can’t get enough of Melissa McCarthy and laughed the whole time.
#4: Nike’s “What Will They Say About You?”:
This commercial featured five prominent female athletes in the Arab world. Nike’s goal was to celebrate the women in this culture who pursue their dreams despite the traditional gender roles expected of them. Even though Nike mainly focused on the Arab world, the values displayed could also have been applied to American women in the workforce. Although controversial, Nike was able to connect the power of sport to a trending societal issue in the world. It also showed audiences how much Nike as a corporation values gender equality.
#3: Audi’s “Daughter”:
Similar to Nike, Audi created this ad to shine a light on gender issues. Focused mainly on gender equality in the workplace, the clip featured a young girl competing against boys and ultimately winning the race. Throughout the ad, her father is narrating and asking questions like, “Do I tell her that her that her grandpa is worth more than her grandma? That despite her education, her drive, her skills, her intelligence, she will automatically be valued as less than every man she ever meets?” The father concludes by saying, “Or maybe I’ll be able to tell her something different” as they both get into the new A5 Sportback. Audi was able to tell a complex story and connect the brand to the values of hope and ambition within 60 seconds.
#2: Honda’s “Yearbooks”:
Honda successfully incorporated the emotional triggers of humor and desire in this commercial featuring a number of A-list celebrities. From Steve Carrell to Magic Johnson, the commercial digitally flipped through the yearbook photos of multiple celebrities. Each picture came to life with voice-overs from the celebrities themselves speaking about how they got to where they are today. With powerful statements about following your dreams and occasional comical one-liners, Honda was able to utilize spokespeople in an innovative way.
#1: Budweiser’s “Born the Hard Way”:
For a company whose beer screams ‘Murica,’ Anheuser-Busch decided to utilize their own foreign origins to create a commercial that showed the importance of accepting immigrants into society. The story explains the history Adolphus Busch leaving Germany to travel to St. Louis in hopes of creating the brewing company that is so well-known today. The timeliness of this ad is what makes it truly remarkable. It was released on YouTube just a few days after thousands of immigrants were prohibited from entering the country by the travel ban. Being able to connect to the masses during a time of fear and despair allowed for Anheuser-Busch to show that they’re a beer company for everyone.
These five commercials will be talked about in the advertising industry for years to come, and I’ll tell you why. They all show how important it is to connect your brand with an emotional, timely appeal. The companies understood what was going in society at the time and used it to their advantage to appeal to the consumer. Whether it was gender norms or immigration, humor or fear, they used the combination that best fit their brand and the message that they were trying to convey.