Almost all major brands spend a significant amount of time targeting the right people. It’s just that important. Read here for more on why.
This clever ad using mixed targeting really hits on so many levels. Check it out.
So this ad is clever, but is functional? Does it work? Here are a couple of takeaways.
CONTRAST
Not all mixed targeting works. This ad focuses on usage. A lighter has many uses and people think of those usages in making purchasing decisions. Some people think of lighting candles. Some people think of… other uses. The contrast in these two usages hints at different cultures and the appeal this product has for each.
Imagine switching Martha and Snoop where he’s lighting a candle and she’s implying other uses. Would that still work?
It’s the contrasting of uses, but more importantly, cultures, that really brings this use of targeting to light (you’re catching all these puns, right?!).
WHAT WORKS ABOUT THIS TYPE OF TARGETING
When you see a product like this, used in several ways, in several cultures, it works by way of implication. When you see two starkly contrasting figures, you immediately identify more with one or the other. I’m not a high-maintenance housewife. Nor am I a stoner. But I can relate to both groups because of this ad.
I think about two uses for this lighter, but because I’m not really in either demographic, I think of my usage. I imagine myself starting a campfire for roasting s’mores and staring into embers late at night. You probably did a little of this too, if even just subconsciously. This is the beauty of narrative storytelling. You can’t help but place yourself inside the story and orient your own place within it.
Once this image gets you thinking about how you orient yourself within the narrative of the brand usage, it also gets you thinking of other uses for the lighter. This again implies that the simple lighter is more than just a product for a single use. While you probably purchase it for a single use, you might start thinking of other uses and decide you need more lighters.
Really, this ad is super functional. It brings awareness of the product, but also implies some loyalty to two usages and cultures. It then sets the viewers up for orienting themselves within the narrative and thinking of others uses outside of the norm.
So, with all this cleverness plotted out, why would anyone settle for a boring ad? Why not do this (not have Snoop and Martha on every ad, but be clever) for every ad that you make?
THE COST OF CREATIVITY
I’m constantly surprised by companies that hire me to make a video and don’t want to invest in the creative process. We charge for creative, but as you can see, it’s always worth investing in that before committing to shoot.
Imagine another ad that only uses a picture of a lighter and shows one usage of that lighter. Would that ad be compelling?
A great creative team can make or break the effectiveness of an ad. It’s not the ad buy or even the way it’s shot (although those are equally important) it’s the idea that sells.
That’s why we always suggest a thorough creative process in all of our work.
