Puppies and kids… They tug at our heartstrings, stir our souls, make us want to pinch their cheeks and cuddle, and convey such innocence and playfulness.
It’s obvious why we so often see Fido and Bobby — as well as beach scenes, warm smiles and embraces — in so many advertisements, promotions and appeals. They work. As we all rush about “doing our thing” in this crazy, pressured world, it’s nice to be reminded of nice, simple things. Nice is … well, nice.
There is another camp of advertising appealing to a polar opposite feeling. Fear… A far different approach, but, at times, equally effective. Think “This is your brain on drugs” or any number of recent ads imploring people to quit smoking.
Does advertising that purposely causes us discomfort have its place? Surely. The shock factor can powerfully and successfully get an audience to snap to attention and remember something. Have you seen the UK public service announcement that went vital on YouTube featuring teenagers texting while driving? Seconds into the video, a graphic and terrible crash occurs.
Personally, I prefer advertising that makes me smile, laugh or feel good inside. A public service ad produced by Stimulus Brand Communications on behalf of The Partnership for Drug Free NJ advocated a positive, visual and memorable approach to a serious message. Drugs are scary things. They kill, bankrupt and ruin childhoods and lives. But, our firm chose to not go to those dark, scary, places. Instead, we focused on taste appeal, touting the healthy benefits families can derive by simply spending regular time with their teens over meals.
It can be quite fun to develop ads that tap into audiences emotional, humorous and playful sides. Who doesn’t enjoy the series for E-Trade with the super savvy babies?
Maybe if more ad firms put out creative work that uplifts, our world would be a more positive place. Or… perhaps, like good martinis, we all need to be shaken once in a while. Share your thoughts — and your favorite positive v. negative ads!
— Tom McManimon
— Diane Blaszka
Points Of Stimulation 