Moments that matter

For a long time now, smart marketers have realized that emotions play a key role in advertising. Notice the number of ads around you that have toddlers and infants in them. For sure, there must be studies and surveys to indicate that customers buy products and services based on the way an ad communicates and makes them feel.

An interesting print ad that has caught everyone's attention in Canada is from Scotiabank - that of a new born baby with an interesting tag line on "Richness". I got to know more about it yesterday when my husband's friend made a mention of it. Our friend’s son turned one yesterday. As we all wished the little one, the proud parents happily shared with us how life had changed for them since the arrival of the little one. Anxious moments during the labor (delivery) turned into joyful moments with the arrival on the new one. Anyway, as the conversation continued, the parents commented that their emotions were best matched by the Scotiabank ad.

I did a quick search and noticed that this ad was developed by Toronto agency Bensimon Byrn. The ad was developed after a consumer research indicated that the concept of a “richer” life meant something beyond money and personal wealth for Canadians. There is also a video of the ad - a real-time shot in a hospital with the onscreen copy reading “Richness is …the moment everything changes.”! Watch the video here

The Greatest Movie Ever Sold!

Last week, I saw an interesting documentary (made in 2011) titled "POM Wonderful Presents: The Greatest Movie Ever Sold". The documentary is about product placement in films and TV shows. While creating the documentary, the director Morgan Spurlock sets out on an interesting mission - he reaches out to the corporate world asking them to sponsor his movie and in turn will promote their product in the movie calling them the "greatest" product. So, in the greatest movie ever sold, he drives the greatest car, has the greatest shoes and flies the greatest airline. The discussions that he has with the executives is very interesting. There is "no plot" in the movie, but the "plot" itself is around how the director reaches out to corporate to sell, sell and sell. The film's slogan is aptly titled "He's not selling out, he's buying in".

Here is the trailer for the movie. Check out the last statement where the Director asks an expert that he is surrounded by ads everywhere and if he could find a place where one can see no advertisements. The expert quickly responds “in your sleep"!

The biggest surprise while watching the documentary was the revelation about Sao Paulo in Brazil. I learnt that they city has said no to advertising. So, when you come to the city, you'll notice that there are no billboards, flyers, ads or posters. I could hear the citizens saying that they can now see the beauty of the city. Very interesting!