Just Getting Noticed Isn’t Enough

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Maybe it’s just a guy thing, but I love “stupid, funny” ads.  I find them very entertaining.  I mean who doesn’t laugh when they see the e*trade babies?  Or, for that matter, talking chimps?  Yes, I love talking chimps.  But, when I recently saw talking chimps perform in a Robitussin ad, it just didn’t seem as funny or memorable as one of my all-time favorite campaigns, the CareerBuilder chimps.  So, as I scratched my head about what to blog about this month, I figured I’d take a look at both series of ads and figure out why?  Check out the ads below.  What do you think?

http://www.youtube.com/watch?v=YR71GnQ4CU4

The Robitussin ad is cute enough.  A chimp searching the web or an orangutan walking down the cough and cold aisle does get noticed.  But, when I thought about the message a little deeper, I realized I was being compared to a sick, confused monkey in the ad.

When watching the CareerBuilder chimp ads, I laughed out loud and thoroughly enjoyed all the simian antics.  But, I wasn’t made to feel stupid.  Rather, the ad placed me in the role of the person who was trying to build his career, but realizes his company is filled with a bunch of idiots.  Not only does the power of the CareerBuilder ad’s storytelling perspective help make the viewer feel smart, but it also reinforces their brand benefit – helping you keep your career on track.  Brilliant!  Not only is this one of the best ads around, it is one of the best advertising campaigns.

The lesson I take away is … sometimes getting noticed just isn’t enough.  It’s pretty easy to make funny commercials, but you can’t stop there.  To make an effective, funny ad, it must make the viewer feel smart (unless you are targeting idiots), and connect to your brand’s core benefit.

So how are your business’s marketing strategies working?  Are you spending all your efforts and money to just get noticed?  Or, are you truly connecting with your target?

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