Commercials

I, like many who have been inundated with advertising, find most commercials to be, well, lacking. The lacking of which I speak is on such a grand scale, simply because so much of it is foisted upon us, that it’s a bit maddening. It’s like being forced to eat bland food every moment of your life.

With this barren backdrop, any well-constructed advertising really pops. Two fairly recent commercials have “popped” me into a hopeful space in which I enjoyed the manipulation inherent in advertising. The first, a commercial for Curves gym for women begins with a roundish little girl-cherub poised on a rather high standing diving board. She’s looking nervous and a bit scared. Cut to her jumping off of the board and making a big splash into the pool, followed directly by the requisite “blah, blah, blah…Curves Gym, join it…” Ending with the big payoff: little cherub swimming toward the side of the pool with a big, proud grin on her face and all you can do is think, “That’s the sweetest thing I’ve ever seen! I’m like that little girl, I have courage, I can challenge myself, where’s the number to that gym??”

The second commercial was for Dove hair care products and featured Wilma Flinstone, Velma Dinkley of Scooby-Doo fame and Jane Jetson. Each was depicted with her hair as it appeared on their respective television shows. Each spoke of the problems associated with “stiff, unmoving” hair. I’m riveted. Cut to the “blah, blah, blah, Dove hair care products allow your hair to flow naturally...” Ending with the big pay off; Wilma’s beautiful red-flowing locks tossing gently from side to side as she turns her head ever so slowly, Velma with a new youthful bob looks radiant and Jane, well, her harshly scooped up hair now has a delightfully gentle lift that highlights her fabulous eyes. And all you can think is, “Those gals look great! Where can I get me some Dove hair care products??”

Both smart, both sweet, both appealing to our shared experience. When advertising is done this well...well, it looks easy.