It isn’t often that a commercial makes me stop what I am doing and take notice.
But recently I’ve been noticing the “He Gets Us” commercials that have a goal of sharing stories about faith, love, and hope.
Here’s one of the ads that ran this holiday season…
The commercials got it 100% right.
They are advertising on the media where their target market watches, aiming it at college age and 20 somethings and choosing the media they watch.
They lead first with what’s important to the viewer, focusing on an opening statement and storytelling.
Contemporary music was chosen that their viewer would find comfort in because it was familiar.
And the imagery looks different than a traditional commercial, creating a pattern interrupt for someone to take notice.
They got it all right.
Now, I also happen to personally agree with the purpose of the campaign (rebrand Jesus as the all loving (like even when we live messy messy lives all loving) that he actually was, and not the judgy, giving people reasons to judge others in the name of Him way that some may have experienced), but even if you don’t agree/like/or care (and I love you whatever may be the case), the commercials this campaign is running are flipping brilliant.
And a model to follow with our businesses.
A checklist to follow:
1. Am I trying to reach my target market where they already hang out?
2. Am I pulling in references, music, and images they would find familiar?
3. Am I giving examples they can relate to?
4. How am I getting my target market’s attention and getting them to notice my message?
5. What’s my call to action at the end?
A good reminder to follow with whatever promotion, marketing, or branding you are planning for the year.
Start there to stop your target market in their tracks.
And reach those who are waiting to hear from you right now.
Cheers,
Kim “Impressed” Walsh Phillips
