When you Smile, the Whole World Smiles with you

You have approximately one minute to impress me.

Whether you say that aloud or merely subconsciously think it, chances are its how you feel and you are not alone. According to a 2004 poll by the Yankelovich Partners for the American Association of Advertising Agencies, “65 percent of Americans said that they believed that they are constantly bombarded with too much advertising.” Advertising slaps us in the face on television, as we drive to work, on our radio stations and on the packaging of the very products we buy, yet we continue in our consumerism society the same as we always have. If advertising is too overwhelming, how can advertisers succeed in increasing brand awareness? The answer lies in humor.

Advertising campaigns are thoroughly researched, tested and implemented, however only some succeed while others die as quickly as they begin. Mac computers make an interesting case study for how commercials can captivate an audience and increase awareness and popularity of a particular brand. Let us explore what it is about Mac’s new set of commercials that makes them so popular.

1) They’re simple. There is no elaborate stage used or props. Just two guys pretending to be computers, chatting about issues people face every day. The use of the white screen in the back helps consumers to focus on what’s important… the conversation.

2) The message is clear: Mac is better than PC. Having a clear message ensures that your customers know what you’re talking about and agree with you. The message is always portrayed in an easy-going comical manner. This helps the consumer feel at ease and makes it easier for them to agree.

3) You LAUGH when you see them. I think this is one of the most important things to note. Customers laugh when they see these commercials. When you get your customers smiling, you are more likely to have them talking about your commercials and sharing them with their friends. Laughter has the possibility of sparking an epidemic.

4) People can relate. Simple things like having the “Mac” dress in every day clothing and the “PC” in a full suit makes a huge statement. Mac is catering to the every day customer. The notion of expressing the computers’ personalities through human representation also adds a personal touch and increases your consumer’s ability to relate to your brand.

5) They sell a brand, not a product. These commercials are portraying the Mac brand as a more reliable, interesting and easy-to-use brand than Microsoft. Rarely do they focus on a specific product within the Mac brand. The point is to increase notoriety for Mac in general.

In the end, humor sells. Mac’s commercials are intelligent, well planned and functional, but what really makes them unique and clever is that they’re amusing. If you think about all of the commercials that stick in your mind… all the commercials that you tell your friends about, I’d be willing to bet it was the commercials that made you smile. Corporate branding is about remaining professional, but at the same time catering to the “every-day joes” who buy into your brand. Whether creating a logo or a television ad, the key is making someone smile. Convince your customers that you care about them and you’ll be set.

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