Today, I deconstruct the Honda Odyssey “The Van Beckons” Ad, and together we’ll learn why your message must resonate with your customer in order to drive sales. Miss the mark, even by a smidgen, and you’re in big, BIG trouble. First Mental Image (FMI): Average Joe walking out of a supermarket, late in the evening, [...] Read more »
How Domino’s Leverages Credibility Full-Tilt to Elevate Awareness and Persuade: Deconstructing Domino’s “Rate Our Chicken” Ad
Today, I deconstruct Domino’s “Rate Our Chicken” ad, which, with it’s direct, left-brain approach, contrasts nicely with the symbolic, right-brain Dodge Challenger “Freedom” commercial. Both are powerful and persuasive in their own right. So grab a latte, pull up a chair, and let’s get started. First Mental Image (FMI): Viewers are introduced to Tate, Domino’s [...] Read more »
I Hate Miracle Whip… But I Love This Ad
In this post, I’ll deconstruct Miracle Whip’s “Take a Side” ad, explaining why its one of the best ads I’ve seen in awhile. First Mental Image: “On a scale from one to 10, I HATE Miracle Whip at like 22.” KABOOM! Just like that, you’re captivated by a high-impact, First Mental Image (FMI), which is [...] Read more »
Deconstructing Ads: Why Burger King’s Breakfast Muffin Sandwich Ad Is Criminal
In this post, I’ll deconstruct Burger King’s “Breakfast Muffin Sandwich” ad, exploring why it fails to persuade, and how you can avoid making the same mistake. Read more »
Deconstructing Ads: Verizon Clobbers AT&T With A Map
In this post, we’ll deconstruct Verizon’s very first “there’s a map for that” ad, exploring what makes it so popular, powerful and persuasive. First Mental Image (FMI): A twenty-something college student effortlessly Read more »
Deconstructing Ads: Southwest Airlines Loves Your Bags
First Mental Image (FMI): Five airline baggage handlers standing on a tarmac, proclaiming that Southwest Airlines loves bags. The ad establishes a solid theme with its first mental image. A baggage handler is a credible spokesperson for baggage. The Message: Simple and straightforward. Unlike most airlines, your bags fly free on Southwest. Southwest successfully leverages [...] Read more »
Deconstructing Ads: San Diego Zoo’s Elephant Odyssey
First Mental Image (FMI): Two Columbian Mammoths enjoying a mud bath. Happy animals. A good First Mental Image, especially if you’re advertising a zoo. The Message: We soon discover that our two heros are soaking in a deadly tar pit. At this moment, the ad takes a disastrous turn down Flop Lane. Here’s why: Conjuring [...] Read more »
Deconstructing Ads: USPS Flat Rate Priority Mail Campaign
First Mental Image (FMI): Attending a business seminar. Learning from a team of experts who are teaching you how to run your business more efficiently. This ad opens with a solid first mental image. A business seminar is a familiar, non-threatening environment. And most small business owners have attended at least one business seminar in [...] Read more »
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