The last time I got teary-eyed watching an ad was 2 years ago during the Sochi Winter 2014 Olympic when P&G released this ad to the world. It was a follow-up on their “Thank You Mom” campaign, which was initially launched in 2012 before the London 2012 Olympic with this ad. While dads were wondering when they would get the credit, moms everywhere bawled their eyes out over the ad and the campaign went exceptionally viral in 2014. The amazing storytelling and video production in both ads leave no need for a brand mention or product placement until the last few seconds of the video. For a brand giant like P&G, this approach was affordable.
I have found that for smaller, unknown brands, achieving the same level of impact using the Thank You Mom videos’ sell-later approach may be a bit more challenging. Most companies feel the need to get their name and products in before the 15-second mark, because let’s face it, if you are to invest at least $150k into a brand video knowing that your audience’s attention span is shorter than a squirrel’s, pushing the brand name out there early is important. The cost of doing this though, is losing your message’s authenticity. Have you ever started watching a video without knowing what it’s about, got drawn in by its engaging content, but soon disappointed after realizing it was an ad?
Today I stumbled upon an ad by small brand that not only got me pretty emotional (it’s not even that time of the month!) but also managed to do what P&G did – sell without selling. Watch this:
Sell now or sell later – it’s a tough choice for every ad. The latter, when done right in this “content is king” era, can bring powerful, lasting payoff to a brand campaign.