Nick Michaels
Copyright AVC 2014 All Rights Reserved
Due to A recent illness I was hospitalized and forced to watch commercial television. At home I never watch commercial television. However I had no choice. Some of the commercials were extremely annoying. The ones that were most annoying were the ones where someone was telling me to do something or buy something or get this type of insurance. They were very strident in their approach. Too much energy. Too much in my face. They though it was a call to action but they were making too many demands...ARRRRRGGGHH! And I couldn't take it anymore.
Then this commercial came on and no matter how many times they played it, I was never annoyed. It's a commercial for Budweiser beer about a young man and his dog and how the dog is waiting at home while the young man decides to spend the night at a friend’s place. When he gets home the following morning the dog is waiting and they share a moment of bonding and love that feels as good as ice cream on a hot day.
This commercial is proof that in order for advertising to be accepted in the over communicated world it should detach from selling and become about emotional engagement. This commercial is completely and utterly emotionally engaging. It has a very low psychic entry fee. Everything about it, from the music, to the way it is photographed is easy. It makes no demands! Think twice about that next call to action. Anything that could be interpreted as a demand is a mistake in this environment.
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