April 11, 2008

Satirical anomaly

I love it when copywriters remember that entertainment is a much better delivery mechanism than shouting (I'd tell Billy Mays to listen up, but I don't think he could hear me over himself).

The best advertising does two things: it makes you remember the product, and it keeps you entertained.

We all remember those stupid "Head On" headache potion commercials. And, for that matter, we remember the variety of products Billy Mays hawks. But we remember them because they make us reach for the mute button. Not good.

You remember really entertaining commercials for a better reason—they were fun. Or moving. Or thought provoking. These are the ones you talk about in the break room at work "I saw this great commercial..."

Except that half the time, the story starts with "I don't remember what the product was, but I saw this great commercial ..."

Well, if you don't remember what the product was, its wasn't a great commercial. It was a great 30- or 60-second entertainment, but it wasn't a great commercial unless you remember that the beer in the magic fridge was Budweiser.

So here's a Web site that's a great commercial for clean energy. Copywriters, listen up: satire can be a very entertaining delivery mechanism.


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