Sometimes, I admit, I work through my lunch hour even when working at home. But the way I lighten things up is by flipping on yesterday’s Y&R episode. You really don’t have to turn toward the screen to know what’s happening with soaps, after all.
This is especially true of commercials which — as many know — are often louder than the show you’re watching and, during daytime TV, are often about healthcare, household or cleaning products (hence the term Soap Opera, right?)
But the other day, I heard three in a row that were refreshingly clear and positive. Which is probably why I actually easily could remember and write down their key slogans when they were long over:
- The Ontario Government (really!), promoting the Flu Shot: “Making our immune system stronger.”
- Rogers (yes, again, really!) advertising its new electronic home security package: “Stay connected. Stay close.”
- The Canadian Sport for Life movement’s campaign to prevent childhood obesity and promote lifelong physical activity’s “Active for Life” campaign.
I’ve written here before about drug commercials: their droning background voices, scrolling tiny-type disclaimers and negative side-effect warnings. But the above three were nothing like that. With each slogan, you know immediately what you stand to gain. It’s the “WIIFM” factor we always hear about.
They’re also aspirational: A statement of the organization’s goal in providing the service, rather than a focus on what it’s trying to prevent (massive flu epidemics, risks to someone’s home and family and obesity respectively). And, as is often the case with strong messages, they’re all in the simplest of language.
You still may not feel that you want or need any of these options; and, if you’re like me, you’ll be skeptical about what’s behind the messages in these three ads. But at least you can easily grasp their expressed benefits.
Quite a contrast to other ads that focus on risk and make readers/viewers retain long streams of information about all of the possible negative consequences the buyer might face.