With A Straight Bat

Advertising | Marketing | Brand | Psychology

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In the world of advertising, creating a commercial that resonates with people is the ultimate goal. By telling powerful stories and delivering uplifting messages, these commercials become an essential part of our culture and a source of inspiration for many.

The first thought that comes to my mind when thinking of advertising is none other than Always’ “Like a Girl”. In 2014, the Always commercial that challenged the negative connotations associated with the phrase “like a girl.” The ad showed young girls and boys being asked to run, fight, and throw “like a girl,” Their responses were powerful and inspiring. The ad aimed to empower young girls and encourage them to believe in their own abilities.

Though the world of advertising has evolved dramatically since those days, the core tenet of crafting a message – tailored to resonate with a specific audience – remains the same. Having worked in the industry, I can say there is something extraordinary in helping businesses find their unique voice and share it with the world.

Despite the hard work it takes to stand out in an overly saturated market, I’ve found unrestrained joy in watching some great videos that touch a chord and connect at a deeper level. Here are a few for the vast ocean of outstanding advertising!

Always – Run Like A Girl

Nike – Unlimited

Sabhyata – Diwali

Starbucks – Every Name’s A Story

Microsoft – We See

Few More Memorable Ones From Recollection

As you sift through the noise, be sure you check out these truly exceptional campaigns that captivate your heart and mind.

• Nike’s “Dream Crazy”: In 2018, Nike released a commercial featuring Colin Kaepernick, the former NFL quarterback who sparked controversy by kneeling during the national anthem to protest police brutality against people of color. The commercial, titled “Dream Crazy,” was a powerful statement about the power of athletes to inspire and effect change. It showed Kaepernick and other athletes who had overcome obstacles and achieved great things, encouraging viewers to pursue their dreams despite the odds.
• Apple’s “Misunderstood”: In 2013, Apple released a commercial featuring a teenage boy who seemed utterly disengaged from his family’s holiday celebrations. However, as the ad unfolds, we see the boy using his iPhone to capture all of the special moments and create a heartwarming family video. The ad showed how technology can bring people together, even unexpectedly.
• Coca-Cola’s “Share a Coke”: In 2011, Coca-Cola launched the “Share a Coke” campaign, which featured personalized bottles and cans with popular names and nicknames. The commercial featured people from all walks of life sharing a Coke and enjoying the simple pleasure of connecting with others. The campaign was a huge success and showed how a simple idea can have a big impact.
• Google’s “Loretta”: In 2020, Google released a heartwarming commercial during the Super Bowl that tells the story of an elderly man using Google Assistant to remember his late wife, Loretta. The ad shows how technology can help people connect with loved ones who have passed away, and it struck a chord with viewers around the world.
• Apple’s “Think Different”: This commercial was launched in 1997 and featured powerful words by Steve Jobs, accompanied by black-and-white images of some of our time’s greatest innovators and thinkers. The message was clear – “People who are crazy enough to think they can change the world are the ones who do.” This commercial resonated with and inspired millions worldwide who wanted to make a difference.
• Google “Parisian Love”: Google’s “Parisian Love” ad is a masterclass in emotional storytelling. The ad tells the story of a man who travels to Paris, falls in love, and starts a family using only Google searches. The ad is simple yet effective, and it resonates with viewers on a personal level. It’s a reminder that technology can help us connect with the people and places that matter most.

As I love to remind myself, the game is all about capturing attention in an increasingly noisy environment. If your commercials can tap into universal emotions and values—make your audience laugh, cry, and feel inspired while promoting your brands—you will take the crown.

Photo by Tycho Atsma on Unsplash