Blog Post
A week after the launch of the Pepsi ad that has inflamed the Internet, the dust is starting to settle. And it becomes clearer why so many people found that ill-advised video so offensive.
It’s definitely unusual to concentrate such a long list of blunders in one single commercial. From a storytelling point of view, it might be useful to take the most troubling ones into consideration. The exercise could be beneficial to the Pepsi brand (learning from one’s mistakes is the first step towards redemption) and to all the other companies mulling to address the Internet-savvy, culturally aware Millennial generation.
Too many adverts today are flat and uninteresting. Some instead have incredible impact, are easily remembered and often shared. Curiously, many in the advertising business are unaware that in most cases the latter have a precise element in common: a plot twist.
This element is pretty close to the roots of humour – but should be taken seriously. In fact, it could be worth a lot of money by helping make your ads much more impactful and memorable.
Consider a simple sentence: “Once I had multiple personalities, but now we are feeling well.” If this sentence makes you smile, it’s because from a first frame of reference (mental awareness) it jumps to a second one (mental insanity) in a sudden and surprising way.
The elderly man sits on his bed alone or at a table surrounded by others in a depressing retirement home. He gazes into space, thinking of his past glory as a marathon athlete. After rediscovering his well-worn Adidas training shoes, he suddenly tries to regain a sense of freedom by running again. But the nursing home staff cruelly blocks all his attempts and confiscates his shoes. After a while, his retirement friends help him recover them – and, with their bodies, prevent the staff from stopping him and killing his dream. The old man breaks free, runs away and raises his arms in a sign of elation.
This emotional “Adidas Break Free” ad has spread incredibly, reaching 9,8 million views on YouTube in just a few weeks. A huge success by all standards. But the interesting fact is, it’s not an Adidas campaign.
The commercial that gained the top spot on Advertising Age’s Viral Video chart covering the week through Sunday is absolutely amazing. Featuring a stuffed bear couple arriving at Heathrow Airport after a flight, amid human actors, it could have easily turned kitsch. Instead, it is extremely delicate and tender, even moving. The fact is, its structure and form are the perfect recipe to get us involved.
According to Advertising Age’s brief article, this message had an incredible viral success, receiving more than 67 million views in just one week (see Heathrow Joins the Viral Video Chart with Unbearably Cute Bears’ Arrival by Rebecca Hia). What reasons may explain such an impact?
American presidential elections have always largely revolved around storytelling. As in many other contemporary narrative wars, the best story wins. Barak Obama was able to clinch his first presidential mandate thanks to the story of his life – from a precarious childhood to the US Senate.
But this year the storytelling side of the race is even more overwhelming. Very clearly, Donald Trump and Hillary Clinton are competing much more on their personal issues than on their political agendas. And this competition is now reaching its climax.
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