Come on, admit it. Every once in a while you see a television advertising spot that makes you chuckle. Maybe you even spend a few moments chatting about it with colleagues at the water cooler. Perhaps you’ve even been known to send an ad link to friends and family in order to share the laughs. The fact of the matter is that good television advertising still exists, and people still pay attention to it, despite the cluttered digital environment. Notice I said “good television advertising.” While lots of it deserves to be Tivo-ed out of the picture, the spots that succeed do so as a result of following an age-old advertising recipe: Great insight about the category, a simple and compelling idea, and brilliant storytelling. In my recent column in Forbes Online I write about the winners of the 57th International Advertising Festival in Cannes and, specifically, what made them winners – with the judges and consumers. While the digital age has certainly created challenges for television branding, those who follow the tried and always true recipe for success, still keep us tuned in.
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