What Makes a Good Television Ad?
A facebook friend recently posted an exceptional advertisement from South Africa. I want to discuss why this advertisement works as opposed to the countless “call-to-action” ads we are bombarded with everyday.
First, let’s watch the ad:
This ad works because, as Simon Sinek says, it effectively communicates the brand’s “why.” Sinek is an interesting guy. He started out as an English lawyer (called a “solicitor”). He soon realized that he hated the law but that he loved marketing and inspiring people.
Sinek argues that in order to lead people — whether in an organization or to take some action (e.g., to buy your product), you must effectively communicate your “why.” Simply obtaining money is not an effective why. Many attorney advertisements are canned call-to-action ads that convey their why as “to obtain money,” which is no “why” at all.
Sinek says great leaders always start with why in their communications. The most vivid example he gives of the “start with why” principle is Martin Luther King, Jr. Sinek states MLK did not start with the “I have a plan speech, but the I have a dream speech.” Get it? Start with your why when you communicate with people.
Here, this ad effectively communicates Bells Whiskey’s “why.” You drink Bells when you are celebrating a significant achievement in someone’s life. A powerful story is told that climaxes in the direct communication of Bells Whiskey’s “why.” That is why this ad is so well loved by people.