As a follow-up to the great Google Chrome ad I posted a few days ago, here’s another great TV ad from Volkswagen. As mentioned about the Google Chrome Ad . . . there are two keys to branding that both these ads excel in: authenticity and emotion. If you don’t connect with your customers in these areas they really won’t get the true value you’re offering with your product.
The emotion of this ad is obvious, but notice too how authentic the laughter is. If the laughing in this commercial came across even with a suspicion of being staged the ad would lose a lot of its effectiveness. Another important key to this ads success is the very personal nature of the content . . . for a moment we feel like we’re sharing a intimate moment with someone we know.
This ad exemplifies the sales axiom . . . people buy from those they know and trust. In a matter of 30 seconds Volkswagen takes us from being a stranger to making us feel like we know and trust them. Every bit of your branding and marketing communication needs to be created with this same axiom in mind.