What Makes an Award-Winning Commercial?

Learning Objective: identify the factors that make an award-winning television commercial.

Nature of the Activity:(1) observe three TV ads in class, (2) classify the type of each TV ad, (3) identify the appeal used, and (4) discuss why the ad was an award winner.

Marketing Lessons: Marketers and advertisers struggle with the problem of creating memorable messages that (1) promote the idea, product, or service being featured without getting in the way of the message, (2) satisfy the objectives developed for the ad campaign, and (3) falls within a budget that the sponsor can afford.

Deliverables for Assignment

Answer these questions for each ad shown.

1. Is the commercial pioneering, competitive, reminder, or advocacy?

2. What kind of appeal does the ad use (humor, fear, music, warmth)?

3. What is the key message of the ad?

4. Who is the target market for the ad?

5. Why is ad memorable and worthy of an award?

VW: https://clios.com/awards/winner/film/volkswagen-ag/laughing-horses-19815

Ikea: https://clios.com/awards/winner/film/ikea/every-other-week-20025

AA: https://clios.com/awards/winner/film/aa/designated-driver-23173

Netfix: https://clios.com/awards/winner/film/netflix/coma-mierda-23855

Chic-fil-A: https://clios.com/awards/winner/film/chick-fil-a/michelangelo-17432