Take a few minutes to think about your favourite advert of all time, ever. What is it? For me, there isn’t just one. There are about 5 that immediately spring to mind. My absolute favourite adverts each have something in common; they are all commercials I have seen on the television. TV ads are immensely impactful and memorable; they are visual, bringing ideas, concepts and feelings to life and they have the power to stay in the minds of consumers for years and years to come. There are few advertising mediums that have the same potential to touch the hearts and minds of consumers in such a powerful and often emotional way. For branding this is extremely important; it is the powerful emotional relationship that consumers have with brands that makes them so successful. It may not matter that Daisy washing up liquid is just as good as Fairy liquid, (not to mention half the price) – people trust the brand Fairy because of its positive ‘familiar’ associations. The product’s performance in the washing up bowl is probably not as important as the brand’s traditional, time-honoured and trusted associations. My personal favourite adverts are especially memorable to me precisely because they involve these emotions and powerful, positive associations. I just cannot watch the Cesar’s ‘Love them back’ commercial without tearing up (in a good way)! It’s heartbreakingly cute. The minute long advert chimes all the right chords in the typical dog lover and pet owner, who see their pets as trustworthy, loyal and lifelong companions. It grabs attention, proceeds to pull on the heartstrings, and then leaves the consumer...
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