Sometimes Simple is Awesome

Video Ads Do Not Have to Be Over Produced Posted on Tuesday, March 10 in Breaking Through the Clutter.

I love Ving Rhames.  

I could listen to him all day.

I could listen to him read from a math text book all day. He is quite possibly one of the most underrated actors of the turn of the century.

[Arby's] So when I read about Arby’s big goof and then discovered they were doing a series of commercials featuring Ving Rhames narrating, I was hooked. The ads have a very simple composition and straightforward message that is even more effective on the “We Have Pepsi” apology commercial.

Which got me thinking. A lot of marketers see the appeal in video advertising but lament the fact that they don’t have a huge budget for creative, production, editing, etc. And they don’t have talent in house to offset cost.

But , when you think about it, some of the most compelling TV commercials and video ads are the ones that keep it simple.

Sometimes Simple is Awesome

Arby’s screwed up big time on a contractual agreement with Pepsi. So their ad agency kept the focus on the cold, fizzy, refreshing glass of Pepsi, along with a straightforward apology.  And it was the kind of apology, with stellar delivery by Ving Rhames, that immediately grabbed everyone’s attention in a really positive way.

Let’s hope your business is not in the position where you have to do an apology video. However, as you look at video advertising, remember that you can take a similar approach and keep it simple.

Let’s Talk

Thinking about how you can transition some of your broadcast budget to online video advertising? Need a partner to help you optimize your online video reach? Want to tie it back to an integrated marketing strategy across your offline and online marketing campaigns? Contact us and we’d be happy to talk.

Jenny Dickman is a Associate Brand Manager at Gannett. Contact Jennifer.dickman@gannett.com for more information. Cathy Colliver is a Brand Manager at Courier-Journal Media. 

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