A few months ago, as a typical 20-something-year-old does, I was half watching tv while the other half of my attention was mindlessly scrolling through social media. I don’t remember what show was on, but something completely grabbed my attention. In true 21st century fashion, I rewound the DVR to watch it again. And again. And something about it made me think “that commercial was pretty freaking cool.” So I broke it down to figure out why I was so intrigued.
First, watch it for yourself: Walgreens, Summer: Save Your Skin
Like any other person interested in marketing, I love to critique commercials. But here’s the thing: I don’t just mean critiquing “it was good” or “what did I just watch?” Don’t get me wrong, I do that too. However, there is so much more to look for in a commercial. Visuals, timing, audio, voice and so much more go into a good commercial but the biggest factor I pay attention to as a content strategist is messaging; what point are they trying to get across?
This ad instantly grabbed my attention by playing this curious melody in the background and showing everyday people coming on screen individually. No sculpted models, no perfect jawlines, no fancy costumes. Just everyday people sitting in front of a camera. “Okay, I’m curious, what’s going on here?” Then a black screen appears with a statement saying “We showed people the sun damage they couldn’t see” and immediately flashed to modified lighting showing obvious markings on a young girl’s (very shocked) face. The colors and reactions captured my attention. My eyes were hooked to each face.