When you make a commercial, you have between 15 and 90 seconds to tell the brand’s story and convince people to learn more and to desire more. It’s not easy to do, and it’s not done all that well all that often. When it is done well, we take notice.
Right now, Levi’s is getting its commercials on, and I am taking notice.
Maybe you are too.
Remember spontaneous moments of joy? They’re often created in unison with other people. I like that Levi’s reminds us of past joy and entices us with future joy. We may be stuck in the house now, but one day we will slip into our favorite jeans and dance in public again.
The sooner the better.
Content Helps You Move from Dream It to Do It
Commercials paint the picture for people. That’s all there’s time for in a commercial. Content marketing, on the other hand, can provide people all the details. Typically, branded content goes one of two ways, entertainment of utility. Right now, with millions of people at home, there’s a need for both.
Levi’s video content is instructional.
There’s a recognition here that people in the target audience have time on their hands. Time for projects around the house. This observation happens to fit nicely with the maker ethos and do-it-yourself approach adopted by many of Levi’s customers.
Lowe’s Takes The Instructional Video To Another Level
Lowe’s Home Improvement and BBDO wants home improvers to know that “Summer is Open.”
It is indeed summer. And COVID-19 continues to spread at alarming rates, particularly across The Sun Belt. In all, 23 states saw a rise in newly reported cases compared to the previous week. So, while theaters and restaurants may be reopening, it’s not yet safe to gather inside. Lowe’s answer to the problem? Make your own drive-in movie theater so you can watch movies on a big screen in your yard.
Lowes has dozens of “how-to” videos on its YouTube page.
Do you see how marketing’s push and pull mechanisms are working in sync?
Commercials (the meat) are pushed out by the brand to entice the viewer, and today the enticed viewer does what? She searches Google or YouTube for more information and is then pulled into the brand’s realm, provided the brand has sufficiently invested in making and distributing helpful content (the potatoes).