Why My Favorite TV Commercial Makes Me Smile
Feeling Good is its own Reward
It’s on TV every day. A commercial featuring a cute enough guy purchasing a different color ball, on several visits to the same store. The on-screen numbers flash the price and the points rewarded for each purchase.
We might wonder why he keeps returning to the store for basically the same item. Then we watch towards the end of the video, where he tosses the ball outfield for his cute little dog to fetch in the park. The dog comes frolicking back with a stick.
It’s all part of an advertising campaign for a Citibank Rewards Card.
For some reason, this commercial makes me feel good. And, considering the type of the year 2020 turned out to be, that might not be a bad thing.
But, to me, it’s more than that. Why do I think this is brilliant marketing? There are actually several reasons. And while this is not a product endorsement, let’s look at some marketing strategies used to create a feel-good mood.
Dogs in advertising create an emotional, positive bond
Brands and marketing principles are smart to use ideas that trigger positive, emotional bonding with their viewers.
What do dogs suggest in the realm of advertising?
- Loyalty
- Security
- Human’s best friend
- Family
- Trust and honest, loving relationships
- Tugs at the emotional heartstrings
We actually see a special kind of love for his dog in this commercial. Even after failed attempts to fetch the balls, the owner is still bestowing hugs in the form of unconditional love. A feel-good movie. And we know where he will probably be heading to buy yet another ball.
Smart marketing uses the dog tie-in to build a brand that can be trusted and form bonds of attachment.
Nostalgia Marketing
What is Nostalgia Marketing?
According to Forbes Magazine, nostalgia marketing is a form of advertising used to tap into fond, positive cultural memories from previous decades to strike an emotional chord, impact our mood, and trigger comfort levels.
Examples of nostalgia marketing:
- retro music and classic songs
- old movies and TV shows
- iconic taglines and characters
- old school memorabilia
- family, home, roots, homesickness, childhood
All generations, even millennials and x-y-z, can identify with the feel-good qualities of nostalgia marketing.
It is a link to the iconic past within the framework of a modern-day scenario or can conjure up childhood memories and emotions, making us smile or even shake our heads.
Songs and Music in Nostalgia Marketing
Notice the music playing in the background of this video commercial. It’s the nostalgic Buddy Holly song, Everyday.
Here are some of the lyrics, just to jog your memory.
Every day, it’s a-getting’ closer
Goin’ faster than a roller coaster
Love like yours will surely come my way
(A-hey, a-hey, hey)
To the younger generations, this song may be new. Catchy melody, upbeat, with a hook. Playing softly and with a simple arrangement. Perfect for marketing more than an idea, but also a feeling. And with the Google generation, everything, including nostalgia, is easily researched.
To a large segment of the older population, it feels familiar, nostalgic, and memorable. Released in 1957, but the lyrics of a roller coaster still evoke emotions, and the sentiments expressed in the line, “love as yours will surely come my way” have a timeless and universal appeal.
The concept of Rewards
Ad Week talks about the use of rewards in marketing to motivate people. Bonus rewards are often used by companies to foster brand loyalty with their client base.
On the video, we see the rewards adding up for the purchases of the balls. At the end of the video, the dog is rewarded with hugs by the owner; love is its own reward, that made it all worth it. There is a tie-in to brand loyalty and the gratification of rewards.
Of course, not all rewards are created equal and some consumers do not shop for the rewards.
Humor and that a-ha moment
According to a study in the Journal of Marketing, some companies see the benefit of using humor with memorable moments to connect with consumers. Inc. Magazine adds to the point that some customers prefer being entertained, rather than being pitched to.
Let’s return to the commercial for a moment. When his dog appears with a stick in its mouth, instead of the ball, we get the joke, and it all makes sense, as far as the reason for the multiple purchases. This a-ha closure sets up a bond of gratification between message and viewer, triggered by recognizable, relatable, flawed, imperfect, funny moments with our pets.
Brand Reputation and Voice Consistency
According to marketing solutions outfit, ThriveHive, the voice of the message is important for the overall branding of the company. In this commercial, we see patience, determination, and gentleness, even when the dog comes back with yet another stick. The owner’s face may say it all, but how does his humane reaction make us feel?
Of course, some of us just can’t help but be jaded, if that’s how we’re wired.
So, just in case you haven’t seen the commercial, it’s posted right below. Enjoy.
© Connie Song 2020. All Rights Reserved.
