Advertisements with good idea and humorous sense can be easily ruined. They can work perfectly for you or against you and pretty much instead of making losing the money. Especially in case of very successful adverts, because people will talk about it, but one little detail can change the idea and whole point can disappear.
Good example would be Axe, the deodorants, Axe has always tried to make the advert interesting and as entertaining as they could. More specifically there is current commercial in Czech TV’s. This advert has a long history and there are many versions of it. Just to briefly explain the idea: a man walks into the elevator and uses Axe deodorant, then he leaves and younger man walks into the elevator. Next there is a seen when attractive woman walks in and smells the deodorant. She presses the stop button and next seen is when she’s leaving and both of them are tiding up.
This ad is very well done, it has a humorous effect and it is well structured and supported with great music. I do not know any one who would feel annoyed or angry about this commercial. So therefore I would say that it’s a hit and great commercial.
The point is if the producers would choose some other theme, situation or unattractive actors, the commercial would not have such a big effect. Or could ruin the advertisement. As a opposite example which does not have this funny and interesting idea are usually the expensive perfumes for men, they are also effective but it brings this ideas that if you are rich and want to be cool you need this “special edition” product. But with the Axe you get a different sense about product. The situation is set up so it does feel natural. For instance the situation in the elevator can happen to anyone. But on the other hand not many of us probably use the deodorant in the elevator.
The important thing is that people remember that it is advert for Axe because it is original and there is no connection with the rival company or anything else that could confuse the consumers.
Links for the commercial:
http://www.youtube.com/watch?v=EL6ADmYGK2w&feature=related
http://www.youtube.com/watch?v=0YpEJpSYRus&feature=related
http://www.youtube.com/watch?v=1vSPSKLNoAI&feature=related
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