Commercials and their Impacts

Generally, every television commercials bill boards and radio jingles are meant to hype and boost the bottom line of the brands they are campaigning. The success or failure of every single TVC, bill boards and radio jingle is the brain/handwork of some creative guys in different ad agencies who I tag ‘Unsung Heroes’.  

The rationale behind every ad that breaks in the open is the result of a brilliant idea that is worth the clients’ money. So the agency guys have the ideas while the clients have the cash to push the creative materials in the open.

Brands become visible through adverts, which is the main reason every brand pays for creative materials to ensure visibility. Adverts communicate the qualities of the product, affordability and the values it adds to consumers as well and they give consumers’ insight on what to buy.  

These various channels help to connect people with products in the market such that they have an option to experience what the commercial materials have communicated about the product or brand.

My aunty recently watched  a commercial on “Extra Joss”. Initially, she didn’t understand what the brand is all about until she watched that TVC to realise that it was an energy drink. Because she connected with the ad, she recommended that I take it every night after work so that I can remain active and healthy.

All commercials have their merits and demerits on the brand. Ad spend is appreciated when the brand becomes part of the consumers daily routine.  Some may not use the brand, but the rhythm of the music, the copy, the characters used, the gesture  and the creative art works may just get them talking about the brand.  

On the other hand ad spend could become a flop if the media hype does not correlate with consumers’ experience on that particular brand.

Brilliant commercials are those that that generates word of mouth, connects with the people and a very successful commercial piece, is the one that its buy line flows in consumers’ communication.

Some well known successful ads are Indomie -  ‘mama you do good’ Detto – ‘if I don’t take care of them, who will?’, Guinness – ‘my friend Udeme’, Honeywell noodles – ‘bam bam la la’, MTN – ‘welcome to a new world’, Stanbic IBTC Bank – ‘moving forward’, Nokia – ‘connecting people’, LG – ‘life is good’, Airtel – ‘pardi na good thing o’, Etisalat - ‘now you are talking and many others.  

Ad copies of this nature give thumps up to the unsung heroes who work behind the scene. However, creative copies and art works that do not connect the target audience implies that the unsung heroes and the clients in questions need to go back to the drawing board.