This year’s top three winners, according to USA TODAY’s Ad Meter, are Bud Light, Doritos, and Volkswagen. Here’s why:
1. Humor: The only thing predictable about these commercials is the lack of predictability – and in a funny way.
2. Creativity: Dogs rule and a Darth Vadered kid really does have “the force”.
3. Consumer-centric – The advertisers have listened to their own customers.
4. Brevity – In less than one minute these commercials get their entire message across.
You may think, “Ha – I don’t have the big bucks or an advertising agency to coach me on my communication skills.” The Dorito ad was created by a consumer on a $500 budget. The company staged a contest and this winner walked away with a million dollars!
Incorporate these four essential ingredients to communicate with pizzazz: Find the humor, be creative, please your listener – not just you, and be concise.
The Speak For Yourself® Ad Award goes to Volkswagen. Watch “Darth Vader” starting the 2012 Passat – http://www.youtube.com/watch?v=R55e-uHQna0