The worst environmental disaster to befall the United States. Ever.
The oil spill in the Gulf.
Yet at least one advertiser is taking full advantage of it with timely advertising.
It’s what animal rescuers use to wash away the oil on seabirds and turtles.
And in that sense it’s literally a lifesaver.
The Dawn commercial airing now is a testimonial of that effectiveness. You see before and after shots of hapless ducklings sodden with crude and then freed from the sludge by a Dawn bath. Lucky ducks.
The “after” shots are endearing and shot to make a big impression on anyone with a heart and, incidentally, with greasy dishes in the sink.
After seeing the birds emerge anew, including one especially photogenic little duckling, I wouldn’t dream of buying anything else but Dawn.
In the digital age, one way to make broadcast advertising engage consumers is to ensure it’s timely. Starting with something that people know about, something that’s top of mind.
It makes ad messaging less intrusive and more a part of peoples’ lives. For that reason timely ads are often the best ads.
Here are five examples of timely ads that are engaging. Can you add to the list?
Philips Father’s Day
Quix Mother’s Day
Durex Greek Team
British Airways Valentine’s Day
Pepsi Christmas
