Lighter side of branding | What’s precious to you?

This TVC from Nationwide Insurance caught my attention. It asks the question, “What’s precious to you?” Because if you view your earthly possessions, such as the four wheel vehicle that zips us form point A to B. Well, we all know that we form deeply rooted relationships with our cars. And for that very reason, cars take on a symbolic value. They mean more than a simple mode of transport, as they carry not only our loved ones and all their belongings, but also… our inflated egos! Ample proof at car showrooms that most car buyers never settle at buying that simple basic car, with no bells and whistles. Car salesmen know this all too well (you think?). And they milk this weak spot to death.

Nationwide understands that notion, and that’s why they’re equating our cars with our most prized possession: our children. Hence the Giant Baby in this TVC. Brilliantly executed!

And oh so apropo with how I always define successful TVCs as those with Sex, Smiles or Sympathy. These are the genres that draw our attention. Nothing else will… as effectively. TVCs either make us lust (for something), make us laugh, or they make our eyes well up. When advertisers deliver this, the chance of recalling ads increases. But of course, in the end, it doesn’t guarantee that consumers will line up to buy your brand.

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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