Who could forget this memorable yet politically incorrect television commercial for Moccona's Mocha Kenya range.
So this commercial is clearly from a different time. Look no further than the questionable use of stereotypes that I'm pretty sure would have caused a stir even in 1997. Yet, 15 years on this television ad remains memorable.
What this TVC manages to do is a tell an interesting story in a short amount of time. The writing is tight, the idea is strong and the execution is brilliant (in that it achieves exactly what the advertising agency is going for). This commercial could have just as easily appeared in a comedy skit program, like this one:
The Sketch Show
However television commercials do not have the freedom or lack of agenda that sketch comedy has. Advertising is a mixture of art, marketing and social science. Using advertising to gain attention is a reasonable result but the true measure of good advertising is how successfully it influences consumer behaviour in the way that exceeds client expectations and how well it grows the brand.
When you're making a TV ad, think about your objectives, your message, your brand and your audience. Making an ad everyone remembers is great but a good advertising campaign will build your brand value, create a long lasting brand platform and give you high return on investment.
A lot of us remember this ad sure, but has Moccona got a cent out of me..?
Well, not yet.
Outsource My Marketing is a full service advertising agency that specialises in TV Commercial Production.
If you would like a quality television commercial, Instructional Video or Corporate Video Produced in Melbourne, Sydney, Brisbane, Adelaide, Perth, Darwin or Hobart then contact Jeremy Hope today on 1300 131 377, Mobile 0418 564 685
jeremy@outsourcemm.com.au
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