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I have just returned from the daily three mile walk that my dog Misty takes me on. We walk the cranberry bogs just a few yards from our home (and office) here on Black Cat Road in Plymouth. For the last few treks, I have not been able to get the words and tune of the current K9 Advantix television commercial out of my head. There are several good reasons for that. A couple of those reasons might apply to your next TV or radio spot.
In the Advantix commercial, an endearing pup lauds over some itching and scratching contemporaries with this rhyming theme: “There may be bugs on some of you mugs, but there ain’t no bugs on me.” A catchy little ditty supports the words. It’s a sticky message winner The ad biz buzzes these days with talk about creating “sticky messages.” This simply means communicating in a highly memorable way; in a way that sticks in the minds of viewers, listeners and readers. The Advantix commercial does that for me. Maybe it sticks with our family because of the cute dog. We’re bonkers about animals here at 176 Black Cat Road. We have Misty, an Australian shepherd; six llamas; six cats, six rabbits; inside and outside fish; and seven horses (three are boarders). But I think the main reason it sticks is the hum-ability of the tune and memorable “bugs” and “mugs” rhyming. The Advantix product name with its “ticks” reminder in its last syllable is a kicker as well. Tips for your next TV or radio commercial Take a page from the Advantix playbook. Assure that your message and name will be recalled even if the viewer or listener is in the next room getting a snack! Powerful music themes and sound effects repeated over time become associated with your name and product. So do slogans. If you build your product, its basic benefit and your name into a compelling, catchy jingle and use it as an intro and closing for every commercial, you are on your way. You will set yourself apart from the thundering herd. Ask our long-time client on Long Island, Lupton & Luce (http://www.luptonandluce.com/), Riverhead. Agency Principal Hal Luce commissioned a local radio station to build a jingle. It features a positioning statement that we developed with the agency many moons ago, “Sound advice for sound decisions." We write :30 and :60 personal lines and business commercials that are sandwiched between the jingle intro and closing. The spots are creating solid name identification for the agency and its services. Oh by the way, contact us and ask us about our “For careful people like you, there is something we’d like to do…” music base. We offer it as a low-cost way to integrate a jingle with your next local radio or TV script! |
