In the battle for digital attention, memory is paramount for great advertising. If the customer remembers the consumer buys. Memory leads to brand awareness. The timing of the buy may be later but the memory to buy stays with the brand. In this video, Volvo stands out. Even if you will never drive a large commercial diesel truck, you will remember this ad. It’s brilliant:
This Volvo ad includes many defining characteristics of good advertising: celebrity endorsement, a simple message, good music, a visual story (there are few words), imagination, metaphor to reinforce the story, and an action-oriented stunt that burns into your memory.
Don’t just “send out an ad.” Make an ad to remember. It’s not easy.
You owe it to your existing and potential customer. The buy may last but a moment but the brand lives on in their mind. It’s called mindshare. Make sure it gets shared often and the best way to do that is to create ads that make memories.
I just love what Volvo did here. It does not get better than this…
By Stuart Atkins
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