The Art of Advertising
How to engage customers through music, lyrics & dance.
We all know that there are makers and manufacturers who have things to sell. Got it.
The challenge and opportunity lies in can you tell a story through messaging, image or music that resonates with the customer. Can you tell a story which shows them that you see them, understand them, feel them, are them, and desire to be the solution to their problem?
Upon seeing this Pella Corporation ad “Make Life Brighter” set to Missy Elliott’s “The Rain,” I was reminded that advertising truly is art for commerce — meaning that advertising is the confluence of music, art and messaging/writing for capitalism’s gain.
With ads, sometimes you feel like you’re being advertised to. Expert advertising mastercraftsmen/women are able to create a storyline which solves a problem for a customer, and embed it within pop culture for maximum relevance.
The music supervisor for this ad worked hard to find this song for this brand, and boy did they get it right. They were able to highlight the product benefits, and the starring dancer does an exceptional job of showcasing the brand message of how their brand equips us to protect what’s inside regardless of what’s happening outside.
As you develop your ads, think about the message, the feeling & emotion you want to conjure up, and how not to talk at your customer, but rather to engage them.
Sidenote: Sure would love to know the little dancer’s name. I see greatness in her future.
#advertisingandmarketing #music #missyelliott
Olivia is a C-Suite Marketing Exec, Author of 51 Brand Marketing Tips for Creators & Founder of Omerge Alliances & Freedom at The Mat. An NYU & Loyola Professor, she has led mktg at influential organizations such as Carol’s Daughter, VIBE, Live Nation, Ogilvy & more for 25+ years. A Native Memphian, now based in New Orleans, is a forever Harlemite (NYC) who travels extensively and blooms where she is planted.
