American Marketing Association of Las Vegas

What Makes A Good Commercial?

This commercial by director Spike Jonze, is another testament to good story telling.

As storytellers we must use every sense available. This director utilized music, lighting and cross cutting simple suggestive scenes to bring you into the commercial and make you feel bad for the lamp. Even if you don’t feel bad for the lamp, viewers will wonder why the lamp was so sad to be thrown away. Then the slap in the face at the end is Comedy 101.

Unquestionably, Jonze is a great director but this spot really shows you how advertising can have the most profound effect when you get creative with your storytelling. The most important question to ask when making an ad is “why should the audience care?” In this case, we are forced to care. And that is what makes it memorable.

This is some good stuff. It’s a simple, relatable concept that was probably inexpensive to create and yet very effective. You will remember the brand and maybe even consider getting a new lamp if you need one.

Bravo, SpIkea, bravo.

Author bio: Sam Zargari is head copywriter at Zed Collective, and has over 15 years in sales and advertising experience. 

Categories: Advertising.