The gold standard of advertising brilliance

Great advertising, marketeers say, communicates a relevant brand benefit to a clear target audience, in a manner this is clear, distinct, memorable, and compelling, such that the target audience makes a choice for that brand.

("Marketeers" -- I just hate that word. Ranks right up there with "monies" and "choiceful.")

Knorr used a colorful, catchy, happy music video to convince kids that eating vegetables isn't gross but fun, and in the process encourage moms to buy Knorr sinabawang gulay.

Enervon came up with a selling line and jingle that distinguished itself as the multivitamin that gave you more energy, para mas happy.

Dove staged a campaign for real beauty to strike a poignant chord, and subtly convince all women that with Dove, anyone can, and should be beautiful.

But every so often, there comes an ad that's just so earthshaking ("game-changing", as we "marketeers" like to say) -- just like this landmark ad along EDSA. It's not hard to imagine: marketeer briefs ad agency (and pays monies): "convince SEC A & B families that the Spider is their best choice for a second car."

And voila! The brief passes through the ad agency's brilliant creative minds, and they come up with...



In fairness to them, it's a material that's clear (no mistaking this message for anything else!); distinct (never seen anything like it!); memorable (it left such an impression that I can recite it in my sleep); has an unmistakeable target audience (unless you're blind); relevant (of course any A & B family would love a second car!); and... uhm... compelling?

Hahaha. I guess ensuring that a product actually delivers on a benefit is another story.