Those of you that know me personally know that I love TV commercials. The best ones are 30 seconds of art that can make you laugh or cry.
One of the best commercials I've seen recently is part of a new Direct TV campaign - it's called "Don't Wake Up in a Roadside Ditch."
Why do I like it? It's got great timing and visual interest - when I first saw it I wasn't really paying attention but I stopped what I was doing to watch it because it's quite funny.
The premise? People who are unhappy with their cable companies are at the beginning of a downward spiral, which could end up in a roadside ditch. Customers can get back on track with Direct TV.
The only problem? The pitch is at the very end - first-time viewers don't even know what the commercial is for until the very end. I don't think it's a big issue with this particular commercial though - much like the Volkswagen Darth Vader piece, it's interesting enough that viewers will stick around through the end.
Your lesson? There's room for a little story, art, and entertainment in your marketing. Even if you don't do video ads, you can still add some interest and humor to your social media, email, and web promotions.
Take a look and let me know what you think.