Saturday, January 30, 2010

The Beauty of Advertising Emotional Benefit

I found this ad from the Sussex Safer Roads Partnership on AdGabber under Steve Hall's headline "This is The Most Beautiful Commercial I Have Ever Seen." It dramatically demonstrates the need for safety belts in a car crash in an emotional, relevant way. At a time when most product demonstrations show electronic diagrams of what a car does in an accident, this public service ad shows the consumer why an automotive feature is necessary.

It is a beautiful message because it shows consumer need in an emotional way. We all clearly understand why it is an important part of the car. Automotive advertisers can learn a lot from this ad. Mostly that it's not about the technology and gadgets; it's the why technology and gadgets provide us with a better and safer life that extends beyond just driving experience.

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