Few things are, to begin with, as ephemeral as advertising. The messages are designed to reach consumers in a very short period of time: they are very short messages, a spark of the brand in the midst of many other messages from many other issuers.Also, the lifespan of the ad itself is short. Campaigns have an expiration date almost set in advance, which leads to their disappearance at a certain point. If you have ever seen a recorded television program some time ago, you will have noticed that effect: when the advertising break is reached, and the distance that separates us from the recording does not matter, whether a year is 10, the ads they will have become obsolete. It is somewhat logical. Advertisers want to sell certain products to consumers at an exact time.
However, despite the fact that advertisements are born, are broadcast and die, some Serbia Consumer Email List campaigns end up sneaking into the collective memory. They are ads that consumers continue to remember years and years after they have seen them, campaigns that become iconic or that are fixed in their memory.Surely not everyone will remember the Pronto ad in which a woman wipes a table with a cloth sliding down it (or maybe yes: it is one of those that ends up in EGB nostalgia accounts), but it is one of those who It has stuck in my childhood memory, even though I wasn’t the target audience at all and even though the ad was broadcast when I was very little. Possibly putting a grown woman to do something that any 4- or 5-year-old would want to emulate played a lot in her favor.Some ads manage to stay in the consumer’s memory for personal reasons. Others manage to do so because they become iconic messages.
They are ads that are already integrated into popular culture, milestones that are remembered almost in an intergenerational way (it does not matter how old you were at that time, if you watched TV you will remember the ONCE ads of the chopitos or those of Curro looking for the Caribbean ) and that end up curdling as something that is shared.They are iconic ads. We all know that Famosa’s dolls are heading to the portal, even if the ad is on TV in black and white. The ad became an iconic ad, living on the fringes of its broadcast and entering popular culture.But what makes some ads become iconic ads and what leads to others being simply forgotten in the huge list of ads issued and created over the years? An analysis in AdAge has studied what all iconic ads have in common and what elements are those that make them especially memorable, that they remain beyond the moment in which they were broadcast and become a quickly recognizable memory on the part of the consumers.
From the outset, its main conclusion is an expected and almost logical one. There is no magic formula. There is no equation for creating the perfect ad that will become popular culture and stay with consumers forever. The perfect ads cannot, therefore, be produced like hotcakes.To continue, yes, they have identified common points that all these campaigns have in common. They are points that can be found in all of them. They include work (behind them, so to speak, a fine creative craftsmanship), social engineering (they listen to the moment and are a part of the conversation of their time), and getting out at the right time. Of course, to all this we must add that they were lucky.
One of the perfect examples they feature in AdAge of an iconic ad is Apple’s 1984 campaign , which is so recognizable and so memorable that it was remake this summer by Fornite in their protest campaign against the giant. The campaign succeeded because it connected with the political and social zeitgeist of the moment and because it appealed to a fashionable reference at the time ( 1984 , George Orwell’s book, was fashionable because of the temporary connection with the title of the story). In addition, he developed a hook story with good storytelling.And, although storytelling is a keyword used to exhaustion, it is a key piece to make the ads work. All those who have managed to become iconic ads tell a story very well.