Effective Use of Images

I didn’t see this until a Wall Street Journal columnist complained about it (and by the way, YouTube remains the most miraculous invention of my lifetime). Kellogg did a wonderful job in selling the benefits of eating All-Bran cereal.

Humor is in the eye of the beholder — you may or may not find the ad amusing, but the pitch works either way. Here’s what they did right:

1. They chose one target consumer — the boomer having problems with “regularity” — and offered to solve that one problem for the consumer.

2. Besides a single mention of great taste, they didn’t talk about any other features or benefits.

3. They made the offer time-specific: a “10-day challenge”.

4. Very effective use of visual metaphor. Rather than a happy guy getting up from the toilet, they used a beam sliding out a hole, barrels dropping off a flatbed (note the placement) and a dump truck (bwaaaa ha ha!) dropping a load of, um, dirt. The consumer watching at home got to figure out what it all meant.

5. They didn’t make it hard to figure out what it all meant.

Nicely done. Enjoy!

 

____________________________________________________________________________________

Click this link to subscribe to Portland’s Finest Advertising Blog.

Request your free copy of my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

LIKE THIS POST?

Sign up for my blog updates and never miss a post. I'll send you the first two chapters of my new book, Breakthrough Prospecting, as a thank-you.
Posted on
Categories: Advertising, Branding, Marketing, Media, Phil Bernstein, Portland advertising, Portland marketing
Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

Please note: I reserve the right to delete comments that are offensive or off-topic.

Leave a Reply to Janelle Cancel reply

One thought on “Effective Use of Images”

  1. Just checked out your blog yesterday after finding a link in PDXKniterati. I must say that after reading and watching blog on using effective images I began think about other tv ads about “personal subjects” I’d rather not hear about. Thanks to you I have had “Viva Viagra!” running through my head ALL DAY LONG! Thanks, really. =:/

    Reply