Wednesday, October 21, 2009

Friend Request

I don't know if anyone else develops a list of favorite advertisements, but right now I'm a fan of the commercial that's currently out there selling Dentyne chewing gum.

While watching my favorite TV shows, I often find myself noting not only the goings on of the show's characters, but also the commercials in between. I know many marketing gurus have noted the trend that is steering away from mass media advertising towards direct marketing, but I think that when done thoughtfully and for the right reasons, traditional advertising can be effective.

Dentyne's commercial (if you haven't seen it, here's the youtube link ) plays on the popularity of social media as a substitute for human interaction. I like the fact that the concept for the commercial not only prominently features the product, but shows it in a way that prospects can relate to. Anyone who has ever chewed gum has offered a piece to someone else and perhaps started a conversation that way.

Most importantly, the commercial elevates the gum from being just something your mouth experiences to being a networking tool, a conversation starter, and a bridge between you and the people around you. Though I'm a fan of the commercial, I fear that the brand of the gum is not prominently featured enough to stick in the minds of the viewers. The prospect might be encouraged to buy gum, but not necessarily Dentyne.

No comments:

Post a Comment