Flash mobs, split second real time Twitter reaction ads, brandjacking, GIF puzzles, the now defunct Facebook sponsored stories, Instagram ads...over the last year marketing has become more fragmented—and creative—than ever. But as important as experimenting and engaging with new forms of marketing is (and it definitely is) when we asked Millennials ages 14-29 what advertising MOST influences their shopping and purchasing decisions, they still named TV commercials more than any other type. TV ads were also the type of advertising named the least when they listed the marketing they never pay attention to. While tech is changing the marketing game, for now TV ads still matter. But because of the increasingly crowded media space, they have to truly stand out to capture young viewers’ attention. Here are the commercials making their mark with Millennials right now, and why they work:
Duracell “Trust Your Power”
Duracell’s “Trust Your Power” series has spotlighted the stories of multiple NFL players over the last few years, but none has made as much of a splash as their new one-minute spot featuring the Seattle Seahawk’s Derrick Coleman, the first legally deaf player in the NFL. The commercial has been viewed over 3 million times on YouTube in the past five days, and is earning the brand major buzz. In the spot, Coleman’s struggles as a hearing impaired player are revealed as viewers watch a young boy being mocked for his hearing aids while Coleman’s voiceover talks about coaches who didn’t know how to talk to him, and going undrafted out of college. If the Seahawks end up as one of the teams in the Superbowl, the commercial could gain even more traction.
Why it works: Millennials love the story of an underdog making it big, and Duracell’s new ad perfectly encapsulates what they…