A few days ago I posted about the rise of the 15 second TV commercial. Yesterday Ralph mentioned that his wife (the smart one in the family) noted that it’s about connecting and emotion. The announcement yesterday of the winner of the Institute of Practitioners in Advertising effectiveness award brings this point home.
This year’s winner was a two-minute TV commercial from Hovis bread. The ad is credited with growing sales 14% and with generating a return of $5 for every $1 spent (though it is likely that € or £ were spent, not $).
First be effective, then you can worry about being efficient.