In my view, the top local advertisement of the year is a 1 minute commercial for Parlor Root Beer named “Doctors Recommend Parlor Root Beer” filmed by Coal Creative’s Samuel O’Connell in Wilkes-Barre.
It’s a touching tale about a regular man determined to spread the word about the health advantages of drinking root beer. (Okay, it’s not really that … but I don’t want to spoil it for you, search for it and watch it!)
The reason I adore this video so much is that it is a relatively low-cost commercial that simply, yet comically captures the essence of the Parlor Root Beer brand in a unique way that hasn’t been done before. It’s a spot that is daring, on the edge of being reckless without crossing the line into actually being vulgar. The spot talks directly to the taste and culture of the audience it’s trying to market to without excluding anyone else.
The most memorable commercials almost always break away from our usual standards and introduce something completely new to their audience. An example of another commercial that did this was the undeniably iconic “1984” TV commercial by Apple introducing the Macintosh computer during Super Bowl XVII.
Now sure, I’m comparing one of my (mostly) direct competitors commercials to the legendary Apple “1984” spot, but I have to give credit where it’s due. However, let me make it clear: these are two VERY different commercials, but they are both examples of how powerful advertising can blend creativity, emotional appeal, and strategic messaging to leave a lasting impact with a targeted audience. Both Apple and Parlor Root Beer were positioning their products as a symbols of freedom and innovation in a conformist world. Apple used emotion and Parlor used humor, and I believe they had similar results.
So what can we learn from this?
You don’t have to do what everyone else is doing.
As a business owner, recall that standing out in advertising doesn’t mean you have to follow the crowd. In fact, the opposite is often true. Both Apple’s “1984” commercial and “Doctors Recommend Parlor Root Beer” diverged from conventional advertising norms by embracing creativity and expressing their brands unique values and vision. Don’t be afraid to take risks and try something new because that’s often what leaves the most lasting impression.
Understand your audience
Who are your customers and how do they see themselves in the world? What do they value the most, what are their aspirations, fears, desires? What do they think is funny? The more you know about your audience, the better you can tailor your message.
Speak to your audience, not their.
Both of these commercials spoke directly to the audience of their respective brands by tapping into the culture of their viewers. Apple’s use of dystopian imagery from George Orwell’s novel resonated deeply with a young, tech-savvy demographic who, much like the target audience of Parlor Root Beer value individuality and innovation. These are all people who see themselves as different from the mainstream, pioneers even. Both of these brands used their ads to position themselves as not just products, but as symbols of rebellion against conformity. In doing this they forge a powerful connection with their viewers, making them feel that choosing
Machintosh or Parlor Root Beer represents who you are and your freedom.
Define your message
Your message should match your brands values and connect with your audience’s needs and emotions. What is the main message you want to communicate? How does it set your product apart from competitors in a meaningful manner?
Invest in Production
Having high production values can make a big difference. Hire experienced individuals who can create top-notch visuals, sound, and professionally edit your commercial so that it is noticeable for its quality and message.
Evaluate and adapt
After the commercial is shown, measure its impact through audience feedback, engagement levels, and if possible, sales data. You won’t always get it right the first time. Be prepared to change your approach based on what you learn.
Finally Josh, if you’re reading this: I double-dare you to run this ad during the next Super Bowl! As always, shoot me an email or give me a call if you have any questions! Reach me at [email protected] or 570-702-4991.
