More and more consumers are shifting their attention to online forms of advertisements. With less people actually sitting through TV commercials, marketers have a tough time getting their message across to the masses.
So, like any smart business would do… you either adapt or die.
Allstate has applied this motto and has gone forward and developed a series of teen drama episodes that can be viewed over the Internet. The series is broken up into various episodes and takes various everyday scenarios such as driving to school, teen parties, even running errands and how they can turn dangerous if the driver is not careful. It highlights the worry parents have as their teenage kids start driving and deals with peer pressure and how it can affect driving judgment. It is full of teenage drama and their volatile stressors in life which can seem trivial to adults but can really alter the way they operate a vehicle.
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I usually take a trip up to Fairfield to see my mother at least once every week. It is not on a particular day. It is usually spontaneous and it can very well be a Monday night or Sunday all day. The one thing that stays constant is her favorite TV station ‘Caracol TV. It is full of news, soap operas, comedies, reality TV, singing competitions and the Colombian version of “Judge Judy.” It is an all encompassing station covering everything under the sun including politics, religion and, of course, sports.
Saying that she loves her Colombian TV station is definitely an understatement. It’s on when she cooks, cleans, and even sleeps. It’s even on when she isn’t home! So when I go to her house I dare not turn the thing off; there is a chance I could miss a monumental occurrence in our native country. I do, however, turn the volume down a bit as I decompress in her soft leather recliner.
I don’t particularly pay attention to the programs that run during my visit but having a background in TV post production I do pay attention to the commercials, of all things. In former roles, I wrote hundreds of on-air promos and even hired voice-over actors depending on the company’s production schedule. So for me it is something that I naturally have a pretty good ear for. I have noticed that during the commercial breaks her station uses the same voice-over actor. It doesn’t matter what the commercial is about. It’s always the same guy. His voice is smooth, monotonous and deep. It’s not a quick sell, and it isn’t overly “car salesman” hyped up nonsense. It’s instead like an older uncle talking through the television set. These types of commercials are significantly different from American television commercials, where there are way more graphics, color, volume, hype and a call to action in every other breath. So which is more effective?
Continue reading “Pack a Harder Punch with an Infographic”