Beyond the Click: The Power of TV Advertisements in Marketing Campaigns

July 29th 2023 By Joe Gillin 4 minute read

If we were all asked what our favourite television advert was, I'm sure we’d each have one or two answers pop into our heads without even thinking. The drumming gorilla commercial for Cadbury? The weird, but very intriguing ‘Crusha’ advert, with the talking cats? It’s safe to say that no matter the context of these advertisements, they leave an imprint on our minds in one way or another.

One of the main strengths of TV adverts comes from the emotional connection they can make with the audience. Whether it be the powerful visuals, the music, or the sometimes seemingly nonsensical storyline, these adverts tend to resonate with the audience and establish a strong bond between the consumer and brand. The reason why is because most adverts tend to evoke an element of emotion; so that could be laughter, nostalgia or sadness, all of which help to create a lasting impression in a viewer's mind. 

Not only can these adverts tug on the heartstrings, but they can also showcase the value of a product or service, with their high value productions. Depending on the size or awareness of the brand, some of these commercials have budgets that run into the millions. And with more money, there’s more opportunity to showcase these brands/products in a better light. With a bigger budget, the cinematography, special effects and overall story of the advert can be more adventurous and immersive, which inevitably leads to the brand or product sticking in the mind of the viewers.

However this doesn’t happen by chance. There’s some serious consumer research behind the big ads, and there are companies that produce outstanding efforts every single year without fail, and do it very successfully. For example, every year, people all over the UK await the  John Lewis advert that’s released in the lead up to Christmas to such an extent that it’s practically become a staple of the festive calendar. These adverts tend to play on the more sad and emotional side of things, tapping into the sentimentality of Christmas, but then tend to finish strongly with a happy, reflective ending. It’s usually elite storytelling, combined with stunning visuals, that tends to go viral and gain a lot of awareness for the brand. 

With most marketing campaigns though, it's often a case of the weirder the better. Like I mentioned earlier, the Cadbury's gorilla advert is one that comes to mind every single time. What does a gorilla playing the drums have to do with chocolate? That question lives rent free in my mind. It’s these seemingly absurd and funny ideas that make us wonder what the hell is going on, but also leaves us intrigued. No one is going to remember a boring advert that just shows what the product is and nothing more, it just won't work these days. Adverts need to be interesting, fun and immersive. We, as an audience, more than ever want to feel like we’re there, experiencing this in real time. 
If you thought TV adverts were big 20 years ago, you probably won’t be surprised to know that they're even bigger now. Even though adverts from the big players are mainly created with TV in mind, these brands utilise the new social media age and have these adverts on every single social media platform that’s popular right now – edited and tailored accordingly. This way, they're leaving no gaps as to who can see these adverts – covering all touchpoints and maximising production value and ad spend.

There is a rising problem, however, which is affecting the way adverts are seen, and it’s leading these companies to come up with alternative and clever solutions to achieve the best results possible. The boom in streaming platforms means the years of sitting in your living room and waiting through the adverts for your favourite show to come on are pretty much over. On demand streaming is a much more convenient service, and the decrease in viewership of live television means ads are going to need to be placed elsewhere in order to achieve the same results. 

This is where the rise in social media is plugging the gap. The world population is growing, not shrinking, so whilst terrestrial television viewers might be falling, the eyeballs that firms are looking to reach with their advertising are multiplying exponentially. They’re just looking elsewhere.

Overall though, the power of TV advertisements in marketing campaigns lies in their ability to captivate, connect, and convince viewers. Through compelling visuals, emotional storytelling, precise targeting, and integration with digital platforms, TV advertisements continue to be a driving force in promoting brands, products, and services, creating lasting impressions that can influence consumer behaviour and drive business success. 

The key behind them all though, and the key to spreading the reach of TV ads is to focus on creating talkability. Bland, boring adverts don’t cut it. 

Here at Pic PR, our focus is on earned first thinking. If your angle is right for catching the attention of press, it’ll catch attention elsewhere – whether that be via paid for advertising, social media or some other form of marketing.

Want earned first thinking for your brand? Look no further. We’re here to help.

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