[youtube http://www.youtube.com/watch?v=AbO7fR7eLEc?rel=0&w=480&h=270]
Did you catch the most recent Keebler commercial featuring two sisters returning home after school? It’s saporous. After a cursory greeting to their Mom on their way straight to the kitchen, the older sister, maybe 11- or 12-years-old, reaches for the last yummy-looking cookie in the pack. The scene shifts to the younger sister, maybe 6-years-old, watching her older sister’s actions with a puppy-dog expression that says, “Can I have one, too?” Then, the two girls’ eyes meet and the older girl, in a moment of decisive hesitation, selflessly gives the cookie to her sister. As the older sister turns back to the package, lo-and-behold, there’s one more cookie left – goodness rewarded – with the help of head elf Ernie and the Hollow Tree Factory. All are winners, even the viewers, who will be drawn into the mini-drama and feel like standing up and cheering when it is over. Quite a sensitive use of narrative, emotion and viewer involvement on both the parent and child levels. The chronology, climax/resolution, character, context and a :30 dash of imagery/detail all contribute to an emotional intensity that may vary based on the audience, but will create a few positive emotional moments for the target. And, very importantly, all while still keeping the product center-stage. Look for it if you dare…because if you do you’ll want some Keebler cookies.
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