It’s hard for a TV commercial to get my attention, hold my attention and make me remember it. That’s because I’ve not only seen so many commercials but I’ve also been a part of so many commercial productions that I think I’m a little jaundiced about spots.
So the other day while just changing channels, I came across this Bayer Aspirin commercial having never seen it before. It totally drew me in and got my attention and I’ll tell you why I think it worked so well.
GREAT WRITING IN 7 SECONDS
You innocently watch a guy at a sporting event, enjoying himself. Some paramedics come towards him, which confuses him because he has no medical issues. But as they tell him, he soon will. WHAT?! That’s a great commercial hook. Bam! 7 seconds!
GREAT COMMERCIAL ACTING
Make no mistake, it’s not the voice-over that impresses in this spot, it’s the actors. Our protagonist not only delivers his set-up line well but his facial expression after he’s told he’s about to have a heart attack is spectacular, it’s real and it’s honest. But let us not ignore the great simple performance of the paramedic who firmly but calmly informs her soon to be patient that he’s going to have a heart attack.
SIMPLE EDITING IS NEVER SIMPLE
From the establishing shot to paramedics entry and conversation shots, it all flows really nicely and innocently until the viewer is as smacked awake as the protagonist when the heart attack line is delivered. The editing is simple because there seems to be nothing especially dramatic unfolding. Until it does.
Maybe you saw the ad and it didn’t grab you like it grabbed me but it was so impactful to me as the viewer I wanted to share it with you. There enough NOT so impressive spots out there that I think we should celebrate the really good ones.
What do you think about this spot? Great? Or did it seem like just another TV spot?