What do Hormel Foods, Starbucks and the US Air Force have in common? They’re all adopting a major marketing component to make us feel. Their inspiring ads, each with an “I can” mentality, make us feel like we can make a difference in ourselves and, quite possibly, the company’s sales. Lately, these encouraging ads have one underlying purpose. Commercials that appeal to our emotions allow these advertising messages to penetrate our psyche and really grab our attention.
These ads have earned as much success as they tout. On a scale of 10, the Ad Effectiveness score for each of the brand industries averages between four and five. The three ads from Hormel Foods, Starbucks and the US Air Force all earned an Ad Effectiveness score rating around nine.
Surprisingly, the US Air Force spot, titled “I Can Be
Anything,” outperformed the others with a 9.4 rating peak. Starbucks, which
featured an extra shot of star power (Oprah) as influential as they come, had
the smallest rating peak at a still-impressive 8.6., just behind Hormel Foods
at 8.8.
Starbucks and Hormel Foods used the same tactic with an “I think I can” mantra repeated throughout the entire commercial. The coffee chain focused strictly on young ambitious women while the American food company opted to feature aspiring young men and women athletes.
Sure puppies and babies strike a chord, but we can connect to something with an ego-building message that relates directly to us, mentally and emotionally. It’s a subconscious response. By making us feel better about ourselves, the brand becomes more relatable.
For more on these campaigns and iSpot.tv’s Ad Effectiveness ratings, check back with iSpot.tv, the leading source for real-time digital, social and national TV
analytics
Andrea Davis-Gonzalez