Branding Inspiration

As my subscribers know, I have had a long career in documentaries and made hundreds of different projects of different sizes intended for different audiences and venues. For a short period of time, I made my living doing TV commercials & infomercials, and I learned a good deal about storytelling in a short form, through those efforts. Presented here are some of the commercials and infomercials that I am most proud of.In the 1960s and 1970s, television advertising emerged as a major profession due to a combination of technological advancements, shifts in consumer behavior, and the increasing importance of mass media in everyday life. The widespread ownership of television sets during the 1960s and 1970s made TV a dominant medium for reaching a large audience. The introduction and adoption of color television made commercials more visually appealing and engaging.The economic prosperity of the post-World War II era increased disposable income, leading to higher consumer spending and a greater demand for advertised products. The rise of consumer culture meant that people were more inclined to buy new products, making advertising a crucial tool for influencing purchasing decisions.Advertisers began to understand the importance of targeting specific demographics and developed commercials aimed at different age groups, genders, and socioeconomic classes. The use of jingles, slogans, and memorable characters helped make advertisements more effective and influential.The application of psychological theories, such as those related to motivation and behavior, helped advertisers craft messages that resonated with consumers’ desires and needs.Companies often saw significant increases in sales following the launch of major TV advertising campaigns. For example, Procter & Gamble’s advertising for brands like Tide and Crest saw substantial boosts in sales due to effective TV commercials.Surveys and focus groups consistently showed that consumers were influenced by TV ads, often recalling brands and products they had seen advertised. Research studies indicated that consumers were more likely to purchase products they had seen advertised on TV, demonstrating the power of visual and auditory stimuli in influencing buying behavior.Advertisements featuring memorable characters, such as the Marlboro Man or Tony the Tiger, created strong brand recognition and loyalty among consumers.Television advertising helped establish long-term associations between brands and certain qualities or lifestyles, such as Coca-Cola with happiness and refreshment.Some TV commercials became cultural phenomena, entering the public consciousness and becoming part of everyday conversations. Advertisements that appealed to emotions, such as those featuring family scenes or humor, were particularly effective in creating a positive image of the brand and influencing consumer preferences.The Marlboro Man campaign transformed Marlboro cigarettes from a minor brand into the world’s best-selling cigarette by associating the product with a rugged, masculine image. The “Hilltop” ad with the song “I’d Like to Buy the World a Coke” promoted a message of unity and peace, reinforcing Coca-Cola’s image as a universally loved brand.The “Think Small” campaign for the Volkswagen Beetle challenged conventional advertising by embracing the car’s small size, turning it into a unique selling point.Some of the commercials I am showing here were considered at the time to be “infomercials”. A television infomercial typically lasted longer than a standard commercial. It combined the elements of an advertisement with those of a television program, often telling a story with a beginning, middle and ending.Short in duration (30-60 seconds) and designed to quickly capture attention with a brief message. Longer (30-60 minutes) and structured more like a TV program with segments that build on each other to provide comprehensive information.Commercials provide concise, often superficial information about a product or service, focusing on brand recognition and quick messaging. Infomercials offer detailed information, including demonstrations, background stories, and customer testimonials, aiming to fully inform and persuade the viewer.