subject: Mercedes Sorry Tv Commercial Analysis [print this page] MERCEDES SORRY TV COMMERCIAL ANALYSIS MERCEDES SORRY TV COMMERCIAL ANALYSIS
by Dan O'Day
Hi, I'm Dan O'Day.
I teach TV and radio commercial copywriters the importance of giving the targeted consumer a "test drive" -- not of the product or service being advertised, but rather of the RESULTS promised by that product or service.
In other words, you want the targeted consumers to experience the improvement in their lives as the result of having availed themselves of the product or service.
The Mercedes "Sorry" TV commercial is a great example of an automobile advertiser doing just that. The "results" aren't a smooth ride or even a safe ride...and certainly not the technology that makes either possible. The "results" are: You slam on the brakes in an emergency situation, and you survive.
Among other things, this ad demonstrates that it IS possible to be "creative" and "artistic" and "clever" in a commercial and still SELL, rather than leaving the consumers scratching their heads and wondering, "What was THAT all about??"
The people who created this spot understood that they had a very short time in which to tell a story...and they shaped the story to fit the available length.
They also invite viewers to participate in the storytelling. Although the sickle certainly is a clue, they don't have the surprise visitor identify himself. He doesn't say, "Hello, I'm The Grim Reaper." And the driver doesn't say, "Why...You're the Grim Reaper!" We figure that ourselves.
The very best part of this commercial occurs immediately after the driver slams on the brakes and avoids the collision. The driver isn't calm and cool and smug. He's breathless, he's shook up; he just narrowly avoided death. That realistic reaction allows us to continue to identify with him and to relish his final rejoinder, his throwing the word "sorry" back in his passenger's face.
And it causes us to look forward to seeing this commercial again, for that moment of delicious anticipation.
