Great Commercials Using Creative Vehicles
What are Creative Vehicles?
The Creative Vehicle is the story narrative that demonstrates a core customer emotion. This includes familiar advertising genres such as the spoof, the product demonstration, the music jingle, and the celebrity spokesman. For example, this insurance ad sells the emotion of trust using the creative vehicle of a customer testimonial. This insurance ad sells the emotion of safety using the creative vehicle of a visual fantasy. Below is a list of the most popular creative vehicles, pulled from our library of over 50,000 TV commercials.
How Can You Use Creative Vehicles?
Any Emotional Marketing Driver can be demonstrated by using any creative vehicle, but some are ideally suited for particular products or objectives. For example, this ad for an overactive bladder treatment uses the emotional marketing driver of confidence, but this delicate topic could be embarrassing or offensive to
the audience. The advertiser uses an ideal creative vehicle: a plumbing metaphor keeps the ad friendly and approachable. Whereas, this Pampers ad utilizes a very realistic creative vehicle of product demonstration to evoke the powerful emotional marketing driver of maternal love.
Click on any of the categories below to see specific videos related to the topics listed.
Musical
The art form that transcends language, music speaks right to the soul. These videos use music to intrigue and delight.
Music Story videos Music Video videos Singing Sell videos Tune videosCuriosity
These videos capture our primal desire to know more about the world around us. They tickle our fancy and entice us to find out more.
Altered Reality videos Contradiction videos Curious videos Daydream videos Left Turn videos Poetry videos Weird videosHumor
No matter who you are, everyone likes to laugh. These videos run the gamut from slapstick to sarcasm to stupid – all to bring a smile to your face.
Absurd Next Step videos
Embarrassment videos Exaggeration videos Flawed Solution videos Pun videos Sarcasm videos Self Ridicule videos Silly videos Spoof videos Twist videos Unexpected Solution videosMetaphor
These ads use comparison show that the product has much in common with a familiar feeling or feature.
Concept Metaphor videos Icon videos Physical Gesture videos Visual Metaphor videosSlice of Life
These videos give us a day in the life as it is, or as it should be. When done right, these are the ads that you really can identify with.
Avoidance videos Cliffhanger videos Problem Solution videos Snaphot videos Surprise videosPleasure
This creative vehicle encompasses everything that just feels good. By pushing just the right buttons, these spots aim to please.
Captivating videos Fantasy videos Feel Good videos Identification videos Nostalgia videos Product Joy videosTestimonial
In a world of distrust and lies, you need someone you can trust. Be it expert opinion or just another guy, these videos tap a third party to sing the praises of their product.
Advice videos Celebrity videos Customers videos Experts videos Mascot videos Man on the Street videos Spokesman videosHelper
This is the technique of bringing in something, or someone, to help you convey your message. Be it flashy graphics or another product, these videos play well with others.
Animation videos Co-brand videos Effects videos Mocking videos Public Service videos Web Helper videosProduct Features
Advertising in its simplest form. These ads show off the new bells and whistles on your product.
Accolades videos Compare videos Features videos Graphic Explain videos Product Beauty videos Product Demonstration videos Product Explain videos Repetition videos Research videos Value videos