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.

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Click on any of the categories below.

A drop down list will appear watch videos click on the items to view specific emotional related videos within each category.

Musical

music videoThe art form that transcends language, music speaks right to the soul. These videos use music to intrigue and delight.

watch videos Music Story videos
watch videos Music Video videos
watch videos Singing Sell videos
watch videos Tune videos

Curiosity

curiosity videosThese videos capture our primal desire to know more about the world around us. They tickle our fancy and entice us to find out more.

watch videos Altered Reality videos
watch videos Contradiction videos
watch videos Curious videos
watch videos Daydream videos
watch videos Left Turn videos
watch videos Poetry videos
watch videos Weird videos

Humor

humorNo 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.

watch videos Absurd Next Step videos
watch videos Embarrassment videos
watch videos Exaggeration videos
watch videos Flawed Solution videos
watch videos Pun videos
watch videos Sarcasm videos
watch videos Self Ridicule videos
watch videos Silly videos
watch videos Spoof videos
watch videos Twist videos
watch videos Unexpected Solution videos

Metaphor

identificationThese ads use comparison show that the product has much in common with a familiar feeling or feature.

watch videos Concept Metaphor videos
watch videos Icon videos
watch videos Physical Gesture videos
watch videos Visual Metaphor videos

Slice of Life

Slice of LifeThese 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.

watch videos Avoidance videos
watch videos Cliffhanger videos
watch videos Problem Solution videos
watch videos Snaphot videos
watch videos Surprise videos

Pleasure

PleasureThis creative vehicle encompasses everything that just feels good. By pushing just the right buttons, these spots aim to please.

watch videos Captivating videos
watch videos Fantasy videos
watch videos Feel Good videos
watch videos Identification videos
watch videos Nostalgia videos
watch videos Product Joy videos

Testimonial

TestimonialIn 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.

watch videos Advice videos
watch videos Celebrity videos
watch videos Customers videos
watch videos Experts videos
watch videos Mascot videos
watch videos Man on the Street videos
watch videos Spokesman videos

Helper

twistThis 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.

watch videos Animation videos
watch videos Co-brand videos
watch videos Effects videos
watch videos Mocking videos
watch videos Public Service videos
watch videos Web Helper videos

Click to see Emotional Drivers

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