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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