Take a look at this fantastic ad.
I wrote a few TV ads in my time, none half as good as that - and I lost the lot, plus all my other samples - on the top deck of a bus after an interview at J. Walter Thompson.
That must have been in 1975. I think I was so happy at having got a big project from them that I had the odd drink ...
The Volkswagen ad is so remarkable because of something I often mention - the element of surprise.
But what if you are not as brilliant as the guys who created that commercial? And what if you are not building a brand, but want to get a response?
Then your approach would be quite different, I suspect.
You would have lots of subtitles, for a start.
But two golden rules always apply.
If you watch a commercial with the sound off do you get the point?
If you listen to a commercial without a picture do you get the point?
Strangely enough those principles apply, even for the VW ad with so few words.
Now you know why those 'tacky' sales videos consisting just of words and a narration work so well.
In fact, I'll be split testing one very shortly.
But to see the results, you'll need to be an Ask Drayton member.
Of course, I'm biased, but if you've not joined yet, you're missing out. You can join here, right now.
Best
Drayton
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But I watched. what can I say it was perfect. That’s what I want my messages to do cause the business owner to just stop and think for a moment.
Just Amazing. That VW commercial is so simple yet so direct and believable. Thanks for great example Drayton!
Tim
Sales doubled the year that campaign began (1959).
I’m going to try a spinoff of the VW ad.
Would you like to see it when I’m done?
Tim
Yes
Drayton, dear sir, my VSLs are not ‘tacky’…
They are “butt-ugly.”
When I think of “tacky”, I think of a freshly painted room, which would be far too pretty for a descriptive of a VSL. VSLs strip away all the clutter and pry open the viewer’s imagination like a cyber crowbar.
(And btw, you could not be more correct — one of the many reasons why VSLs work so well. )
I don’t think they’re that ugly, Jon. I think they concentrate the mind.
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Thank goodness it was that add you showed and not the dreadful one with the chicken in hot water !! you showed that at one point .
And yes I think everybody can identify with loosing things while on a bus especially after a few drinks
Eamon