My brother Steven turned me onto this spot from American Airlines and I thought I would share it here. I think this spot works for a number of reasons:
- Premise – It’s a simple idea: a film producer trots around the globe with her eccentric director scouting locations for a film. She’s exhausted, but because of American Airlines new international business class, she can enjoy some much-needed rest while traveling the world. In your own marketing and advertising efforts, keep your strategy simple and on point. Find that key selling point you can wrap a campaign around.
- Problem & Solution – Notice how the commercial sets up a need: busy world traveler wants some quality rest. The solution is the new international business class from American Airlines, which offers seats that can transform into a small bed.
- Characters – The eccentric, quirky film director is stereotypical, yet funny and memorable. Even in a thirty-second spot, characters are important.
- Pacing – The cuts are quick, but they don’t confuse the viewer. And they add to the humor in the spot. The style of edit should match the subject matter of the piece and support the mood you’re trying to achieve.
- Comedy – The movie is about Parisian squirrels who ride scooters. The premise of the movie is irrelevant to the overall strategy, but it provides the quirky comedy necessary to help the spot stay memorable.
And as always, feel free to leave your impressions on this commercial in the “comments” section.