Last month, Thai communications provider TrueMove H released a truly touching commercial that plays out like a short-film rather than a typical advertisement. The three-minute ad follows the story of a young boy caught stealing medicine for his sick mother and a kind man who pays for the stolen goods to keep him out of trouble. Fast forward some time, the kind man falls ill and is in the hospital racking up some steep medical bills. The one who does the saving this time is the same boy, now a doctor, who covers the costs. It ends with the TrueMove H logo and a simple message: “Giving is the best communication.”
If you haven’t seen it yet, you need to! View it here!
When watching it, we don’t realize right away we’re actually watching an advertisement. We become so immersed in the story that we’re almost caught off guard when the logo appears at the very end. This seems to be a trend lately among major brands, and I like the approach a lot. The latest GoPro commercial, also released last month, is made entirely of real footage of a fireman reviving an injured kitten after a house fire. Google’s most recent commercial features the story of Saroo Brierley and his journey to finding his Indian hometown using Google Earth 25 years after he was orphaned at a train station. You wouldn’t know it was an ad for Google until the logo flashes at the very end. Watch it here.
People trust the opinions of other people, and that trust influences the decisions made when it comes time to purchase a product or service. And as consumers, if we are able to identify better with the people or ideas presented to us in advertisements, that’s when we envision ourselves with the product or service - much more effective than the clichéd stock photo or commercial actor. Keepin’ it real will you get farther!