I’ve seen others recently, but the two I saw today are a Capital One commercial and a Progressive commercial.
In the first, the Capital One guy is talking to a couple of people. He is asked what he does for fun, and he does not know what to say. Then, they cut to him getting ready to sleep at the bank.
Another is the Progressive commercial where Flo talks with another woman about vacations. The other woman doesn’t seem to know what a vacation is. Flo begins describing what one is. In the end, she says she doesn’t really know, gives up, and says she’s never been on one either.
I was thinking about them while driving and came to the title thought.
Ads don’t need to make you explicitly go out to buy the product to be effective. All they need to do is make you feel more familiar with the brand next time they and a competitor are next to each other in the store, and you need to decide which one to pick.
TL;DR: For stuff you’ll need to buy anyway, brand awareness is all the ad needs to do.
A lot of people claiming advertising doesn’t work on them don’t grasp this. I realized how hard it is to get around this when I first went to buy car insurance.
I would love to ditch my car insurance company, but my discount from being with them so long makes their quotes the lowest. I’ve looked several times over my life.