In Diet Coke’s current ad campaign, there are a pair of commercials. They’re basically the same: in each one someone walks through a sidewalk cafe of some sort, saying they like drinking Diet Coke, and if you like it too, then you should drink a Diet Coke. Because you can.
It’s profound in its simplicity. Or supremely dumb. Either way, they’ve distilled their marketing down to “if you like our product then you should consume our product.”
The specifics of their marketing message is largely beside the point. We’re here to dive into… different specifics.
Traditional TV commercials are largely being forgotten. With DVRs and Netflix providing easy ways to avoid them, mostly commercials are seen during live sporting events and for five seconds before you press “SKIP AD” on YouTube.
As a result, you might have missed a State Farm ad that’s been on for a while. If so, you’ve missed the saddest commercial on TV.
No, it’s not the puppy-monkey-baby monstrosity. While you can argue that’s sadder because it shows the depths of human depravity, it’s a different kind of sad. I’m talking about the “Never” commercial, seen here: Continue reading →