It's Friday and I'm watching crap TV, that's why the ads seem a little more interesting. Lately they haven't been.
I spotted an ad just now that will never win any awards, the direction is functional, the script direct. It has no superstars in it and no whispering back and white film noir camera work. But this is a great TV ad, why is is great. Well because it speaks directly to the audience its targeted at. The ad is for Match.com the biggest dating website.
Don't click away
The ad for was so great because it was timely and relevant. The script is along the lines of "Last month we said we didn't have enough men on Match.com. Well we now have loads more new men". It then signed off with it's 6 month guarantee.
There was no need to fill in the blanks of "So ladies that means there are loads of new men to date" because the ad had achieved that easily and the interested single ladies knew exactly what to do.
The best bit for Match.com is that they will be able to measure success. The equation is simple Cost of Ad/Number of new signups and returning users equals ROI. Simples! (as another measurable clever ad keeps saying)
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