There is something I have recently noticed pertaining to television commercials- they are promoting something other than their brand. Two ads in particular, Samsung's Human Nature and Toyota's Good Odds, have struck a particular chord with me with their intention to be more than a traditional commercial.
Advertisers have to be cautious to push the envelope, but not cross the line in their campaigns. The public works as critics to evaluate and either condemn or applaud a company's ad. It is too often that we see backlash for racial insensitivity, sexism and stereotyping from an advertisement. The public offers their opinions in hopes that the ad agency, the company and fellow organizations learn from the previous mistake. However, this is not always the case, and more often than not, we are left wondering how did anyone approve this?
With that being said, I have to praise Samsung and Toyota for a job well done on their recent ad campaigns. Both ads highlight ethos, tugging at our heart strings. Both ads are uplifting and have a genuine call to action saying, you can do it.
Samsung's copy at the end reads "We're born to do what can't be done. Do what you can't." It's as simple as that. The clips of children repeating "can't" only empathizes the limitations we are putting on future generations. Being raised in a society that believes we are incapable of so much inhibits our achievement to some extent. On the other hand, it can light a fire within us and motivate ourselves to defy the odds and go outside the norm.
Toyota's ad ventured down a similar road to Samsung's using this motif of beating the odds. What drew me deeper into this commercial was the rapidly changing probability at the bottom of the screen. I empathized with the commercial, which was the intention (but hey, it worked!). I also admired that Toyota did not make the commercial all about them. There is something to be said about a company that tackles such a large theme without instating their brand in every frame. This inspiring commercial altered my preconceived notions; I came out after watching this ad with a new appreciation for humanity, and I was enthralled with the idea of fighting the odds.
Needless to say, yes, I am gullible, and yes, I recognize that, but I still appreciate what both of these ad campaigns set as their objective. We need more ads that inspire us couch potatoes to get up and live the life we were given no matter if people try to put us down or we are faced with obstacles that seem detrimental at first glance.
Kudos Samsung and Toyota for good, hearty commercials.
