No matter where you grew up, I can almost guarantee there is a local radio or TV commercial you remember. Whether it was a few years or even a few decades later, that concept or music runs through your brain and occupies space.

My career took me from the Greater Philadelphia area, to Roanoke, Virginia for a brief stint, then two markets in Michigan, a decade in Toledo, Ohio, and back to Roanoke to finish my career here. Along the way, I’ve gathered a basketful of memorable commercials that rattle around in my head rent-free.

There’s the odd audio/electronics company from Ohio where the owner said the word “turtle” at the end of all his commercials. I also remember the screaming car dealer in Mid-Michigan who dressed up like a cowboy and “yee-hawed” his way to selling thousands of Chevys (Terry Hanks).  I can still recall the name of a plumber from when I was a kid (“Call for Action – Greenwood 7-5-3-1-2”).  Then there was the jeweler with a business name that had a twist (“Robbins 8th and Walnut.  Our name is our address.”).

Those ads in Philly ran on the air over five decades ago. Still, they remain at the top of my mind.

Hard4Companies to Make that Leap

Not all those commercials were well produced or won awards, but the common thread was that they were memorable in their own way. There may be different reasons why, but each stick with me years and even decades later. Before I wrap this edition of the B2Seed, I’m going to ask you to pause for a moment and think about a commercial you remember from days gone by.  Message me online if you have a memorable ad that has stayed with you personally.

Sometimes it can be humor that makes those commercials last for you. Often, it’s music or something quirky that keeps it top of mind. Whatever the reason, the constant is that the commercial interrupted your train of thought and then stuck in your brain for days, months, or even years.

Encouraging clients to go past their comfort level is part of what we do at our company. We are consistently trying to stretch them to create commercials that interrupt and stay with the target audience. Ideally, we want to create something of high quality and visually appealing, but if you’re going to invest in advertising, you’d better make sure the message is also one people will remember.

Back when I was growing up, there were four or five channels and a handful of radio stations. Now, there are more ways for people to watch or listen to your messaging, making it more competitive to grab audiences’ attention and create memorable advertising. Yet, that is the objective.

Dare to make something people will remember!