They’re all over TV lately… You’re knee-deep in the latest episode of Modern Family when all of a sudden, Flo pops up reminding you about Progressive’s latest Snapshot discount; or one of our personal favorites – The Most Interesting Man in the World reminds you of why you should replace your Corona with a frothy Dos Equis. A bevy of companies are doing this, and for good reason.
Adding a repetitive element to these commercials helps build brand relationship. If a Wendy’s commercial were to pop-up, we’d bet you’d expect to see the new red-haired beauty from the latest string of ads – wouldn’t you? It cements a connection between the viewer and the advertiser – you not only enjoy, but now you remember and look forward to these commercials. What would an episode of SNL be without the interruption of William Shatner and Kaley Cuoco urging you to book your next trip through Priceline?
So how else does this benefit the advertiser besides TV recognition? It builds a story – a story us viewers tend to remember when it comes time to dishing out money for one of these products. For example, if you’re in the market for Renters Insurance (which isn’t exactly all that common), the first thing that might pop into your head is Allstate’s “Kid in 5B Who’s Makin’ it Rain in 4B” commercial – leading you to call Allstate for a quote. It’s right at that moment that the commercial has done its job and captured you, the consumer.
So here are a few of our favorites:
What’s your favorite TV commercial with a recurring character? Drop us a comment!.