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A Trillion Seconds – RESULTS

They poured in from London, Sydney, even Moscow…and all across the United States.

People from all over the world shared their opinions about which of the four television commercials we featured in our previous email they thought was the best. (See below).

I promised I would send the results, and here they are.

Number 4, with 6.7% of the votes was the “dumb blonde” Mercedes commercial. Even though not many of you chose it as the “Best,” several said it made them laugh, as it did me.

The humor was clever, but it just didn’t tie to the product or motivate a purchase. Did it make you want to buy a Mercedes? Eh…no.

Number 3 was the Berlitz commercial with 21.3% of the votes. This was a clever use of humor, which did tie to the product. And many of you said as much. But the competition was stiff.

The word most used by those that voted for the Budweiser commercial, which was number 2, was that it touched your emotions. And who could argue. That colt was way too cute.

The Budweiser Clydesdales are almost as iconic as the Nike Swoosh. So a commercial with the Clydesdales instantly ties to Bud.

Nevertheless, the only branding was at the end of the commercial when the name Budweiser appeared on the closing credit. What if the farmer there, saying to the dog, “I won’t tell if you don’t,” simply had a bottle of Bud in his hand?

I’m just sayin’.

He doesn’t have to take a drink from it or do anything else except hold the bottle causally in his hand.

After all, it is a commercial.

The winning commercial in our poll was the Chrysler commercial – Imported from Detroit. No surprise, it has 15,454,429 You Tube views. Heady numbers for a car commercial.

It garnered almost half of all the votes with 45.3%.

Some people simply cast their vote with the name of the commercial. But others gushed. One person called it, “Peerless,” while another said it motivated him to want to buy a Chrysler.

The script with that voice-over is gripping, gutsy and cuts to the soul. The camera shots, notes one blogger,

“…create a poetic montage inter-cutting Detroit’s gritty industrial landscape, with American flags, modern factories, boarded up buildings and Diego Rivera’s mural of factory laborers…

 

“All of the elements; the voice-over performance, the text, the soundtrack, the camera work, Eminem’s passion, work toward a climatic celebration of Detroit. It gave me chills the first time I saw it”. http://www.uniquetracks.com/blog/video-production/imported-from-detroit-chrysler-200-super-bowl-commercial.

 

The positioning was original and brilliant, positioning the car with the rebirth of Motor City, a city that has been “To Hell and Back.”

http://www.youtube.com/watch?v=SKL254Y_jtc

Yeah Baby!

Yes, it cost $9 million to produce, but then Chrysler sales were up 26% in 2011 (the year the Chrysler 200 was launched with this Super Bowl commercial). Good exchange, says I.

When you get it right, the clouds part, the angels sing and the cash register rings.

And here’s a news flash (and our commercial), our surveys and the positioning we create for you don’t cost $9 million, but boy do they get results!

The initial investment we made to undertake this project has long since been recouped. More importantly, we are still enjoying the long-term benefits. We not only know what our clients desire, but also when and how to approach them. We have suggested a similar research project, performed by your firm, to several of our close associates. (W.M. Owner).