This is one of my favorite commercials. Home Depot’s Glidden commercial is quick and to the point. In thirty seconds, it manages to provide several reasons why a viewer would need the product.
- We’re introducing… These three words signal to the viewer that what they are about to see is an innovative new product. I leads the viewer to feel like they are at a product unveiling and gets them interested in what the ad has to say.
- Throughout the commercial, we only get very limited view of faces. This is probably done on purpose to let the viewer imagine themselves in the house, taking part in those fun activities. It doesn’t matter who the people are because anyone can be in their shoes. It also makes the viewers want to be as adventurous and fun-loving as the ones in the commercial without worrying about the mess because it can easily be cleaned up.
- Lab and life tested… Customers love when products are “tested”. It gives the customer confidence that the product will actually perform as advertised. This increase in consumer confidence in the product makes the consumer more likely to buy the product.
- Only at the Home Depot. This is clearly a co-op ad that benefits both Glidden and Home Depot. Glidden had most likely offered promotional credit to Home Depot to make the commercial. This means that Glidden gets a commercial without having to make it themselves while Home Depot gets the exclusivity of selling the product. This provides an incentive to customers to go to Home Depot with any of their renovation needs as the competitors will not have the amazing product described in the ad.
- More Saving. More doing. This is the classic tag line that ends all Home Depot commercials. It appeals to price sensitive, Do-It-Yourself types, which is clearly Home Depot’s target market. Given that the budgets of families with children are generally small, they fit perfectly in the target market. Advertising this product provides a simple and cost effective renovation that will last and bring great value to their home.
All in all, this ad consciously takes into account the needs and wants of their target market to create a fun campaign about an innovative product that customers might not be aware of. Even if customers were not thinking about changing the color of their walls, this product can simplify some of their daily cleaning and may be attractive for that use.
Can you think of other products that solve simple everyday issues that customers might not actively be looking for?