Two of my favorite current TV ad campaigns

Posted by Allan Steinmetz on 21 March 2023

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Great TV Ad spots - "Scott's "What's the Big Deal" and Subaru's "Dog Tested; Dog Approved."

As someone who has been involved in branding, marketing, and consulting for many years, I still consider myself an advertising guy after so many years at McCann and Young and Rubicam. Whenever I come across an advertisement that captures my attention, I enjoy sharing it with my readers. Recently, I have been impressed by two ads that stood out for their ability to be intrusive, user-friendly, informative, and easy to understand. These ads are Scotts' "What's the Big Deal" and Subaru's "Dog Tested; Dog Approved."

The Scotts' 30-second commercial, "Daylawn Saving: What's the Big Deal," (Watch the spot HERE) is an exceptionally promotional ad that conveys the idea that daylight savings time should be celebrated as the start of spring. The commercial's double entendre of "Daylawn Savings" versus "daylight savings" adds a humorous touch. By associating the need to fertilize one's lawn with changing the clocks, Scotts' places a stake in the ground and encourages viewers to take action. The commercial also features a simple message about a 20% discount and uses repetition and reinforcement to encourage viewers to stock up. The celebratory confetti blast at the end and call to action to visit the store before the product runs out adds an additional layer of excitement. The ad's simple and compelling production values, whimsical tone, and comedic style make it stand out.

The Subaru 'Dog Tested; Dog Approved' (Watch the spot HERE) commercial is a prime example of the automaker's commitment to its brand purpose of 'love and safety.' As part of their long-running 'Love' campaign, this commercial features two golden retrievers that exude tenderness and heartwarming charm. The use of these lovable dogs is a unique approach that sets Subaru apart from other automotive advertisements. It's no wonder that this ad is being cited as one of the most popular in the series of commercials.

In the commercial, the younger golden retriever is shown parking the car in the garage while barking obsessively at a tennis ball hanging from the ceiling. The older golden retriever patiently guides him into the garage, demonstrating the safety and love that Subaru represents.

Subaru's ability to incorporate its brand purpose of 'love' into its vision and mission is a testament to its dedication to its values. They are not just following trendy 'brand purpose' pressures, but rather, have made the concept of 'love' a part of their corporate DNA. This approach is not only good for their brand reputation but also resonates with consumers who are looking for a company that truly cares about their values.

Overall, Subaru's 'Dog Tested; Dog Approved' commercial is a beautiful representation of its brand purpose and mission. It highlights the importance of safety, tenderness, and love, and showcases the company's commitment to its values. It's a great example of how effective advertising can reinforce a brand's values while also being entertaining and memorable. Kudos to Subaru for its commitment to excellence.

In my humble opinion, these two commercials are excellent examples of effective advertising. They capture the viewer's attention, convey the message effectively, and leave a lasting impression.

About Inward

Inward Strategic Consulting is a 26-year-old management/creative consulting firm that helps clients achieve high performance by developing comprehensive business strategies and cultures aligned with their goals, processes, and resources. They specialize in internal/external branding strategies, change management, brand purpose, and market research. They offer proprietary methodologies such as Visioneering, Inward Marketing, Dialogue Marketing, Best Practice and Benchmarking, and Qualitative and Quantitative Market Research. They have worked with Fortune 100 companies including Walmart, McDonald's, Aetna, City of Hope, and many others.

Allan Steinmetz CEO