This post might do the unthinkable. It will disprove one point we make on a regular basis here at PostAdvertising.com, while simultaneously proving another. Brace yourselves.
The traditional 30-second spot is dead. This is something we’ve reiterated numerous times over the years. Your audience can see right through it; it can no longer convince them to buy and use whatever product or service you’re pushing. However, one particular campaign run on Canadian TV stations miraculously implies otherwise. The “Miracle Food” ad campaign being broadcast on Canadian television is not the product of a supermarket conglomerate or even a band of Canadian farmers. It’s being run by the Canadian Bureau of Television.
The logical question should be, “Why the hell is the Canadian Bureau of Television trying to sell broccoli?” And the answer is quite simple: to prove a point to advertisers…and that point isn’t that broccoli has 12 vitamins and minerals.
They’re trying to prove that the TV spot still works. According to mediapost.com, since the campaign started, broccoli sales have increased 8 percent compared to last year — something advertisers should take notice of.
This works because of one thing: great content. As silly as these ads are, they’re the most memorable spots for a vegetable I can remember. If these commercials just starred a farmer reciting the health benefits of a broccoli spear, we simply wouldn’t be talking about it.
Is a funny, creative 30-second spot enough to drive a successful campaign? Or is it only a small piece of a truly successful campaign? You know our answer, but what do you think?