it’s pretty easy to spot a great ad but what makes it so effective hi I’m
what makes it so effective hi I’m
what makes it so effective hi I’m Rebecca Brayton and welcome to
Rebecca Brayton and welcome to
Rebecca Brayton and welcome to watchmojo.com and today we’re speaking
watchmojo.com and today we’re speaking
watchmojo.com and today we’re speaking with Terry O’Reilly who will be telling
with Terry O’Reilly who will be telling
with Terry O’Reilly who will be telling us about some of the good and bad
us about some of the good and bad
us about some of the good and bad choices made in advertising can you talk
choices made in advertising can you talk
choices made in advertising can you talk to us more about the art of persuasion
to us more about the art of persuasion
to us more about the art of persuasion versus the art of hitting you over the
versus the art of hitting you over the
versus the art of hitting you over the head with something it’s hard to do a
head with something it’s hard to do a
head with something it’s hard to do a great ad for a bad product because you
great ad for a bad product because you
great ad for a bad product because you really have to have something great to
really have to have something great to
really have to have something great to start with like anything in life but I
start with like anything in life but I
start with like anything in life but I think a great ad is entertaining or it’s
think a great ad is entertaining or it’s
think a great ad is entertaining or it’s dramatic but it definitely has an idea
dramatic but it definitely has an idea
dramatic but it definitely has an idea attached to it and it should be the kind
attached to it and it should be the kind
attached to it and it should be the kind of idea that makes you look at the
of idea that makes you look at the
of idea that makes you look at the product in a brand new way like I’m
product in a brand new way like I’m
product in a brand new way like I’m suddenly intrigued by that product good
suddenly intrigued by that product good
suddenly intrigued by that product good milk that’s always a sign of a great ad
milk that’s always a sign of a great ad
milk that’s always a sign of a great ad if you want to see it more than once
if you want to see it more than once
if you want to see it more than once that’s also the sign of a great ad or
that’s also the sign of a great ad or
that’s also the sign of a great ad or hear it more than once if it’s a radio
hear it more than once if it’s a radio
hear it more than once if it’s a radio ad that’s the sign of a great ad and
ad that’s the sign of a great ad and
ad that’s the sign of a great ad and then at the end of the day a great ad
then at the end of the day a great ad
then at the end of the day a great ad has to sell I think he can’t be just a
has to sell I think he can’t be just a
has to sell I think he can’t be just a great piece of entertainment that
great piece of entertainment that
great piece of entertainment that doesn’t sell anything so at the end of
doesn’t sell anything so at the end of
doesn’t sell anything so at the end of the day is something you want to watch
the day is something you want to watch
the day is something you want to watch it leaves you with a great message it
it leaves you with a great message it
it leaves you with a great message it makes you look at the product in a
makes you look at the product in a
makes you look at the product in a different way and at the end of the day
different way and at the end of the day
different way and at the end of the day maybe a persuasion when all those things
maybe a persuasion when all those things
maybe a persuasion when all those things come together
come together
come together it’s a persuasive compelling proposition
it’s a persuasive compelling proposition
it’s a persuasive compelling proposition for that product what have been some
for that product what have been some
for that product what have been some truly terrible choices made in terms of
truly terrible choices made in terms of
truly terrible choices made in terms of marketing and advertising I think the
marketing and advertising I think the
marketing and advertising I think the worst advertising is the stuff that has
worst advertising is the stuff that has
worst advertising is the stuff that has no idea it isn’t there isn’t anything
no idea it isn’t there isn’t anything
no idea it isn’t there isn’t anything redeeming about it or it’s just that
redeeming about it or it’s just that
redeeming about it or it’s just that kind of hard retail that just hits you
kind of hard retail that just hits you
kind of hard retail that just hits you over the head over and over again it’s
over the head over and over again it’s
over the head over and over again it’s got a bad jingle and if we can’t beat it
got a bad jingle and if we can’t beat it
got a bad jingle and if we can’t beat it we will pay you $500 but they just bark
we will pay you $500 but they just bark
we will pay you $500 but they just bark prices at you that’s the worst kind of
prices at you that’s the worst kind of
prices at you that’s the worst kind of advertising and there’s a lot of it out
advertising and there’s a lot of it out
advertising and there’s a lot of it out there you mentioned some aha moments in
there you mentioned some aha moments in
there you mentioned some aha moments in the industry could you give us a few
the industry could you give us a few
the industry could you give us a few examples how you make an accomplice of
examples how you make an accomplice of
examples how you make an accomplice of your audiences by having an aha moment
your audiences by having an aha moment
your audiences by having an aha moment that if they see an ad and it’s and the
that if they see an ad and it’s and the
that if they see an ad and it’s and the circles left a little bit unbroken like
circles left a little bit unbroken like
circles left a little bit unbroken like you don’t complete it you leave a little
you don’t complete it you leave a little
you don’t complete it you leave a little moment where the audience has to go
moment where the audience has to go
moment where the audience has to go I get it I get it that’s when you make a
I get it I get it that’s when you make a
I get it I get it that’s when you make a huge impact on somebody one of the
huge impact on somebody one of the
huge impact on somebody one of the campaign’s I love out there right now is
campaign’s I love out there right now is
campaign’s I love out there right now is the Mac versus PC campaign hello I’m a
the Mac versus PC campaign hello I’m a
the Mac versus PC campaign hello I’m a Mac and I’m a PC it’s funny it’s
Mac and I’m a PC it’s funny it’s
Mac and I’m a PC it’s funny it’s charming it gives you a lot of
charming it gives you a lot of
charming it gives you a lot of information about Apple but it’s also
information about Apple but it’s also
information about Apple but it’s also one of the most one of the nastiest
one of the most one of the nastiest
one of the most one of the nastiest campaigns out there because it just goes
campaigns out there because it just goes
campaigns out there because it just goes after PCs so hard but they wrap it in
after PCs so hard but they wrap it in
after PCs so hard but they wrap it in charm and they wrap it in humour so it
charm and they wrap it in humour so it
charm and they wrap it in humour so it doesn’t seem like it so it’s one of the
doesn’t seem like it so it’s one of the
doesn’t seem like it so it’s one of the most competitive advertising campaigns
most competitive advertising campaigns
most competitive advertising campaigns out there
out there
out there I think that’s an aha moment for a lot
I think that’s an aha moment for a lot
I think that’s an aha moment for a lot of people were they kind of laugh what
of people were they kind of laugh what
of people were they kind of laugh what they do is they make such fun of PCs but
they do is they make such fun of PCs but
they do is they make such fun of PCs but then they put their arm around PC and go
then they put their arm around PC and go
then they put their arm around PC and go I know you don’t have this but we still
I know you don’t have this but we still
I know you don’t have this but we still love you you’re still such a great guy
love you you’re still such a great guy
love you you’re still such a great guy and that makes people feel superior to
and that makes people feel superior to
and that makes people feel superior to Mac to PC rather but not but don’t feel
Mac to PC rather but not but don’t feel
Mac to PC rather but not but don’t feel guilty about it so that’s a very
guilty about it so that’s a very
guilty about it so that’s a very interesting reaction to that Apple
interesting reaction to that Apple
interesting reaction to that Apple wanted to pull out of people is let’s
wanted to pull out of people is let’s
wanted to pull out of people is let’s attack them hard but let’s make them
attack them hard but let’s make them
attack them hard but let’s make them feel sorry for PC and not hate them I
feel sorry for PC and not hate them I
feel sorry for PC and not hate them I just need to sit down oh wow there’s
just need to sit down oh wow there’s
just need to sit down oh wow there’s plenty of work out there for both of us
plenty of work out there for both of us
plenty of work out there for both of us I don’t know where you’re acting like
I don’t know where you’re acting like
I don’t know where you’re acting like this well I go on just let me lie here
this well I go on just let me lie here
this well I go on just let me lie here and appreciate
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