One of the bigger challenges in marketing or brand communication is obvious, getting the message right and delivering it right. The winners usually do so. Marketing is said to be successful if it gets noticed.
People’s memories are short lived and fickle. Not all brand managers realize this. But of course, some do. Take a look at this ad.
I am not exactly sure where to fit this in the whole marketing campaigns, but I think its qualifies as “essential” or “strategic”. It is an advertisement after all but it gets the job done i.e. repeatedly communicating or reminding what the brand stands for. The car is meant for the family. Honda Civic is family car.
You wouldn’t expect the marketing teams of global companies such as Honda to get anything wrong, but believe me there are bigger companies which have produced marketing disasters.
This ad gives a compelling message about the car being a family car. Out, loud and clear! It also makes for a funny ad to remember and talk about, in fact literally a “remarkable” ad. It also plays on a man’s most intimate instincts, perhaps habits too but it stops at the right moment. The emotions captured are perfect, i.e. lost business opportunity for the hooker, embarrassment of the husband and dismay of the wife. Rather than spending time on features, mileage, look, colors, stylishness etc of the car, the marketers have done a remarkable job in telling what the product is, a family car.