A Wren Says

Over and over and over again, the refrain was repeated. In those days of regular cable and unskippable ads, those commercials were unavoidable. “Head On. Apply directly to the forehead.” Whether you wanted to or not, you remembered it.

The Head On commercial is something I remember interrupting so many of my favorite shows, and yet it was a great commercial. Its simplicity was effective. I knew exactly the purpose of the product and the need it met. It was clearly for when you needed quick relief from  your headache. I knew exactly where to find it. And if I ever had a headache and was in need of a solution, it was a memorable product that came to mind.

Now, the controversy that followed regarding its claims of effectiveness aside, it has to go down as marketing genius. It’s simplicity, emotional appeal, memorability, and clear messaging is what made it so effective. Now in this age of advertising everywhere, we have to go back to some of those principles to find ways to cut through the noise. How can you innovate by simplifying your messaging? And how can you make your ads something that people remember for years to come?