I have written about ineffective TV commercials here and here. Today I found one that is just the opposite. It is very effective because it fits several criteria mentioned in Made to Stick by the brothers Heath. The book, by the way, is highly educational, entertaining and practical. I strongly recommend it to anybody who is interested in marketing (viral or otherwise) and/or psychology/sociology.

In the book, the authors discussed six key principles that helps ideas spread: simplicity, unexpectedness, concreteness, credibility, emotions and stories. (The initial letters spell out “SUCCESs” for easy remembering). Briefly, here are the abridged version of the principles:

  • Simplicity refers to an idea that is core and compact
  • Unexpectedness refers to breaking of pattern to attract attention
  • Concreteness refers to creating concrete images to convey your message
  • Credibility refers to using credentials to support your idea
  • Emotions refers to making people feel something with your idea
  • Stories refers to tying your idea to a story

What made the commercial I have embedded below so memorable is that it incorporated many of these principles. In particular, I think it is simple, unexpected, concrete and emotional. Watch it and you’ll know what I mean.