HOW WELL DOES A FRIENDLY SMILE SELL?
Car insurance and cell phone plans – two of the most exciting topics to create memorable advertising campaigns around. Right?
I’ll grant you that making the wrong choice for either can prove costly in any number of ways. But wading through the options, pricing alternatives, deductibles and payment terms can make your hair hurt. Just writing about them, I can feel a dull ache starting just above my hairline.
Fortunately, when it comes to communicating brand messaging for these industries over the television airwaves we creatives can always resort to a tried and true artifice to make the details palatable: the spokesperson. The history of advertising has been populated by legions of them. From Charmin’s Mr. Whipple to Direct TV’s Rob Lowe, they toil frantically in 30 second story arcs to get us to remember the brand, the advantages and where to go to find them.
Which brings me to the point of this post. And by the way, for those of you still reading, thanks for your patience. Two very “popular” brand spokeswomen will be battling it out in this zero-sum competition. I say popular because, like an over-the-counter medication, their on-air performances are closely scrutinized and tested for effectiveness among their intended users. In the case of each of these women, “sell-ebrity” can be a very, very fleeting thing. Fortunately both enjoy strong audience recognition and acceptance.
A veteran of the ad wars, Flo’s animated, off-kilter sensibility and delivery continues to offer many story telling opportunities. Played by stand-up comic Stephanie Courtney, she’s perky, energetic and always ready with an answer when it come to saving people gobs of money on their vehicle insurance.
Compared to Flo, she’s a relative newcomer to the Ad Wars. Brought to life, so to speak, by comedic actress Milana Vayntrub (say that three times fast), Lily’s approachability, sense of humor and Q scores make her a fave among consumers. Every customer’s friend, she shows no signs of wearing out her welcome or losing her appeal anytime soon.
HOW TO SCORE: Evaluate both of these hard-working, young women on 1) their ability to create brand awareness, 2) entertain you, 3) their likability, 4) the ability to make information understandable and clear, 5) how effectively they “sell” and finally 6) their ability to keep your hand from frantically reaching for the remote.
I invite you to watch, vote and comment, and look forward to your contributions.