Making Unmentionables, Mentionable

Creative agencies are tasked on a regular basis with crafting advertising for products that people would rather not talk about. Everything from tampons to adult diapers, STDs to erectile dysfunction, as marketing professionals it is our job to find decent, memorable ways to discuss the tough stuff. Donald Miller’s Building a StoryBrand (2017) claims the reason consumers choose to buy from brands is because they have given them a clear solution to an everyday or surprise issue that has interrupted their status-quo (p. 31). This had me thinking about how some creatives make unmentionable products and services into mentionable, recallable and down-right appealing marketing materials all thanks to a story.

Suffering from an itchy bum? https://www.ispot.tv/ad/nSXy/charmin-ultra-strong-itch-scratchy#

Although Miller (2017) explains that you don’t always have to use a silly character to get your point across, sometimes, like in the case of Charmin, animated characters can help tell the story more directly. Charmin’s agency has developed a wonderful cast of cartoon characters that are just human enough to tackle tough issues, like an itchy butthole and singing about “oh yeah my hiney’s clean”, without having to black bar any unsightly scenes or bleep out any offensive copy. To Miller’s (2017) point, the more we talk about the problems our customers face (the REAL problems), the more likely they are to believe in the brand.

Trying to combat the inevitable deluge from your period? https://www.ispot.tv/ad/td_0/always-what-the-gush-moments

In Jonah Berger’s Contagious (2013), he posits that stories are one of the principles that drive things to resonate with consumers. This Always commercial blatantly addresses one of a woman’s worst experiences during her monthly cycle in a direct, easy to understand way that is not only vivid but also quite engaging making it a poster example of how a story can be utilized to sell and stick (Berger, 2013).

Concerned about the crooked shape of your pecker? https://www.youtube.com/watch?v=fryBnFSYlLw

Saving the best for last, pharmaceutical commercials have a history (seriously watch any 3 pharma commercials and I guarantee you that 2 out of 3 will) of delivering their marketing messages through stories. As Miller (2017) asserted that his BrandScript is the ultimate template, this Xiaflex commercial is no exception. A character (color coordinated men) encounters a problem (suddenly crooked genitalia) when a guide (an informative vegetable voice over) offers a plan (consult with your urologist with your vegetable of choice) and calls them to action (buy Xiaflex!) to help avoid failure (disease!) and ends in success (a normal shaped gent and a happy life).

Even after all that is said, I can’t help but wonder if the truly difficult feat for us advertising professionals is to make ordinary, everyday items memorable or approach those that are considered unmentionable into mentionable? The jury is out.  

Berger, J. (2013). Contagious; Why Things Catch On. Simon & Schuster. New York, NY.

Miller, D. (2017). Building a StoryBrand; Clarify your message so customers will listen. Harper Collins. Nashville, TN.