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Tonight at about 9PM I saw the Un-Big commercial for the first time...And I believe I finally figured out what smartUSA had in store for it...But in order for everyone to understand, I have to tell a story...
When I got to my friend's house tonight I talked about that BRABUS in Chicago and how it's going at a bargain bin price. At one point my friend's dad asked about safety...Instinctively I shot straight for the tridion cell. I explained to him what it was and how it worked, then I whipped out the iPhone and showed him picture of a passion coupe and then just the naked tridion. As he examined the tridion cell picture I started hearing "BIG BIG BIG BIG" in the background. My head immediately turned to the TV which was indeed airing Un-Big...
After the spot ended I sort of loudly cheered, at which point my friend's dad asked me what happened:
"What's wrong with you?"
"You didn't see it?"
"See what?"
"That smart commercial!"
"Huh? Oh, you mean BIG BIG BIG BIG BIG BIG BIG BIG smart?"
"Yes! How'd you know about it?"
"Already seen it a couple of times."
If you watch the spot, they say "BIG" several times and "small" twice. Never do they actually say "smart". But because "BIG" was extremely redundant, "BIG" becomes associated with the subject, in this case, smart.
It's not a proven theory but as I had witnessed tonight, it seems that's the direction smart was headed with this ad. It's not to say everything's big but smart, but to make you think smarts are big...Using repetition...
Also, using repetition (or just something catchy) you create something memorable. Think about the insurance companies, Geico has "15 minutes could save you 15%..." Allstate has "Are you in good hands" (as well as "mayhem" for parts of the past several months), and SafeAuto even has a catchy jingle. In smart's case, they repeat "BIG" so many times that "BIG' became associated with smart!
When I got to my friend's house tonight I talked about that BRABUS in Chicago and how it's going at a bargain bin price. At one point my friend's dad asked about safety...Instinctively I shot straight for the tridion cell. I explained to him what it was and how it worked, then I whipped out the iPhone and showed him picture of a passion coupe and then just the naked tridion. As he examined the tridion cell picture I started hearing "BIG BIG BIG BIG" in the background. My head immediately turned to the TV which was indeed airing Un-Big...
After the spot ended I sort of loudly cheered, at which point my friend's dad asked me what happened:
"What's wrong with you?"
"You didn't see it?"
"See what?"
"That smart commercial!"
"Huh? Oh, you mean BIG BIG BIG BIG BIG BIG BIG BIG smart?"
"Yes! How'd you know about it?"
"Already seen it a couple of times."
If you watch the spot, they say "BIG" several times and "small" twice. Never do they actually say "smart". But because "BIG" was extremely redundant, "BIG" becomes associated with the subject, in this case, smart.
It's not a proven theory but as I had witnessed tonight, it seems that's the direction smart was headed with this ad. It's not to say everything's big but smart, but to make you think smarts are big...Using repetition...
Also, using repetition (or just something catchy) you create something memorable. Think about the insurance companies, Geico has "15 minutes could save you 15%..." Allstate has "Are you in good hands" (as well as "mayhem" for parts of the past several months), and SafeAuto even has a catchy jingle. In smart's case, they repeat "BIG" so many times that "BIG' became associated with smart!