I have to admit to being a bit of a marketing/advertising nerd. I studied Communication in college, and really enjoyed looking at our culture and how it influences our lives. So every once in a while I come across something that really bears mentioning as a fantastic example of creative and effective advertising. Last night I saw for the first time a commercial by Pillsbury that is well worth writing about.
The commercial showed several people sniffing the air contentedly and clicking their heels together three times. Not a word was said throughout the entire spot – and the only words shown on screen were near the end – but there was no mistaking the unsaid message: “There’s no place like home.” The viewer couldn’t help but think of Dorothy’s technicolor wish.
At the end of the commercial was a single sentence, written on the screen: “Home is calling.” A perfect ending – rather than using the line “There’s no place like home,” they evoked it with the heel clicking and the last line of the commercial. It played on an extremely common cultural icon (I mean, who hasn’t seen The Wizard of Oz at least once? And even if you’re not a fan, who wouldn’t recognize the heel clicking and connect it with “There’s no place like home”?) and reminded viewers of the product, both without being obvious.