Template #4 - The Uncommon Use
While similar in many respects to the Extreme Situation Template, there are two key differences.
Key #1: There is an element of surprise in the ad. Often it is not clear what the advertisement is for until the end of the commercial.
Key #2: One key feature is singled out in the product and used in an unusual way.
In the first example, you’ll see an SUV being followed closely by a semi-trailer truck. Only at the end of the commercial is it revealed that the SUV is actually towing the truck.
In the next example a pair of jeans is used in an unusual way. This was an award winning ad back in 1989.
Next template: The interactive experiment
-Brad Brooks
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