Video content is our bread and butter here at Tongal, especially branded video content AKA commercials. We work with our brand partners to hone their messaging to create a compelling brief that our community, in turn, interprets into Ideas and finally into Videos. Once those videos are out in the wild, we love to share the results and celebrate the creators behind them.
There’s no doubt, you all are doing awesome work! There’s also no doubt that we can always keep learning, keep innovating, keep expanding our creativity. Spot On is a new blog series all about capturing what’s new and cool in the world of commercials outside of Tongal, diving into why a piece of creative works for the brand and for consumers, and what Tongalers can learn from it.
To kick things off, let's take a look at the first video in a newly launched Go-GURT campaign called 'Tim & Charlie'. Sense of Accomplishment introduces us to Tim & Charlie, two worldly fourth-graders dressed up as senior citizens lamenting how easy kids have it today.
Why It Works
I don’t care what anyone says, the best part about getting older is complaining about ‘kids these days.’ This spot works for consumers because it appeals to adults’ sense of irony while also being really adorable. Afterall, it’s adults who are buying this product for their kids and the new easy-open feature is as big of a help for them as it is for their children.
The concept also works for the brand because the ‘Tim & Charlie’ characters are memorable and make for a great campaignable idea that can be iterated on again and again. We like that Go-GURT decided to turn a simple and an oft-repeated marketing message: “Hey, this product is new and improved,” on its head to do something fresh but also timeless.
What You Can Learn
Ideators on Tongal are often called upon to come up with a campaignable idea for a brand, and this is a perfect example of what that means when it’s put to practice. By tying the marketing message to characters that are ownable and can easily be adapted to all kinds of situations, Go-GURT is able to get a lot of mileage out of the creative. As you come up with Ideas for Tongal Projects, think of how you can let the story drive the action and ladder up to the marketing message without boring viewers with a hard sell.
If you had submitted “Jaded fourth graders complain that the younger generation has no idea how difficult it used to be to open Go-GURT,” that would be a solid Idea. But, by putting the kids in old man drag, you would’ve cranked that Idea to 11! The takeaway: Always think about how you can go one step further and really create something compelling!
---
What did you think of this spot? Which ad should we tackle next? Tell us all about it in the comments below.
