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Commercial Examples

Examples of Engaging vs. Non-engaging Commercials

Cancer Centers:

Abramson Cancer Center (Non-Engaging)

NOTES: Commercial is self-serving and reads like a print brochure, highlighting too many takeaways.

00:00 / 01:01

Rosenfield Cancer Center (Emotionally Engaging)

NOTES: Commercial tells a story, creates a mental picture in the mind of the listener, and sells hope.

00:00 / 00:31

Goddard School:

Goddard School (Non-Engaging)

NOTES: Commercial is one large, single-announcer "bald spot" that lacks emotion and fails to paint a mental picture.

00:00 / 01:01

Goddard School (Emotionally Engaging)

NOTES: Commercial tells a story, creates a mental picture in the mind of the listener, and positions Goddard School as the ultimate hero.

00:00 / 01:02

Maggio Cheese (Contest):

Maggio Cheese (Non-Engaging, 815 entries)

NOTES: Commercial lacks emotion, reads like a laundry list, and fails to paint a mental picture.

00:00 / 01:01

Maggio Cheese (Emotionally Engaging, 16,300 entries)

NOTES: Commercial has personality, is memorable, and focuses on one key takeaway. The result was 20 times the amount of contest entries vs. the non-engaging spot.

00:00 / 01:00