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.
Rosenfield Cancer Center (Emotionally Engaging)
NOTES: Commercial tells a story, creates a mental picture in the mind of the listener, and sells hope.
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.
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.
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.
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.
