Traditional advertising features a solution to a problem. But often, it needs to present the problem itself, too, and that can lead to cramped or hurried storytelling.
But Hyundai agency Innocean rolled out a clever solution this week: Run two ads during the same commercial break. The first in a pair of 30-second spots for the Ioniq hybrid car features eco-conscious commuters singing their reservations about buying a hybrid—"lawn mower engines, no cargo room and crappy batteries," among others.
"This campaign is about understanding consumers' needs and providing them with the right solution. Why are people who are green in most aspects of their lives on the fence when it comes to buying a fuel efficient car?" said Eric Springer, chief creative officer at Innocean Worldwide Americas. The spot targets "fence-sitters," people who want to buy a hybrid but might have a few concerns. "People want to do the right thing, they just don't want to be guilted into driving the wrong car," he added.
The first spot ends with a pedestal shot of the Ioniq, but aside from touting the car’s high gas mileage, doesn’t address the complaints of the singers. But viewers watching on broadcast television will be treated to another song just a few commercials later. Innocean’s media buy has spot No. 2 running close on the heels of the first.
It features the same actors and the same tune, only this time, they’re happy Ioniq owners crooning about the benefits of their new car. "By getting creative with the media buy and presenting the problem and solution spots in the same commercial break, we're demonstrating this is a two-way conversation between the brand and its customers," Springer said.
While a 60-second spot would have been able to cover the same amount of information, separating the "bad" from the "good" makes for tighter storytelling. "Having them air in the same commercial pod, not back to back, is key," Springer said. "You take in the message of 'being a hybrid hater' and then a few commercials later see haters have become believers." And rolling over to a new spot helps keep viewers’ attention from wandering. Sixty second spots "can be death in this sound bite world we live in," he added.
The new campaign will also run as digital pre-roll video and includes OOH and cinema placements.