The most fascinating aspect of the Budweiser commercial (in my opinion) is not the adorable puppy or the heartwarming story of friendship, but instead it is the widely adored reaction that it received from almost every viewer. Social media is on fire with applause about this one commercial - this commercial that did not feature any celebrities or offer any humor, like most memorable commercials possess.
This commercial did not even include dialogue.
After careful analysis, I have discovered why this "Puppy Love" has so many fans swooning over it. Here is why Budweiser's non-verbal rhetoric stole the hearts of America.
First of all, let's talk about timing. The most important aspect of advertising is timing. Obviously, a commercial during the Super Bowl is optimal advertising time. On a more accessible scale, though, timing is the key to great advertisement. For example, studies show that people are most active on social media sites between 8:00 AM - 10:00 AM (sorry employers!) and 8:00 PM - 11:30 PM. Therefore, if you plan to launch a site or blog post (ahem) during the week, this is the optimal time to reach the most visitors. The same goes for press releases and other marketing platforms. The Sunday paper receives more viewers than the Tuesday paper. Study the general population's tendencies and use them to your marketing advantage.
Secondly, know your audience. This expression is often thrown around when someone tells a terrible joke, but there is often very applicable truth to the saying. Look at the values that Budweiser displayed in the "Puppy Love" commercial: brotherhood, freedom, non-conformity. Now think about the Super Bowl. This has to be the most "American" (stereotypically) day of the year. People are celebrating our country's own sport, chowing down on hotdogs and chips, and drinking beer like it's its own sport. Famous singers are brought in to dazzle the crowd with a plethora of American anthems. And, regardless of what team you are cheering for, there is a sense of overall camaraderie amongst the fans.
So, in the midst of the most "American" day of the year, it's pretty genius that Budweiser drenches its commercial in all things American. American history is drenched in brotherhood - United we stand, Divided we fall. This great American bond is symbolized through the relationship between the puppy and the horse. No matter what trials life brought, they found their way back to each other. Which then leads us to freedom - the most American value of them all. The puppy escapes his confines time and again to reach his desired destination. Nothing can hold him back from his dreams. The puppy desires to be one with the horses; nonconformity at its finest. He can be anything he sets his mind to. Hello, America.
When creating an advertisement, it is important to know the demographic that you are reaching. Know the breakdown of male vs. female. Research the age groups, income levels, health problems, etc. Know what you are selling and to whom. Most people in this world care about one thing above all: what's in it for me? The only way to convince someone to buy your product is to convince them of why they need it. Know your audience so you can make a case for your business.
The final reason why the Budweiser commercial is so universally loved is just that - it is universal. There are no words spoken in the commercial, which makes it relatable. It doesn't target just dog owners or just horse owners. It targets anyone who likes puppies or horses, anyone who values friendship, and basically anyone who has a soul. While it is important to know the general demographic of the audience your advertisement is reaching, it is also important to give your campaign a sense of universality. Don't exclude people from your advertisement, because you never know who will read what you have to say.
Ready to start implementing these strategies into your marketing campaigns? Convinced that now is the time to grow your business? Contact Rhetoric Refined at info@rhetoricrefined.com or view the packages offered at www.rhetoricrefined.com
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