First, the commercial:
Why This Commercial Works
A hallmark of a great advertisement: when the actual runtime feels shorter than it actually is. When I first saw this ad, I thought it was 15 seconds, not 30.
This is highly entertaining while effectively conveying their single message: this is a coffee maker that will brew seven different beverages.
Therefore, the “Transformer” effect is devastatingly good.
Add in the “Text To Speech” effect saying “What can I get for you?” over the electro music bed with the voice-over referencing “seven different beverages, one smart little bot”, and this ad is as solid as the coffee maker itself appears.
What This Commercial Doesn’t Do
- Yell all seven different drinks to you (you’re shown what it’ll make by the shape of the containers – very smart!)
- Tell you how “convenient” or “easy” it is to make the coffee
- Proclaim that it will “save you time and money”
For This Commercial To Be This Good, It Required:
It’s commonplace and very lazy for most writers, producers, and “creative” types to want to yell everything to the audience (a la Billy Mays).
Or, this commercial could have been the typical “woman in kitchen making coffee, talking to no one in particular about how ‘great’ her new Tassimo coffee maker is”.
In this instance, a sleek product requires a sleek commercial.
I’m Not Really A Coffee Drinker. But If I Were:
I would seriously investigate this product
And that, my friends, is the goal of the commercial.
Not only is this an impressive coffee maker, this is an impressive commercial.