Design as conversation - Old Spice

Remember I was working at an international advertisement company, JWT, last summer in Hong Kong. "Advertisements" remind me of design as a conversation. We see advertisements everywhere anytime. Advertising are on the internet, television, newspaper, flyers and more. It's everywhere and so close to us that sometimes we're unconscious about it. Imagine the world without advertisements. I’m pretty sure the part of the society will stop running. Yet, what are the elements of making a memorable and successful advertisement that always stick on viewer's mind?

I'm sure you've seen a lot of cool advertisements during the super bowl. If you ask me to think of the most memorable advertisement that I've seen, the first one that pops up to my mind is the "Old Spice" shampoo commercial,"the man your man could smell like me". There're psychological elements in it which the black guy in the commercial talks every script really fast and limit viewer’s time of thinking. The repeating sctipt,"Look at your man!","Back at me","Now back to your man","Now back to me" produce an illusion to the women which makes them think man who use old spice shampoo are much better. On the visual aspects, there is beautiful scene, like on the boat and luxuries like diamonds to attract people's attention. The commercial reached over 10000000 hits on youtube after the super bowl. In a month after the commercial, the sales of old spice body wash increased 27% from the former year and sales rapidly increased in time. To know more about the case study of the “Old Spice” advertisement, check out this out .