A Truly Great 30 Second Spot
I’m sure we all had our fill of glitzy ads that may or may not have actually had anything to say about the goods and services they represented. Now, thanks to the magic of YouTube, we can watch almost any ad we want, at any time. So, take 30 seconds to see what a commercial can, in the hands of masters, do.
Notice that in scarcely 22 seconds, you are given an entire story about an adorable young woman and her equally adorable cat. It’s a great story too. Going to the big city to find your fortune is one of the oldest and most powerful dreams in the collective unconscious of humanity. In this case, it’s an eager woman’s trek to NYC from Oregon to pursue some kind of big opportunity. The best part, for the purposes of the ad, is that this dream is made possible specifically by use of the product they happen to be selling.
By enabling her cat to transition from an outdoor beast in, presumably rural, Oregon to an indoor homebody in the heart of NYC, presumably Manhattan, this product also gives our young heroine the strength to cope with her own emotional journey. The nature of this journey is brilliantly left entirely to the imagination of the viewer. The omission of pretty much all the details of her move forces the viewer to draw from their own best memories, stories, and dreams, creating a far deeper connection than would have been made by a more specific dramatization. We are given exactly enough to know what’s going on, and no more. By the end of it, you want to buy the cat food, and a cat as well, if you don’t have one.
This is how it’s done, folks. All the big game pretenders should take notice.