This month I cover two ads, both of which use an unbelievable narrative in quite different ways and for quite different purposes. I think one works and one doesn’t. Let me know what you think.
In this first ad Pizza Hut is trying to convince meat lovers to try a meat substitute pizza by using one of nature’s greatest carnivores chomping on a fake meat pizza. Unbelievable. And I wouldn’t want to be the actor, if there was a real lion next to him, once it realised it wasn’t real meat. And I also suspect lions prefer their meat raw (no pun intended).
Do you think this ad would convince a meat eater to convert, or do you think the ad was targeted at vegetarians craving protein?
And now the second ad.
In this second ad, DHL is just trying to convey its extreme customer service, piggybacking on an iconic James Bond franchise. A typical Bond car chase with DHL. Unbelievable. Different from the previous ad as it was using a narrative to promote its brand promise.
Which of these two unbelievable ads do you think works best?
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia’s Leading
Advisor on Emerging Businesses and provides Coaching and Consulting advice
to Australian Small Business Owners in Marketing & Business Strategies
Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success
and Price: How You Can Charge More Without Losing
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