Thursday, April 9, 2009

Early Light Breaks Through

Something caught my ear this morning while sipping coffee, reading the NY Times, and sort of listening to the CBS Early News on television.

This commercial is about 10 years old, yet it is timeless in the way it joyfully captures the centering benefit of it's product category. It was good to see it again.

It reminded me of another classic Folgers commercial. The sense of category joy is extended with "Everyday I wake up, pour myself a cup, of that rich Folgers aroma, the best part of waking up."

This commercial, also close to 10 years old, has struck such a resonant cord that people now make personal video homages and release them as virals. These virals extend the brand community in a spontaneous, self-generating way.

Here is one released on YouTube in 2006 by four college students in Seattle.

The students express and extend the brand personality in their joyful performance. As of today, this video has only 19,840 views on YouTube, yet it powerfully demonstrates the resonance of the Folgers advertising.

Copyright © 2009 by John Eighmey. All Rights Reserved.

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