This commercial projects creative energy with a "mindful - playful" brand personality. Mindfulness comes from the strategic premise of flexibility to meet unanticipated needs, while playfulness arises from Dr. Seuss-style writing and imagery.
Minnesota's own Garrison Keillor performed the voice-over, adding his own home-spun charm to complete the storytelling.
For more perspective on psychological theory and the development of persuasive advertising, please see Strategic Power of the Theory of Planned Behavior.
Copyright © 2011 by John Eighmey. All Rights Reserved.