Before you dig into this post, take a moment to reflect on the last time you saw a really great, really memorable, really brand-endearing produced television commercial? With the exception of perhaps Dollar Shave Club, I’m hard-pressed to come up with an answer.
I recently read a statistic that noted by age 65 the average American has watched more than 2 million television commercials. At 30 seconds a spot, that boils down to 1,000,000 minutes of life. If my math is correct, that further breaks down to 694 days. This means the average adult has spent nearly two years of their life watching television commercials by the time they blow out their 65th birthday candles.
There is a quote from Mumford & Sons that goes something like, “Where you invest your time, you invest your life.” I don’t know about you, but I can think of plenty of better ways to spend two years of my life than watching lukewarm tv commercials.
Regular followers of Brains on Fire know that we often (loudly and proudly) talk about the merits of empowering fans and customers to share their passion for your brand through stories about your brand. Whether you’re asking people to give up 30 seconds of their life to watch a tv spot, or hoping they’ll invest 30 years of their life as a loyal fan, your brand’s best stories aren’t those that clever marketers create, they’re the stories you empower your advocates to tell.
The proof is in the VHS.