Do any of you remember seeing this commercial?
Whether you’ve seen it or not watch it again, and see if you notice anything different.
First and foremost I would like to thank not only Lt. Chuck Nadd, but the many other armed forces personnel who fight for our country everyday. If it wasn’t for you we wouldn’t be living in the greatest country on earth.
As for this Super Bowl, Super Bowl XLVIII, I don’t think many of the commercials made a lasting impression on me as this one did. It was a deep commercial which commercialized the “American Soldier”, in this case Lt. Chuck Nadd. I don’t mean any disrespect to him or any other soldier, but Budweiser, in this case does a great job to play with our emotions.
If many of you watch the Super Bowl as my friends and I do, and have done, you wouldn’t be able to hear a door bell with the sound coming from the TV. That being said…Once this commercial came on it had many heads turning to the TV as the song “I’m Coming Home” by Skylar Grey started playing. Watching the commercial, I couldn’t stop from glancing at the many peoples facial reactions that were present there. You could sense the emotions in the room at that point. But, this is not the single reason why I think this commercial was the best of the commercials shown during Super Bowl XLVIII.
The second reason I believe this was a great commercial is the use of the Zeigarnik effect. For those that do not know what it is, you can easily ‘Google it’, or keep reading. The Zeigarnik was a discovery made by Bluma Zeigarnik. Interestingly enough, she as was I were both born in a small country, Lithuania, in Eastern Europe. Though it is a very small country of under 3 million, the people have achieved very much, but this maybe for another blog.
The Zeigarnik Effect, as defined by ‘Psychwiki’, is “the tendency to experience intrusive thoughts about an objective that was once pursued and left incomplete (Baumeister & Bushman, 2008, pg. 122). The automatic system signals the conscious mind, which may be focused on new goals, that a previous activity was left incomplete. It seems to be human nature to finish what we start and, if it is not finished, we experience dissonance.”
One example of the Zeigernik effect is having an advertisement in which you have a sentence saying something but leaving out a word, causing the person looking at the ad trying to figure out the word which is missing. Many psychologists have done research on this topic and have concluded that when you leave out information, the human brain will not only try to resolve the issue, but the person will also remember this information better. As stated by Heimbach and Jacoby, from Nationwide Research Center and Purdue University respectively, in an article for the Third Annual Conference of the Association for Consumer Research titled The Zeigarnik Effect in Advertising, “Since Zeigarnik’s (1927) classic study, it has repeatedly been demonstrated that incomplete tasks are better remembered than complete tasks (cf. Butterfield, 1964).”
Now looking back at the video, at the 0:38 mark, Budweiser’s entire name isn’t shown. At this mark the only letters revealed are the beginning ones…”Budw”. A few scenes later, at the 0:44 mark, the next few letters are revealed…”weis”. Notice also the song in the background, how brilliantly it was used to anchor their brand while using the Zeigarnik Effect.
Genius Advertisement! Very Clever!
Now watch the video again, what do you think?