Emotional, unexpected, concrete, credible and tells a story. From Chip and Dan Heath’s Made to Stick this commercial is incredibly “sticky”. I like giving the presentation on Made to Stick to my class. I try to get students to use the 6 principles as a guide to thinking about and developing communications.
You can watch a commercial like the Royal Dutch Guide Dog one and check the boxes that apply to the ad. The best ads are many different “Sticky” factors all rolled into one. Try it on your next newsletter, your business cards or anything else, the more “sticky” your message, the better odds someone remembers it.