Commercial Analysis

In the commercial below, there are many strategies being used to capture the viewers attention and direct it to the skit, while delivering a worthwhile message and advertising a specific service. First of all, the insurance company are stressing the idea that any disaster can happen at any given time. They provide a solid sanctuary with a foundation of trust by assuring you (the viewer) that in such a tragic situation, all you need to do is just call them. I believe a touch of red herring was used. Just a dash, though, because while they get the attention of the viewer with the acupuncture, the central theme of insurance is tied in as the building goes up in flames. There is also hasty generalization in the midst of this commercial: they don't mention anything about other companies, and they don't compare themselves to any rivals. All the company conveys is that in a sticky siutation, you just need to call them. This creates the begging question of "why should I call you instead of some other company?". This unanswered question still hovers over this clever commercial. Perhaps if the commercial incorporated statistics or something concrete that the viewer could maintain trust. Instead they catch your (the viewer) attention with a creative and far-fetched scenario and then flash their logo at the conclusion. So why should I do business with this insurance company? Because there is a man still standing at the window of a burning building, afraid to jump because of the inevitable pain and the bills he will receive because he doesn't have insurance (more specifically the first reason). This commercial was msuccessful because the first time I saw it, it stuck in my head. I began to ponder what I would do in such a sticky situation. It made me remember the company. But I wondered how good this company could be, when they don't show any statistics or have any credible sources speaking for them. They just have a witty little skit. Good commercial, but when someone really puts thought into it, not so good.