My favorite kind of television commercial is one that can get its message across using little or no dialogue. In my opinion, it takes a tremendously creative mind to use only background audio, visuals, and suggestion to spark the imagination of the audience into understanding the commercial’s meaning, and to remember the brand and product. Also, it proves that we as a society are visual by nature. A commercial with no dialogue actually holds my attention, because it is a relief from all the constant noise of television, and its especially a break from the other commercials with corny lines trying to sell me something. Obviously, I am one of those people who cannot be sold, and when there is a break from dialogue…it’s a relief to my senses. Magically, I pay attention. Another appeal about commercials with no dialogue, is that they usually employ another element with wide appeal; humor.
My favorite Superbowl commercial - Dorito: Power of the Crunch - was chosen from the top 10 of 2009. I decided to watch the latest, just to see where the mind of society is, these days, when it comes to consumers and advertising. Before I got to this commercial, I watched about 4 or 5 other commercials, and found that the mind of society as it relates to Superbowl Sunday, is an immature minded, 25 - 50 year man married to a witless, annoying wife, and therefore, prefers drinking with his buddies, looking at women with lots of cleavage, thinking random and numerous thoughts about sex, and of course, he loves watching football. This is the market segment being targeted on Superbowl Sundays. No surprise. My favorite brought some of these elements into play/; the immature guy fantasizing about sexy women. The commercial opens with an everyday, ordinary guy, munching on a bag of Doritos on a busy city sidewalk. He puts a Dorito in his mouth and it crunches really loudly, causing a series of fantasy events to occur, to his pleasant surprise.
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