It's not what you say, it's how you say it.

The power of feelings

A great example of associating products with emotional needs demonstrated this week by Benson For Beds new TV advertising campaign.  I think it broke on ITV yesterday.

Strong visuals, soft focus imagery, few words on screen, nice 'plinky plonk' music, softly sung, hardly any actual full blown product shots.  Simply an implication that the manufacturer is focusing on what customers need and demonstrating visually that they're providing just that; ultimate comfort.

Much more effective than if they'd spent 30 seconds trying to ram their entire product range down our throats.

I'm going to be much more engaged by images of nice looking people languishing in soft, comfortable beds!  Made me feel sleepy just watching it.

Topped off with a strapline; "Whatever you want to be, be comfortable, be Bensons."

What do you reckon the creative brief said?

Make Bensons synomyous with comfort!

Click here to see for yourself if they did it:

https://www.youtube.com/watch?v=IfO2QL8MjAM