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What spots work/worked best at moving product?

N

nojustice

I never see this in here and that is odd considering selling product is our job. What spots have you heard or produced that really moved people to purchase...and why did they work?
 
It is my opinion that 60-second endorsement spots, done live by familiar, trusted, positive-testing personalities are the most effective. It is crucial that the personality have credibility with regard to the service or product. That is, if they're pitching home improvement stuff, the audience needs to believe they use it themselves and know how to tell the difference between a good product and bad one.
 
Ask the makers of any product that Paul Harvey endorsed.

This is not saying that everything PH endorsed was worth the money (Bose anyone?). But he sure could move product or reinforce a brand's image.
 
Paul Harvey was the perfect example. If he didn't really BELIEVE in the stuff he hawked, he fooled everyone. A sincere ad-lib using their yellow pages ad for talking points is always better than a page full of someone else's words.
 
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