What seems like nonchalant dribbling in the beginning, leads to a chorus of the iconic Christmas song ‘Carol of Bells’ in the NBA’s newest advertisement for its Christmas day uniforms. It features Dwight Howard, Camelo Anthony, Russell Westbrook, Joe Johnson and Dwyane Wade using their primary instrument, the basketball, to create a rhythm that captures the audience’s attention in order to showcase its new uniforms.
Ad Age reminds its readers that this advertising format is all too familiar. Previous advertisers, such as Nike’s “Freestyle” Commercial and Volkswagen’s “The Bark Side” Commercial, have used this simple, yet creative video composition to catch the viewer’s attention.
The fact that consumers are bombarded on a daily basis with an abundance of commercials means that advertisers have to become even more creative to capture their audience’s attention. There is a push to produce commercials that promote the company’s products in a way that sets it apart from the rest.
Advertisers are using this entertaining, musical rendition to escape the traditional commercial format. It provides the viewer with a lasting impression and creates something worth sharing and talking about. This commercial format gets its point across while avoiding the use of the exhausted, conventional dialogue that consumers are all too familiar with.
Not only is it a new way for advertisers to capture its audience’s attention, it also creates content that promotes a positive impression on the company’s target audience. By shifting the focus from the conventional product promotion to an entertaining format, it takes away the negative associations that viewers can have with commercials and encourages them to pay attention.