The Lebron/Kobe commercials are very similar to the Lil’ Penny originals. These commercials also rely on the emotional connection over the rational. The commercial doesn’t contain any technology or value messages that give you a reason to buy Nike products. They are relying on that same emotional connection they made with me when I was 10 years old. I can imagine a 10-year-old kid running around a playground in Cleveland yelling “playoffs” as he puts up jumpers. It doesn’t matter that the only shoe shown in the entire commercial is a puppet shoe. The consumer connects Nike, Lebron and Kobe together in their memory. Not because Nike reminds the consumer of Lebron and Kobe, because Lebron and Kobe reminds the consumer of Nike.

I’ve said before, that in down economic times, companies need to give consumers a rational benefit, be it value or other, if they expect someone to spend the money they are so dearly holding on to. These commercials don’t do that so I don’t think they are exceptional commercials for this current economy. If Nike is willing to ride out this down time and focus on the emotional connection with their consumers, these commercials do a great job of that.

As for the Lil’ Penny commercials, they will forever be ingrained in my mind as a fond memory from my childhood and as an argument in favor of a strong emotional connection lasting a long time.

What do you think about these commercials? Does the emotional connection work like it did with me?

-Dennis

The strategy behind the spot is simple and sound. Most people don’t understand insurance. They don’t really know what is in their coverage and what isn’t. But with State Farm, you don’t have to worry because you’re covered.

Having Lebron James in the commercial lends a memorable face. The “Kid and Play” dance session between James and one of the friends gives the otherwise serious commercial a moment of levity. These features combine to make a memorable and effective commercial.

What puts it above and beyond in my eyes is the selection of the friends. State Farm could have chosen to use three players from the Cavaliers or just two other famous NBA players. Instead they chose to go with Lebron James and two “regular” people. I think this was a great choice. It allows the consumer at home to relate with the “regular” person who had his car broken into. If it was James’ car that was vandalized, you would expect him to be covered because he has millions of dollars and can afford top coverage. Having the “regular” person’s car broken into allows the consumer to feel like they could be in that position. It allows the consumer at home to feel like calling State Farm is a good idea to make sure they are covered.

What do you think about this spot? Does it speak to the consumer effectively in your eyes?

-The Account Guy