Here’s a TV spot I like for free daily Metro. Simple and based on consumer insight.
Some people would watch this spot and say that competing free daily 24 could have run the same ad – there’s nothing unique to Metro about other people reading it over your shoulder. It’s a category thing.
Meanwhile, I’ll bet there are some really insignificant differences between Metro and their competitor – something like nicer paper stock or one more local reporter. Is that the stuff that people care about? Is that the stuff that makes great advertising? Probably not.
Sure, the competition could have run this ad. But they didn’t. Metro did. And (ironically) Metro will grow their brand for advertising category in an insightful way. (The risk in advertising category is that people don’t remember the brand that ran the ad – notice how this ad has the Metro masthead visible for the whole spot to address this?) If the competition is unoriginal enough to copy later, it will be the same effect as hearing the same joke twice…dead silence.
And you know who advertises category? Category leaders.
Nice one Metro.