Advertisements can take many forms and be effective in many different, sometimes contradictory ways. That’s partly why we love marketing and business so much – we get to experience the intrigue of creative problem-solving and see what other great companies come up with.
We don’t know if this voice mail is real or not, but it’s hilarious either way. If it’s real, then we have to give Gelato Messina credit for thinking to use it as an engagement piece. If it isn’t, then we have to acknowledge their sheer creativity.
Either way, well done!
We’re not understating the value of the concept’s humour, but this is brilliant for many reasons beyond just that:
It encourages people to talk about it
The nature of the ad encourages people, whether they’re fans of gelato or not, to talk about it. People are bound to speculate as to whether or not the ad is real.
It’s unique
The whole concept is centred around a simple voice message. Can you name any other ads off the top of your head that are? Even if you can, you’ll have an easier time naming ads that aren’t.
It wouldn’t have cost much
The ad relies on the strength of its concept rather than a big budget. It didn’t require anything fancy to execute, which means the ROI generated would have been huge.
It’s relatable
How many people can relate to failed or readily abandoned New Year’s resolutions? How many people can relate to breakup conversations? This ad hits on familiar themes and concepts that are already firmly planted in the psych of its audience, creating an instant connection.
It makes their gelato seem really, really good
And lastly, the ad makes it seem like the product is absolutely amazing. The caller mentions how important this gelato is to her life – you have to assume that wouldn’t be the case unless it was life-changingly delicious.
