Metaphor is a powerful thing – it draws on existing concepts in our minds that we already understand to help us see new perspectives.
And when it comes to advertising, helping people see new perspectives is incredibly important. Your target audience needs to grasp the value of what you do within minutes, and metaphor can be one of the quickest ways of making that happen.
This ad by Conductor, a New York-based SEO and content marketing company, is a brilliant example of metaphor done right.
It shows two people having a couples therapy session, except the “people” are actually SEO and content. They’re at odds about what matters more, and the arguments that unfold are absolutely hilarious while being completely relatable.
The relationship between SEO and content is an interesting one. Passionate content purists will tell you that content should be written for humans rather than robots, while SEO experts will tell you that the most human thing you can do is cater to search terms with smart keyword usage.
If you want to see the ultimate conclusion of the “debate”, you’ll have to watch the video. But don’t worry – it’s an absolute treat to sit through.
