Okay, that out of the way and for people who don't download the video, the video opens with a fellow standing outside of a car, his back to us, relieving himself over the side of a mountain. We see nothing indecent or vulgar. Some friends of his, all males, are in the car waiting for him.
When he walks back to the car, they pull ahead a bit. Laugh, laugh, chuckle, chuckle. He walks to the car and they do it again. Yeah, yeah, laugh, laugh. He walks again, they do it again.
The entire video takes about 33 seconds to run. The commercial ends with the males in the car driving over the side of the mountain because they're all looking at their friend, running to catch the car, rather than where they're going. At the top of the video is "Why we insure women only."
Sweetness sent me this video within an hour or so of Sommur's email, and they fit so well together that I had to share them.
Long ago one of my mentors shared three jokes with me. The first joke is one only men will laugh at, the second only women will laugh at and the third is a joke that both genders will laugh at. I'm not going to share them here because, well, you know. This video reminded me of those jokes, though, and is an excellent example of gender based marketing. Men will enjoy this video even though they're not the target because men laugh at this kind of thing. Women will enjoy this video because the end message creates community among females by demonstrating something women already know about the male half of the species.
Nicely done.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
I'll be speaking at the San Francisco April '07 Emetrics Summit on Quantifying and Optimizing the Human Side of Online Marketing on May 7, 2007. Come on by and say hello.
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