By Kiley Kellermeyer, MZD Account Executive
What is it about fairy tales that captivate us so? Perhaps it’s the way they bring out our inner child, or maybe it’s the enchanting idea that “happily ever after” really is possible.
Or, maybe it’s because they offer white steeds, brave knights and a no hassle rewards program.
Lost? Don’t worry, here’s a little story from the folks at Capital One that might help you out:
Now that we’ve cleared that up, we can discuss why so many advertisers choose to wave their magical wands over storyboards and sprinkle their ads with little bits of folklore.
Inner child, happily ever after, blah blah blah. The easy answer here is: women.
Moms, wives, daughters, girlfriends and lonely spinsters make up a considerable portion of the consuming population. And these consumers, whether they’ll admit it or not, have always dreamed of being the heroine in their own fairy tale, of braving considerable odds, of being swept off her feet by a Tuscan chef after snacking on Philadelphia Cream Cheese
Haven’t heard that one, huh? How about the tale of the charming man who finds the lost cell phone of a poor young girl, whose boorish sisters attempt to say the phone is theirs?
Of course, if I lost my cell phone I wouldn’t care if it was a frog prince that showed up at my door to give it back – as long as it was returned, but I suppose a dashing young man sells those features a little better. Although, I’d have to wonder how said dashing man found my house…
Speaking of frog princes, have you seen Pepsi’s take on the old classic?
Now THAT is a lady who knows what she wants – she wants an ice cold Pepsi even more than she wants a rich, handsome man to call her very own. And we all know a man is what every woman dreams of. Right?
I’m sorry. That was pretty stereotypical, wasn’t it? Sort of like the ads for milk.
To quote Sarah Haskins of Target Women “Wow. That got in almost every cliché about women. Can’t be single. Need to be saved by a man. Want marriage only. I think the only one they didn’t get in there is PMS.”
But, wait! There’s more Milk Magic where that came from!
Hooray! The brave, milk-bearing knight hath alleviated “that time of the month” and rescued the princess and her peasants from overwhelming mood swings! That’s not weird at all…
I think the lesson to be learned here is that fairy tales can be used beautifully and to great purpose if they are used correctly. They are, after all, strange, mystical tales meant to inspire and teach a lesson.
The (myriads of) fairy tales passed down through the years are excellent foundations for a great ad. Pepper the tale you’re weaving with a little humor and irony and you’ll be a hero.
But, whatever you do, beware the evil cliché!
The End.
Sarah Haskin’s Take on Fairy Tales, Advertising and Women:
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