As now all seasonal holidays are heavily commercialized, we shouldn’t forget that Easter is just around the corner. Even if you’re not in the “chocolate bunny business”, there is a great sales opportunity in it. Although in terms of seasonal communication Easter is not as wide as Christmas, it is still worth it to put energy in the creative planning of an Easter theme TV spot.
While in the previous years food related sectors (trade and FMCG) have come out with the most Easter related spots, more and more brands from different categories have started to communicate their seasonal discounts as well.
As Synetiq has already measured many Easter theme ads in the last 5 years, a few conclusions can be drawn:
Although brands (and their ad agencies) still put more creative energy into creating heart-warming Christmas spots, they started to put more and more focus on Easter campaigns.
Advertisers use similar seasonal phrases.
Stories usually apply the same elements and situations: egg hunting and painting, cooking, baking, tables with delicious foods, happy family members. Although the familiar moments usually elicit positive emotions, having something unique makes the ad more memorable.
Storytelling instead of simple promotional communication has a greater impact on viewers’ emotions, especially when the ad is built on a linear story instead of patchwork.
Even if the story and the general seasonal promotions are appealing, many spots are using too complex and hard-to-process packshots, which ruins the activation power of the ads.
Now that you pretty much know the main conclusions of these spots, let’s have a look at the 8 most important takeaways to improve your next Easter theme TV ad:
Use a seasonal TV spot! It will align your brand with the spirit of the holiday and get you to potential customers.
Build your ad on a story, instead of communicating only discount prices. Viewers relate more easily to a story, especially when it comes to holiday stories which are “deep-seated” in most of the people.
Be creative and original! It is good to use a story (especially familiar moments), but keep in mind that without a unique element or strong insight and message, your ad will be almost the same as others’.
Use unique execution, as they are not only interesting but highlight your brand.
Use attractive food macro shots - they are highly appreciated. (Of course, just in case your story includes cooking, baking or eating-together scenes).
Attract viewers with your visual or focus on conveying your message! It’s okay to use visuals with spring colors and many cute Easter elements, but keep in mind that visuals have a stronger impact on viewers’ attention than verbal elements, which results that main messages should be mentioned during a “calmer” image.
Don’t ruin your ad with an overwhelming packshot! Viewers usually get tired by the end of the ad, so orient people’s attention to the most convincing message elements of your offer and just keep it as simple as possible.
Avoid seasonal clichés when you phrase the messages! You neither want to be boring nor want to sound like everybody else.
written by Kriszti Polgár-Szabó
We know that the advertising noise is big and soon there will be a lot of Easter Bunnies out there, so if you need support to bring out the best from your spring campaign, contact us!
In the meantime, check out one of our favorite Easter spot!
