TV Commercials : PSAs are TV Commercials too. Moving Hearts & Minds with “Free” Media

February 15, 2013 | Comments (0) | | Category: Commercial Marketing with Video Video Spotlight

Budweiser Clydesdale


TV Commercials : PSAs are TV Commercials too:  Moving Hearts & Minds with “Free” Media

I don’t want to be a buzz kill.  Super Bowl and the target marketing built around it is a fun topic.  But in the wake of all the marketing news about beer, cars and snack foods, the bleeding heart in me wants to draw attention to another kind of less-lauded commercial:  the TV Public Service Announcement.  This thought came to me as I was watching the new Budweiser Clydesdale commercial TV commercials .  This TV commercial  didn’t make me want to drink beer; it made me want to save horses.

You may have seen quite a few of these TV PSAs during the recent holiday season, as non-profits try to capture those end-of-year charitable donations.  Because PSAs often have a more serious tone, they seldom go viral; however, here’s an exception. See PSA.  This PSA for the Melanoma Fund was deemed worth watching by more than 6 million people.  We suspect it was because viewers like to see the real characters in a story, and hear their words first-hand.  It’s a great example of using testimonial videos to brand, inform and inspire, whether you’re a non-profit, a start-up, or a Fortune 500 company.

Next time you’re thinking about how to sell your message using web video, consider ways to integrate testimonial videos (from customers, clients, employees, stakeholders, etc.) into your marketing video .  BTW, here’s a TV PSA that Robin Bond Media created recently for a cause we find especially worthy:  economic development in Colorado.  See TV PSA

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