When you see an ad, what are they really selling you? The product? Or an experience? After watching and analyzing multiple commercials, I've found that most advertisers are trying to sell you a brand experience.Take the Extra gum commercial for example. It revolves around a couple's relationship, while the gum plays a small part in the story line. What Extra is trying to sell you is not the gum itself, but everything else that happens in the commercial. They are attempting to tell the viewer that they don't have a significant other, and that they need a significant other to be happy. Therefore, they need to buy Extra gum in order to get a boyfriend/girlfriend and be happy. This brand experience also relates to the simple solutions technique.
Another example of brand experience is through the Chanel advertisement. After watching the short, 1-minute film, one immediately feels like they need to be a part of an elite, luscious life. The commercial focuses on a well-off female who wears high-end fashion outfits. The brand experience Chanel is going for is one of wealth and prestige.
Whether it's a brand experience of love or money, almost every advertisement uses this technique to sell their product
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