Clever Creative: Finding the Perfect Rhythm
Posted Thursday July 21st, 2016 by Caitlin Artigliere in Creativity + Art.
This week we are discussing how YouTube Music’s ad found the perfect rhythm in their clever creative. Music is nothing new, and neither is music streaming. Currently, YouTube Music, which was launched in November of this year, is trying to compete with other streaming services like Spotify, Pandora, Google Play Music, and iHeartRadio. Although the popular video-sharing website is the #1 music streaming site in the world, their new app has had little exposure and use. In an attempt to boost the downloads and usage of YouTube Music, they created a series of ads highlighting the company's biggest competitive advantage: diversity. Music itself is diverse, but what sets YouTube apart is the diversity they also have in their user base. The company takes full advantage of this fact by showing the diversity of their music and the people listening to it in their newest ads.
Why our GEMites liked this clever creative:
Music is a powerful thing, especially in the advertising industry. You might not think it is, but trust us, having the right music can dramatically change the dynamic of an ad. Also, a study has found that the right music, or soundtrack, in an ad can increase attention, making the ad more likely to be noticed, viewed, understood and remembered. In each of these ads there is practically no other audio other than the music, allowing you to just focus on that, which we love since, after all, it is an ad for a music streaming app. We also love that it gets people to pay attention to the ad just to see what it is for: with no voice-over artist telling you what the ad is selling, and only music, it forces people to look up from what they are doing to watch the ad. Finally, perhaps the most important reason for why we liked this clever creative, is the semi-hidden message behind the ads. We love that the ads show the diversity in music and people, but also shows how it unites us. No matter how different the people and their stories are, they are all connected through music.
Why our fellow creatives should like this:
Apart from the brilliant use of music and storytelling in these ads, our fellow creatives should love them because they focus on a core competency. Any music streaming service can create an ad with music and show how diverse it can be, but only YouTube music can show how diverse their user base is, and that’s because it’s a competitive advantage for the company. Every great company has a key factor that none of their competitors have, and one that cannot be easily imitated. Most companies fail to use these competencies in advertising, and just focus on the benefits of their products; a generic method that causes their ads to get lost in the clutter. However, YouTube has taken their competitive advantage, the diversity of their users, and created a fun series of ads that highlights that.
Let us know what you think, and look out for next week’s installment of Clever Creatives!
If you’re looking for some clever creative of your own, feel free to contact us.
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