I don’t know about you, but here’s a little something about me. I truly, and very strongly dislike most daily commercials. (With exception to the Super Bowl Commercials) Although, one commercial that recently caught my attention was one for Farmers Insurance.
First, the commercial opens with Farmer’s insurances tagline, “We know a thing or two because we’ve seen a thing or two.” From the start, this is a direct form of ethos. The famous bald insurance agent is installing credibility and his trustworthiness of knowledge.
Next, the commercial provides an overwhelming amount of pathos. For god’s sake, the insurance agent is helping the famous and world-renowned characters of Sesame Street. This emotional appeal of Sesame Street resonates with nearly/most viewers. As shown at the end of the commercial, Sesame Street has been around for 50 years and counting. This children’s television show has influenced and affected the lives of so many, both children and adults, in such a positive and cheerful way. (Who doesn’t love Sesame Street?)
Then the logos of the commercial follows. As the one character asks about a lost rubber ducky, the insurance agent throws him a rubber ducky installing the logic that they are always here to help. And later, when the agent is asked how he knows so much, his reply is, “it just comes with experience.” Thus we understand as a customer that even if we are unsure, they are always sure (The logic of how the insurance works). And within this statement, there is also more ethos or trustworthiness in the agent.
Finally, the commercial ends with even more ethos. The cheery yet annoying jingle that we can never seem to get out of our head. “We are Farmers! Bum ba-dum bum bum bum.”
Overall, this type of commercial is not the one that is persuasive but rather more effective. For the next time, you see something about Sesame Street or something about insurance…you will be more likely to think about Farmer’s Insurance.
Link (click for your own enjoyment): https://www.ispot.tv/ad/o_8g/farmers-insurance-sesame-street-welcome
OR