My son wore his Superman pyjamas to pre-school every day for three weeks. Somewhat embarrassed, I told his teacher that I did wash the treasured PJs each night, but she just laughed and assured me that this was quite normal, and we just let him get on with it.
Most parents have seen their toddler caught up in some fantasy character, whether it be Tinkerbell, Superman or even Darth Vader. It’s a universal truth; something that creates a club to which parents of toddlers belong. And while they may forget later, if prompted, they’ll remember their own little superhero and smile.
And this is exactly what Volkswagen captured with their Darth Vader ad. They have capitalised on a single insight, a universal truth that makes their audience connect with the brand on an emotional level.
Truth is a powerful way to create a relationship with your target market. Facts and figures can add credibility and support a brand promise, but if you can tap into a universal truth and connect on an emotional level, you’ll be remembered.
Of course, finding that insight isn’t usually quick and easy. It’s the result of strenuous strategic interrogation and a solid understanding of the target market.