Making Creator Headlines · Page 9
SharkNinja Discovers the Radical Idea of an Ad People Might Enjoy
· New York time
SharkNinja's celebrity-filled holiday commercial illustrates an advertising strategy now called entertainment-first: make an ad people want to watch. The campaign brings famous faces to a crowded seasonal marketing period, when brands compete for attention as well as sales. The label gives an old creative ambition a fresh business card. Advertisers have long wanted commercials that audiences remember rather than avoid, but the language of entertainment puts the viewing experience at the center of the pitch. The challenge is balancing the spectacle with the product. A memorable celebrity moment can draw attention, while the brand still needs shoppers to connect that attention to what it sells. A commercial can win the room and leave the appliance waiting offstage. SharkNinja's approach makes the holiday spot into a piece of entertainment with a sales job attached, which is less a revolution than a very well-dressed reminder of what a good commercial has always tried to do.
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