What Makes a Great Ad Campaign?

The Harmon Brothers are one of the many video marketing mastermind partners out there that create comedic ad campaigns that are spread and shared across the internet. You've probably seen one of their famous spots for Squatty Potty, Poo-Pouri, or Purple Mattresses.

I stumbled across this ad today (and wasn't shocked to see that it was Harmon-produced) and started thinking through what we believe are the core features that make a great ad campaign.

1. Share brand story and purpose

2. Identify pain points for a prospective customer

3. Showcase product efficacy (learn how it works/ how to use it right)

4. Offer a resolution to pain points

5. Communicate the next step (where to go, how to buy, or the offer)

To be able to do all of those things within a single campaign takes incredible planning, talent, and production. And, in the Harmon Brothers instance, a healthy production budget ($1M+). But for businesses of all shapes and sizes, you’ve got to dig deep and identify how to integrate the five core considerations above into a cohesive campaign of content. You don’t have to pack it all into a 3-minute video at once, but your customer’s journey should include each component.