Nate Tilley breaks down why Reese's new commercial works: it uses comedy to grab attention, confirms the original cups still exist, reveals it's a limited caramel version, and creates urgency. The ad nails the attention funnel from catch to convert.
Everyone's freaking out to the changes that they're making to this chocolate. They catch my attention. Breaking news. We're making a big change to Reese's Cups. It keeps on going back and forth, answering all the questions that would be popping up in my mind. Are they still going to be selling the old one? Yes, they are. We've only made a limited amount of these. We've made millions of them. And then there's caramel on it. They catch my attention. They hook my attention through comedy. They retain my attention by feeding me new information and then they also convert it because the entire ad is completely focus on this new product that they are launching. And then they are creating urgency in it by saying that they've only made a few million. So they've done the perfect balance in being able to catch, hook, retain and then convert and keep it myopically focused on the product.
