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The Unexpected Can Delight
By: Cindy Wendland
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When we see things together that really shouldn’t be together, it catches our attention. We pause to see if our senses took in the information correctly, then we try to make sense of it. That is just how our minds work. Nonn’s carpet and flooring used this method effectively in their YouTube advertising.

The commercial takes on many variations. In one version, a baby is driving a car. That would be unexpected. In another, a senior man is playing the harmonica while riding exercise equipment. Also highly unexpected. A third version shows Santa in his full red and white suit lounging on the beach. None of these images make sense to us. Their tagline is, “Something you don’t expect to see together, but when you do, it’s delightful.”

The point of the commercial is to announce a sale of quality Karastan carpet with an instant no-wait rebate. Apparently, in the world of flooring, these two things don’t go together, and when they are paired together, they will delight people. Nonn’s carpet and flooring did a great job at capturing attention in a lighthearted way while informing people of a great deal. The mind can resolve the unexpected once the tagline is introduced, and it gives positive feelings to Nonn’s for helping make sense of the issue. Well done.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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