|From Cry to Buy
By: Mona Sabbah
I just read an article on DesignTaxi.com about the latest guerilla tactic from McCann Mexico and wanted to share with all of you. The advertising agency invited 100 women to cry as they watch Titanic. Why? To promote L’Oreal’s latest mascara campaign: The Waterproof Experience.
As a copywriter, I’m always trying to infuse drama in my copy. I love using words like “no” or “not,” I find it creates more tension in the copy. But, more times than not, I’m asked by the account person to turn the sentence into a positive one. I’m typically not happy about it, but hey, I’m just a powerless creative.
After reading about this latest guerilla stunt, I couldn’t help but think “How could they have turned ‘crying’ into a more positive experience and would it have worked as well?” McCann’s idea was to take before and after pictures to prove that the L’Oreal mascara held up.
What if the 100 women were asked to watch a comedy? Maybe a movie that starred Melissa McCarthy like in Heat or Spy. I’m sure she’d have everyone in tears from all the laughter. How about inviting that group out to watch a live comedy show? That can work too, and provides a better overall experience since you’re free to laugh hard and loud, unlike the ambiance of a theater. A funny play would also work.
Without disrupting the agency’s formula too much, they could’ve created montages of some the women’s life milestones. I’m sure they’d be crying while they watch their family picnics on screen or kids’ graduation and so on. How about a baby delivery documentary or something about animals? All of these examples are about crying tears of joy, a more positive experience altogether.
What are some other ways to have 100 women cry tears of happiness?
Mona Sabbah is a Senior Copywriter/Creative Director with over 12 years of experience writing for print, TV, radio, and online. Mona has worked on a number of accounts from The Florida Lottery to Air Canada and Keiser University. You can see some of her work at http://www.miamicopywriter.com/. Find her on Twitter at @miamicopywriter.
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