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February 11, 2014
On Motives
There is never a time we — humans — do something without a reason.

Whether we are conscious of the reason or not, there is something in us that drives us to want something, take something, leave something, or act upon something. The key for us marketers is to find out what the driving motive is, and influence the consumer in a way that will drive them to believe that the product we provide is worth their investigation.

And that we satisfy their drive.

We think of this notion because we're runners. Every time we hit the track, and push ourselves to go as fast as possible, it feels fantastic. Seeing how fast your legs can go, feeling how hard you can push yourself off the rubbery surface; very few moments can beat that.

There are many reasons why we run. First, we're good at it. Second, it does have that sense of "running away" from everything. The faster you go, the further everything holding you back fades into the distance.

That's why, when we saw the ad for Procorrer, a running company in Brazil, it resonated.

"The running frees you."

How interesting is it that the company highlighted that experience? Clearly, many runners feel the same way we often do. And Procorrer is trying to capitalize on that understanding of wanting to be free. Of course, in the ad's context, it is referencing the consumer's longing to be away from the couch, or perhaps a lazy lifestyle.

Still, very effective.

It is always cool to see when agencies and brands get it just right. Kudos, Procorrer.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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