The advertiser is REMA 1000, a multinational supermarket. It founded in 1979, in Norway, served the area in Norway and Denmark. The slogan of the band is "The simple is often the best".
This advertisement is a real success. It creates a strong relationship between the story and the audience. And it also makes the audience laugh. Laugh is a positive and strong feeling which helps the audience remember this ad. For a company, making the consumer remember who they are is the first step to build the bard favorability.
Even the gods love jokes — Plato
Let’s look at this story. First, the man living in a technologic house, which we can use our voice to control everything. The voice control is our daily life. We all have this common experience. It is similar to our environment. So it is very easy that we set ourselves into this situation. However, it still has a little different. For most people, voice control only on the phone, not on the house. This a little bit difference creates a slight distance. Why we need this distance? Because it gives us an opportunity for us to imagine our future life. And imagination always is beautiful. This is the first part, a technologic, convenient and wonderful future life.
Before the second part, there is a little but important segment – the dentist's appointment. It creates the next climax. It also uses the common experience to recall our memory and the feeling. The more situation as same as our life, the stronger resonance we have.
In the second part, the man couldn’t speak the word very clearly which led him could not get into his home – because his mouth is swollen. It is obvious. Even the people who in the normal condition sometimes still difficult make the AI understand exactly what they say, not to mention this guy. It makes a lot of jokes, which we are also the same. The more dramatic situation is that rainy day. A Sunny day is okay, but the rainy day emphasizes this funny situation.
And then, his neighbor came back, with a supermarket bag – small but clear” REMA 1000”. She used the traditional key very easy to open the door, got into the ordinary home. In contrast, the man still struggled with his door…or his smart assistant. This is a very interesting contrast. An ordinary house vs a smart one. A normal key vs a smart assistant. Most of us prefer the smart and faction house. However, in this situation, all of us might agree that sometimes simple is better and much easier. This is a power connect with the slogan of REMA 1000 “Simple is often the best”. Very natural and smoothly. In the end, the audience realizes this is a supermarket ad. It creates a topic for the audience. We need something that we can talk about with our friends. The customer relationship with brands is not functional, it's emotional. After all, this situation might happen in nearly future.
If Laughter cannot solve your problems, it will definitely DISSOLVE your problems; so that you can think clearly what to do about them – Dr. Madan Kataria
Nowadays, people under great pressure, form their work, family, relationship and fanatical. This advertisement not only makes the audience remember them but also release them from daily pressure. Who don’t like the things that help us relax and laugh? REMA 1000 success in uses the funny story makes the audience remember their band and slogan, which also makes us laugh. Consumers want to experience products. Experience means something that adds value to their lives. And something worth to laugh and share with their friends is the value.
In summary, the principle of this commercial as the following
A. The real scenes relate to our daily life.
B. A smart house creates a space that makes us imagine our wonderful future.
C. A dramatic but funny situation breaks up our beautiful ideal life.
D. Back in real life, simple is often the best.
Although this story only 1 min 20 seconds, the storyline is quite completed. There are a start, climax, and thought-provoking end.