We wanted to share this video because it is a really good example of a sticky idea, which we all had a chance to read about for in our group.
One way to make an idea stick is to do something unexpected. Here is an example of an unexpected car safety commercial that is unexpected, but it illustrates the core message really clearly.
"The enclave ad is unexpected because it violates our schema for car commercials. We know how car commercials are supposed to behave. Pickups climb mountains of boulders. Sports cars zip along vacant curvy roads. SUVs carry yuppies through forests to waterfalls. And minivans deliver kids to soccer practice. No one ever dies, ever.... The commercial reminds us that accidents are inherently unexpected - we ought to buckle up, just in case." (Made to Stick)
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