sometimes, explaining "easy" is not easy and actually very hard to do. admen know this and is almost a daily struggle.
"easy" is a most natural brand positioning for many companies, especially those that do business through the internet. businesses in the internet aim to take business from brick and mortar businesses. and we all knowthe difficult challenge we face in the space we need to navigate from home to store and those pesky humans we have to deal with when we buy in stores can make things very difficult for us. that is essentially the positioning of e-trade - easy.
we have also very often heard of the term "back to basics", it's like a going back to where you came from.
this e-trade tv spot combines both - showing us how easy it is to demonstrate and communicate "easy" and doing it in a very back to basics way - where we all came from, from being babies. i don't think there is a more basic and easy way.
while i was marveling at this ad, i kept looking at the mouth of the baby and kept wondering - how in the world did they do that? the lips were practically mouthing the words. not that i read lips, but it did look very much that way. and then that punctuation they did at the end that came from the mouth of the baby - how did they do that? it was on cue!
come to think of it, it's not easy making this ad about easy.
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