Real is the new Real

Real emotions win. People can tell the difference between real and fake. That’s why actors get paid so much becayuse the best of them can convince us what they’re feeling is real.

This Target spot is interesting, highlighting Target’s investment in education in a very raw real way. They could have told you how much money they invest (in fact they do, though I can’t the life of me remember that number, can you), they could have told you how many students they help or why a college education is so important. In other words they could have stuck to the facts. Instead they focused on the emotion.

I’ve been re-reading the classic “Made to Stick,” there’s a point they make in the book: “Statisitcs are rarely meaningful in and of themselves. Statistics will, and should almost always be used to illustrate a relationship. It’s more important for people to remember the relationship than the number.”

What are you going to remember from this commercial?

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