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By Butler Warrington

t seems like the ultimate goal in TV advertising is to produce an advert that people are flocking to watch over and over again on the internet. An advertisement that has song that immediately hits the charts, even if it's just a cover of an old classic is a definite winner. It is amazing that in this age of desensitization, and being over exposed to everything in the media, there are ads that can still strike a chord and turn the tears on.

What PR companies love is when the article not only gets popular overnight, but when people are going on about it so much that critics start to appear and make crazy out of left field accusations about the advert, accusing it of animal cruelty or child labour, or promoting racism. Criticisms that are so clearly off the wall that they give the PR agency a field day in free advertising.

Some may think these sorts of criticisms are a bad thing, but PR agencies love them because it just means more opportunities to do PR! The more people freaking out about an advertisement, the more natural free advertising for the company! It is also a great opportunity for recording artists to get a break through. If their cover version of an old classic makes a big name advert, they have just successfully launched their career!

Christmas is often a time for these sorts of adverts to make their way onto the screen. However anytime of the year can be prime time for pulling on the heart strings. The interesting thing about these popular ads, is that they are unrealistic, but contain just enough reality for people to identify with them and not dismiss them entirely. They are not overly idealistic, simply just enough, and of course part of the message of the ad is that what they are selling is attainable.

A good TV advert is a PR company's dream come true. With the help of the internet, the advert gets repeated more than just in the bought slots on the network, it gets posted on youtube and shared on blogs and social networking sites.




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