I was standing there at my desk when a Slack message popped up: “Check out this Duracell hearing aid commercial…” with an innocuous link to a YouTube video. 78 seconds later I was desperately trying to pretend I had allergies as I fought to keep tears from welling up.
To find out how a pitch for such an ordinary item could generate tears, I decided to deconstruct the ad. Watch the Duracell hearing aid commercial below and then keeping reading to see why it was so effective.
WHAT JUST HAPPENED? Can you even read this through those watery eyelids? Wipe your nose and let’s see how some marketing genius was able to make the Energizer bunny look like a cold-hearted killer compared to Duracell.
Genius Move #1: Follow A Classic Story Structure
Here’s a dirty little secret: nearly every great story follows an established pattern. This Duracell hearing aid commercial is no different. In this case, it follows the classic three-act structure. It goes something like this:
- Setup: The hero is going about his business when some unexpected event turns his world upside down.
- Confrontation: The hero struggles to deal with this new challenge. When he’s all but defeated, some external intervention occurs, and he finds the courage/skill/answer/secret potion he needs to succeed.
- Resolution: With the conflict resolved, the hero finds himself even better off than when the story began.
Anything that doesn’t follow an established convention is either crap or is considered avant garde, which is a special type of artwork for people who are overly concerned about the source of wool in their $295 turtlenecks.
Here’s how our Duracell ad follows the structure….
Act 1 – Reality Hits Home
Our hero isn’t given a name, but since the most popular baby name of the 1950s was James, let’s go with that. In the first scene, James isn’t laughing at a dinner party jokes because he can’t hear. Either that, or the jokes are about him, and this ad just got off to an extremely awkward start.
In the next scene, James misses out on a crucial office ritual: cake for Paula’s birthday. Missing out on both jokes and cake kind of sucks for James, but he’ll survive… right?
In the final scene of the act, James’ hearing loss goes from a mere annoyance to a painful source of shame when he neglects to hear his crying granddaughter over the sports game.
Act 2 – Enter The Savior
Having fully realized the consequences of his hearing loss, James meets with an audiologist. Now enters our savior: the hearing aid, powered by (you guessed it) Duracell batteries.
While the story hasn’t quite resolved itself yet, James can at least imagine a brighter future when he whispers, “That’s amazing.”
Act 3 – Life Is Good
We find James at the kitchen table, yet this time, he’s able to hear his granddaughter crying. The story reaches its peak when James’s son says, “Thanks dad,” as James comforts his granddaughter.
James is not only happy with himself, he’s also able to live up to the expectations of his family.
Genius Move #2: Reinforce Emotions Through Production
Not only does the story itself follow the classic three-act structure, the production choices of the Duracell hearing aid commercial were all made to reinforce the message of each act. Take a closer look and you’ll see what I mean:
- Music: Initially, a sole piano sets a sad and contemplative tone. As it the story transitions into act two, the music pauses to emphasize James’ realization that he can’t hear. But as he visits the doctor, the music cautiously resumes. As the tempo gradually increases into act three, a keyboard and synthesizer are added to convey energy and confidence. Way to go, synthesizer.
- Lighting: The dim set of James’ house is a sharp contrast to the brightly lit audiologist’s office, reinforcing the idea that new things are taking place. Ok, “brightly lit” is an understatement… the audiology office looks the interior of the spaceship from Space Odyssey: 2001. Anyway, the story concludes with the soft, natural light, conveying a warmer, more familial environment.
- Time of Day: The story begins in the evening: darkness increases along with James’ realization of his loss. Yet the story resolves in the full daylight, the start of a new day symbolic of new beginnings.
- Emotion: Confusion and frustration take over the first act of the story, climaxing in full-on anger when Jame’s kids return from their night out. I would not want to be there to hear James’ wife chew him out afterwards. In act two, sadness is replaced with cautious optimism in the audiologist’s office. Love and laughter are shown in the final act that takes place in the family’s home, leaving no doubt to the outcome of the story.
Genius Move #3: Use Supporting Characters To Frame Emotional Transitions
James’ wife has a simple role in the story: show you how you should feel as you watch James deal with his challenge. She starts off with anger at James’ failure…
… and later displays gratitude for at possibility of James getting his hearing back.
Finally, she shows joy as she see James thrive again. Observe your own emotions as you watch the video… are you feeling the same way? James’s wife plays a minor role but she telegraphs the emotional transitions really clearly.
The Duracell hearing aid commercial isn’t really about James’ ability to hear. After all, who really cares if he misses out on office birthday cake because he’s a bit deaf? It was probably some crummy cake from the grocery story, anyway. No, the story really has to do with James failing his family, specifically his son.
Take a look at the conclusion of Act 1. As James’ son and daughter-in-law gather around the crying infant, James looks at his son with embarrassment and sadness. To make things worse, James’s son doesn’t even make eye contact with him:
Finally, the closing scene shows James, his wife, son, and daughter-in-law seated together, signifying that the family is healthy again. When James picks up his granddaughter this time, James’ son smiles directly at his father. The father-son relationship is restored and James receives the trust and love he years for as a grandfather.
Genius Move #4: Don’t Make It About The Product
This is the most important part of all.
People aren’t interested in watching advertisements. They want to watch stories. And this Duracell hearing aid commercial is exactly that – a story about a new grandparent who lets down his family because he can no longer hear. Even if most viewers can’t empathize with hearing loss, nearly everyone can relate to the hurt caused by strained family relationships.
As lesser writer would have been tempted to introduce the Duracell brand right at the start. Since so many videos are skipped after just a few seconds, the temptation is understandable.
But doing so would only tell the viewer, “This is an advertisement. Nothing to see here!”
Instead, an engrossing story is used to break down any resistance a viewer might have towards seeing a branded message. It’s only until the last 8 seconds of the video that the product being advertised is finally made clear.
In this case, it’s a simple battery.
Perfect example of the maxim: “There are no boring products, only boring writers.”
This Duracell Hearing Aid Commercial Is All About Making a Brand Promise
If this commercial does one thing well, it’s that it establishes a strong brand promise. Duracell has clearly communicated that its products will help us strengthen relationships and connect with others. While you might argue that “a battery is just a battery”, Duracell has moved its product away from being a commodity and re-positioned it as a trusted part of everyday life.
What’s your take on the Duracell hearing aid commercial? Let me know in the comments.
This post was originally published on Flag and Frontier, my marketing consulting business for B2B technology companies.