The Founder versus The Character

The battle for your mindshare.

Lately, it seems, a preponderance of TV spots falls into one of 2 categories. And, when I say preponderance, I mean pretty much nearly every spot you’re likely to see on any given Sunday. (That’s right. I watch a lot of football.)

But it’s not a “lately” thing. These categories have been with us since the beginning of commercial advertising … as has the key decision marketers have to make: Do I use my budget to drive a sale or build a brand?

Category 1: The Founder Speaks

In these spots, a company Founder basically walks you through a business plan/marketing brief: Here was what missing in the market; here’s what I did about it; here’s how and why you can get it.

Classic direct marketing, I’d say.

These spots are strategically sound (they are built off consumer insight and efficiently present problem/solution) but may lack the engagement factor that draws consumers into the story. Here’s one of the better attempts to blend the Founder Story with an engaging narrative.

Ads like this—the spiritual and cultural children of classic DRTV spots and infomercials—are popping up for everything from urinary tract health (Uqora) to breakfast cereal (Magic Spoon). Those spots, however, are much less interesting than the Nutrafol example above.

So, are these Founders experts in urinary health, dermatology or food science? Who knows? And who knows if it even matters any more. But what we do know is that these spots are relatively inexpensive to produce (at least compared to those in the next category) and they check the box on important consideration. Some account managers might argue that it’s THE most important consideration. You know you’ll get the client to approve the concept.

If this type of ad seems familiar, even if the products aren’t, there’s good reason. It’s the modern-day, cut-down version of the infomercial. A (hopefully) charismatic expert (well, the person presents as an expert, and we don’t have enough evidence to contradict that) talks about their great passion in solving a problem that they had and, perhaps, you have too. And that’s what’s known as (a) consumer insight, and that’s always a strategically sound direction to take.

Just ask Billy Mays. Or George Foreman. Or Sy Sperling. Or Richard Simmons.  Or …

Now, even though these ads are showing up more frequently, they are still buried under the massive media weight of …

The Character Amuses (or The Character Goofs)

The Gecko. Flo. Mayhem. These character-driven spots also fulfill on a classic strategy—increasing awareness in categories where “most” consumers not only need to make a choice, but also, as in the case of auto insurance, can make a new choice every 6 months or so. This is classic brand-building. It takes time. And, in a crowded category, it takes money. Money for creative, and money for media.

Businesses that use this tactic often live and die on the number of inquiries (aka quotes and applications) they can generate. What better way to do this than by creating a character (Geico) or family of characters (Progressive) that can be used, again and again, without wearing out their welcome?

Just like the Founder tactic is simply the latest iteration of a classic approach, so too in the Character.  Like Flo? Bet you’ll love Madge the Manicurist …

And don’t forget Josephine the Plumber.

Or Mr. Whipple, or Charlie the Tuna, or Fred the Donut Baker or …

Just DON’T ask Linda from Lending Tree. As charming and talented as Molly Shannon is, the character of Linda just doesn’t fit the model of the classic Character. And, based on the frequency with which she appeared (at least prior to the recent mortgage-rate increases), the plan seemed make her a beloved character to compete with the auto insurers.

Only she’s not a well-conceived character. She is one-note and can’t be put into a variety of situations like the Gecko can, for example. The concept is based almost entirely on word play. Trust me, there’s nothing I love more than word play. But it’s not a flexible platform for a long-running campaign. Not to mention the fact that she is often outperformed by her supporting characters, who seem to have a better handle on the ersatz Jersey Housewife accent.

Founders can have their place (but it’s not as part of a long-term strategy.) Characters, when they are done right, become part of pop culture and can be the centerpiece of an effective brand-building campaign for years and years.