Here’s a world-class marketing lesson that involves rednecks, puppies, and toilet humor.

(You know… the usual.)

Last week, I came across this ad for a product called FiberFix. Basically, it’s a stronger version of duct tape made with a fiberglass material.

This ad has only been online for two weeks, but it already has 1.5 million views. It’s “gone viral,” as the kids say.

Let me tell you why this ad is brilliant, even though it seems like the dumbest thing to ever grace this green earth.

Tape—whether duct, electrical, or Scotch—is one of the most unsexy products on the market.

Seriously, when does tape ever enter your mind, aside from Christmas or when you’re moving?

This FiberFix ad not only gets you thinking about tape, but it also makes tape cool.

Yes. Tape. Cool.

Take a look at some of the comments on the video:

• “Commercials usually have the opposite effect for me. They make me want to not buy a product. But after seeing this masterpiece, I want to buy all the FiberFix. Not a lot of FiberFix. All the FiberFix.”
• “This is the best commercial I have ever seen. If commercials were more like this, I would actually enjoy them.”
• “Is this really an ad? Well, I like it and it’s funny. I’d buy the product because the advertisement won me over.”

When is the last time you heard people say good things about a commercial? The fact that the ad makes people excited to buy tape (TAPE!!!) shows you just how powerful a well-crafted marketing message can be.

Another thing to note is that ad is also slyly loaded with product benefits. Wedged between all the fart jokes and “manliness,” the commercial sneaks in that FiberFix is…

• Made with fiberglass
• 100x stronger than duct tape
• As strong as steel
• Works on everything from busted water pipes to broken mufflers
• Can withstand temperatures up to 850°F

Imagine how much of a snoozefest this ad could have been. The ad creators could’ve gone the lazy, clichéd route and had some soulless schmuck with a monotone Ben Stein voice droning on about the properties of fiberglass. Then they’d throw in a few lame customer testimonials and end it with a “special offer.”

Zzzz….

This goes to show that it’s not just what you have to say, but HOW you say it.

Here’s what I mean. Let’s say you’re a contractor who takes your time to ensure a project is done right (probably not a stretch, right?).
You could say the same old boring gobbledygook 99% of contractors say: “We provide quality workmanship.” “We are experienced craftsmen.” “We ensure your satisfaction.”

Or, you could say this:

It’s the same overall message. But while the first way packs the power of a 98-pound nerd, the second hits the reader in the face with the force of The Hulk in full-on rage mode.

The takeaway: You can shape a strong marketing message a million different ways. The important thing to remember is to ENTERTAIN YOUR AUDIENCE.

Even if that means creating an ad where a redneck drives a duct tape car off a cliff.

-Rich

P.S. Here’s the FiberFix commercial. It’s almost five minutes long, but it’s worth the watch. Even if you aren’t a big fan of “college humor” (I’m not), the ad can teach you a ton about crafting an entertaining message that’s on target. The particular agency that made this commercial constantly creates ads in this style, and they’ve skyrocketed sales for a lot of their clients.

© 2016, Rich Harshaw. All rights reserved.