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It’s one of the most important information hubs in any workplace. No, it’s not the boardroom or the boss’s office. It’s the breakroom!
There is always a place where coworkers gather for light conversation. The weather, office gossip, weekend plans; that is the conversation we advertisers are trying to infiltrate!
As nefarious as that might sound, it’s common enough in advertising to have a term, Watercooler Talk. It’s the golden moment when one person asks another “Did you see that new <brand> ad? It’s so <funny, catchy, etc.>.” It’s the moment when a commercial carries enough entertainment to bring it up in social settings.
There are a couple reasons we aim for this spectacular standard.
One, it means your ad was watched all the way through. Ads without interest often get tunned out. Advertisers face a constant fight against the seven second attention span and easily accessible distractions in the palm of most people’s hands. An ad that makes it to the watercooler means it was entertaining enough to be viewed uninterrupted. That’s 15 to 30 seconds of sweet, undivided attention.
Two, it means there is now a positive association made with your brand in the viewer’s mind. Basically, your brand brought a smile to their face, maybe even a quiet chuckle, and now, when they think of your brand they’ll feel good. Your brand = good feelings. When the viewer sees your logo around town, they’ll smile and think of the ad. This works in reverse too! Down the line, when the viewer needs one of a product or service your brand offers, it will remind them of that fun ad and your brand is now top of mind with a purchase on the horizon.
Three, it means we may even get more reach. If their coworker says, “No, I didn’t see that ad,” the viewer will either describe the premise or try to search for it on your website or social media. Then, someone who wasn’t watching TV still sees your TV ad! It’s now spread beyond the massive viewership of our station to the community as a whole. That’s powerful!
That is why we aim for Watercooler talk. Because showing a viewer the list of items you have is one thing but making them smile for 20 seconds has a far more lasting impact.
Here are some great ads brought up at our last watercooler talk!
This entire Panda Cheese Campaign
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