Finding the perfect gift can be, to say the least, challenging. Every to-buy-for list includes at least one difficult-to-buy-for individual… maybe it’s your 90 year-old mema, a middle-aged uncle or your distant cousin’s child (how old is he again? 6? 15?)… But regardless of that, no one wants to be a shoddy gift-giver.
Ebay Christmas Commercial 2011
In 2011 Ebay released a holiday commercial that was all about bad gifts. It was a funny twist on the 12 Days of Christmas in which a teenager doles out some gift advice during a family caroling session. You remember the one…
Why it works
The Ebay ad recognizes a real problem... bad gifts. No one wants to be the worst gift-giver, but it’s difficult, not to mention inconvenient, to find what everyone wants. Ebay leverages itself as a convenient one-stop-shop for everyone on your gift list.
What you can do
Is there a popular challenge or problem facing your target consumers? The nature of the issue could pertain to most anything—time, convenience, quality, satisfaction, etc. Leverage your brand, product or business as the solution!