Here’s a number to start us off. Marketers spend about $70 billion a year on TV ads! That’s a lot of cash! But companies out to make a profit would not spend that much on ads unless there was good evidence they work. Except, what is it, exactly, that ads do? The myth is marketers want you to buy a product the first chance you have. It’s like the old movie joke about cinemas so desperate to boost sales of ice cream, they would turn up the heating during the first feature and trigger a rush for something cool by showing an ad at the start of the intermission. The majority of ads are designed to sit in your memory. It’s like the Geico ads with the caveman or, more specifically the pig who cries wee all the way home.

There’s good evidence that hard selling techniques create a negative impression. We all take some pride in our ability to resist. So the aim is to build up brand awareness. Over time, we associate each brand with the product or service. The challenge is then to convert these memories of an amusing ad or catchy slogan into action. After all, why go to all the trouble of planting the seed if you don’t then go on to encourage people to buy later on? Except, marketers have no real control over our actions. Most of us use the ad break to make a quick cup of coffee or empty the bladder of all the coffee we’ve drunk over the evening. No one ever sits down to watch the ads. All we do is catch glimpses of the ads in passing. This constant repetition is like drip-feed, slowly building up brand awareness so that, if we’re making a decision on which product or service to buy at some time in the future, we might buy the one with the most memorable ad.

Creativity is what sells brand awareness. We remember the funny ads, or the strange ads, or the visually interesting ads, or the ads with the best music tracks. So now imagine you’re going to be paid a big chunk of cash to create a memorable ad for an erectile dysfunction drug. If you’re selling a car, you can show it accelerating from 0 to 60 in five seconds. Imagine the response of the television stations if you showed the pill producing an erection in record time. That would really test the First Amendment. So you need to sneak up on people and, hopefully, slip past their defenses before they know you’re there.

Have you seen that ad for Cialis? The one where the couple end up in separate tubs. This is one of the weird ones, isn’t it? Everyone would expect to see the happy couple gazing into each other’s eyes, perhaps hugging or, at least, holding hands. So what’s with the separate washing arrangements? Except the moment you ask the question, you’re hooked. It’s memorable because it makes you think. Like the woman driving the pig home. Her long-suffering expression says everything that needs to be said. Repeat the ad often enough and people associate the ad with the brand name. So remember Cialis really can give you 15% more on your erections.