Why Superbowl Commercials Stick

“A sticky idea is understood, it’s remembered, and it changes something." – Chip and Dan Heath

With Superbowl Sunday only a couple days away, we’re all waiting in anticipation for the commercials! (And the game if you are a diehard Cheesehead from Wisconsin like I am!) Companies spend millions of dollars on commercials, how can they manage to make their 10 to 30-second message stick in our minds?

Chip and Dan Heath’s book, “Made to Stick,” offers some insight on why ideas, such as Superbowl commercials, stick in our minds! The reason these commercials stick in our heads is because all sticky ideas have one or all of the six principles of a sticky idea. These sticky principles are simple, unexpected, concrete, credible, emotion and stories.

I have briefly summarized the principles of sticky ideas below, but to help you get started, I recommend that you read the book “Made to Stick” by Chip and Dan Heath. Also be sure to check out their resources online at: http://heathbrothers.com/resources/. The book is full stories and a wealth of information about the six principles of stickiness!

Principle 1 – Simple

Find the core message you want your audience to remember and keep it simple by using prioritization and analogies!

Principle 2 - Unexpected

You need to keep people interested in your idea by teasing or flirting an idea and making your audience want more.

Principle 3 - Concrete

Use sensory language and paint a mental picture with your idea.

Principle 4 - Credible

Remember the old saying, “You have to see it to believe it!” Help your experience your idea. Another way of adding credibility to your idea is to use statistics. According to Dan and Heath, you should focus on the relationship, not the numbers.

Principle 5 - Emotional

Use your idea to play to people’s emotions.  Emotional ideas will make people feel something and care about your idea.

Principle 6 - Stories

Tell your idea with a story. Stories are memorable and will help people personally connect with your idea.  Stories cause mental stimulation.

Now that you know the six principles of sticky ideas, get started and get your ideas to stick in the minds of your customers! As you watch the Superbowl commercials this weekend, see if you can see which principle(s) the advertising is using to make their idea stick!