We’ve seen a spate of car commercials that target dads anxious about keeping their kids safe. A sentimental 2012 Volkswagen spot from the U.K. shows a dad caring for his daughter over the years until finally buying her a Polo as she goes off to college. (In the U.S., Volkswagen has also pitched its Jetta to safety-conscious young parents.) In a 2013 Subaru ad, a dad with a young daughter admits, “I’m overprotective”—and that’s why he chooses the brand.
Now, we have Subaru’s “Flat Tire,” in which a teen girl works to change a tire in the rain—a task assigned by her dad, as we learn when he comes over to say, “Told you you could do it,” as she finishes up. In voiceover he adds, “I want her to be safe, so I taught her what I could, and got her a Subaru.” And then there’s “Dad’s Sixth Sense,” one of two Super Bowl spots from Hyundai, in which a dad saves his son from myriad physical mishaps as the kid grows up, whether it’s nearly getting kicked by a kid on the swings or whacked by a bat meant for a piñata. Ultimately, however, it’s Hyundai’s auto emergency braking that saves the kid, now a teen driver who’s distracted by a pretty girl as he steers a Genesis down the block.
This type of pitch will connect with today’s worrywart parents (and stereotypically it’s the dad in charge of all things car-related), and the emotional component behind these messages layers a sweet tone onto the sell.
During the 16-day shutdown of the U.S. government, around 800,000 federal employees were furloughed without pay. While some brands referenced the shutdown via social media—expressing shared frustration with citizens or jokingly ensuring consumers that they wouldn’t be shutting down—others made efforts to ease the burden of those out-of-work employees, even if it was little more than a free cup of coffee. For example, AMC offered a free small popcorn to anyone with a valid government or military ID, while Starbucks—which also petitioned Congress to reopen the government—instituted a “pay it forward” offering, giving a free coffee to any customer who bought someone else their favorite drink, as part of its “Come Together” campaign.
When it came to the larger financial difficulties that furloughed employees faced, several companies offered some relief. TD Bank launched TD Cares, which allowed customers to incur checking overdrafts at no cost, request late-fee refunds on Visa card payments and receive mortgage assistance. Citizens Bank made a similar offer to affected customers. Hyundai added a payment deferral plan for federal employees to its Assurance program, and Toyota announced “payment relief options” to those affected, including businesses hurt by the shutdown.
From local retailers to multinationals, a range of companies were flexible enough to recognize that some customers needed a boost—and whether it was a small token or a crucial payment deferral, the effort signaled that the brand could relate to those going through a difficult time through no fault of their own. During such a financially stressful and uncertain event, even the little things can be reassuring.
Photo Credit: Starbucks