Commercial: EDS

http://www.youtube.com/watch?v=AgH4h4KMoGk

WATCO: Choosing EDS on managing the complexities of e-business

ARGUMENT:
A Term:Choosing EDS
B Term: will allow you to manage the complexities of e-business
C Term: B/C Choosing the right information technology out-sourcing company will take your information, ideas, technologies wherever you want them to go.


Implicit assumption: Whatever takes your information, ideas and technologies where you want them to go will also allow you to manage the complexities of e-business.

GOAL: The goal of the commercial is getting the targeted e-business owners to choose EDS for their information technology out-sourcing.  If nothing else, providing their web site at the end of the commercial presents the goal of getting the targeted audience to visit their site to learn more.  With EDS's cryptic definition of what they do, embedded in a humorous dramatization which truly has very little to do with the nature of their business, the real invitation is to check out the website to get a better idea about what they offer.

AUDIENCE:  Though it is not obvious until the last few moments of the commercial when it is spelled out, the targeted audience is Internet business owners, those starting an internet business, those needing help organizing their internet business, or those wanting their internet business to take off.  The commercial may even attract those wanting a more creative approach to internet business, as EDS shows off their own creative marketing. Getting much more specific than this in defining a targeted audience is difficult, however, given the lack of specifics on the services EDS offers.

HOW IS THE ARGUMENT BEING MADE?

Truly, the brilliance behind EDS's commercial is in the clever mocumentary-style used.  The targeted audience viewing this ad can assume that EDS's services are just as ingenious. In taking a profession that does not exist and making it something believable and even touching, EDS appeals to the emotions and sense of humor of it's audience.  The quality of the commercial's making (the filming, story, convincing actors, the setting), as well as the brilliance in doing something in a commercial that has never been done before gives credibility to EDS's ingenuity and abilities.

IS THE COMMERCIAL EFFECTIVE?
.  I think the ad is effective because of its ability to present its service potential in a creative manner, thereby establishing its credibility in the nature of the service it offers.