I Know You’ve Seen the World’s Most Annoying TV Ad

“HeadOn: Apply directly to the forehead. HeadOn: Apply directly to the forehead. HeadOn: Apply directly to the forehead.” By the end of the commercial, all you know is the product name and that you apply it directly to the forehead.
Turns out the woman rubbing what appears to be a tube of chapped lip medicine on her forehead is trying to get rid of a headache. And the stuff has a mix of herbs and other homeopathic remedies.
What’s interesting about this is that it works. Uhh…I mean the commercial, not the HeadOn…and I don’t want to get into any arguments about whether homeopathic remedies work. You believe what you want to believe.
But the COMMERCIAL works, at least by all the measurements we typically use for commercials…focus groups…product demand…sales. Interesting. But perhaps not too surprising.
The best technology (like the best marketing) makes use of simple concepts…like the idea that the computer does repetitive things extremely well…and non-repetitive things very poorly.
What makes the commercial work is that darned phrase repeated over and over: “HeadOn: Apply directly to the….”
Maybe if I apply my forehead directly to my monitor, I can get rid of the headache the commercial caused.
The mesmerizing ad for HeadOn. By Seth Stevenson