Who would ever accuse TV advertising creatives of being copycats … right? But sure enough, sandwiched between the generic blather we usually mute, are three cleverly written, directed and acted commercials with a key similarity. Each spot features a different take on the question “What?”
“What” is one of those mercurial English language words with multiple definitions and even more meanings, depending on the user’s tone and inflection. Essentially the word is used to ask “which thing.” It also can express curiosity, surprise, anger and concern.
Watch what three advertisers do to maximize the impact of “What?” to express coyness, confusion and annoyance. The spots are winners even if they do copy a similar theme.