4 Examples of Slice-Of-Life Advertising Done Right

Picture the following scenario. You and your husband sit on the couch watching your favorite TV show. Ten minutes into the show, the first round of commercials come on, and you’re bummed. 

The first commercial is a dud, as per usual. However, the second commercial catches your eye. You find yourself drawn to the television screen while watching a heartfelt commercial about a boy who got hurt and his mother who had the perfect remedy: a Band-Aid that contains the newest ointment. 

The boy smiles in comfort as his mom sings him a lullaby to sleep.  You’ve just witnessed Slice-of-Life Advertising at its best.

Slice-of-Life Advertising

Slice-of-life advertising is a technique in which a real-life problem is shown in a dramatic presentation, and the advertised product represents the solution. 

Slice-of-Life Advertising is made up of four components. First, you have the encounter. For example, a commercial may show a kid playing soccer with his parents cheering on the side (encounter). Next up, we’ve got a problem. 

The kid falls and stains his uniform, and the parents are unhappy about this (problem). We then move to an interaction. A friendly mom approaches the parents and suggests a new laundry detergent that is foolproof for stain removal (interaction). 

Last but certainly not least, we have the solution. The commercial ends with the parents taking their child to a game with a shiny, clean uniform (solution). You’ve witnessed a real-life, heart-warming commercial and will hopefully buy that detergent on your next trip to the store.   Here are four examples to show when it is being done right.  

The Big Four

1. Kelly Ripa’s 2X Ultra Tide Commercial

Picture this. Kelly and friends are sitting at the dinner table sharing laughs when, all of a sudden, something spills on the tablecloth. Kelly swiftly and gracefully (social, the actor portrayed the problem course) pulls the tablecloth off, and the setting shifts to the laundry room. Kelly stands there, enthusiastically explaining the benefits of 2X Ultra Tide to her guests. In this specific commerce and solution themselves.

 2. 80’s John Hancock Financial Services Commercial

In this commercial, a man is shown reading a birthday card on his 40th birthday. 

Aside from being comical, the card has clever anecdotes for each decade. As each anecdote is read, financial services that may be needed in that specific decade are shown on the screen. It combines real life with real solutions. Brilliant!   

3. Volkswagon-Darth Vader 2011 Super Bowl Commercial

In this adorable commercial, a small kid is seen in a Darth Vader costume, doing what Darth Vader does best… trying to use his force to control things. 

As the kid runs around the house trying to use his force, the camera switches to the driveway, and the dad is seen pulling in his brand-new VW. This kid runs outside to use his force, surprised when the VW car turns itself on. 

Only can the viewers see the dad pressing a function on his key to turn it on. An adorable boy, a beautiful car, and a pleasant surprise. 

What more can you ask for?  

4. P&G’s ‘Moms’ Ad

Procter & Gamble knows how to get the tears flowing. P&G sponsors Olympic commercials, which portray athletes thanking their mothers for being their greatest supporters. We see the athlete’s struggle and triumph, all to be attributed to their mothers. Emotionally provoking!  

The world of advertisement is complex, with hundreds of ways to showcase your product. Next time you’re figuring out how to get your product out there, consider what Slice-of-Life Advertising can do for you and your company.