Here Come the Squirrels
Patterns emerge from time to time in advertising. The latest one I’ve noticed involves squirrels. Cute, studious, friendly creatures as they are, when I see them in ads, they always conjure up memories of squirrels I’ve seen in the movies. Like the infamous squirrel chase in National Lampoon’s Christmas Vacation. Or the Squirrel Lady from Rat Race. Ultimately, though, I’d have to say that they are a benign symbol in my subconscious.
Monroe Shocks and Struts
The first example comes from Monroe, who are promoting their products’ ability to give you more control, and safety, on the road (therefore reducing unfortunate squirrel casualties). They apparently spent a lot of money developing some fun assets designed to encourage drivers to “save a squirrel – replace your shocks…”
Save a squirrel with Monroe.
More links…
First Tech Credit Union
Next up, a company from the financial industry. First Tech encourages us to “squirrel away” money for a rainy day, trusting them as the repository. Again (as you’ll agree after visiting the links below), this company spent a lot of money to create a symbolic, lighthearted parallel between squirrels and local families. A little weird to watch real squirrels talk to one another, but also very entertaining.
Don't get squirrely with your money.
More links…
- In-depth campaign info from www.TheFinancialBrand.com
- www.FirstTechFans.com
- “Chuck & Larry Home Loans” TV spot
Ancestry.com
Finally, Ancestry.com rounds out this triad with an odd ode to those of us with roots, well, in the hills. With family lines that I can trace back to southern Missouri, the following ad hits maybe a little too close to home (where squirrels are often in the trees and on the menu). Either way, it’s an intriguing ad showcasing an interesting character.
Hey there, little buddy!
Conclusion
All joking aside, I have two main points to make here. First, the cross-pollenization of creativity is both inevitable and interesting to observe. As important as it is to get out there with a fresh idea, it’s also reassuring to know that there’s nothing new under the sun. Often cultural symbolism cycles like fashion. Without being an outright copycat, sometimes it can be beneficial to “catch the wave” of an idea that has relevance and timeliness in the popular consciousness.
Secondly, I want to underscore the importance of symbolism, or motifs in advertising. As much as I’ve tried to resist this concept over the years (in my mind, advocating radical uniqueness as more valuable), it’s clear that humans are proficient at using small psychological concepts as a shorthand for much larger and deeper meaning. For example, consider all of the subconscious backstory embodied by the Apple logo. As a kid, I never made the Newton connection, yet that little pre-bitten apple with the rainbow in it represented innovation, freedom and just plain coolness. Likewise, establishing a symbol that has a logical connection to your message can boost its effectiveness, especially after repeated exposure. Just be sure the visual motif you choose actually has a meaningful connection, and at least potential for embodying the sorts of positive connotations you hope will grow in your audiences’ mind over time. In this regard, the squirrel makes a fine symbol in each case above. For Monroe, it’s a parallel with all that you hold precious when driving (your family, other drivers’ families). For First Tech, it’s a symbol of festidious allegiance to those you care for, by being a responsible and diligent planner when it comes to resources. For Ancestry.com, well, it’s a touch of nostalgia… Chasing squirrels in the park as a kid. Or, for others, perhaps something more bizarre.