What is being advertised?
Why is it being advertised?
To inform people of their new reservation number and remind people Motel 6 is still around
Who is the intended target?
People on a budget; people looking for a quick, last minute stay; people who travel, particularly who take road trips
What’s the connection between the product’s message and the target’s need?
The message is quick, simple and doesn’t require much though from the viewer, similar to the type of stay that Motel 6 offers its customers. The target needs a way to contact Motel 6 to make a reservation, and the ad offers a clever way to remember the company’s telephone digits.
What’s the SINGLE most important thing (10 words or less) being communicated in the ad?
Motel 6’s new reservation number
How do the visuals support and communicate the single most important thing?
The “visuals” are the digits of the reservation phone number—which is the most important message being conveyed.
How does the copy support and communicate the single most important thing?
The copy is the narrator letting the viewer in on a clever way to remember the phone number—which is the single most important thing to take away from the ad.
How does the context or media placement communicate the single most important thing?
The media placement is important because, had the Richards Group decided to use a different medium for the Motel 6 ad, they would not be able to combine the image of the numbers with the friendly voice explaining how to remember the visual.