If brand loyalty is a priority for your campaign, Electro-Fish should be your first call for TV spots that truly capture and convey a company's core values through authentic repesentations of real-life. Play sample spots.

To put it simply... today's audiences are savvy. If you're attempting to sell a core value (ie: no one has a passion for beer-making like us; we love the environment; our big company positively impacts communities and employees), audiences are less likely to personally accept that value proposition as truth from a traditionally-structured commercial. They are more likely to accept/adopt that value statement if they feel the presentation of the material is authentically delivered.

Authenticity-driven TV commercials from Electro-Fish:

• Use reality or core values as a foundation
• Often use the real people involved (employees, founders, customers, etc.)
• Utilize key documentary techniques
• Respect the audience
• Use humor when appropriate
• Adhere to a structured messaging process while preserving levels of flexibility to ensure most authentic product
• Visually engaging without looking fake or forced
• Can often be less expensive than traditionally-structured commercials
• Drive audiences to additional web-based content

One of the beauties of Authenticity-Driven TV Commercials from Electro-Fish is that you can create an entire communications loop from the same material. The 30-second TV spots serve as the tip of the iceberg and drive audiences to the web site to investigate the claim for themselves. The same film shoot provides material for both platforms. Typically, we recommend 2-3-minute Electro-Films™ online that demonstrate further evidence of the core value to the audience. These could be in a micro site or part of the parent site.

To use one of the examples above... where the audience may see some cool tidbits of passion-filled beer-making in the TV commercial, the web-based Electro-Film™ offers them the opportunity to see the "whole" process and why it requires so much blood, sweat and tears.

The audience may then:

• Solidly adopt the value proposition as truth
• Be more open to adopting the value proposition if a previous perception must be overcome
• Share the online Electro-Film™with friends or colleagues

When you choose the road of authenticity, your media savvy audience is:

• More likely to consider your value proposition
• Less likely to write-off your value proposition as straight-up advertising mumbo jumbo
• Able to further investigate your value proposition on their own
• Able to share your value proposition with peers