Jim Mitchem is an award winning copywriter and founder of one of the first virtual ad agencies on the planet in smash communications.

A few years back, Home Depot ran a television commercial showing one of their fully decked out 18-wheelers driving along a beautiful country road. A voice over talked about Home Depot’s commitment to communities they serve. As the camera panned out, we saw a crossroad ahead for the semi. It comes to a stop and then its right blinker goes on. As the camera continues to pan out, we see the entire horizon. To the right are clear skies, but to the left – armageddon. The sky is black and crackling with lighting. The clouds are swirling. The truck’s blinker then changes from right to left. The big rig turns and the logo fades up.

Let’s get something straight – television commercials are expensive. Especially ones so well-produced as this. So what’s the point? The point of this ad is to position brand in your mind as a benevolent corporate citizen and its goal is to get you to choose Home Depot over Lowe’s the next time you need lumber or lightbulbs. After all, Home Depot helps communities across America that have been devastated by natural disasters. Right? Do they really go out of their way to donate supplies to people who have been struck with bad weather? Probably. I have no idea. But the fact that you think they do is the most important thing. (more…)