What a feeling, indeed

Digital cable and other marvels that bring the televised wonders of the world into your living room give you a peek at not only programming from other countries, but also advertising. The former may lead to head-scratching, but the later is often a great nudge out of your creative doldrums.

One of the more smile-inducing commercials is 30 seconds from Molson Canadian beer, the same people who brought an entire country together with its self-deprecating, yet strangely patriotic "I am Canadian" series early in the decade.

In the current effort, we are treated to images of people in various locales - a deli, a bar, a restaurant, at home with a group of buddies - singing "What a Feeling" from the trend-setting, if tepid, 1983 screen "gem" Flashdance.

The singers vary in skill from competent to comical. The volume builds, as it does in the original rendition from the movie. The scenes move rapidly, showing genuine excitement, and an amazing lack of dancing skill among those who punctuate their words with a few steps.

And what has them so excited? The return of the National Hockey League, although the images of hockey are seen only in passing - a small screen on the counter in the deli, a television poised above a bar, and a quick scene reflected in a window.

The closing message? "The Excitement Has Returned. Hockey's Back."

Now imagine the lame ways they could have approached this subject. Can't you see it now?

"Here's our toast to the fans who survived the lockout." Or "Celebrate your favorite sport's return with your favorite brew." Or even "Now we have something to do when it's freaky cold on a Saturday night in January in Moose Jaw." (OK, that last one may be a bit too regional to have made the cut...)

The point is that they didn't hammer home the obvious. Instead, they identified their target audience's primary emotion - joy - and gracefully inserted themselves into the story. It isn't hard to picture that goofy ditty being hummed in elevators across the country right about now.

What's the lesson for communicators?

• Join your audience, don't preach to them - Strive to become part of your target audience's world, rather than a supplier to that world. Imagine the difference if Molson had tagged the spot "Proud beer sponsor of the NHL" or something equally perfunctory instead.

• Don't be afraid to be a fish out of water, if it helps - What do hockey and a song from Flashdance have in common? Absolutely nothing. The result is a spot with silly, stopping power that doesn't insult your intelligence like so many in the industry do.

• Always be building your brand - While there's a dotted line connection to the elements of the previous spots (Canadian pride, hockey, good times, beer, etc.), the real link is that Molson didn't forget that they're the beer that pokes a little good-natured fun at itself and, interestingly enough, at its customers. In doing so, they stayed on strategy and kept building their brand.

The message? You're much more likely to sell your products, services or ideas if you act like someone your customers would, well, want to share a beer with.