Square peg, round hole…yes you’ve heard of this concept before. Too often we make decisions about where to work, who to date what house to buy, etc. for the wrong reasons. Then, we’re surprised when things don’t work out and we’re not happy. When you neglect to think about how important true compatibility is in finding happiness and satisfaction, why do we ignore it as variable in decision making?

Could it be that defining “compatibility” is too challenging, because it relies on both rationale and emotional factors? For example, take the idea of dating. Don’t we want to be emotionally compatible as well as rationally? We might start off with rationale ones like height, religious preference and age. But, then we get into emotional ones like the way you feel when you’re with the person or how easily conversation flows. Finding someone that fulfills on the rationale and emotional is no easy task. If it was, there wouldn’t be so many companies promising to help you meet that special someone.

Look at job hunting; the same concept applies. I once considered a position with Nike because I was so passionate about the brand and the company. But, then I rationally examined the situation and realized taking a 72% pay cut and 4 step title/role drop didn’t make a lot of sense. I was emotionally invested, but rationally not bought in.

In our business, we’re rewarded when we can create an emotional connection with a consumer through an ad. It makes sense since usually people are focused on the rationale benefits when evaluating a product. By connecting with a consumer emotionally we are able to complete the puzzle.

It’s an interesting proposition to consider that compatibility is not emotionally charged nor is it rationally grounded; it’s both. And that is what makes so many of us incompatible with one another.

Let’s be clear on a few things.  One, this is just my opinion.  Two, these aren’t the best ads.  These, are the ads that I enjoyed most, made me stop, made me re-watch, and got me to share.  Really it’s that simple.

1. Canon Rebel – XSI

2. Heineken – Beertender

3. Miller – High Life Skybox

4. Audi – Progress Is Beautiful

5. Nike – Jordan Brand – Look Me In The Eyes

6. Dos Equis – The World’s Most Interesting Man

7. Nike – Football

8. Apple – Bean Counter

9. John McCain For President – Barack Obama Is a Superstar

10. Old Spice – Doogie Houser

BONUS
J.C. Penney’s Speed Dressing (never ran, was never approved)

Guinness – (User Submitted Ad, Not Approved)