Have you ever watched a commercial, loved it, remembered it, but did not know who or what it was for? It happens. Oftentimes because the message gets lost in the creative. When features and benefits are not liked to consumers' wants and needs commercials fall flat.
Features and benefits are different, great commercials typically deliver both. Features are the what - the characteristics of the product. Benefits or the why- how it helps the buyer.
In commercials that deliver long-lasting impact, features and benefits can be explicit or implicit but they are typically part of the communication.
Here is why I love the T-Mobile commercials and how they linked features and benefits.