The Activation Tool is one of the most effective but underused tools in advertising. Commercials based on this tool work well because they make your marketing message stand out in the sea of advertising. They engage the viewer to participate in the advertisement, either mentally or physically. Instead of just reading, watching, or listening to the message, the viewer is required to take an active part. This causes a dynamic sensory experience so memorable that the viewer is more likely to remember the commercial's main message.
The tool is one of eight patterns embedded in most innovative commercials. Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, "Cracking the Ad Code," and provide a step-by-step approach to using them.