Archive for Television
Liberty Mutual-Responsibility
Posted by: | CommentsThe first time I saw this commercial, it really stuck with me. Liberty Mutual doesn’t mention their name or brand logo until the very end, so before even knowing the sponsor, I really appreciated the ad. The concept is ‘Pay it Forward;’ each little nice/helpful thing you do for someone will continue a chain of helpful events. I love this concept because it’s a reminder for all of us in this fast paced world that all the little things add up. Picking up a toy a child in a stroller dropped is such a simple thing to do, yet it is so helpful for that parent trying to juggle a million things and may not even realize the child dropped their beloved stuffed animal.
At the end of the commercial I was really surprised to learn that it was for Liberty Mutual, an insurance company. I think they’ve done a great job emphasizing that their company is responsible, and will be there for you when you need that extra bit of help. Furthermore, they managed to create an insurance ad that isn’t dull and dry; something I haven’t seen since the Geico Insurance ads.
Buckets For The Cure
Posted by: | CommentsWith Susan G. Komen ‘Race for the Cure’ events taking place across the nation this April, KFC has found a perfect time to partner with a charity. KFC has now launched their ‘Buckets for the Cure’ campiagn, which gives 50 cents to Susan G. Komen for every bucket of chicken purchased.
However, with buckets of chicken costing around $10 these days, is this really a charitable enough contribution? 50 cents of 10 dollars, thats 5%…I don’t find this number to be impressive honestly. If a major national company wants to partner with a charitable organization, great, but actually make a significant contribution.
KFC hopes to reach their 8.5 million dollar goal of money raised for the cure by May 9, 2010. The campaign, which began April 5th of 2010 has raised a little more than $2 million right now, and KFC is quickly running out of time.
In my opinion, they should have made a bigger contribution to the Cure for each bucket sold, even $1 per bucket would have been reasonable. Is a 5 percent donation per bucket large enough for KFC to reach their 8.5 million dollar goal? Doubtful.
If interested in more information, visit www.bucketsforthecure.com
Bank of America Doors Ad
Posted by: | CommentsThis ad has been out for a year or so, but they have started showing it on TV again and I really like it. I’m a Wells Fargo customer, but this ad is inspiring and shares the right message at the right time by a bank. I think its inspirational and just makes the character of BoA seem virtuous.
Jenny Craig
Posted by: | CommentsUnder the new FTC ruleing, testimonials must clearly disclose the resuts which consumers can generally expect to see. This effects advertisements in a tremendous way. No longer can companies boast about exceptional, but rare, results. Now brands are required to clearly tell consumers what they can generally expect to find.
This is clear in Jenny Craig’s latest ad campaign featuring Sara Rue. Consumers have grown wary of constantly hearing ads claiming that their product can make you lose 40 pounds FAST. Now, rather than seeing the extreme cases, we are given more typical cases.
I was caught off gaurd when I first saw Jenny Craig’s ad where Rue exclaimed, “I’ve already lost 5 pounds!” Five pounds? Seriously, big deal. But then I remembered the new FTC ruling and it all clicked. This is the direction all weight loss advertisements are going to head as companies begin to catch on.
However, are these ads even effective? Why waste millions of dollars on a TV campaign ‘bragging’ of 5 pounds of weight loss. Seems like a poor use of ad dollars to me.
To see the advertisment:
http://jennycraig.com/?dfa=1#
And click ‘See Sara’s new commercial’
Dove Men
Posted by: | CommentsDove has been greatly praised for their advertising featuring average, fuller figured women. Now they have moved on to a men’s campaign, hoping for the same success.
This particular ad is the second in the series, following up the first ever Men’s Care product line by Dove which was advertised during the Superbowl. Although I like both, I particularly like the second ad. Rarely can you find an ad for men’s shower gel that isn’t over the top raunchy (did anyone say Axe?)
However, Dove took a different approach by showing a little girl with her father at both the beginning and end of the ad which I really liked. Rather than showing a women clinging to her man after he uses the ’sexual’ body wash, Dove replaced the stick thing woman with a daughter figure which I thought was a really good move.
In addition to this Dove also is able to get across all of the product attributes that they were trying to convey. All in all, I think a really well done ad.
The first ad aired during the Superbowl
The Second Ad (my favorite)
Southwest “It’s On” Campaign brings fresh air to airline commercials
Posted by: | CommentsIn the world of aviation travel, commercials are all about the cheapest prices and the most benefits for its frequent flyers. However, Southwest Airlines have concentrated on the most important thing over the past couple of years: customer service. This concentration has made them one of the most successful airlines in recent history. As someone who rarely flys Southwest (they don’t fly to Atlanta), this ad really makes the potential customer feel empowered. I think its very unique in that it says very little about the airline, no mention of prices or benefits, only the sheer excitement of traveling. It emphasizes one of the most negative parts of flying (the anxiety before deplaning) and turns that negativity into excitement and joy. I think it is an innovative ad that continues to set itself apart from the competition with honesty and a clear concentration on the customers experience.
Who does this attract?
Posted by: | CommentsI saw this Quiznos ad on TV earlier in 2009 and just didn’t find the humor in it at all. It seems to be making some kind of homosexual joke and maybe that’s the intention, but its a little too risque and what really bothers me is that its for a sandwich. This ad makes a torpedo look and sound incredibly unappetizing. I really don’t know who Quiznos thought would think this is funny or persuasive but it has had more of a polarizing effect on me.
Obama, NFL players encourage kids to exercise for 60 min every day
Posted by: | Commentshttp://www.youtube.com/watch?v=tXsoDx9s0j0&feature=player_embedded
There is a series of great NFL commercials running on TV advocating for more active children. I think that this is a great initiative given the rising problem of obesity among young children and the common concern that children spend too much time at home infront of the TV and the computer. This is a great example of how advertising is good for society. I especially like President Obama’s involvement in the campaign as a role model to many Americans.
The campaign advocates not only active and exercising children, but it also encourages personal relationships among children. If kids spend too much time online while their parents are at work, their only friends will be the virtual ones and the ones on the online games. However, such kids are missing the personal touch and emotions they can have if they are playing outside with other kids.
This is a great example of a cause marketing campaign which proves one more time that advertising, if used right, is good for society. By recognizing the current problem in society of children obesity and addressing it in the campaign through providing a solution to it - exercising at least 60 min a day in a fun way (by playing with peers), advertisers can change behavior in a way beneficial to society. Here is when the persuasive character of advertising comes into play. Furthermore, by using of influential figures such as Obama and NFL players, the advertisers not only facilitate higher attention among consumers, but I also believe that consumers will elaborate on the message in the ad and hopefully change their behavior in the long run.
“Today’s the Day” at JCPenney
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This is an example of using advertising as an effective sales tool while not being too in your face. JCPenney shows their wide range of products without reverting to the cliche “car salesman” technique.
The simple concept of having an item for every room in your house is combined with promoting family values and reminding consumers to stop and appreciate the little things in life. The simplicity of the spot is beautiful and the lack of a voiceover is a welcome change from the usual commercial.
It also uses vignettes from everyday life that the target market can relate to and see themselves in. Using this technique of self-referencing creates an affective involvement with the consumer and helps them to remember the brand.
The virtuous aspect of this ad comes into play with the potential impact it could have on society and family “norms.” This is a great example of how advertising can “mold” society in a positive way. By promoting family togetherness and a general sense of love, this commercial projects a slice of reality that should be more celebrated.
Since it’s the holiday season, maybe this spot will convince you to consider JCPenney’s for your holiday needs. And don’t forget, “Today’s the day” to start living your life, because “Everyday matters.”
Intel commercial- Ajay Bhatt
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Intel has recently started running a new campaign in which it remakes the company’s top researchers into ‘rock stars.’ The man they show in the spot as Ajay Bhatt is really just an actor, however there IS a real Ajay Bhatt who, while working for IBM in the early 1990’s, played a key role in inventing USB (Universal Serial Bus). Intel had originally approached Ajay to ask for permission to feature him in their latest campaign, but according to Mr. Bhatt, he never really paid attention to what they were doing until he finally saw the completed promo on TV.
I like this Intel commercial which shows Ajay Bhatt – the co-inventor of USB – with a rock-star like following.
At first glance the advertisement appears to be a humorous spot that attempts to redefines the American definition of a male hero as an Indian American computer engineer. In this 30 second ad, on one hand, the ad suggests that we should be rethinking who we see as the heroes of our generation. In slow-motion frames, people scream, men point to his image on their t-shirt, women swoon, and others take his picture with their phones and cameras as the fake Ajay Bhatt nods, winks, signs autographs. But on the other hand, this exaggerated behavior creates a comic moment because the visual of the actor playing Ajay Bhatt defies American audience expectations of who represents a rock star. I wonder has an Indian American man who looks like the stereotype of a smart computer geek really replaced Michael Jackson, and Adam Lambert in the American imagination?
Moreover, I think the ad actually doesn’t redefine the American hero but in fact reinforce the idea of Asian American men as a minority who are rarely seen as rock stars in “our world.” The message behind the humor separates Indian Americans from everyday American popular culture icons and instead confines Ajay Bhatt and anyone like him to a single image.
In the end, I feel while the advertisement promotes a different world where the professionals are Indian Americans or Asian Americans who are boxed in by the continual replaying of stereotypical definitions, the Campaign of the Sponsors of Tomorrow still attempts to turn the traditionally negative stereotypes of Asian males as smart, studious and hardworking into positives.
