Archive for Character
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.
Feel Pretty with Nike
Posted by: | CommentsI have always really loved this ad with Maria Sharapova. Personally, when I think of working out I think of pushing myself to my limits and getting sweaty and just plain nasty looking. When I think of getting pretty I think of anything but myself at the gym. Basically, me at the gym is just a nasty sight. Maria Sharapova is not only infamous for her skills at tennis but for her great looks as well. This ad reflects the routine before Sharapova gets out there and plays. As the song “I Feel Pretty” plays in the background Maria keeps a very composed, confident and focused expression as she makes her way to the tournament. The lyrics “such a pretty dress, such a pretty face, such a pretty smile, such a pretty me” contrast greatly with her no b.s. expression. The song is cut off upon her winning the play. Although the song reflects women as having an identity through image, the ad emphasizes the identity as the courage and confidence to get out there and “just do it” and shut everybody up. I thought this was a great example of virtuous advertising from Nike.
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.
Daddy Dearest
Posted by: | CommentsThis is one of a series of media ads that encourages fathers to be a part of their children’s’ lives. Sponsored by the Advertising Council, the US Department of Health and Human Services Administration for Children and Families Office of Family Assistance, and the National Responsible Fatherhood Clearinghouse, these ads were launched coinciding with Father’s Day. The reason this campaign was launched is because millions of children live without their biological fathers and are more likely to be poor, use drugs, experience educational, heath, emotional, and behavioral problems, among other things.
The series of television spots created through this campaign applies to people through humor and depicting a diverse range of family types. I found this ad to be my favorite because the ad depicts a father helping his daughter in ways not many fathers would. The other spots can be seen at http://www.fatherhood.gov/media/tv/index.cfm.
The series shows a diverse range of relationships between father and daughter or father and son. With the popular belief that money equals happiness, this campaign serves to portray the value that family is happiness. The variety of the roles depicted through these television spots also serves to reverse gender stereotypes where the father practices cheerleading with his daughter (commonly believed to strictly be a girls’ activity) or the father makes lunch for his son (believed to be the mother’s job).
One of the main reasons I believe this campaign to be socially responsible is because it wants to fight community evils like theft, drug abuse, educational issues, and much more by showing how father child relationships can make people happier. Yes this campaign mainly endorses father children relationships, but it also serves to encourage healthy marriages. Culture, background, and life experiences all influence consumer behavior and buying decisions. The campaign for responsible fatherhood serves to promote the health and happiness of consumers and their life experiences.
Visa and Family Values
Posted by: | CommentsI liked that this commercial not only made me want to go to an aquarium, but that it promoted family “bonding” and family values. In the commercial they make the statement, “when is the last time you went to the aquarium with your daughter on a Tuesday?” The images it shows first of the aquarium combined with this statement present viewers with an interesting call to action here. Instead of promoting the benefits of a Visa check card, this commercial taps into the consumer’s emotional side. It encourages them to think maybe they should take an afternoon off and bond with their children, or maybe their parents.
The Responsibility Project – Liberty Mutual
Posted by: | CommentsLiberty Mutual launched a commercial back in 2006 promoting responsibility – stranger to stranger. Their commercial received so much attention that they decided to form “The Responsibilty Project” which according to their website “[they] thought, if one TV spot can get people thinking and talking about responsibility, imagine what could happen if [they] went a step further? So [they] created a series of short films, and this website, as an exploration of what it means to do the right thing.”
The video below is the first commercial they aired in 2006.
The website features over a dozen short films showcasing different ways that strangers are responsible to one another. The videos are great short movies, and really eye catching. They leave the individual really questioning his or her own actions. This is a GREAT method to really engage the audience and encourage some type of action. Though it’s not about the product it’s action to join the movement of responsibility.
I think it’s absolutely fantastic that Liberty Mutual saw a need for this movement and what a great way to bring recognition to their brand. Furthermore, they are weaving the value of these movies (responsibility) with the value of their brand (responsibility). I say way to go Liberty Mutual for really relating to the consumer.
This is a follow-up ad that ran on TV as well.
You can go to The Responsibility Project website and check out the the short films that were made. What is really interesting is that NBC now has their additions to The Responsibilty Project and have added their own short clips with some if their starring actors are featured in the video. Is NBC tagging along to this cause hoping to gain as much respect as Liberty Mutual has through their efforts? I definitely applaud Liberty Mutual’s mission with this project, but I wonder if NBC is doing this because they see the opportunity for growth or if they truly are passionate about this subject.
Kudos to Liberty Mutual!
Also, for your viewing pleasure check out another Liberty Mutual website – What’s Your Policy. It features tons more commercials focusing on The Responsibility Project.
AT&T Lost Dog Commercial w/ Tyler Hansbrough
Posted by: | Comments
Cheers to AT&T for providing its audience with socially responsible, feel good ads that warm the heart while avoiding sex, negative stereotypes and raunchy humor. I saw this ad for the first time tonight and was touched by not only its message but also its sense of community and friendliness. In a world where we have learned to shy away from certain situations whether it be from time constraints or lack of motivation, it is amazing to see an ad that depicts such a random act of kindness.
We are introduced to a little girl who is pinning up lost dog signs in hopes of one day finding Sarah, her adorable young pup. As the ad progresses, a student on campus sees the sign, snaps a pic with his AT&T phone and forwards the text, “Can you help find this dog?” to Tyler Hansbrough. Hansbrough, obviously on North Carolina’s campus sends the message to his MANY friends. Eventually the little girl and her companion are reunited.
As human beings, we are swayed with many appeals and that’s alright. However, as aspiring professional advertisers, we must keep responsible limitations on how far we take certain appeals. Yes, sex sells. Yes, raunchy humor sells. However, changing advertising in a way that can inspire should also be present in our everyday work. Looking at the positive feedback this ad received is just amazing. I know a lot has to do with Hansbrough’s cameo, but the ad itself is effective in grabbing the attention of the audience and pulling at its heartstrings. We’re not seeing rookie NBA Hansbrough as a sex symbol or sports icon. We are introduced to him as a person.
Live with Chivalry
Posted by: | CommentsI loved this message! It embodies the very qualities we celebrate on this site. However, I was considerably reluctant to post it because it is promoting alcohol. On the one hand, spirits are legal and companies that produce them have a right to market them. On the other hand, liquor does belong in the “vice” category because its abuse is a major contributor to many of society’s ills. So now the question becomes: can an ad be virtuous even though its purpose is to sell a not-so-virtuous product?
The Coke Side of Life
Posted by: | CommentsThis is one of my favorite commercials. I love how coca cola took a notoriously violent video game like grand theft auto and turned it into something positive. I think its clever, and the words of the song send a really great message to the public. They took a video game about violence and destruction and changed it to promote kindness and giving back. I think associating your product with such an uplifting, and funny, message is definitely beneficial. I kind of want a coke now.
Chris Brown Suspended from Advertising
Posted by: | CommentsIt may seem like a no-brainer, but I think the recent actions taken by Wrigley’s and Got Milk are worth recognizing. It is admirable that these two companies decided to suspend their endorsement deals with Chris Brown after his incident with the law this weekend. While it may be an obvious PR response, it gives me faith that these companies understand the impact their spokespeople have on society. Dairy Council says that “Brown’s image won’t help them sell products.” I’m proud of Wrigley’s and Got Milk for doing the right thing and pulling these ads despite their success.
Check out these articles about Chris Brown and the lost endorsement deals:
“Wrigley suspends Chris Brown, Rihanna silent” (Reuters)
“‘Got Milk?’ Chris Brown Doesn’t” (Starpulse.com)
“Wrigley’s puts Chris Brown campaign on hold” (CNN.com)
