Taxi-Viagra commercial

As uncomfortable and awkward as these commercials may be for some people, you know what... Viagra really doesn't care, we are not the target market! As an older gentleman or an older lady, there is no shame at all in using such a product. In fact, by using Viagra, life can only get better. I think Taxi does a great job adding some wit and humor to a target market that is not often advertised to in such a way. After all, after a certain age, advertising geared towards you may tend to be depressing, and almost insulting. These are cheerful, funny ads with a clear message: enjoy yourself, take Viagra! Well done to Taxi for executing such a creative campaign.

72 and Sunny-Discovery Channel

There are many people today, who don't have much of an interest in the world we live in, nothing wrong with that. I too, tend to have similar feelings when it comes to nature and "outdoorsy" activities, but after watching this ad created by Mother for the Discovery Channel, this beautiful compilation of everything our Planet has to offer, it makes me want to explore. To me, this is one of the best ads I have seen all semester in terms of its message. Again, not necessarily promoting the channel, but just making a statement that the world around us is so vast; go out and see for yourself. It definitely makes me want to see some of the most unique parts of nature, and really appreciate all the world has to offer. So, well done Mother and the Discovery Channel, you got my backing.

Droga5-UNICEF Tap Project

As I mentioned earlier in my blog, I am just amazed by the organization and commitment from Droga5 and its partners to launch such a successful campaign. Having just recently seen the making of the project, and the enormous results it generated, this is an example of a socially responsible ad which has taken responsibility to a new level by quantifying it. Not only are they sending out a good message, but children around the world are being taken care off, and even saved. A great campaign and an excellent message.

Strawberry Frog-Heineken commercial

After going through Strawberry Frog's website, I have to say, out of all the agencies we have studied, the work from Strawberry Frog is some of my favorite. The Sprint campaign, all the Heineken ads, even their work for clients in financial services, such a Morgan Stanley, were all extremely creative, but completely to the point. In fact, I was really impressed to see on their website, Strawberry Frog even has some results from certain campaigns. However, my favorite of the bunch was obviously the Heineken ad I have attached. Clever, witty, and again, I had no idea what the product was till the very end, but was desperate to find out. Overall, I would say just a great agency, with some really neat work for an array of clients, and I will definitely be keeping a tab on them in the future.

Mother-Stella Artois commercial

Very, very different from your "wazaaa", swear jar and "dude" beer ads seen here in the US. It fascinates me how virtually the same product can be marketed so differently across countries. For instance, if this ad (which ran in London), ran in the US, would it be the same? If so, why? If not, why not? A lot of intriguing questions to look at when comparing international advertising. However, for this particular spot, to me the main observation was that a large portion of this ad is in French, yet the ad ran in London. I find this incredibly impressive because it means the ad was well directed and strategic to the point where verbal communication was unnecessary. There is no need to talk about the beer or anything else. We all know once that when "Mr. Piano" saves the day, he wants to relax with a nice Stella Artois: simple as that, no language necessary.

Secret Weapon Marketing-Jack in the Box

A completely clean and funny ad, with some obvious connotations: nothing wrong with that, especially not if you consider your target audience, because I am SURE they would find this commercial funny. The only people I really know that go to Jack in the Box and ENJOY it are young college males whose number one priority is cheap food and number two is food available at all times. This just happens to be exactly what Jack in the Box caters to. While this isn't necessarily my favorite Jack in the Box commercial, it shows a different side to Fast Food advertising, which reiterates the close-knit relationship so many consumers have with "Jack".

Rethink- Playland

Having never heard of Playland till the other day, it is difficult to understand to fully understand the product. However, I think this commercial does a pretty good job for its intended target. I am just making a wise guess, but I assume people who enjoy theme parks don't mind some being silly once in a while, and certainly know what they are getting in to (at least they should!). This ad, humorously, yet effectively shows people's reactions after riding on Playland rides. Personally, I am no fan of amusement parks so I found it a bit silly, but I know that if I went on rides and were willing to let a roller coaster control my vision, I would definitely see the excitement in Playland attractions.

Doner-DelTaco commercial

To me, this appears to be a very average, normal fast-food product ad. From the kick in the private parts, to the typical tag line at the end, there wasn't much to rave about for this particular spot. Again, in a highly cluttered market, unfortunately Doner isn't helping Del Taco stand out anymore than it should. Also, for the target market (I'm guessing young adult males), would anyone not even remotely react when being kicked in that area? I would assume so, yet in the ad, the character is so caught up with this Taco that he doesn't seem to mind. Interesting... I would if I eat something so spicy I would lose my sense of pain too. Guess I'll have to try some Del Taco chicken tacos!

BBH-Lynx commercial

I like this spot for several reasons. First of all, there is no clear socially irresponsible message here. I'm sure there could be debates over the grocery store incident, but on the surface, there is nothing too inappropriate. Secondly, compared to other Axe/Lynx ads where women literally flock towards a man spraying an obscene amount of deodorant just to 'get some', in this ad, there is almost a subtle romantic feel to the spot, which is not only a refreshing change, but it is actually quite sweet. The third thing, the message is technically referring to the fact that Lynx is a 24 hour deodorant. So, if children are watching this, or anyone uncomfortable with clear sex appeals in commercials, this was created in a far more subtle, appropriate and even clever way.

Richards Group-HEB commercial

I think this is an excellent commercial, not because of any colorful art direction or savvy copy, but simply because this is an ad that ran in Texas, FOR Texans. If a normal consumer in Texas is watching TV (I'm assuming these also ran during the NBA playoffs) and during the commercials, out of nowhere, pops up Manu Ginobli, Tim Duncan and Bruce Bowen, he or she will be captivated. Additionally, the Richards Group did a good job adding some humor to the spot, because often times the risk of having sports endorsers is that they seem out of place and a little awkward. I'm not saying their performances are Oscar nominees, however, the three Spurs players in this spot did their job in selling the product and remaining consistent with the strategy.

Wieden+Kennedy- Nike "If you let me play" campaign

One of the most famous Nike ads in the past 20 years, especially considering there is no product feature or even any Nike statement. Similar to the Dove "Real Beauty" campaign, Nike's objective here is not to sell apparel or to even name their claim over competitors, but simply to send out a morally just, and healthy message to the rest of society, particularly young women. Traditionally sports advertising and marketing has been very male oriented and has displayed either a male professional athlete or a model to flex his muscles and show off his skill. However, this spot, created in 1995, was the beginning of a new generation of sports advertising which not only included women, but children, physically challenged and philanthropic messages as well. Once again, Wieden + Kennedy and Nike set great examples for the rest of us to follow.

3 socially responsible ads

1) Ogilvy & Mather's "Real Beauty" campaign for Dove
One of the most well-known ad campaigns, and as far as I have seen, has some of more viewed videos on youtube than any commercial. This campaign is almost 'counter-advertising' in terms of its message for young women in our society. Real beauty IS on the inside, and in the commercial and materialistic world we live in, this is often difficult to see. Additionally, from a PR perspective, I can't imagine ANY negative publicity received from this campaign for either Ogilvy or Dove. Makes you wonder why truly good messages aren't seen more...
2) Droga5's "Tap Project" for UNICEF
Having just recently seen the making of the project, and the enormous results it generated, this is an example of a socially responsible ad which has taken responsibility to a new level by quantifying it. Not only are they sending out a good message, but children around the world are being taken care off, and even saved. A great campaign and an excellent message.
3) Arnold and Crispin Porter Bogusky's "Truth Campaign"
While I personally dislike these ads, and find them a little too extreme, the sentiment is good. Smoking is bad, and while everyone knows this, I think the target for this particular campaign is younger children before they enter the treacherous world of tobacco and nicotine. So, although I personally think the execution behind the campaign isn't the best, it is is still socially responsible advertising.

Dentsu-Toyota commercial

What I really like about Dentsu's ad created for Toyota is the positive message. Rather than talking about the car's specific attributes, and rather than even creating an emotional connection with the car itself, this spot focuses on future developments for the car industry. Another interesting observation about this spot is that there is no specific product even featured. It is simply a Toyota corporate brand message, essentially saying "by purchasing a Toyota you are helping the future of the automobile industry". After all, who wouldn't want to help out?

Kirshenbaum Bond-BMW interactive campaign

What I found most interesting about Kirshenbaum Bond after looking at their website was the amount of interactive work they specialize in. For BMW, they created a campaign called the 'M Experience', which is an online software that allows current BMW customers as well as prospective customers to create their own virtual vehicle and even test drive it against others. Similar to R/GA's NikeId, Kirshenbaum has done a great job increasing traffic to BMW's website and providing an exciting element to the BMW brand.

Vitro Robertson-Asics commercial

Trying to break into the sports market and compete with Nike, Adidas and maybe Reebok is almost an impossible goal (although Adidas would disagree!). This is what I admire about the work Vitro Robertson has done for Asics. Whether it is through print ads or TV spots, Asics' whole brand identity revolves around health and individual wellness rather than being a sports star. In fact, Asics do not even have any athlete endorsers. Probably because they don't have the budget, but nonetheless, Asics has done a great job positioning themselves not as a competitor to these big boys, but as an alternate shoe, which really focuses on running, on health, and on personal satisfaction. Who knows, perhaps they will expand their market share and one day be the new Nike?

AMV/BBDO-The Economist

When someone thinks of a non-traditional or a clever outdoor ad, it's normally not for a magazine or news publication. However, the work AMV/BBDO has done for the Economist is brilliant, and is as witty as it's readers. Obviously, the target market for such a publication will not be as universal as Burger King, making it far less extravagant of a campaign, but I think the account planners for this particular project definitely did their homework in terms of reaching the consumer. Personally, I read the Economist once in a while, and as a student interested in the world around me, I would say I am not far off the Economist's target customer. And as a consumer, these outdoor, print and 'light bulb' ads (perhaps a combination between outdoor and non-traditional??), position the brand well in my mind. Well done AMV/BBDO, you understand the target audience... far easier said than done.

McKinney-Gold's Gym commercial

The amount of DECEPTIVE gym and workout advertising I see actually disgusts me. Whether it is a membership to Bally Fitness, a Bowflex or an ab machine that makes sure "you have 6 pack abs in no time!!!", this commercial created by McKinney for Gold's Gym doesn't have any promises, doesn't even describe the features of the product. All it says is go to the gym and challenge yourself. Also, at least when I think of a gym, I think of motivation. Some of these other workout commercials are completely counterproductive. They make it seem as though losing weight/becoming strong is easy as pie and that all you need is 20 minutes 3 times a week. Well, from personal experience, I call BS. Gold's Gym doesn't say any of this, it says work hard, and by watching the woman firing away doing her sit ups, it is a motivational tool to get off your lazy butt and go work out... be the best you can be!

Cliff Freeman & Partners-Little Caesar's "Pizza Pizza" campaign

Fast food advertising is the easiest category to get lost in the clutter, but Cliff Freeman & Partners did a terrific job establishing Little Caesar's as the cheesiest and most affordable pizza, in addition to an unforgettable slogan in "pizza pizza!". Unfortunately, I was unable to find the particular spots which I think are the most effective and that are my personal favorite. These are the spots from (I'm guessing???) the 80s where someone pulls a slice of pizza and the cheese follows them. This blatant puffery and universal humor really positions the brand well, separating it from any of its competitors. Personally, I never had Little Caesar's pizza growing up, because I lived in Europe at the time, however, the "pizza pizza" campaign is truly unlike any other pizza or even fast food advertising I have ever seen. RIP Cliff Freeman, you will be missed.

Crispin Porter + Bogusky-Coke Zero

For how good Coke advertising is, and the brand identity it has created, Coke Zero cannot even compare. This is probably the worst soft drink commercial I have ever seen. There is absolutely no relation to the product, no brand identity created, and the overall concept of the ad has no objective. It is an exaggerated concept, with absolutely no focus, and the only funny element about it is that this 'sly guy' somehow escapes the SWAT team?! The only explanation I can possibly think of is that Coke purposely wanted to test a new campaign for a new product, Coke Zero. Whatever the reasoning was behind it, nothing surprises me about Crispin Porter + Bogusky...

Arnold-Jack Daniel's campaign

Most alcohol advertising essentially conveys messages like "drink this and you get women" or "drink this and you impress the boys", however, Arnold's campaign for Jack Daniel's has a slightly different strategy. This campaign actually does talk about the whiskey, the journey through which it was made, and even compares its taste to other alcohols. However, it ties it all to these factors to the "Tennessee way", which is the emotional appeal to Jack Daniels. The brand positions itself not as an American bourbon, and not as a fashion statement, but as a legacy and a proud tradition that has never left its original roots. I think it is this that truly positions Jack Daniel's as a whiskey a man should be proud to drink.

Euro RSCG-Chivas "Live with Chivalry"

I have said it before in my blog, and I'm saying it again, something about English advertising makes me want to watch the whole thing! This :60 second spot for Chivas Regal, a classy and expensive Scotch, may seem like a typical commercial for an older man's drink. However, to me, the most impressive part about these TV spots is that for a first time viewer, till the end, you are not sure what the product is. It could be any sophisticated and suave brand ranging from watches to suits, yet we want to stay and watch the whole thing (at least that's how I felt). Additionally, what I like about this campaign is that unlike much American alcohol advertising, where the man gets the girl, over here it is all about being a gentleman, and 'living with chivalry'. The spot shows a man helping others, understanding the world around him, challenging himself, and only because of that is he drinking Chivas. A noble message, one which I wish more American advertising would implement.

Team One Advertising-Ritz Carlton print ad

I realize the copy is too small, so this is what it says: "Enough sun, enough laughter and siblings remember they like each other. It's our pleasure". This ad is from Ritz Carlton's 'kids' section of the advertising done by Team One. To me, this is one of the most suave looking print ads I have seen, with the ocean, the hand and the 'clean' look to it. The waiter's hand represents the prestige that the Ritz Carlton is conveying, but more importantly, an aspect of theirs which they are not famous for, is their willingness to accommodate children. This would increase their popularity among families, increasing the amount of reservations for the resort. Something else I really like about the copy is how the Ritz implies this isn't necessarily a 'family resort', yet kids will be taken care of. This assuring message to parents seems as though it would be a huge appeal.

Leo Burnett-Disney "Magic Happens" campaign

A typical Disney heartwarming commercial. The most important thing to consider for this campaign is that everyone knows what Disney is, and if they don't, well then it'll be hard to convince them that it's magical. There is no real product attribute highlighted, nothing to do with amusement parks, deals, or any operational details. This spot simply shows the magical affect that Disney has on people, and the way it makes them feel happy. I am guessing the target market for this is perhaps parents, so a little older than myself, but for any viewer, this is a genuine message, which has to be appreciated.

Kaplan Thaler Group-Dawn Wash Away Commercial

Another ad which combines a great message and product attributes. With a product like dish soap, it is difficult and often even ineffective to have an extravagant ad, however, Kaplan creates an emotional tie with the Dawn consumer by sharing the company's goals for each sale. This conveys to the consumer that not only does Dawn have the most gentle dish soap in the market, but that the company has philanthropic goals as well, which as we have seen, is not only great for the community, but excellent PR too. So all in all, Kaplan and Dawn create a good message to help promote the brand, and a noteworthy cause.

Saatchi & Saatchi- Anti child abuse campaign

Obviously an extremely sensitive and difficult subject to talk about, let alone advertise, yet Saatchi & Saatchi does an excellent job addressing a very realistic problem in our society, with a rather strong message (not sure what the rules would be on this one in the US...). Any anti-abuse campaign will have different objectives than any other sort of ad campaign, yet a clear message must still be evident, and it certainly is over here. What initially looks like a potential funny and clever ad turns into a very serious matter. While this may be controversial, the idea is not to sell a product, but to get a message extremely clear: child abuse must stop, and do everything in your power to help prevent this issue. Touchy, sensitive, and risky, but well executed by Saatchi.

Fallon-Bravia commercial

Probably the most beautifully art directed commercial I have seen all semester. This ad, created by Fallon, is one of those campaigns which really makes us consider advertising as an art form. Between the music, the bright, colorful bouncy balls and the slick look of the Bravia TV at the end, this is a really well created ad, which has received praise not only throughout the industry, but even friends of mine who I have mentioned this to have seen or heard of it themselves. This is the essence of colorful and vibrant advertising, and even though most clients would not necessarily have the budget or the product to launch such a campaign, I think I speak for the industry when I say, I hope this motivates others to create such a powerful campaign.

R/GA-NikeiD

Definitely one of the coolest, most unique agencies we have looked at all semester. In a rapidly evolving world of technology, media and other gadgets, it seems as though R/GA is leading the way, and starting the trend of what I imagine to be the future of the industry: digital. As a consumer, the NikeiD website design is addictive. Being able to virtually create your own shoe and add features that are unimaginable in retail stores, is really something special. R/GA also did a great job implementing the strategy through various medium including outdoor, social networks and smart phones. If the future of branding, marketing and advertising looks this way, then R/GA is a force to reckon with.

Campbell Mithun-Famous Footwear commercial

The most obvious thing with this commercial is that I am NOT in the target market. However, even for an uninterested male's perspective, I think this is a very slick, clean and well directed ad that conveys a clear message to women: shop at Famous Footwear and no matter what your mood, what the occasion, we have the shoe for you. Since this is a :60 second spot, as opposed to a more traditional :30 second time, this ad was probably ran as a signal to either spread awareness or build a positive brand image. And in my opinion, this ad achieves both goals.

Hill Holliday-Dunkin Donuts commercial

This commercial has mediocrity written all over it, apart from the "breakfast not brokefast" tagline, which seems as though it was created in a grand total of 10 minutes. There are some elements of humor and the strategy behind the campaign is clear: get more people to buy Dunkin' Donuts breakfast. However, in a product category where there ARE more savvy and frankly, effective ways of selling the brand, Hill Holliday seems to have created a run-of-the-mill campaign that probably did generate sales, but with a little more creativity, could have really established a long-lasting name for Dunkin' Donuts.

Mullen-match.com commercial

Hmmmm... whether that aired on television or not, the fact that this was even considered, and by a well respected, full-service agency, baffles me. The only reasoning I can see behind this is that they assume people who are watching television at the time this ad aired, and who also fell into their target market, are dog-loving people who enjoy sniffing the rear end of members of the opposite sex. IF this is the case, then spot on Mullen, but if not, well then I am very curious to know the reaction to the release of this campaign...

Deutsch-Snapple commercial

Funny, colorful, and happy: three adjectives I'm sure Snapple wouldn't mind being associated with. Based on this spot for Snapple, this is exactly what comes to mind. It is an interesting commercial, which clearly states the company's objective that real fruit is the ONLY fruit. In a product category where artificial products and sugar are essentially dumped into our drinks, it is nice to hear that we are consuming a drink that not only tastes good, but IS good. Through humor and puffery, the commercial does a good job making me feel healthy, and that Snapple is always the correct choice. Good work, Deutsch!

Carmichael Lynch-Harley Davidson commercial

Wow... I'm glad I don't know anyone who rides a Harley; that was my first impression. OBVIOUSLY I am NOT a biker or have any affiliation with the 'biking culture'. This is part of the reason I find this commercial grotesque, sending a terrible message that if you ride a Harley you can get any woman you want. The only trouble with this particular spot, which based on the youtube comments, I was not only one who had this dilemma, is that it is difficult to gauge who is the husband and who is not. After a few views, it is clear the original man in bed is the husband, who is essentially scared off by the "Harley guy". Either way, the message is irresponsible, the layout is sleazy, but you know what... perhaps that is exactly what Harley Davidson riders, or other Bike Riders like to see: respect and fear from others. In this crazy world of advertising, we have to wear multiple hats, and even though I don't agree with this one, I'll buckle up and say, props to you Carmichael, you know what your biker wants.

Lowe-Reebok spots

As an active/healthy person (most of the time...), and as someone who I'm guessing is exactly in the target audience for this particular commercial, I thought it was excellent. From a consumer's perspective, it is funny, the music is stimulating, and most importantly, it makes you want to get off your lazy ass! On a side note... I don't know why this is, but most UK based ads I have seen know how to engage the viewer for the ENTIRE ad. For instance, in this ad, I want to know what exactly this big ball of ugly, white hair is, and in order to find out, I must watch the entire spot. I know little to nothing about English advertising, or the way English agency offices tend to run, however, this spot typifies English advertising: exciting, great music, and keeps the consumer hooked till the end. Hopefully I'm lucky enough to work across the pond some day.

TM Advertising-American Airlines spots

As an avid supporter of the American Airlines brand, and as an AA Gold card holder, I have a definite bias towards American Airlines. However, I hadn't seen advertising for the company till this semester, or at least hadn't noticed it. In my opinion, TM Advertising has done a great job. I can honestly say that every spot I have seen is effective, well executed, appropriate for the target audience, there is a diverse cast, and it is good for the industry of advertising as a whole. The campaign where Milosz the basketball player is traveling around the world with his agent, is a funny, yet strategic way of showing American Airline's global presence. On the other end, we have the "going home" commercial that I have attached. It is actually one of my favorite commercials I have seen this semester. It describes the service, targets many types of travelers, and most of all, creates an emotional response with the brand, shown in the tagline: "we know why you fly".

Draftfcb-Boeing corporate advertising

In this class, most of the advertising we have looked at have been for fun clients. Let's face it: Nike, Adidas, Snickers, Starburst, Apple, Pepsi, Coke, BudLight, and the list goes on. For 'fun' clients, it is easier (and more appropriate) to do fun advertising. This past summer, I interned at Draftfcb Chicago, and was on the Boeing account. Far different from what I ever imagined advertising to be like, I learned a tremendous amount about corporate advertising. The importance of maintaining a good corporate image for a company as large and significant as Boeing is essential. Hiring the best engineers, the best suppliers, establishing relationships with large commercial airlines and government defense systems...all these were components of corporate advertising I learned last summer. This campaign, which I was extremely proud to work on, features actual Boeing employees sharing their purpose for the Boeing company, sharing why they are there. As cheesy as it sounds, it still gives me goosebumps every time I watch this...

McCann Erickson-Mastercard "Priceless" campaign

Mastercard's "priceless" campaign has to be the most well known slogan for any credit card company. No matter who we are, no matter if we are target customers for Mastercard or not, the phrase priceless has become embedded in American culture. Just the other day, one of my friend's facebook status ended in "... priceless". Surely McCann Erickson and Mastercard knew when they were launching the campaign that not everyone would switch to Mastercard purely because of these ads, yet, as a brand, Mastercard has positioned itself above competitors Visa, American Express, Discover Card and any other credit service companies I am missing, simply because of customer AWARENESS. Based on competitive advertising I have seen, it seems as though Mastercard has created not only an image for itself, but for the entire product category ( which is relatively dull and definitely not 'sexy'). Finally, Mastercard has lead the way in its product category not because it has made any bold or false claims. In fact, it admits there are somethings money CANNOT buy, but for everything else: there's Mastercard! :)

The Martin Agency-Geico spots

Hate the lizard, love the caveman. Hate the song, love the tagline. These are just my personal opinions. And to me, this is what is so unique about what the Martin Agency has created for Geico. There is a wide spectrum of various icons and scenarios through which they reach the consumer. Based on what we have learned about the Martin Agency, they are not overly concerned with focus groups and pre-testing, but will evaluate the advertising once it has already aired. With this mentality, it explains the caveman, the lizard, the talking money, and the several other silly (yet effective) icons they have. When comparing Geico advertising to competitors, it is important to realize how well Geico positions itself: easy, national, and obviously... 15 minutes could save you 15% or more on car insurance, now who can refuse that?

Grey-E*Trade babies

Although Grey is not known for its sexy work, mainly due do the scope of its clients' work, yet, in my opinion (many people would shoot me for saying this), the E*Trade babies are some of the best images in current TV advertising. While they may be annoying to some, or while some people might find them irrelevant to the product, if you think about it, the message from Grey is clear: E*trade is so easy a baby can use it. Similar to the Martin Agency's work for Geico, I think these babies are becoming an American icon. More importantly, for this particular campaign, I think Grey does a great job adding a new and unique twist to the world of investing. Obviously, the target audience is adults, who have the money to invest. What do most adults have? Children! I know it sounds silly, because I am not in the target for these ads, however, if, as a parent, I saw a cute baby discussing my investing options, I wouldn't only find it funny, but if I listen to what is being said, it would be useful as well. So no matter what people may say about Grey and about the E*Trade babies, my support is certainly there!

JWT-Kit Kat commercial

This awarding winning campaign is definitely worthy of any positive recognition it gets. Funny and light-hearted, yet the product is never forgotten. In my opinion, most chocolate or snack food advertising IS pretty good, because the agency and the client realize it is a fun product, geared towards a relatively young and hip target market. However, what JWT does so well with this commercial, is the tagline: "If he deserves a break, you do", almost saying he does NOT deserve a Kit Kat, but hey, if he is eating one, why shouldn't you? Also, it is a universal spot, which most consumers, young, old, male, female can relate to. Well done JWT, I certainly am craving a Kit Kat after that ad.

Young & Rubicam-Band-Aid campaign

A classic campaign, for a classic brand, done by a classic agency. Y&R's work for Band-aid truly encapsulates the consumer's image of the brand: reliable, and puts a smile back on people's face. This campaign, especially this particular spot, show consumers that advertising for products as simple and basic as bandages can indeed be heartwarming, entertaining and of course, explain the product well. Another aspect of the campaign Y&R does so well, is understanding that for such a well known brand, in a low-involvement product category, there is no need to go into detail about the science behind the bandage. After all, they are targeting moms, dads and even young adults who might get a cut once in a while. All they need to know is that they can be "stuck on band-aid, and band-aids stuck on them!" Even the song is catchy! :)

Ogilvy & Mather-Motorola spot

This particular ad for Motorola, created by Ogilvy, although potentially controversial, is excellent. Perhaps I have a male bias, but from a strategic point of view, this is executed really well. Definitely targeted towards men, probably young adults, it shows features of the phone, highlighting some 'bonuses' that the phone can provide. Of course, this ad has an element of controversy which could make some viewers uncomfortable, yet I reiterate my position that Ogilvy does a great job in this campaign understanding the consumer and his or her (probably his) needs. This may not win an award for most ethical advertising, but hey, it'll probably get the job done, which is selling more Motorola phones.

Martin/Williams-Staples spot

What could have been a cheesy, tacky and frankly ineffective ad, is instead funny, light-hearted, but most importantly: effective. In what can be considered by most as a pretty boring category, stationery and school supplies, Martin Williams agency does a great job positioning Staples as a place where parents can get excited about low prices, an array of supplies, and most importantly: sending their kids BACK to school! Rather than having kids running around a store excited about buying pens and pencils, or having parents exaggerating about their love for school supply shopping, the message is refreshingly honest. Surprising how honesty can sometimes works, isn't it?

Latin Works-Bud Light spot

My third blog on beer advertising: either I just love the product, or I have made a few observations. I'd like to think it's a combination of both. First of all, I've noticed that just for the Anheuser Busch company, there are three different agencies with various messages. Obviously a company as large as Anheuser Busch, with a large and diverse target audience, will hire various agencies to strategize accordingly, however, the Bud Light spot but Latin Works stands out for me as the most 'stereotypical beer ad'. As millions of Americans see through bad advertising, beer is credited as a 'dude's drink'. This spot is no different. There are stereotypes across the board (one of the most negative/least creative aspects of advertising in my opinion), there is the exaggerated love of the product, and the spot reeks of tacky beer advertising. However, this is just my personal opinion. Advertising is all about the target audience, and since this ad was created by a Spanish agency, perhaps I am not in the target market. It is for this reason that I think advertising towards your intended audience is so key, because I am a big fan of the other Bud Light spot (Swear Jar), yet this commercial almost makes me want to STOP drinking Bud Light. Again, this is just my opinion, but it really emphasizes the importance of understanding the target audience.

Dieste Harmel & Parnters-Budweiser FFDD campaign

When considering any mainstream beer advertisement, there is always an element of humor, no escaping that. However, as I mentioned earlier in my blog when discussing DDB's work for Anheuser Busch, almost all beer ads are geared towards men, and if not, they are female specific; never are they gender neutral. Yet, just like the Bud Light swear jar, the FFDD campaign by Dieste, can relate to both men and women.  Also, though it is not as extravagant as some work done by DDB, there is a unique message to it that no other beer commercial has: drinking beer is better than drinking other alcohol. In every other beer campaign, it is always about the friendship or the emotional bond with the brew, however, in the FFDD spots, the message is simple: pick beer over a 'fufu' drink that will either give you a tiny pinky or small mouth. While most consumers know (or should know anyways) that this is pure puffery, it really is a unique twist to beer advertising, which as a consumer, I have never seen before. So the next time I go to a bar and order a drink, in the back of my mind, I'll know that a 'fufu drink' just won't cut it. 

GSD&M/Idea City-Southwest campaign

Being from a city with a huge United and American Airlines presence (Chicago), these were the only two airlines I would ever consider flying on. However, it was these hilarious, yet informative, commercials from GSD&M that made me even consider flying Southwest. Through various spots, GSM&M does a great job highlighting various features showing how the product can directly help the consumer: business travel, affordable flights, direct flights, and most importantly, no hidden fees. Commercial airline travel is often a cluttered category, where advertising can often be dull and lack a serious message, yet Southwest shifts its brand to a fun-loving, easy going flight. Most importantly, however, the message remains consistent, that by flying Southwest you are getting an honest and affordable airline. And of course, the tagline reflects that, "fees don't fly with us". 

Goodby Silverstein & Partners- Got Milk??

The Got Milk campaign isn't only an advertising campaign intended to promote the consumption of milk on a national scale, but it has become an American icon. Through parodies and spoofs the campaign has received an enormous amount of free PR. Yet, to me, the most interesting part of this campaign is that there was no particular brand or company that this was advertised for. It was the idea of the California Milk Advisory Board to launch a campaign in order to make more Californians drink milk, a moral and socially responsible thing to do. Also, with the target audience virtually being anyone and everyone, the concepts behind this campaign was executed really well, with a universal appeal.

180-Adidas Impossible is Nothing

One of the few campaigns I have seen so far this semester that has actually given me goosebumps. "The Impossible is Nothing" campaign had a daunting task of coming up with an idea similar to Nike's "Just Do it". No matter the client or the agency, this is no easy task. However, the work done by 180 Amsterdam to create an emotional response to Adidas was tremendous. With athletes like Muhammad Ali, David Beckham, Mia Hamm and numerous other world known superstars as endorsers for the brand, Adidas and 180 really showed their intent on giving Nike a run for its money. Yet the most impressive part of this campaign is the realistic nature of it. They are not showing athletes doing ridiculous stunts, there are no amazing special effects; all the commercial is saying is 'be who you are, dare to dream, and nothing is out of your reach... impossible is NOTHING'. Maybe it is the just the sports fanatic in me, but the message sent out in this campaign is one of the most admirable in sports advertising.

Chiat/Day Apple spots

In my opinion, there are few campaigns which show such a deep understanding of their target audience as well as the new "Apple vs. PC" spots. The typical mac user (or at least targeted user) is usually portrayed as young, fun-loving and someone who isn't looking for a complex computer system. And of course, enjoys the creative freedom in a computer. Chiat/Day mentions exactly these features in this campaign. First of all, the actual layout of these commercials have a stylish, modern and young look to them: similar to the typical 'mac user'. Secondly, the 'mac guy' has a confident, yet friendly look to him (exactly what consumers seek in a mac computer). And finally, these ads compare specific features between Macs and PCs, but most importantly, in a light-hearted manner. To me, this is the most critical component of why this is seen as a successful campaign. It is so easy to abuse the competitor and even make false remarks, yet Apple and Chiat/Day take the higher road. If only more advertising followed the lead...

BBDO Cingular spots

Although advertising may be considered an art form, advertising's main objective is of course to appropriately convey a message in order to sell a product. With this in mind, the Cingular/AT & T spots are the work I admire the most from BBDO. Through humor, and a variety of situations, these ads are extremely strategic when it comes to addressing a major concern with cellular phones: dropped calls. Although this may seem obvious, BBDO does a tremendous job, not necessarily through beautiful artwork, or overly savvy copy, but simply through a message that the CONSUMER can relate to. Even for other clients, BBDO does a great job addressing the needs of the consumer along with appropriate and relevant (a component of advertising I feel is often times disregarded) entertainment. Work for FedEx, (doomed, stuck on island, FedEx Kinko's) Snickers (only good if you eat it) and HBO are examples of other work I consider to be 'good advertising'.

DDB Bud Light spot

Although the classic "Wazzza" "Dude" and the "Real Men of Genius" commercials seem to get the most publicity among DDB's work for Anheuser Busch, and though I also think these are great campaigns, there is one similarity: they are all geared towards men. While I am sure this was exactly DDB and Budweiser/Bud Light's target audience, the reason I admire the Bud Light Swear Jar is because there is an appeal to both genders. Most beer, and in fact, most alcohol ads, are so often skewed towards either males or females. Yet, this particular spot by DDB really impresses me because it remains consistent with the light-hearted humor Bud Light and Budweiser and famous for, yet no gender stereotypes are portrayed. After all, even the quite guy in the board room wants a Bud Light.

3 Worst Superbowl XLIV Commercials

1) Emerald Nuts, Goodby Silverstein & Partners:

In a year where the Superbowl ads were a relative let down, the Emerald nuts and Pop Secret Butter spot, by Goodby Silverstein & Partners, was, in my opinion, the worst. First of all, the fact that in a 30 second spot, the advertiser tried selling two different products was an obvious sign of desperation (the opposite of what a good advertisement should convey). Secondly, the bizarre concept of aquatic success being a result of consuming snack foods, made this already poor storyboard, all the more pathetic. And finally, the tagline of “awesome+awesome=awesomer”, sounds like an advertising cliché right out of an outdated textbook, and part of the reason our industry is disregarded by so many people.

2) Dove for Men, Ogilvy & Mather:
With this spot, I wasn't quite sure what the intention was. Dove, a brand known for good advertising (although predominantly for women), missed the target this time, at least for me. With the tagline of "be comfortable in your own skin", it seems like a poor spin off of the Real Beauty campaign. I have a tremendous amount of respect for Ogilvy & Mather's work, and for Dove as a brand, however, this new launch obviously has some work to be done before Dove can really be considered "a man's brand".
3) Dr. Pepper Cherry
This commercial, in my opinion, would have been brilliant if it were 10-15 seconds shorter. It starts off with Dr. Kiss introducing the product (typical, but nothing terrible) and then saying how smooth the cherry flavor is (good, on strategy with describing the product). However, once the commercial heads into a 10 second Kiss concert, I think that's where it loses its initial appeal. At the end of the day, this is just another silly soda commercial, and apart from a few Coke and Pepsi spots that have become well respected in the industry and by consumers, soft drink advertising is a tough nut to crack. Hopefully this changes over the next few years.

3 BEST Superbowl XLIV Commercials

In my opinion, and evidently in many others opinions as well, this was a particularly weak year for Superbowl commercials. However, in the sea of mediocrity, there were a few spots that definitely did stand out and were up to Superbowl standards.
First of all, the Google search engine. I wasn't quite sure who the exact target was, but irrespective of age, gender or creed, it seemed as though this was a spot meant for everyone. It highlighted new Google features, showed an actual consumer USING them, and had a heart felt message which is admirable during an event where slapstick humor and vulgarity seem to dominate.
The second spot I thought did a great job launching a new campaign was the Hyundai spot with Brett Favre, created by Goodby. This commercial does an excellent job focusing on its target: most likely male, sports fan. Additionally, the 10 year warranty is highlighted, showing a specific message and attribute for the target audience.
The third spot which I thought also did a great job launching a new product, was the Jack in the Box spot, created by Secret Weapon Marketing. Keeping consistent with the image of 'Jack', not only does the spot highlight it's new grilled options, but has an element of humor and brand identity. This is difficult in ads where the intention is to create both a rational and emotional response from the consumer.