Guniess Wheelchair Commercial

Cheetos "Darts" Commercial

I found this ad absolutely hilarious.  Cheetos is really onto something with their ad campaigns involving the Cheetah.  The Cheetahs humor is right knocks down all noise and connects me with the brand.  From the mattress commercial, to the construction commercial and now this dart commercial, Cheetos is really onto something powerful.


Cheetos "Dart" Commercial

Ad Council "Buzzed Driving Prevention"

For all my Ad files I've logged about so far, the general similarity that they all have, create awareness and raise sales for whoever made the ad.  For my last commercial I wanted to do one by the Ad Council because I simply love the idea that there is a company out there to better the advertising industry without personal greed as their agenda.  Even better, the Ad Council "pushes" out information which benefits all.

This specific Ad Council commercial is a public service announcement that to often is over looked by people.  This can be viewed as their unique selling proposition (USP) for this ad.

"Buzzed" driving can and will result in a DUI, which perfectly illustrates the financial repercussions.  I simply love this ad.

Ad Council "Buzzed Driving Prevention"

Bellator MMA App "4th Judge" IMC

I was desperately searching for a good example of IMC, and then this commercial appeared!  IMC is the integration of media communications.  Here its the process of combining a television commercial which is attempting to pull in MMA fans, to have them download the Bellator app, only offered through Apples app store.  The app itself as shown on the commercial, allows MMA fans to vote live durning fights and have their voices heard to become the fourth and final judge.  Never before to my knowledge has anyone ever integrated fans in a live sporting event to be the judge!

Also you'll detect a hint of synergy here as well.  Bellator the MMA tournament paired with Spike TV, two huge names for the MMA fan target audience.  Lets not forget the app is only offered through Apple's app store which will add to the synergy effect to create a even more unique emotion for the consumer which allows them to feel "special" because they are the only ones allowed to download the app.

Bellator MMA App " 4th Judge" Commercial

Apple Mac "Get a Mac"

This commercial is a little dated but serves the ad file well.  This ad campaign in a whole is a must see example of image.  Apple has done an excellent job on creating this "cool, hip" image to help them capture the illusive younger generation with the cool image.

These commercials establish that not only is Mac cool and hip, but PC's are out dated.  This allowed for Apple to take a commanding hold on the market share for computers.  With that said, Apple was able to intergrade this cool and hip image to their brand which allowed for them to take control of mp3's, tablets.  It is said, anything Apple or Steve Jobs touches turns to gold, this is only possible due to their excellent use of controlling their image through advertising.

Apple "Get a Mac" Commercial

Cars.com "Drama"

This ad originally aired during this past years super bowl.  Speaking from experience  purchasing a vehicle is extremely frustrating and the drama involved is often to over whelming that most people put off purchasing a new vehicle.  This is especially true when it comes to used cars.

However, this commercial displays an almost perfect example of inherent drama which seems to pushes cars.com's message of : use cars.com to eliminate the drama that comes with purchasing cars.  The use of a baby wolf and its mother to create the lack of drama portrays the message of the inherent drama solution.

Cars.com "Drama" commercial

Pistachio "PSY Gangnam Style" Image

Pistachio as a whole aren't a very sexy or easy product to sell.  This is why advertising is imperative for them, similar to GoDaddy.  Also similar to GoDaddy, simply just informing people of their product isn't enough.  Just like GoDaddy, Pistachio must create fun and relatable ways for people to remember their product so whenever they do in fact need their product, they will remember the humor or interesting "image" that this advertisement created.

In this case, Pistachio used the world wide hit "Gangnam Style" by PSY.  Using this artist and his catchy tune sends a hip, cool image that will effectively register with consumers.  Well done sir!

Pistachio "PSY Gangnam Style" Commercial

Square "Anywhere" 5 P's Inherent Drama

5 P's : Product (Square), Place (anywhere), Price (free square), Promotion (2.75 per swipe or 275 a month), People (convenient)

So this commercial is for a product called square.  It's innovative technology allows people to take and use their credit cards on the go, like never before.  This commercial illustrates this inherent drama effectively by showing a personal trainer whose out in a community park, but yet able to take payments for his services.

This ad shows the 5 P's effectively.  Product is square, place is anywhere, price is free for the console, promotion is the option to chose how you pay for service, which is effective because the target audience for square users are typically entrepreneurs, who could benefit to multiple options of payment.  Lastly, and most importantly, people, this commercial shows how all people, business and consumer can benefit from this product.

Square "Anywhere" Commercial

Sam Adams Boston Lager "Surprise" Inherent Drama

Sam Adams as we know is a pretty popular beer.  However, under classification, Sam Adams is a micro brewery, simply put, small brewery.  Even though Sam Adams itself is a nationally recognized beer, in the shadow of the "Big 3" (Bud, Miller and Coors) Sam Adams is a small brewery.

This is why I believe this commercial is a great example of inherent drama.  Sam Adams as a whole has a chip on their shoulder because they aren't considered a big brewery.  However, they use this "drama" to portray their image of better tasting beer which is brew with love vise mass production.  Even more so, they have over 20 different flavors of beer, Boston Lager being their most popular, this commercial shows the surprise consumers feel when they secretly taste this flavor and love.

Sam Adams Boston Lager "Surprise" Commercial

Audi + Ironman "Workday" Synergy Image

Ok so this commercial caught my interest immediate.  We should all be aware of the definition of "synergy".  If not, synergy is the interaction of two or more agents or forces so that their combined effect is greater than the sum of their individual effects.  In essence, 1 + 1 = 3.

In this commercial, Audi and the upcoming Ironman 3 movie paired to make an interesting ad.  Without a doubt Audi is one of elegance and wealth, where as Ironman 3 a blockbuster that target audience reaches many generations.  Together, they submit the image of sleek elegant anticipation.

Furthermore, Audi's typical slogan or tagline is "Be Brave".  I believe the super hero Ironman portrays this image, and Tony Stark who is Ironman, portrays the target audience of Audi.

Audi + Ironman 3 "Workday" Commercial

Google Chrome "Now Everywhere" Informative Push Position

This ad is inherently informative to tell the Google Chrome audience the simple message, download Chrome for your mobile phone and no matter what median you use to get on the internet, your tabs, passwords and favorites will follow you.

With the newest innovation of "Cloud", some of the biggest internet browser and other technical companies are fighting to control the Cloud market.  Apple arguably controlled the market, however with this new feature, Chrome is climbing rapidly.  This is why this ad would fall under the "push" category because Google wants to push this app on their audience to gain the "position" they want.

Lastly, the reason I picked this ad was because it simply worked.  I am an avid google fan and apart of their target audience.  However, I was using the Safari web browser that came with my iphone.  As soon as I saw how simple and easy I could transfer data from computer to phone, I downloaded the Chrome app immediately.

You can have the best ad in the world, however if it enables no action, its useless.  Here Google Chrome shows a great example of how a simple informative ad can get their target audience (me) to act.


Google Chrome "Now Everywhere" Commercial

Skechers "Man vs Cheetah"

This ad made me laugh right away upon seeing it.  Then I took a step back and realized that Skechers GOrun 2 must be aimed at the 18-35 audience.  Being apart of this target audience I can testify that laughter, especially with the "I Got You Bro" mentality is easily understood and connected.

Obviously, no one is to believe if you buy Skechers you'll be faster than a cheeta, but the image and position that Skechers wants to obtain.  The image and position that it is cool from laughter attempts to pull their target audience in.


Skechers "Man vs. Cheetah" commercial

Barbasol "Shave Like a Man" - Target Audience / Positioning

Coming from within Barbasol's target audience, I can assure you that Barbasol's prior target audience had failed them by growing old, and in turn brand equity had shrunk.  The solution was easy, lets re-position the Barasol brand into a new target audience.  This commercial shows their transition, with the grandpa WW-II solider, slugging it out in the trenches, telling his grandson (my generation) that we are wasting our freedom he's fighting for currently by using to much social media and not saving like a man with Barbasol.

The message is easy, your grandfather's old shaving cream is the man way to go, therefore my generation should use Barbasol to make grandpa happy and to be more manlier.

Barbasol "Shave Like a Man" Commercial link

Geico and Pillsbury Dough Boy - Brand Image / Synergy

Geico's advertising brand has created a legend with the Gecko as their mascot.  A very strong similarity shared with Pillsbury's Dough Boy.  The Pillsbury Dough boy is an advertising icon that has been with us for so many years.  Every audience is aware of Geico and Pillsbury, however together, these brands create synergy that is highly effective for both companies.
When I saw this commercial for the first time I began adding similarities between Geico and Pillsbury, and I came to the quick conclusion I approved and would therefore give these brands, brand loyalty.  This a perfect example of synergy and how powerful it can be if done well.

Geico's "Pillsbury Dough Boy" Commercial Link

Red Bull : Team Red Bull, Gives You Wings - Positioning

To the untrained eye, you watch a Red Bull commercial and ask yourself, "What in the heck does any of that have to do with an energy drink?".."Red Bull is an energy drink, right?"

In fact, Red Bull is an extremely popular energy drink, however with arguably that best example of "positioning" Red Bull is better known for their extreme Team Red Bull.  Team Red Bull is known for extreme sports or athletes.  Still you might be asking yourself the same questions as before, energy drink = extreme?  

Red Bull's slogan is "Gives you wings".  This isn't supposed to be taken literally, but more metaphorically.  Team Red Bull is for people who push the limits, people who dream about achieving the impossible.  Red Bull gives you wings, means if think about Red Bull, you'll think about all these crazy stunts and extreme athletes who are sponsor by Red Bull and "probably" couldn't achieve these feats without the energy from Red Bull.  Obviously, that last past is fictional, however, this is how Red Bull's advertising is meant to position themselves by their target audience.

Red Bull Commercial

Jack Daniels: Friends - Advertising Strategy/Image

Jack Daniels recently has launched a new Advertising Strategy, which envolves "image" as well.  Advertising strategy is how the advertiser plans to fulfill the objective.  It can be written for media, creative, sales promotion, public relations, production, etc.

In this example, Jack Daniels is attempting to have consumers think of Jack as a friend, or person.  This is the "image" Jack Daniels wants associated with their brand.  The first commercial shows how Jack Daniels has been the whiskey of choice for multiple rock stars, and numerous other idols we mortals look up to.  Which any normal human being would then make the connection that Jack Daniels is a friend and any friend of Jack is a friend of mine.

The second commercial shows this message without noise.  The message and intent is clear.  Jack Daniels = friend.  This commercial is slightly older than the first, however the objective remains the same.


1st Jack Daniels Commercial : Legend Tagged
and
2nd Jack Daniels Commercial : Friends

Harley Davidson: Stereotypical - Inherent Drama/Target Audience

Inherent Drama as discussed in prior post is; in order to properly position your brand, you must find the inherent drama to communicate your message to your customers.  In this example, Harley Davidson's message is clear, freedom through Harley.  However, Harley Davidson throughout the years have caught a stereotype for their target audience.  Most of Harley's customers are freedom seekers and can sometimes be listed as prior military.

This is why Harley Davidson put this new commercial out.  The inherent drama coexist with their target audience because they want to break through the stereotype that you must be a outlaw, prior military member to be Harley worthy.  Here in this commercial, Harley gives numerous examples of people whom you would not typically stereotype with being a biker.

Furthermore, Harley does an extremely well job on research of whom their target audience is.  Although, Harley Davidson is trying to break through a stereotype, they still understand the important ability of identifying their target audience who is most inclined to purchase a Harley.  You wont typically find a Harley Davidson commercial on durning The Bachelor or American Idol.  However, if your an MMA (mixed martial arts) fan, I dare you to tell me a time you've watched a fight night without a Harley Davidson commercial.

While Harley Davidson recognizes their inherent drama of stereotyped customers, they portray an image that anyone is welcome to purchase and ride a Harley.  At the same time, they are able to correctly identify whom their primary target audience is.  Hands down, one of the best examples of correctly advertising to their target audience.

Harley Davidson "Stereotypical" Commercial

Dodge Dart: Sponsor Car - USP

As soon as I saw this ad by Dodge Dart, I immediately recognized it to be a superb example of USP (unique selling proposition).  The commercial is titled "How to change buying cars forever" should provide some insight as to the unique selling proposition itself.

Clearly, the uniqueness about this ad, is unlike ever before, you can have people sponsor parts of a brand new Dodge Dart that you have personally built online.  Which is exactly how they intend to sell more of these Dodge Darts especially because it is another great example of reaching out to their target audience, younger adults.  The stigma that goes with being a young 18-24 year old kid is you dont have much money, therefore, by making a car that works just like a wedding registry, you can offer a unique selling proposition like never done before in an automobile industry that generally cost at least 16,000 dollars to purchase.


Dodge Dart Sponsor Car Commercial

Hooters: Step Into Awesome - Inherent Drama

So almost all of us should naturally associate Hooters with wings and uh "females".  However, I do not believe that just attractive females and wings are the only inherent dramas for the Hooters franchise.  Especially, in a capitalist economy, where new competition frequently emerges, you must constantly change your inherent drama to co-exist in a specific market.

In this AD by Hooters, you can easily see Hooter's new inherent drama.  Their new found competition is none other than Buffalo Wild Wings.  If you compare BWW's commercials, they attempt to say their establishments are the best place to watch sports, because they themselves are sport fans.  Naturally, male sports fans are Hooters intended target audience.  Therefore, I believe this new advertisement Hooters has put out is an attempt to shift their inherent drama toward being a establishment where males can come and enjoy beautiful women as servers, eat delicious wings and NOT be hassled by annoying sports fans, unlike their competitors.

Just a reminder what the definition of inherent drama is:

In order to properly position ones brand, you must find the Inherent Drama to communicate your message to the consumers.

Hooters Step Into Awesome Commercial
compared to
Buffalo Wild Wings commercial

Jeep: 2014 Grand Cherokee - Pull/Ethnography

Jeep is notorious for commercials that go above and beyond, in advertising lingo we call this "pull" advertising.  For obvious reasons, Jeep wants you to feel the emotion that comes with the Jeep tradition.  Above all else, they want you to remember that Jeep is all that is American.

Ethnography is a description of a society's customary behaviors, beliefs and attitudes.

In this Jeep commercial they use Al Pacino's quote from Any Given Sunday, which is notorious for motivation, "pull".  However, what sticks out more than anything in this commercial is when they go on to describe how every inch, every mile they chip away to refine the craftsmanship that goes into making the American Jeep.  Mean while, the video portrays hard working American's who seem to take great pride in their craft, which we are to believe Jeep does the same.

American's, the fathers of hard blue collar working = Ethnography.


2014 Jeep Grand Cherokee Commercial

Kayak : Search One and Done - Inherent Drama

Ok so in class, we discussed Inherent Drama, but I was siding on the fact that Inherent Drama only pertained to companies with "characters" that visually display the inherent drama of their product and or market place.  However, after thoroughly reading more into Inherent Drama, I've come to realize that Inherent Drama is almost always there in every product, with or without characters.  Inherent Drama is Leo Burnett's approach that is meant to dramatize that essence that keeps the product alive in their industry.  Which is why, Inherent Drama and Positioning go hand in hand in todays marketing and advertising worlds. 

In order to properly position ones brand, you must find the Inherent Drama to communicate your message to the consumers.

With that said, this is why I chose Kayak.  Kayak portrays the subliminal message that travel websites such as Orbits, Travelocity and Priceline serve their purpose in bringing great deals to the consumer.  A reoccurring trend that most consumers developed was their websites were inconsistant for being the lowest price.  The birth of Kayak comes to solve this problem, and in turn, "search one and done".  This messy drama of going back and forth between travel website is no more, with Kayak.

Kayak commercial

Dr. Pepper : It's Not For Women - "Positioning"

Showing an example of positioning is easier said than done, for the fact that positioning takes place in the mind of the consumer.  Therefore, in order to be a good marketer or advertiser, one must try to envision what their target audience thinks.  Heck if we could do that, we could do anything.

Nonetheless, the example of positioning that I chose to examine is Dr. Pepper.  In the industry with CocaCola and Pepsi who seemingly control the market, Dr. Pepper had to find their niche in order to position their brand.  In this commercial, Dr. Pepper launches a new advertising campaign to seek the audience of men.  Saying Dr. Pepper it has 10 flavors of Dr. Pepper and it is "what guys want".  And then continues on to say to the women audience, that you can keep the ladies drink, cause were good.

As a man, I never put any thought to the idea that men have their own drink, other than beer, but at the end of the commercial, in a non sexiest way, I was almost please to known that there is something out there just for men in a consumer world driven by women.  Not that this would pursue me to buy Dr. Pepper, ladies, but their commercial positions Dr. Pepper in their entended position.


Dr. Pepper commercial

Dos Equis : Most Interesting Man - "Image"

We've all seen the Dos Equis commercials and know the slogan, "Stay thirsty my friends".  In fact, these commercials have been airing for Dos Equis for over 4 years now, and while they do come out with new commercials, the message remains the same.

This is the perfect example for image.  Dos Equis is so effective in sending there apparent image of high quality interesting beer, that I actually had a friend in the Marine Corps who would imitate the guy from their commercial and half jokingly would say he wanted to grow up to be just like him.

Dos Equis tries to portray that their beer isn't for the likes of your typical college kid who prefers quantity of quality, no, its for me who consider themselves interesting and unique.  Whether or not this image actually helps their sales, I'd say it is highly effective in sending their message to their consumers.

Dos Equis Commercial

Collection of Dos Equis Commercials   -  Example of long term brand management, new commercials over the years, however, same message.

Dominos' : Fresh vs. Frozen - USP

Domino's pizza continues to reign on top among fast food pizzerias.  One could contribute their success to the large media awareness of their brand/company; however, they didn't achieved that with just simply advertising.

Domino's has forever been a good example of USP, unique selling proposition, with their original slogan of "You get fresh, hot pizza delivered to your door in 30 minutes or les or its free".  To their newest ad "Oh yes we did".

Fresh vs Frozen:  This commercial shows uniqueness to Domino's pizza because they claim to be one of the only fast food delivery service that decides to not "cut corners" and go with fresh ingredients vice he typical frozen.  As we all already know who Dominos are already, they are selling the fresh ingredients in an attempt to bring in new customers who might have grown old to their fast food delivery service of choice, for lack of freshness.  Buy Domino's and you'll get fast, fresh food, unlike the rest!

If the message doesn't come across as clear or plain as intended, their newest slogan of "Oh yes we did" is an unique attempt to reassure to the audience that yes, were giving up one of the industries darkest kept secrets to prove our worth to our customers.

Domino's Fresh vs. Frozen Commercial

RAM: Year of the Farmer - Pull/Soft

When I first saw this 2013 Super Bowl commercial made by Dodge Ram, I was in awe.  Furthermore, I was unaware for the first minute of who even made this commercial and why was farming advertising during the super bowl, which is so known for the years best ads.  Two days later in class we discussed what Pull advertising and soft sell was.  This is a style of advertising referred to as "atmospheric" because the layouts are more artful and less direct than the reason why.

To my knowledge, there isn't a better example than Ram's Farmer of the Year commercial.  You go almost the entire commercial unaware of whats being advertised, yet your emotions and feelings tell you to keep watching.  This message is moving.  Regardless, of the entertaining aspect, if anyone can sympathize for the farmer, and they were ever in need of a truck, I bet they'd second guess going for a Ford after this commercial.

Dodge Ram Farmer of the Year Commercial

5 Hour Energy Drink - Push/Reason Why

One can immediately feel the hard sell brought fourth from this 5 Hour Energy drink commercial.  Hard sell is advertising style that attempts a logical sale proposition which can aslo be described as push advertising, push emphasizes the reason why.  Reason why is exactly what jumps out in this advertisement.  When the "future" version of the guy on the couch explains if you drink this energy shot, you wont be tired anymore, the couch guy is still undeterred by the notion.  Then the "future" girlfriend comes and the couch version snaps to.  

Hard sell, push advertising and reason why should now become clear as day.  Most consumers who watch advertising as undeterred by the message being sent.  However, the likely target audience for 5 Hour Energy is the younger generation, and as we know, most people ages 16-26 main concern is finding someone of the opposite sex.  

If you drink 5 Hour Energy drink, the reason why you dont have a girlfriend/boyfriend (lack of energy) will be no more!

5 Hour Energy Drink Commercial