This will be the first in a series of what I hope will become conversations about the effectiveness of ads. I will layout a series of questions to be answered, answer them with my opinions, and I hope you'll do so with yours, too. But first...
TO THE COMMERCIALS!
This is an ad campaign that ran in 2010 for Direct TV. The last time I saw it was in the early summer of 2011, and I still hope to see it when I'm watching TV now. Gosh, I really liked this series.
"Opulence, I has it."
Tee hee. I love this commercial. I don't know why, really, either. The guy's accent, his non-chalant attitude, the mini-giraffe, and the goofy laugh at the end. The poor grammar skills. I can't get enough.
It's also visual pleasing. The gold colors, the matching wardrobes, the couch. And come on, who doesn't love gold?
"I am epic win."
Freaking hilarious. All our old friends are back! The hot Russian ladies, the micro-giraffe, and now a new friend, Boris, with whom our hero works out, straining in the background.
This guy, though, works out sitting down attached to electrodes. He exudes a nerdy cool that you just know makes him a Bond villain on his day off. And that little giraffe running on that damned tiny treadmill. This is definitely, "epic win," as he says.
Questions:
1- Is it clear what is being advertised?
No, I don't think so. I was personally so memerized by that micro-giraffe and the guy's accent that I couldn't have told you what company that was for if you'd held a gun to my head. They're watching TV in the commercial, but that doesn't mean I knew that TV service was being advertised.
2- Is the commercial memorable? If so, will the viewer remember the commercial itself, or the product?
Yes, absolutely. Definitely memorable. When I was thinking about this blog post, I couldn't remember what they were advertising, so I typed, "Tiny Giraffe" into Google. That's pretty telling.
3- Are you inclined to make a purchase with this company/service/good after this commercial?
Like most couples do, my husband and I like to watch TV together just to wind down and relax. One of our most frequent TV dates involves football. Naturally, as you may've guessed, the commercials tend toward the male persuasion.
You get the run-of-the-mill beer commercials with hot ladies (though she might be busted).
The car commercials with hot ladies washing cars.
The "how manly are YOU?" commercials. Totes man. All man. Oh man.
The misogynistic nature of these commercials aside (that's another blog for another time, dear friends), it portrays women in a somewhat positive light. (Again, I get that these are terribly objectifying-- I mean, aside from that grossly awesome SteamPunk mustache excitement-- but, hear me out).
There are two types of commercials that offend me MUCH more. I'll divide them into two categories (sadly, not very well titled).
FIRST OFFENDER
The first type of commercial that actually offends me more is the portrayal of women as cold and heartless. I hate the "nagging wife" stereotype. I also hate the passive agressive type. I actually saw the perfect example the other day. Here it is.
2011 commercial from AT&T (viewed at Primetime)
God. You just feel so bad for the guy. What is this woman's problem? I'm a woman and I want to throttle her! Who sets out to be that mean? This commercial sucks. Plus, I think AT&T should highlight their plan as a positive thing instead of shrouding it in "humor" dripping from this poisonous wasp's mouth. GAH.
Or this one: State Farm (viewed at Primetime)
Seriously lady? Lay off! He just backed into a car. Just calm down. Give the man a second, damn!
SECOND OFFENDER
The second type that really gets under my skin is the, "Wow, my wife is SO annoying." *insert husband/boyfriend eyeroll followed by a cheers with beers* Why are all wives in advertising often subject to being dumb little creatures who are always messing something up, being an annoyance, getting in the way of "bro-time?" And God forbid she wants to spend time with her spouse. Boy, this commercial really burns my beans:
Dodge Charger (another Primetime--aired during the 2011 Super Bowl)
Bottom Line:
Honestly, and ladies, you can give me your opinion: Would you rather be portrayed as an object of sexual desire but at least connected to positive experiences and things that men enjoy, or as a total and complete jerk or annoyance?
Advertising.When done well, it makes for a powerful force in every civilization. Don't believe me?
The wheel. Now there's some fine ingenuity. Practicality aside, the fella or gal who invented it had to advertise it in some way. Even if it was a simple few sentences, all the cavemen stood around the new cart/dragging thing/stone mover and oo'ed and aah'ed whilst the proud inventor touted its features.
Inventor: See? New round thing. Make cart go fast down hill. No more carry stone. No more carry stick. No more carry carcass. Go fast to far place.
Assembled Cavemen: Oooh! Aahhh!
Obviously we've come a little farther than old Grog and his new machine. Advertising not only promotes a product or convinces the masses to order a pizza during Monday Night Football, advertising can invoke feelings, incite new thinking, or trumpet a call to action. Here are some interesting ads that struck a chord with me (some old, some new) and got my attention either one way or another. Please view them and let me know what you think!
Inspiration!
We're just past the tenth anniversary of September 11th and I was recently reminded of all the plain "good will toward all" advertising in the wake of the devastating attacks. It wasn't to make sales, it was to boost morale and remind people that to honor the fall we must continue to live. Here are a few examples of the ones that really struck me.
United Airlines:
Monday, September 10.
On Monday, a hose in my sink broke just when I needed to rush out the door, and I thought life was being unfair.
On Monday, when you asked people how they were doing, without much thought, or much contemplation, they replied “fine” or “good”.
On Monday, the papers and the news magazines were filled with stories about the new fall TV schedule.
On Monday, there were not many people in the religious section at the bookstore.
On Monday, the American flag hung, for the most part, unnoticed at government buildings and at schools.
On Monday, we passed strangers without much regard.
On Tuesday, September 11, all that changed.
On Tuesday, September 11, different things seemed important.
On Tuesday, September 11, somebody tried to take America apart.
On Tuesday, September 11, America came together.
On Tuesday, there were no Republicans, Democrats, yuppies, blue collars or any other labels. There were only Americans.
On Tuesday, September 11, strangers died for each other.
On Tuesday, September 11, the best of the human spirit spit back into the eye of the worst.
On Tuesday, September 11, America was knocked to its knees.
On Tuesday, September 11, America got back up again.
We’d like to acknowledged the bravery and selflessness of the rescue workers, medical [can’t read it, my copy is damaged] and extraordinary citizens of this country. Your acts of heroism and compassion have [can’t read it] all our hearts. We’d also like to thank our employees for their [caring?] and professionalism in the wake of last week’s horrible tragedy. We join you in mourning. As we join you in strength.”
Even today, I still get a lump in my throat when I read that United ad. It's really well done. When it ran, it was a one page ad in the New York Times, centered on a plain newsprint-colored background. It didn't even take the whole page, but it was so breathtaking. I tried to find a picture, and if I stumble across one later on I'll add it.
Budweiser:
Budweiser ran this campaign to offer its condolences to the city of New York and all the victims.
Controversy!
Recently there was some controversy over an ad run in Esquire magazine. After a reading saw it, she wrote in saying she found it offensive and racist. Here's the ad. The ad says, Look Like You Give a Damn. Racist? Offensive? Or just honest? You decide:
The world of advertising is a fascinating one, don't you think? I know I do. I hope you'll join me. I'll do my level best to post each week with a new topic and some great ads. Please feel free to comment or suggest ads you think I should talk about!
