AdBeef Community: Recent Topics

AdBeef Community: Recent Topics http://www.adbeef.com/community/ Creative Collaboration en Sun, 01 Aug 2010 07:33:26 +0000 AdBeef on "4th Quarter 2008 Super Bowl Commercials" http://www.adbeef.com/community/topic/4th-quarter-2008-super-bowl-commercials#post-20 Wed, 11 Jun 2008 17:30:14 +0000 AdBeef 20@http://www.adbeef.com/community/ Sunsilk Super Bowl Commercial - Tomorrow Can't Wait Description: This Superbowl Commercial with music from Madonna, Shakira, and Marilyn Monroe is all about their hair and image for this Sunsilk hair care ad from Unilever. <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/9S68-icYW5M&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/9S68-icYW5M&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> Coca Cola Super Bowl Commercial - Charley Brown Parade Float Description: Superbowl ad features a Giant Underdog and The Family Guy Stewie as balloons fighting over the Coke bottle balloon until smiling Charlie Brown balloon wins with the Coke. Commercial ends with Coke branding and slogan, "The Coke side of life." <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/1fv7xfeaGtc&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/1fv7xfeaGtc&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> Classic Coke Super Bowl Commercial - Political Jinx Description: Republican Bill Frist and Democrat James Carville are shown debating the 2008 election on television in this Superbowl commercial, when both say the word "wrong" simultaneously. "Jinx, buy me a Coke," one representative says. They both go outside, and drink coke, while touring Washington DC and watching basketball, happily sharing different perspectives. Commercial ends with Coke branding and slogan, "The Coke side of life." <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/lHk7kYYroRU&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/lHk7kYYroRU&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> Toyota Sequoia Super Bowl Commercial Description: Toyota Sequoia Super Bowl Commercial Ad, "Anything but Ordinary" introduces the "All-New Toyota Sequoia: Anything but Ordinary" car, with plenty of extra room for all ocassions shows a tricycle race with adults racing big wheel trikes, which are shown piled high atop the all new model of the Toyota sport utility vehicle. The on-screen graphics show the line, “The dishes will wait, Life won’t.” Commercial ends with "Toyota. Moving Forward." as "The Mongoose Flies" plays in the background. <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/TGswpALO5EY&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/TGswpALO5EY&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> eTrade Super Bowl Commercial - Baby Throw Up Description: A talking baby shows how easy it is to buy stock when he says, “Check it, Click – I just bought stock. You just watched me buy stock. If I can do it, you can do it.” Then seems very surprised as he spits up on camera and says “Woah!” <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/ufhrCE7yNtQ&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/ufhrCE7yNtQ&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> Taco Bell Super Bowl Commercial Description: Taco Bell Super Bowl Commercial Ad introduces its new Fiesta Platter with a Mexican mariachi band, wearing sombreros and playing guitars. They encourage the office workers to take a break before the meeting and enjoy the Fiesta Platter. <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/5WiFcrZcEbM&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/5WiFcrZcEbM&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> Gatorade Super Bowl Commercial - G2 Dog, Man's Best Friend Description: In This Super Bowl commercial a thirsty dog laps up Gatorade Hydration Drink, then looks for more when he's finished. Man's best friend is seen with three flavors of Gatorade beside his water bowl on the floor. <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/RQBnhXbgPB4&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/RQBnhXbgPB4&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> Bud Light Super Bowl Commercial - Will Ferrel Commercial Lines Description: Will Ferrell in Bud Light Super Bowl Commercial as Jackie Moon from the movie Semi-Pro where he is a Player/Coach of the Flint Tropics basketball team in a spoof ad showing his character making up lines for his ad in character. He comes up with lines like, “Refreshes the Palette, And the loins” and the director is heard yelling “CUT!” then he ends with “Bud Light, Suck One. <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/AirHBs38GmM&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/AirHBs38GmM&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> Hyundai Super Bowl Commercial - Genesis Description: This Hyundai Super Bowl Commercial introduces the new 2008 Genesis luxury sedan car. The copy reads, "More spacious than a BMW 7-series. Priced like a 3-series. Introducing the 375 horsepower Hyundai Genesis. Summer 2008. Think about it." <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/DL474iVoSsE&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/DL474iVoSsE&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> Victoria's Secret Super Bowl Commercial Description: Victoria's Secret Superbowl Commercial Ad features model Adriana Lima, toying with a football in sexy VS lingerie. Script reads "Victoria's Secret would like to remind you, the game will soon be over. Let the real games begin. Happy Valentine's Day. <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/7SxLGL3Skyg&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/7SxLGL3Skyg&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> Amp Super Bowl Commercial - Energy - Jump Start Description: Tow Truck driver needs Amp energy drink in this Super Bowl Commercial to help stranded motorist generate enough power to get started again. Music, jumper cables and an interesting tow truck with extending speakers play a supporting cast to Amp Energy Drink in this Ad. <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/QS1Idv2hi3c&rel=1"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/QS1Idv2hi3c&rel=1" type="application/x-shockwave-flash" wmode="transparent" width="425" height="355"></embed></object> AdBeef on "Creative Advertising Techniques: Excite" http://www.adbeef.com/community/topic/creative-advertising-techniques-excite#post-23 Wed, 11 Jun 2008 17:30:51 +0000 AdBeef 23@http://www.adbeef.com/community/ Another creative advertising technique follows the emotions do feel when you pull your ipod out of your pocket or when you put on that favorite shirt? Chances are every time you use a product (which is all the time) you usually feel an emotion for that product. Some products make us feel confident, professional, effective, entertained, soothed, and perhaps like the recent Under Armour (underarmour) commercial a product may excite you. We wanted you to recognize the emotion of excitement you may feel as you view this ad. Also take notice of the thoughts you have as you watch this Under Armour Super Bowl commercial.<code> <object classid="clsid:d27cdb6e-ae6d-11cf-96b8-444553540000" width="425" height="355" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0"> <param name="wmode" value="transparent" /> <param name="src" value="http://www.youtube.com/v/Gvmse_HrFqs&hl=en" /><embed type="application/x-shockwave-flash" width="425" height="355" src="http://www.youtube.com/v/Gvmse_HrFqs&hl=en" wmode="transparent"></embed></object> You might notice that the cinematography also builds from the individual, their drive, effort and achievement, and collects that drive to a collective effort. This advertising technique of connecting the individual to the group so this individual athlete will feel part of the greats (also notice the use of the pro athletes).</code> How effective do you feel this Under Armour commercial "The game has changed, we are the future" is? It looks like to us that he ad caused a bump in searching for "under armour" on <a href="http://trends.google.com">Google trends</a>, but not something continuous or sustainable. Their <a href="http://www.alexa.com">alexa</a> rank data has the same trend. AdBeef on "McDonalds Line Rider Commercial" http://www.adbeef.com/community/topic/mcdonalds-line-rider-commercial#post-24 Wed, 11 Jun 2008 17:31:00 +0000 AdBeef 24@http://www.adbeef.com/community/ The substance behind <a title="McDonalds" href="http://www.mcdonalds.com" target="_blank">McDonalds</a> <a title="Line Rider" href="www.linerider.com" target="_blank">Line Rider</a> commercial is simply brand management. McDonalds is whoring the Line Rider brand, let alone someone else' barely related ride, as thier own. McDonalds has very little value for this demographic so they have to expose line rider. <object classid="clsid:d27cdb6e-ae6d-11cf-96b8-444553540000" width="425" height="344" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0"> <param name="src" value="http://www.youtube.com/v/SZw1lCPVbtY&hl=en" /><embed type="application/x-shockwave-flash" width="425" height="344" src="http://www.youtube.com/v/SZw1lCPVbtY&hl=en"></embed></object> Sure the ride is nice, but the drawing is better. Notice the drawing doesn't have to do with McDonalds food. I'd give McDonalds more props if they drew as fat a ride as their burgers are. This is too much of a copy cat for me to be seen as giving much value. Sure it's been seen a couple hundred thousand or a million times, but I'll bet they could quadruple it if they made a good one. I think it's a hack to throw in the yellow logo, we don't want to see your logo like that...put it in the drawing or draw it like only the line rider could. AdBeef on "Metaphor Advertising" http://www.adbeef.com/community/topic/metaphor-advertising#post-22 Wed, 11 Jun 2008 17:30:40 +0000 AdBeef 22@http://www.adbeef.com/community/ In advertising it is believed that the better communication strategy is to get your point across without actually having to spell it out to your audience. As such, advertisers often use metaphors to communicate their ideas. We believe, however, that there are reasons and degrees of deviance away from this advertising strategy that are appropriate. There are times when you can use a metaphor to support your idea, but also directly tell your audience how it is. The recent E*Trade Super Bowl ads give us one example of appropriate deviance - watch the commercial: <object width="425" height="355"> <param name="e*Trade Super Bowl Commercial" value="http://www.youtube.com/v/ufhrCE7yNtQ&rel=1&border=0"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/ufhrCE7yNtQ&rel=1&border=0" type="application/x-shockwave-flash" wmode="transparent"width="425" height="355"></embed></object> In this ad, a talking baby shows how easy it is to buy stock when he says, “Check it, Click – I just bought stock. You just watched me buy stock. If I can do it, you can do it.” Then seems very surprised as he spits up on camera and says “Woah!” The use of a baby by E*Trade is intentional. The baby is a metaphoric representation of how easy it is to trade stocks online with E*Trade. This creative advertising probably surfaced as the creative team brainstormed the metaphors they could use to communicate how easy their system is to use. Someone may have said something like, "so easy a baby could do it." Using a baby to communicate ease of use is about as close as you can come without spelling it out to their audience. The creative execution of the ad kept people entertained and pleased to see the ad again. You might argue that the ad wasn't creative because they did spell it out to their audience by having the baby say: "If I can do it, you can do it." Your argument would be very correct, had we not planned to introduce two exceptions. Two exceptions to spelling it out for your audience are: <ul> <li>When a new product or service is being introduced and the customer needs detailed explanation.</li> <li>When the point of the advertising is to demonstrate a function of the product(s)</li> </ul> The goal for E*Trade was to communicate one function of their product, how easy it is to use. Other advertisers have successfully used the same strategy, but a different metaphor, to communicate ease of use. This campaign has been successful for E*Trade. Google searches for <a href="http://www.google.com/trends?q=etrade&ctab=0&geo=US&geor=all&date=mtd&sort=0">eTrade</a> nearly tippled the day of the super bowl and the week after, as well as the February traffic to <a href="https://us.etrade.com/e/t/home">etrade.com</a> has beat the trend line average. Other advertisers have used this tactic as well. Remember, Geico's Cave Man commercials? <a href="http://www.adbeef.com/geico-cavemen-commercials-t82.html" target="_blank" align="left"><img src="http://www.adbeef.com/images/showcase/geico.gif" alt="Geico Cave Man Commercial" border="0" /></a> Their tactic was the same: "So easy a Cave Man could do it! AdBeef on "Creative Advertising Techniques: Crossover Advertising" http://www.adbeef.com/community/topic/creative-advertising-techniques-crossover-advertising#post-21 Wed, 11 Jun 2008 17:30:28 +0000 AdBeef 21@http://www.adbeef.com/community/ One of the more popular 2008 superbowl ads resulted from the marketing of a combination of products. This example of crossover advertising showcases Bud Light and the upcoming movie with Will Ferrell "Semi-Pro". Will Ferrell in Bud Light Super Bowl Commercial as Jackie Moon from the movie Semi-Pro where he is a Player/Coach of the Flint Tropics basketball team in a spoof ad showing his character making up lines for his ad in character. He comes up with lines like, “Refreshes the Palette, And the loins” and the director is heard yelling “CUT!” then he ends with “Bud Light, Suck One". <object width="425" height="355"> <param name="movie" value="http://www.youtube.com/v/AirHBs38GmM&rel=1&border=0"></param> <param name="wmode" value="transparent"></param><embed src="http://www.youtube.com/v/AirHBs38GmM&rel=1&border=0" type="application/x-shockwave-flash" wmode="transparent"width="425" height="355"></embed></object> The technique of marketing two products or crossover advertising can: <ul> <li>Increase the complexity of the marketing message, so be careful when using it you may let it get out of control. </li> <li>Increase the size of your customer base. Bud Light and movie producers now had the opportunity to introduce their product to the other's company's customer base. In today's landscape of digital media and social networking companies can expect their ad to be picked up (for good or bad) by each customer type.</li> <li>Decrease advertising costs.Promoting both products in the same advertising space allows advertisers to split the cost of the ad...in this case millions of dollars.</li> <li>Promoting both may dilute the message.Getting too many things into an advertisement can reduce what people get out of it. This crossover ad is heavy on the Will Ferrell (or Semi-Pro).</li> <li>Create an association (for good or bad).Most advertisers are pretty careful about what brands they associate with, but associating with a movie could be risky, especially if the movie ends up being a flop or controversial.</li> </ul> From the chatter we've seen about this ad, it seems to have produced well for Bud Light and Semi-Pro. We're glad it's worked out for them, but what are the other possible effects of crossover advertising? You can discuss this with the AdBeef community <a href="http://www.adbeef.com/will-ferrell-and-bud-light-superbowl-ad-t80.html">here</a>