“Greatest Marketing Campaigns” Analysis of 5 Television Ads

Product Information

Ad title: Human By Design 1 and Human By Design 2

Company name: Square Enix

Awards: Multicultural Excellence Award, 2017

Category: Grand Prize winner – Experiential Marketing

Ad Link: https://aef.com/ad-campaigns/human-by-design/ and https://aef.com/ad-campaigns/human-by-design-2/

Focus of the advertisement:

Deus Ex: Mankind Divided is a game launched by Square Enix. At a glance, the Human by Design advertisements appears to be typical game launch advertisements to hype the game and draw in prospective customers. However, with the assistance of Amazon, the game was not the focus of the ads.

Advertisement Objectives:

Human by Design 1 and Human by Design 2 ads were about starting a movement to bring awareness to persons designing and wearing prosthetics. 

Target Market:

There wasn’t a targeted market for Human by Design 1 and Human by Design 2 ads. The people featured in the advertainments were the game developers, industry professionals, and actual prosthetics users. The ad was to bring awareness to everyone.

Call to Action:

The call to action was to inspire. In the video game Deus Ex: Mankind Divided, which is set in the future, people with prosthetics were being persecuted by anyone that did not. The ads were to ensure that people treated everyone equally, so much that the summit proposed a Bill of Rights (of people that have been augmented) to the American government.

Value Proposition:

“The Future of our bodies will be determined by technology”, is something to give hope to those that do not have all the abilities of a “normal” person. 


Product Information

Ad title: #NotComingSoon

Company name: Remy Cointreau/Louis XIII

Awards: New York Festivals International (NYF), 2016

Category: Grand Prize Award – Public & Media Relations Campaigns

Ad Link: https://aef.com/ad-campaigns/notcomingsoon-2/

Focus of the advertisement:

In 2015, Robert Rodriguez and John Malkovich made a movie that no one will be able to watch for 100 years. Remy Cointreau, a cognac maker, has a liquor called Louis XIII which takes 100 years to make. The concept that the liquor which was being made now would never be drunk by people who are currently alive was the inspiration for the film.

Advertisement Objectives:

The Objective of this advertisement was to cause a buzz in the industry about the brand. By using celebrities and hype, of a movie that no one would be able to watch, was to introduce a brand that is normally targeted to “older/sophisticated” to a younger crowd.

Target Market:

The target market is adults of drinking age.

Call to Action:

The call to action is to drink Louis XIII, a liquor that takes 100 years to make. The hashtag of #NotComingSoon is used to drive social media buzz, and product is shown, and the brand logo is easily seen to entice research.

Value Proposition:

“100 Years, the movie you will never see”, brings value by creating suspense. People will be talking about the movie for some time, trying to speculate on the plot. In the future when the vault containing the movie is close to being opened, the company will be able to use publicity once again to advertise.


Product Information

Ad title: Swearing Kids

Company name: Daimler AG, MBD, smart/smart forfour

Awards: New York Festivals International (NYF), 2016

Category: First Prize Award – Film Craft: Humor

Ad Link: https://aef.com/ad-campaigns/swearing-kids-2/

Focus of the advertisement:

After a quick parental warning the first 25 seconds of the advertisement, which is only 46 seconds, is small children swearing. The premise is that children learn to communicate from the parents, and if the child is swearing, it is because he/she learned it from the adults. The focus is that parents that are put into stressful situations due to the size of their car and not being able to find parking spaces that are size appropriate will cause the parent to swear and thus the kids will imitate it.  

Advertisement Objectives:

The Objective of this advertisement is that the auto brand Smart now has a four-door car that is big enough to accommodate a small family and yet small enough to make parking easy.  

Target Market:

The target market is small family auto drivers. However, the humor factor is catchy to a younger audience that might not have a family but could relate to wanting a small car for city parking.

Call to Action:

The call to action is to buy a Smart “forfour” car to make parking so easy that you don’t swear in front of the kids. The product is shown, and the brand logo is easily seen to entice research.

Value Proposition:

“When you drive the wrong car you teach the wrong words”, the value proposition of the Smart forfour is that the car is small enough to park easily and yet big enough that you can have a child in the car seat in the back.


Product Information

Ad title: The Boys

Company name: Pacific Brands Underwear/Bonds

Awards: New York Festivals International (NYF), 2016

Category: First Prize Award – Film/Cinema/Online/TV

Ad Link: https://aef.com/ad-campaigns/the-boys-2/

Focus of the advertisement:

Two guys are sitting in hanging chairs that are close together and yet not quite even. The chairs and the outfits of the two guys are off-white. As the advertisement progresses the two guys have various conversations with each other, and sometimes with the “brain”. In the end, there is a cut shot to a male wearing underwear, and it is supposed to imply that the two guys are the testicles.  

Advertisement Objectives:

The Objective of this advertisement is to portray the two guys, in a very humorous way, that once in the brand underwear is comfortable.

Target Market:

The target market is males that want to be comfortable in their underwear.

Call to Action:

The call to action is to buy the brand underwear for comfort. The product is shown, and the brand logo is easily seen to entice research.

Value Proposition:

“Very comfy undies”, is a straightforward claim that the product is all about comfort.


Emily’s OZ Part 2

Product Information

Ad title: Emily’s Oz 1 and Emily’s Oz 2

Company name: Comcast

Awards: Multicultural Excellence Award, 2015

Category: TV

Ad Links : https://aef.com/ad-campaigns/emilys-oz-1/ and https://aef.com/ad-campaigns/emilys-oz-2/

Focus of the advertisement:

The focus of the advertisement is Emily, a girl that was born without sight. After Emily is introduced, she talks about how most people have the advantage of sight. Emily describes that “watching” a movie while being blind, is very different from how sight-able people watch a movie. She takes in the sounds and imagines what the movie would look like to her. She goes on to talk about her favorite movie, The Wizard of Oz and describes the characters in ways that would not sound completely familiar to those of us that have seen the movie.

Advertisement Objectives:

The Objective of this advertisement is to educate people about the new feature of a talking guide to movies. Xfinity is a service by Comcast that describes movies to people with visual disabilities. After hearing how Emily has pictured The wizard of Oz, it is easy to understand that a product like Xfinity would be able to describe things about a movie to blind people in a way to help them visualize.

Target Market:

The target market is for people that are blind or know someone who is blind.

Call to Action:

The call to action is to change cable services to Comcast if someone needs the talking guide of movies. The product is quickly described, and the Comcast logo is shown to entice research.

Value Proposition:

“Everyone has a favorite movie, and now people with visual disabilities can find theirs too”, is encouraging people to share their favorite movies with those that may be blind. The talking guide, Xfinity by Comcast, has a value proposition of bringing joy to those with sight disabilities.


3 thoughts on ““Greatest Marketing Campaigns” Analysis of 5 Television Ads

  1. So I didn’t heed the parental advisory warning of the Smart forfour ad. Fortunately, I only had my 16 year old in the room doing, something else. Hearing those kids cussing made him crack up. I had to explain that I was working on my schoolwork. The ad is wrong in so many ways, but historical.

    Like

  2. Hi Dustin, I thoroughly enjoyed your selection of ads. I thought the 100 years concept was brilliant, I wonder how that affects sale of other products> Sure the buzz is cool I just wonder how it translates to profits if any. Since the creator will not be alive, I wonder what happens to his share? I have so many questions…but I guess that is precisely the point huh?

    I also enjoyed the ad about the smart car…like you said, children learn by example but boy is it funny watching kids swear especially when you’re not the one responsible for them. A commercial with humor that doesn’t come across as funny comes off as a classic in my book.

    Great job Dustin, take good care!

    Like

  3. Hi Dustin, I thoroughly enjoyed your selection of ads. I thought the 100 years concept was brilliant, I wonder how that affects sale of other products> Sure the buzz is cool I just wonder how it translates to profits if any. Since the creator will not be alive, I wonder what happens to his share? I have so many questions…but I guess that is precisely the point huh?

    I also enjoyed the ad about the smart car…like you said, children learn by example but boy is it funny watching kids swear especially when you’re not the one responsible for them. A commercial with humor that doesn’t come across as funny comes off as a classic in my book.

    Great job Dustin, take good care!

    Like

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