Tuesday, October 23, 2012

What's it advertising?





2004 French Evian Commercial















2011 Subway Commercial




2011 Zooks Commerical

Could you have named these commercials without the caption?


The Evian commercial proved to be rememberable since I first saw it my sophomore year in high school. I was impressed by the cute animation and the story the commercial told. It gave the water drop (or Evian) personality, which is positively used to show the character of Evian. What I took from this commercial was the Evian is for those people who are a little rebellious, dances through life, and is curious. I loved how it went through cycles that water is used for because it reminds me that water is pure.

However, my struggle with this commercial is that, for the longest time, I could not remember what it was advertising. Did they grab my attention? Yes. Did I remember the commercial? Yes. Did they do their job? No, because I didn't retain what they were trying to sell me.

That is a huge problem with some advertisements; they forget the main reason they are advertising. Advertisement's purpose is to sell me something. But if I can’t remember the product, there is no reason I have in purchasing it.

To further this mistake by many companies, Subway grossed me out more than made me want to purchase their product. In fact, by the time they revealed what the commercial was selling, I had already lost interest, and my appetite for any type of food.



Same thing happened with Zooks commercial ad. It was of a guy prepping to throw a dart at a bar to impress his date. His famous, “Kah-kah-kaww” was quoted by my friends all the time. It was rememberable because it was funny, but in the long run, no one knew could say what the commercial advertised. Furthermore, it related to maybe 2% of the world that actually ‘preps’ before throwing a dart in a loud obnoxious way.



In the long run, the key to remember here is stick to the purpose of why you are advertising, to sell your product. If the commercial doesn’t help the audience to remember your product (not just your ad) then your advertisement was pointless. Sometimes when you are creating ideas, this main goal does get lost, but we have to remember to ask, “what’s the purpose,” and, “is my ad effective toward the purpose.”

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