Week 3 ENT 610: TV Ad Analysis

Puppy Love

https://www.ispot.tv/ad/7TRc/budweiser-super-bowl-2014-puppy-love#

  1. Budweiser beer is the focus of this ad, but like many Budweiser TV ads, beer is never mentioned. The ad starts out with a Puppy Adoption sign and a lot of puppies available. One of the puppies escapes and goes to a neighbor’s ranch where the Budweiser Clydesdales live.  The puppy walks into the barn right by the man who takes care of the horses, stops in front of one of the stalls and finds the horse of its dreams. They then share a puppy horse kiss lick. The good-looking man brings the puppy back to the very pretty woman. In the background a song about love is playing with this refrain through most of the commercial– “you know you love her when you let her go.”  The dog makes another attempt and is returned.  Finally, the puppy is adopted and put in the car.  He makes a big whine which is “heard” by the horse who starts to chase the car with his other Clydesdale friends and blocks the car; the puppy is turned over to the horses.  The puppy then leads the horses back to the man and the ranch.  He keeps the puppy. The reason this is such a popular commercial is because it pulls on the emotions of “who doesn’t love a puppy” and “who doesn’t love a love story.”  I also think it is very funny.
  1. This ad was released during the 2014 Super Bowl and the objective was to let people know that if you drink Budweiser, good things — even romance — might happen to you. Although the two people were neighbors, the ad was letting us know they had never spent any time together and the puppy’s antics brought them in contact.  The underlying message is that good things happen when one drinks Budweiser.  You never know who you might meet and where it might lead.  The Clydesdales starred in their first Budweiser Super Bowl Commercial in 1986 and people look forward to see what they will do each year.  The best way to measure the influence would be measure the purchases against years they used other ads in the Super Bowl.  This ad on YouTube has over 3 million views.  Before this assignment, I had watched it at least ten times.  Why? I love puppies, the Clydesdales and a good romance.
  1. This is targeted at men and women as well as animal lovers and romance lovers. Because Budweiser always has an ad at the Super Bowl I would say they are also targeting sports fans.
  1. This ad never talks about their product. What we are reacting to is the story told by the puppy and the Clydesdale. It leaves a smile on one’s face and when a person goes to buy beer they may remember the ad and this can lead to their purchasing the Budweiser brand. Following the logic of the ad, there is the possibility to meet a love interest when drinking a Budweiser.
  1. In 2009, Advertising age reported that Mindset Media, a market researcher, did a study on “What Your Taste in Beer Says About You”. When it came to Budweiser, they found them to be sensible, grounded and practical.  Taste, brand loyalty, diet, lifestyle, and finances are reasons why someone would choose a Budweiser over other beers.

Target Christmas Commercial

https://www.youtube.com/watch?v=ZXDGxxif2_U

  1. This ad shows The Crazy Target Lady walking down the card aisle while she sings, opens, and displays cards. As she displays the cards and leaves them open they join in the singing of all the classic carols of Christmas.  She stops singing, makes a big strange happy face, grabs her shopping cart and proceeds down the aisle.  A voice comes in and says the 2-day shopping sale is happening now “fa, la, la, la.” The ad uses humor as the Crazy Target Lady over exaggerates all her movements and expressions throughout the ad.  Plus, we all know cards don’t sing back at us when we walk down the aisles.
  1. The objective of this add was to inform customers about the 2-day shopping sale and drive customers to their stores at that time. This objective could be measured by sales and traffic patterns compared from days before and after the sale ran.
  1. The target market is everyone for this ad. Now that Target has added groceries, short of buying a car there are items for everyone in the family at Target.  The limited time of the sales tells the customer to get there or lose the deal.  In the craziness of the buying season, I could see shoppers that are tight on money doing their best to get to Target for the sale.
  1. The ad wants the viewer to come and partake of the great deals doing those 2 days. It is unusual for people and cards to sing at Target, but perhaps the customer will be surprised to find very good deals.  One never knows what Target has marked down on this sale because they leave it open to imagination.  The Crazy Lady seems very excited about what is happening and maybe our shopping trip will be as exciting as hers.
  1. The “value proposition” for going to Target is that they offer a variety of products with a bit more style than a Walmart. Years ago, they partnered with designers in fashion and household items to bring their names and styles to a price point in which more people could afford. Shopping at Target, means I can buy my groceries, school supplies, clothes, household goods and a variety of other items in one place.  They are one-stop shopping with good prices.  There are numerous articles written about the differences between Walmart and Target shoppers and I will include one in my resources. I will use myself as the example for why I prefer Target, but now shop at Walmart.  I am from Minnesota where Target was started by the Dayton Family.  For me supporting a Target in any city supports my home state. The prices may be like Walmart or higher, but the service is better at Target.  The feeling is they want to work there.  I do not get the same feeling at Walmart.  I also prefer the layout, lighting and store designs at Target, easier for me to navigate.  The main reason I shop at Walmart now is geography.  There is no Target close by and time is money.

“I’d Like to Teach the World to Sing”

https://www.youtube.com/watch?v=_zCsFvVg0UY

  1. This classic 1970’s Coke ad shows young people of all genders, races, colors, and ethnicities holding a single lit candle and singing about buying a home for the world and furnishing it with love. The people are all arranged in the shape of a Christmas tree. They sing about surrounding the home with apple trees, honey bees, and snow white turtle doves.  They start singing about “teaching the world to sing in perfect harmony” and wanting to buy the world a Coke and keep it company.  It ends with them singing it’s the real thing: Coke.  Even forty-six years later this commercial evokes an emotional response of love and togetherness.  They appealed to our sense of similarity and not our differences.
  1. Coke always wants to sell more product, but in this ad, I think they were trying to show how Coke can unite people and create a common connection. It does not matter one’s gender, race, color or ethnicity–we all want the same things: a home filled with love, food and harmony.  The ad is only for the Christmas season, as the shape of the singers create a Christmas tree and most likely ran before and up to Christmas.  The warm, fuzzy feeling the ad creates may have increased sales at the stores selling Coke products.  I do not think purchasing Coke will create a world of love and harmony.  We only need to turn on the TV to see the world today and see it is often filled with more hate and less harmony than ever before.
  1. The target market for this ad was the world. Coke is for everyone, no matter where you live.
  1. The ad wants us to have a Coke with someone. I believe the ad was asking people to get out of their comfort zone and share the common experience of enjoying a Coke, but do it with a stranger.  The ad is asking us to acknowledge our similarities instead of focusing on differences.  The benefit to drinking Coke — besides “it’s the Real Thing” — is being with others, creating community with others and then extending the love and community out.
  1. The “value proposition” is that Coke is a tried and tested beverage. It has been around a long time and has been woven through the fabric our lives since 1886.  Coke has evolved into a multi- beverage company and is always trying to stay ahead of trends and rivals with new products.  If they had only stayed with Coke, they certainly would not be as big as they are now.  In addition to their Coke products, the company also sells juice, water, tea and other soda flavors.  It has become a brand that reminds you that no matter what you drink, unless it’s milk, you can find something in the Coke family of products to quench your thirst and please your and taste buds.

Wolf Drama

https://www.ispot.tv/ad/7dSJ/cars-com-2013-super-bowl-wolf-drama?autoplay=1 

  1. The cars.com ad starts out with the salesman telling the couple the “cars all yours”. The young couple responds with how the website made it easy but was concerned there was not enough drama in the deal to buy a car. The salesman suggests that they miss the drama and introduces a wolf which the couple thinks is a puppy.  As they learn it’s a wolf the mother wolf heads towards the office and with one growl they give the puppy back.  Enough drama for the couple and the ad ends with a voice saying “All drive. No drama.”  The ad plays on the anxiety of buying a car and what it may entail depending upon where it is purchased.  Car buying can create a lot of angst for customers and cars.com is trying to alleviate it with a bit of humor by taking the wolf out of the desk and a little bit of the fear (drama) showing the over protective mother wolf.
  1. The objective was to let the viewer know a car buying experience can be done without drama. There will be no going back and forth on negotiating the price.  They also are letting the viewer know they have friendly and accommodating sales people.  It did not refer to any type of sale so the ad could be placed at any time.  The ad would lead people to their site because if anyone has ever had the drama experience, it is not pleasant.  The idea of buying a vehicle without the hassle of aggressive sales people and the back and forth of negotiating on price is a huge selling point. This ad could be measured by using the analytics from their web site in specific time frames from when the ad was run.
  1. The ad is targeted at young, married couples (wedding ring on the woman) and specifically African American couples. Although, I think anyone who has had a drama filled car buying experience could relate to the ad and consider going to cars.com. I know I did after watching the ad and I’m not even looking for a car.  I am interested in how it works.
  1. The ad wants to drive business to cars.com when considering the purchase of a vehicle.  Once at the site, the customer will be able to find the right car and learn about all the ins and outs of owning a car.  The benefit to using cars.com is the broad reach it has for sellers and buyers, the ability to find a vehicle with all the desired features and at the price one could afford.  If the viewer uses cars.com s/he will avoid the unpleasantness of being harassed to purchase a specific vehicle and dealing with the haggling which has been common when purchasing a vehicle.
  1. The “value proposition” of cars.com is that it is a good place to start for those looking to buy or sell vehicles. Because it is country wide, it gives both the dealers, seller, and buyers a broader reach.  They have numerous listings on almost every vehicle, be it new or used.  It is also a site which offers a great deal of information.  There are videos and reviews, sections on service and repair, trends, tips from experts, recalls and whole lot more.  The sections on buying and selling are in depth and filled with answers to all the questions involved in the process.

“Zedd & Blacc – Candyman

https://www.youtube.com/watch?v=QCylGd7VF9U

  1. With over 9 million views, this M&M commercial to celebrate M&M’s 75th anniversary will go down as a classic. It starts out with a red and yellow M&M in a recording studio trying to sing and do a remix of Sammy David Jr’s classic The Candyman.  It does not sound good, when in walks Zedd and Aloe Blacc offering help. It continues with the two musicians taking the lead as a montage of new and old M&M commercials plays. It incorporates all the original M&M’s (red, blue, yellow, red, green, brown) throughout the video playing different characters and doing different activities.  Blacc as the singer is matched with the old to new clips.   At the end of an extremely well done remix, the red M&M just wants credit.  This ad plays on many emotions, togetherness with others, the love of candy, love, sentimental history, and joy.  Throughout the montage the images are of happiness, nothing sad, unless you realize how old you are while watching it and that you were around during the black and white ads.  The remake is upbeat and makes one want to get up to sing and dance.
  1. The objective of the ad was to acknowledge M&M’s 75th anniversary. They did it by using clips both black and white of previous commercials.  In addition, there were parts where the singer Blacc was put into the old scenes of black and white to give it a nostalgic feeling. This was part of the company’s yearlong celebration of the 75th anniversary.   I am not sure how they would measure the results from the ad in terms of sales.  If hits mean anything, then the 9 million plus hits on You Tube show it was clearly a loved commercial.  Zedd and Blacc were also featured on Good Morning America a month later because of the popularity of the ad and the video.
  1. Using the Sammy Davis song certainly speaks to older demographics but then the upbeat sound, M&M’s break dancing, twerking, playing piano, hiding in the closet, working, showering, being stuck in the vending machine speaks to everyone else, even a police office as he interviews someone handcuffed. The idea is that M&M’s make us feel good and create fun times.  People of all ages can appreciate good music, good humor and the sweet, chocolatey M&M.  “Love makes the world feel good” and if we love the M&M and share it, no matter the age, maybe we can make the world feel good.
  1. The ad wants us to remember the past, enjoy the present and to consider the future because “love makes the world feel good” and to enjoy M&M’s in all situations. No matter what you are doing, it will be better with M&M’s. In fact, it will be joyful with all the different kinds of M&M’s.
  1. The “value proposition” is that M&M’s have been with us for a long time and they will continue to be with us. No matter what happens, what trends come and go, what fashion comes and goes, the M&M will always be there.  As they state, it still melts in your mouth and not in your hand.  Consistency is something they have with this product.  In addition, they have capitalized on all the holidays with celebration M&M’s, M&M’s with messages, NFL and business M&M’s, and even M&M’s one can customize.  They have also expanded from the classic milk chocolate to a variety of flavors.

Resources:

http://adage.com/article/news/psychographics-taste-beer/140106/

http://thevisualcommunicationguy.com/2015/10/03/why-we-like-target-better-than-walmart-its-a-visual-thing/

http://www.investopedia.com/articles/active-trading/070715/target-vs-walmart-whos-winning-big-box-war.asp

18 thoughts on “Week 3 ENT 610: TV Ad Analysis

  1. Cece, Thank you for your analysis. I think it was spot on. As an M&M lover, myself… I found real profound, almost EPIC elements associated with that commercial. You know when there is an advertisement that “big” “complex” and “intense” that as a consumer you really stop and think… huh… it is definitely more than a chocolate covered peanut. I think when you can get your customer base to see your product as “more than beer, more than candy, more than a car, more than a bank, more than a whatever… it really sits in that place deeply rooted inside the consumer. Your analysis framed it that way for me… and the M&M commercial spoke to me on numerous levels!

  2. The cars.com was awesome as well! First of all… I absolutely despise buying cars. I am the type of consumer who knows exactly what they want within the dollar of what they are willing to pay… I want no drama, no advice, no feedback, really… I do not even want assistance. I do not want to be upsold or feel like I am being upsold. That being said, I appreciate the NO DRAMA services that cars.com provides. In fact, after seeing this commercial and reading your review I think I might give it a go on my next vehicle purchase. I typically use Carmax (due to the service, chill approach, and no frills on the pricing – it makes me feel good, granted I do like to see and touch and test drive prior to purchase). Thanks again, Cece, you really delivered! 🙂

  3. The Budweiser ad and analysis was also spot on. I cannot believe something so simple can be framed as such an emotional piece. That puppy, those Clydesdale, and not a single can of beer in sight… or on site. What a profound and gusty way to speak to an audience about a product… to not even include, mention, or suggest it. Bold move on the marketers, but for me it worked. It created a visceral emotion and response and sticks with me since the first time I saw it (a few years back) all the way until now. Thanks Cece!

  4. Hi Cece,

    Puppy Love: I like your write up on this. It covers it all. I think this is my favorite so far feel good commercial that I watch all the way through each time. It is soooo cute. But I am an animal lover and like farms so it touches home to me.

    Target Christmas Commercial: OK Target Crazy Lady I have seen you before. This commercial is ok but just not my taste in advertising. Many Target commercials that go for the laugh or humor I feel just comes up short. I am not crazy with shopping at Target but don’t feel bad, I try and stay away from Wal-Mart to. It can be done. Have for years.

    “I’d Like to Teach the World to Sing”: I had heard it years ago. In Vietnam they like the 70s american music. I like it a lot. All the different cultured holding hands united and singing a nice song. Why ca’t they do more commercials like that today. I think it is timeless and can be done again with great success. You are right to say the add targeted the world. It truly does. I wonder how many languages this commercial was done in?

    Wolf Drama: Never saw this ad before but feel it was effective. Slight humor and brings the message across as you said. Makes you feel lik what was the hardest disition to make hoping you got a good deal is now so much simpler. It was a good ad.

    “Zedd & Blacc – Candyman: One very long commercial. I do not know where they play 2 to 4 min. commercials but it must be someplace because I am seeing in this class more all the time. I liked it and am glad I sat through the entire show. It was more like a show then just a commercial. As I watched it I had an epiphany. With all these TV cartoons and super heroes being so popular now should they not take 4 known characters of M&Ms in 4 different colors and give each one a special power and have the M&M SUPERHERO SHOW? Kids will love it and adults will relate to the characters because they were around when everyone was a kid.

    Good evaluations.
    Mary

  5. Mind blow! I loved all of these commercials. They captured the senses spot on. My favorite was the M&M commercial, I loved how it was retro and new technology coming together to tell us the story of M&M’s. Then the Budweiser ad was classic. It was more than romance, it was the fact that nothing stands in the way of great friendship. The hashtag at the end was #bestbuds. Coke, M&M, and Budweiser share a common niche on commercial ads by being able to relate to all types of people. And yes, I am thinking about going to Target to do the recording cards and have them sing back to me like the crazy lady that is wearing a dress that makes her look like a wrapped present, this commercial was so awkwardly funny. The cars.com ad is good at pointing out they do not like drama, I’m just not ready to purchase a car online, I believe this ad is meant for younger people that live in the city that are after the convenience of having the car delivered. When it comes to purchasing a car, I am old school, and I look forward to the negotiation (the key to negotiation is to not want it) it’s best to practice this when your not in the market for a new car. That way you can simply walk away. Even if you do really want something, it’s still best to walk away, sleep on it a couple of days. My motto is if it’s not there next time than it’s not meant to be.
    I liked how you analyzed all the commercials and look forward to checking out more of your post.

  6. CeCe,
    Great ad selections.Your ad analyses were pretty sound. However, I disagreed with your initial thought about the Budweiser Puppy Love commercial. I would not consider the focus of the commercial to be Budweiser, yet the symbolism of Budweiser bringing friends together and Budweiser being in the midst. I agree with your premise that Budweiser tends to have commercials that don’t expressly push the beer, but the feeling one enjoys when surrounded by loved ones.

    The Target commercial was pretty funny because we all seem to get a little crazy around holiday time. Especially as you age, holidays always bring up old memories, and we try to recapture or recreate moments of our childhood filled with holiday cheer.

    I had to Coke commercial twice because I did not catch the Christmas tree until you mentioned it. I really liked this commercial because it really embodied the 70’s. Peace and love…man!

    The Cars.com was pretty good. This was a favorite of mine when it first aired. The target market for this commercial is definitely millennials. Millennials are notorious for less face to face and more clicky, clicky. I personally would not buy a car online, but I would use this website as a research tool when purchasing a vehicle.

    As those who have stated before me, the M&M’s commercial was definitely my favorite out of the bunch because I love music and it was a great homage to not only the M&M brand but also Sammy Davis. I also loved the fact that they had a montage of their previous TV ads.

  7. You wonder if it is too easy for the “big guys”. Really how hard is it to promote Coke, M&Ms, Budweiser? They have decades of a success, minimal competition, and huge recognition. It’s fun to see the old ads but from the perspective of an entrepreneur I really doubt there is much we can learn from these ads.

  8. Cece,

    I liked the “Puppy” ad the best. This one had a powerful message. They did a great job of making you fall in love with the story while still keeping the brand in our minds. Isn’t it true that many times we watch an ad and love it, but lose who the ad was from? This ad does the best job of making the story the star while keeping the brand in the spotlight. The color tones, the music, the characters, the furry friends, the sizing of the brand graphics, and the amount of time the brand stays in front of the viewer – all play a huge roll. I think this creates a positive impact for most. I like your analysis. Thanks for sharing this content.

    S.Newby

  9. I was particularly interested in the Cars.com ad. I like that they added a bit of humor to the car buying experience. We’re all used to seeing some sales manager, doing something silly on tv and screaming their deals at you…not to mention the cheesy slogans at the end. This brings a whole new light to the car buying process by letting viewers know they can do their research (by using cars.com) and have the upper hand when going in to negotiate pricing on a new vehicle. The element of humor adds to the car buying experience, since people are usually walking in to dealership with negative expectations as it is.

  10. Cece,

    Great blog post! I loved the commercials you selected. I have to say my two favorite were the Budweiser and the M&M Commercials.
    Budweiser: I loved it! It had a cute puppy, love, the horses everything to make you feel something. It wasn’t a “drinking beer” commercial, like some other beer brands do. Budweiser is more classy and they showed it here. We all know those horses = Budweiser. It was such a great commercial!
    M&M: I loved this, the entire thing pulled at my heart. Now I want to go and buy some M&M’s!! That’s awesome how they celebrated their 75th anniversary. I love the animated M&M characters. I really would love to have them at home!
    Great Job!

  11. Hi Cece,

    Okay, it was a tough decision – but I think I’m going to claim the Cars.com Wolf ad as my favorite. Car dealerships are notorious for lengthy drama, the back and forth between departments over price haggling and lots of other things – it’s a process that nobody enjoys. So I think that just about everyone out there can relate to the message conveyed in this commercial.

    This makes me think about a second part to the “good ad” equation. Not only do we need to grab someone’s attention, but we need to make sure that the message in the ad is something that our target customer can relate to. When they think “ah yes, I’ve had that problem before (or now)! Tell me how I can solve it!”, that is our opportunity to do so. Because, after all, if you don’t frame the problem that your product or service is going to solve, what use is it to anyone?

    Great work on this compilation of ads and their respective analysis.
    Austin

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