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Archive for the ‘Advertising’ Category

Gold’s Gym Marketing in Good Shape

February 17th, 2010

I came across this ad in the book Contemporary Advertising and thought it was very witty.

At first you think Gold’s Gym is just being environmentally friendly and simply positioning their name in a place where people who care about their physical appearance are likely to be. Then you read the line “And pick up the trash, too.” What a great double meaning for the first line!

I love it when a company can cleverly put a double meaning on something that is actually relevant to their business. There may be a small percentage of people who read it and never notice, or don’t get it. But I’m willing to bet that the majority will understand it rather quickly if not after a few seconds of thinking. And isn’t that what you want? Get your audience to not only see your name, logo, or slogan, but to get them thinking? This means that they are spending and extended period of time dedicating their thoughts to your company’s message and your message only. It’s a winner!

Do you have any favorite ads that use a double meaning?

Bryan Ricard Advertising, Marketing , , ,

Can’t Dodge This

January 25th, 2010

During last night’s NFC Championship game a Dodge Charger commercial aired that I wanted to share with everyone.  I consider it to be well executed:

[youtube=http://www.youtube.com/watch?v=8n1-CzSuMDQ]

If you are unaware, it is believed by many that the world will end on December 21st, 2012 because that marks the end of the Mayan calendar.

The narrator is Michael C. Hall from the hit show Dexter.

You can see more of the Dodge Charger commercials on YouTube here. They are all worth a watch, but the one above is my favorite.

What do you think?

Bryan Ricard Advertising, Commercials, Marketing , , , ,

Not A Cheesy Ad

January 20th, 2010

I came across this video earlier today, I forgot how, and thought it was great, give it a watch:

[youtube=http://www.youtube.com/watch?v=YqlQS5CCmwI&feature=player_embedded]

Kudos to John Nolan for his creativity in this piece.

Imagine if this were a real TV ad for some brand of cheese, and shortened a little in order to fit a proper commercial slot. Would you enjoy it and tell your friends? Would you remember the brand of cheese being advertised? Would you at the very least remember this pumped up little mouse? If you answered yes to at least one of those questions, then that commercial would be considered a success.

I think it’s very memorable and powerful because it actually brings you through a set of emotions. I’ve included the steps for what I believe would be two general reactions:

1. Aw how cute that little mousy is getting some cheese
1a. Ah I hate mice! I hope that mouse trap destroys him!

2. *Snap* Oh no! Poor little guy! :(
2a. *Snap* Haha, he had it coming! Stupid mouse.

3. *Music* YES! YES! That mouse is the man !!
3a. *Music* What the ?! Crazy mouse better not come to my house.

It’s just a winning video on multiple levels with the music choice, emotional attachment, humor, and clever transfer of strong cheese to a beefy mouse.

What do you think?

Bryan Ricard Advertising, Commercials , ,

Mr. Clever

October 27th, 2009

Every now and then you may come across an advertisement that just sticks. Thanks to the web we are granted the ability to see many that we have never crossed paths with. I just wanted to share one of my favorites with you:

MrClean

Courtesy of Toxel.com

We all know who Mr. Clean is so there is no need for words, all that’s needed is the very recognizable Mr. Clean himself! This is a great demonstration of cleverly portraying the brand and what it is known for in a unique, high-traffic area. I’m not 100% sure this is real, though, because if companies could advertise on the streets like this we would see a lot more of it.

Either way, imagine walking across the street and seeing this, how could you forget it? With the possibility that the picture itself was used as an advertisement (billboard or posters), and not actually done on a public road, it’s still quite memorable.

Good job freaky bald guy.

Bryan Ricard Advertising , ,

Anti-Smoking Ad

April 6th, 2009

Alright so I found this earlier on AdAge through a post by Ken Wheaton.

I watched this commercial before reading what Mr. Wheaton had to say about it. I’m not a smoker so this does not affect me directly, but I still think it’s a great ad. While I cannot speak for smokers, I do feel that it would have some sort of an impact on their thinking when purchasing another pack; at least for smoking mothers. How could you not feel some form of sadness when this little boy loses his mom and starts to cry?

The realness of this ad is “…leading some to call in complaints to the Department of Health” (Ken Wheaton). People are complaining because they believe that this little boy was not acting, he was put in a situation where he did react by crying. Now, this boy, who appears to be between 3-5 years of age, may be a “beyond his years” actor. However, in my own opinion, I have to believe this is not the case, and the boy was forced into a crying moment. I doubt that it was the exact situation depicted in the ad, losing his mother, but probably some other tragic situation. Donny Deutsch discusses this possibility with Matt Lauer, just scroll down.

Is this okay to do?

I am 100% for it. If in fact this kid was sadly forced to cry, I doubt it was anywhere near a life-altering experience. And in return, he’s helping everyone by getting people to quit smoking. I lost my mother once when I was probably around that age, maybe older. We were waiting in a checkout line at Stop & Shop, I turned and she was gone. Yea, I started to cry, who wouldn’t. She had only moved a couple checkout counters over, I just wasn’t paying attention. She had her eyes on me though, so I was still safe. My point is that for those few moments I was lost, and alone, and I cried. Does that moment affect me at all now? Nope. Granted, this kid was at a train station or whatever it was, so the disarray and fear he would have experienced was far greater, but the creeps that can be found at Stop & Shop can be just as horrifying.

Just because this ad targets smoking mothers, doesn’t mean they are the only ones who take something from this. The general message is about how ones smoking can result in tragic consequences for your loved ones. If a smoker unfortunately reaches the end of their line, they aren’t the only ones that are suffering the consequences. Loved ones, especially their children, have to deal with the consequences as well, and that can sure make current smokers have a guilty conscience about what they are potentially doing. For anyone who smokes and has children, watch that ad, and try to not feel guilty or heavy-hearted.

Bryan Ricard Advertising, Commercials ,