There are currently two advertisers getting it right in these rough economic times. Their messaging is on target, tone is full of empathy and their imagery soothing and familiar.
First is Walmart. Internationally hated, evil, souless Walmart is coming out with some phenonminal messaging that makes this Nordstom girl actually appreciate the mega store. They’ve emphasized the value of their products, showcased items (blue ray, video games, etc) that can be enjoyed by the family, together at home. Basically falling right in linewhat a retailer shouldbe doing during a recession.
Here’s one of the ads that focuses on gift cards but keeps the same tone and messaging of the rest of the product specific campaign (sorry about the qaulity).
I am definitely not Apple fan girl, despite my iphone lust, but I concede that Apple knows what their doing. They’ve revolutionzed the music business (even if they’re tactics are slightly evil). Apples move into cell phones is no different, they’ve revolutionized the level of features and customization users can expect.
Blackberry is desperately trying to salvage its reputation as THE phone for professionals and cool kids. The Blackberry Storm has adopted many of Apples features to compete (like their touch screen) and are currently running two ad campaigns. One campaign I absolutely love; the other has actually made me scream at the tv.
Science Daily released an article regarding the effects DVR has had on TV ads. The study “found that ads with brand information placed in the center of the screen still create brand memory despite a 95% reduction in frames viewed and complete loss of audio.”
As a tv viewer who recently discovered the joy of DVR, it totally makes sense. Viewers actively watch during the fast forward process to make sure they stop at the right time, so DVR users are probably more engaged in commercial breaks then the usual TV viewer. The study found that placing the branding message in the center of the screen was the most effective way to reach those using DVR.
So, what should this mean to those who create TV spots that end up in DVR programming?
I love the Steakhouse Shroom & Swiss spots for Burger King by Crispin. Don’t think I could ever put something that gross in my body, but the commericals are brilliant.
I really loved your bacon, egg and cheese bagels, they got be through a lot of really bad hangovers in college. But you don’t exist in San Diego, so I got over you pretty quickly. Microwaving fake egg, fake baconand a slice of cheese all on a bagel is delicious, but not really difficult. I never understood why anyone would drink your coffee- who do you think you are adding cream and sugar for me?!
After spending my first year and a half at college in Connecticut without decent coffee, I walked through an f-ing blizzard the day the first Starbucks opened near campus. That’s right I actually went outside while it was snowing, something I wouldn’t even do for class.
With that being said, I certainly don’t believe your newest ads. But at least they’re better than Rachel Ray!
Apple released a new ad today to coutner the “I’m a PC” ads launched by Microsoft. I normally love the Apple spots despite the fact that I’m an avid PC user (no right-click kills me), however this spot seems sort of petty. Considering the huge ad spend by Apple and that they’ve been out doing Microsoft with ads for years, it doesn’t seem like it will be very effective.
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