Which Ad Experience Do You Prefer?

Description 

An effective example for web advertising is the advertising that is used on Hulu, an online website to watch  TV shows. To continue their show, the viewer must listen to some ads, but, unlike TV, he or she is able to pick what type of ads they want. The idea came about from a survey conducted from 1,500 viewers.The viewers said they more choice and greater control of advertisements.

A voice comes on asking, “Which ad experience do you prefer?” and viewers can to pick a sequence of ads that are somewhat relevant to their life. This type of advertisement–called Hulu Ad Selector–first came public when Hulu launched in 2008.

Facet of Effect

-Facet of Effect-

The Facet of Effect that Hulu Ad Selector uses the Perception effect. The most closely aligns with Perception because the perception is unique to the ad. Selection and Attention is a perception concept, and Hulu uses this by allowing users to use their own selection. Interest is another one along with Relevance, and users are able to select ads that peak their interest and are relevant to them.

-Success-

Statistics show that two-thirds of viewers are likely to pick their own ad experience.  Hulu calls this psychological ad as the “power of choice.”  Effectiveness metrics are twice as high when compared to a standard pre-roll.

Target Audience 

-Demographics-

Hulu aims to make their advertisements relevant to everyone–male, female, young, old, each person gets to pick the ad most relevant to them. The age that is most prevalent for watching Hulu is 18-24, so ads will target these consumers. This falls under the “Me Generation” and the “Generation Y.”

-Psychological-

Being able to pick their own ad experience lets people say “I Am Expressive.” They can express their personality by choosing what ads they want to listen to. Under the VALS Framework, the advertisement would appeal to people who are “Experiencers.” They can choose ads that would be most likely to appeal to them in life.

-Behavioral-

Since the ads are different, it’s difficult to put a path to purchase on it. However, the closest it would be is the Do-Think-Feel. First, viewers click on the ad they want (Do). They then think, even if it’s subconsciously, about the ads they watch, and (hopefully) feel drawn towards them.

Personal Analysis 

I believe that allowing the viewers to choose their own ads is increasing your chance a bit of viewers paying attention to the ad. I generally ignore the ads anyway, but for those who do listen to ads, they are apt to pay closer attention to something that is relevant to them, such as clothes for women, instead of golf clubs. Also, viewers have to pay attention, if only for a few seconds, to choose which ad they want.

Marlboro Man

 

Description 

In the late 1940s, the Marlboro company came out with an advertisement for cigarettes for women. Now, there needed to be an advertisement appealing to males and implementing masculinity. This was a time period where cowboys were particularly glorified, and Leo Burnett (head of the company) decided to use him as a figure of masculinity to sell cigarettes.

Marlboro slogans included: “Come to Marlboro Country”; “Come to where the flavor is”; and “You get a lot to like with a Marlboro.”Although the most iconic ads are the cowboy ones, Marlboro also included ads with ball players, race car drivers, and rugged men with tattoos.

 

Facets of Effects  

-Facet of Effect-

The Facet of Effect this best embodies is Feel. The Communication is Emotional/Affective. Marlboro man plays off the emotional appeal to be masculine and tough. It creates a want to be a get the cigarettes and be a man. Excitement for the potential and liking that they can buy these cigarettes and not appear feminine.

-Success-

The Marlboro Man has been considered one of the most brilliant advertisements ever. Their sales skyrocketed. By 1955, when Marlboro Man went national, the sales reached $5 billion. It was 3,241 % jump over sales in 1954. By 1957, sales reached $20 billion. When cigarette ads were banned from television in 1971, Marlboro Man was fortunate to have the magazine ad image. They became the No. 1 brand tobacco brand in the world.

However, there were some rough spots…all of the models for Marlboro Man died of lung cancer.

Target Audience

-Demographic-

The key demographic audience is the Gender, and appealing to men. In the 1940s, Marlboro came out with a cigarette ad for women, called “Mild as May.” Now they needed an ad to appeal to masculinity, and that is where the Marlboro cowboy and other rugged men came into play.

The ad–while more prevalent in the mid-20th century-was used from 1954-1999. This encompassed (assuming the targeted audience was the legal age to buy cigarettes) every generation from the Greatest Generation through the first part of the Me Generation.

-Psychological-

The VALs framework that the men targeted in this ad would fit in is the Self-Expression column, especially the experiencers. This is just one product they use to experience life. In the MindBase category, it would be “I am Expressive”–the men live life to the fullest. As evidenced by smoking, the men “live in the now.”

-Behavioral-

The Path to a Brand Decision aligns with the Feel-Do-Think (or “Wants”). Men first feel the rugged example, and how manly smoking filtered cigarettes can be. The Do part is actually buying and smoking the product. Think comes many years later…

Personal Analysis 

I don’t smoke cigarettes, nor do I fit the male target audience, but I believe this ad was successful and an excellent strategy. Men are looking for something to fulfill masculinity and toughness, just as women want products to make them feel pretty.

 

F-R-E-E That Spells “Free” CreditReport.Com, Baby

 

Description

Want an advertisement that makes people smile? An advertisement that sticks in people’s heads and is impossible to get out? FreeCreditReport.Com fulfilled both of those qualifications in their series of commercials.  FreeCreditReport.Com is owned by Experian Consumer Direct.

In October of 2007, Experian began an advertising campaign with unique jingles for every ad. The videos aired on popular new networks, and just the jingles aired on radio stations across the country. They began by using singer Eric Violette portraying a man struggling with hardships and life setbacks because he had a bad credit score and wasn’t aware of it. The commercials stopped airing in February of 201o. FreeCreditReport.Com had nine commercials, the themes being:

• Pirate Themed Restaurant 
• Used Car
• Living with In-Laws
• Bicycle Riding
• Rock Stars Pool Party
• Renaissance Fair
• Roller Coaster
• Small Town/Cell Phone Shop
• Country Bar in Reno

Facets of Effect

-Facets of Effect-

The Facet of Effect that aptly describes the commercials is Perception. First, people are exposed to these ads in several different mediums. Their humor and jingles are definitely attention-grabbers. Free Credit does have relevance to their target audience who may be wanting to buy something and don’t know what their credit score is. This leads into the related topic of awareness. People may not be aware of needing to check their credit score before this.

-Success-

FreeCreditReport.Com had a mixed response when it came to success.

It has been in a couple of lawsuits, along with FreeCreditScore.Com (another business under Experian). In 2005, Experian was sued by the Federal Trade Commission for using deceptive tactics–misleading claims of “free” offers. These practices were addressed in 2009 Credit CARD Act. Now, any free credit ad on TV or radio must also include “This is not the free credit report provided for by Federal law.”

The general public, however, loved the commercials. In fact, consumers who loved the original band petitioned the get that band to return, which they did in 2012, releasing a couple of commercials for FreeCreditScore.Com.

Target Audience

-Demographics-

The predominant demographic in these films is AGE. The commercials focus on portraying young couples who may, in all likelihood, never used a credit report before. The men singing are young, and they are talking about things young couples would do (buy a car, buy their first house). In several of them, an old lady is looking disapprovingly at the singers. Credit monitor can be for any age. But the young people that are portrayed in this commercial and who Free Credit is probably targeting are the later “Baby Busters” and the early “Generation Me”.

-Psychological-

Under the VALs system, the target audience for Free Credit would be the “Achievers.” What are YOU going to achieve? You could achieve a job, car, or house…if you had good credit. They are also under the label “I Am Down to Earth” (even if they previously believed they were “I Am Expressive”).

-Behavioral-

This fits under the Think-Feel-Do. Their commercials create a learning and understanding of their service, which many may not know about. Their jingles provide information and persuasive arguments.

Personal Analysis 

I  loved these commercials. Even though I haven’t been in a search for a credit report/score, the commercials are humorous, and the jingles are catchy. In fact, they are easily memorizable and fun to sing back. Jingles are rather cliche, and, for me personally, the best advertising to roll my eyes at. However, there is nothing overly cheesy about these jingles while still conveying the message.

Aerial Ambassadors

Description 

The Goodyear Blimp is any one of a fleet of blimps owned and run by the Goodyear Tire and Rubber Company. They are used for advertising purposes, as well as being used as an aerial camera for sporting events. Goodyear began producing airships in 1911 and their own blimp in 1925, called The Pilgrim.

There are currently three blimps in the American Fleet: the Spirit of Goodyear, based in Suffield Township, Ohio near Akron, Spirit of America, based in Carson, California, and Spirit of Innovation, based in Pompano Beach, Florida.Goodyear also has blimps operating in other parts of the world. Each blimp is equipped with an LED sign, called “Eaglevision,” which makes it able to display bright words and images.

Goodyear Blimps still adorn the skies, can be seen at many major sporting events, and were listed in Ramussen’s report of top 15 guerilla marketing strategies.

Facets of Effect

-Facets-

The Facet of Effect that the Goodyear readily embodies is without a doubt the Perception Facet: See/Hear. Exposure is a factor of this, and the Blimp is placed in situations where millions are exposed to the message. Selection and Attention is another factor. The Goodyear succeeds at grabbing attention! It is the only aircraft flying over head! Goodyear also succeeds in the Recognition factor. Millions of people not only recognize the blimp, but also recall the message on it.

-Success-

Goodyear Blimps  are considered one of the most iconic advertisements in the U.S. In this strategy, success would be measured by the recognition and recall of the company. Goodyear estimates 60 million people see their 3 blimps annually.

Profile of Target Audience 

-Demographics-

Goodyear’s blimp is a way to get recognition, so they are trying (and succeeding) to reach demographics. However, they are focused a bit more on males, since they are a tire and rubber company. This is part of the reason why they focus on advertising at sporting events.

-Behavioral-

For behavioral, the path would be Think-Feel-Do. Goodyear sells tires and they don’t create a strong desire/wanting. Their blimp had information and spikes interest in what they might NEED.

-Psychological-

Picking a VALs Framework for their target audience is a bit difficult, since they really try to target everyone. However, I would say the self-expression of the experiences and makers. In the Mindbase categories, I would say their audience is the “I Measure Twice”…living an active lifestyle and working for a rewarding future.

Personal Analysis

I personally think that Goodyear’s use of blimp for advertising is a stroke of genius. They are the landmark company to use such an obscure aircraft to advertise, and the only one to do so. In fact, if I do see a blimp in the sky, I immediately associate with Goodyear. I like their strategy for success, as well. According to Goodyear, “We don’t charge for anything we do. We have our own camera gear and camera people. If we cover your event, in exchange, you show mention us and show a show a shot of the blimp.”

Future

On April 10, Goodyear announced they are working on updating their advertising. A new model of the blimp is be assembled in Akron, Ohio, by the Goodyear company and Germany company, Zeppelin. 

I’m Lovin’ It

Description 

Ask nearly anyone in the United States, and the citizens of numerous other countries around the world, where “I’m Lovin’ It” comes from, and they would mostly quickly reply with “McDonalds.” This is such a popular slogan that is quickly associated with its owners that it is hard to believe it’s been in the U.S. for less than a decade.

“I’m Lovin’ It” first appeared in Munich, Germany, on September 2, 2003. It appeared in English in the UK on September 17, Australia September 21, and the US on September 29. The first time the slogan was used was in  a commercial showing people all over the world having fun and occasionally eating a hamburger, finishing off with McDonalds’ “M” and the phrase “I’m Lovin’ It.” Justin Timberlake performed the vocals. It was a series of 5 commercials. Soon the slogan spread to all types of medium.

Facet of Effects 

-Facet of Effects-

I think the Facet of Effect this best fits is the Persuasion Factor: Believe. The Persuasion factor motivates you to do something. Watching the videos of people with high energy levels and having fun persuades you to try out the product they suggested.

-Success-

Success could be determined by the rise, in sales, but also in the recognition. Eight months after it first ran, McDonald’s conducted a survey in 10 of its top countries. The result was an 86% awareness overall, including 89% by young adults and 87% by mothers.

Target Audience 

-Demographics-

McDonald’s has chains in 122 countries, so the target audience includes all nationalities and races. The originally videos contained people from all over the globe, showing that McDonald’s is for everyone, everywhere. Nearly everyone eats McDonald’s. The older population might not eat as much McDonald’s, just because they are less likely to eat fast food. The commercials originally targeted young teenager/young adults, as shown by the age of the actors in the commercials. It spread to young families, shown by a smiling mother with a baby (also smiling) on her back. These people would mainly fit under the “Generation Y” category, and spreading a bit to the “Me Generation.”

-Psychographics-

McDonald’s target audience in these commercials would be the “I Am Expressive.” The people are constantly active, having fun, and doing crazy activities. This falls us the “Experiencers” and Self-Expression VALS frame.

-Behavioral-

The paths to choose McDonald’s by seeing their “I’m Lovin’ It” commercial is characterized by Wants, and the Feel-Do-Think. Watching their commercials makes you feel a sort of excitement and high and you want to do what they’re saying. That follows with the “Do” part of the path–go buy some McDonalds.

Personal Analysis 

I think McDonald’s picked a good slogan as a branding advertisement. It doesn’t target a specific product, but the company as a whole. The success, through recognition and awareness, is phenomenal. McDonald’s has been given countless flack for their unhealthy food. While this may be true, I appreciate that McDonald’s does not advertise a lie and say that their food is the best for you. It simply says “I’m Lovin’ It,” which, if we’re completely honest, most people do love some aspect of McDonald’s, or they wouldn’t one of the most successful businesses in the world today. Their original campaign was a series of commercials to prompt people to buy their products. Now, the phrase “I’m Lovin’ It” triggers a recognition and desire.

Milk to the Rescue!

-Description-

Got Milk ran a 30-second campaign ad entitled “Milk to the Rescue” in May 2005. The ad was shown on multiple major broadcasting stations, and was created by Goodby, Silverstein & Partners. The ad showed numerous men frantically grabbing gallons and cartons of milk off shelves and from milk trucks. Initially, the consumer audience would be perceived as men, however, as the commercial later shows, that is not the case at all.

-Facet of Effect-

-Facets-

“Milk to the Rescue” fits under the Persuasion Facet of Effect. Milk is generally portrayed toward kids, growing teenage boys, or, as in Got Milk? ‘s other commercials, athletes. Now Got Milk? is trying to persuade their audience that the consumers should be women, as well.

Motivation plays a large role in this video, as it shows men extremely motivated to bring the milk home to their wife, in an attempt to restore tranquility. Conviction and Credibility go hand-in-hand and are also present in this ad. Not only does the ad play on emotions, but it includes a scientifically proven fact, so the ad has credibility.

-Success-

The way to measure success in this instance would be in their sales in milk escalated (although it would be still be difficult to tell if the milk was being bought for hormonal wives, or teenage sons). However, the ad didn’t work out quite as good as they were hoping. Many women came out to protest the sex-discrimination that the ad supposedly possessed.

Obviously, the California Milk Board didn’t think it made enough of an impact on women because they made a second PMS campaign in 2011. “We did it in the past, but the women just didn’t drink enough milk,” Jeff Goodby, chairman of Goodby, Silverstein & Partners joked to the New York Times. “If they’d only drink enough, we wouldn’t come back.”

Profile of Target Market 

-Social-

The demographic was advertisement that was most certainly directed at gender. The product (milk) is shown to be extremely beneficial.

This is an explicitly consumer-targeted commercial. Until the very end, you assume Got Milk is trying to show you all the men who buy milk, and how it must be a manly product. However, the commercial ends with a man entering the house with roses…and a bag of milk and calling to his wife. The commercial informs consumers how the calcium in milk helps women with PMS.

Since this was directed to women who were PMS-ing, it would mostly likely be women around 30-50 years of age. Since the ad ran in 1995, this would encompass mainly the Baby Boomers and Generation Jones.

-Psychological-

It is hard to label the psychological factor of people who would buy milk, since it’s a pretty common bland product. However, if I was to choose a VALs label, I would choose the Self-Expression. This includes the experiences and makers, and the advertisement was talking about the experience that happens at home, and making them more enjoyable.

-Behavioral-

In any other milk advertisement, this would fit under the definition of do-think-feel “Habit.” Buying a standard food product generally becomes a habit. However this advertisement wants the consumer to think of the milk in a new light–not just remind them of satisfaction. Because of this, I believe the name Purchase Decision that aptly describes “Milk to the Rescue” is a Learning/ Interest goal. This advertisement’s objectives are described as providing information and touching on emotions, which is what this ad does. It provides newly-released scientific findings on calcium and PMS, then applies that to the emotions of the family. It fits under the Think-Feel-Do Path.

-Personal Analysis-

I do not think this advertisement was an effective as it could have been. In most of their other ads, Got Milk? uses celebrities to promote milk. Here, they are making a jab at women with PMS and how their husbands need to be rescued from it.

Although it was funny, and likely drew laughs, especially from men, many condemned it as “sexist” and demanded that the campaign be removed. It was an advertisement that provided an excellent example of who the product was targeted AT, yet the example was unflattering to the person who would generally buy the product (the woman) .

 

A 2011 campaign poster:

Literally

Description 

For literal billboard, Cingular’s “Dropped Calls” would be near the top of the list. A sign spanning the side of the Marriott in Time Square, the sign reads “Hate Dropped Calls”…only the “calls” part had dropped to the ground . It was constructed in the fall of 2006.

Facet of Effects Model Applied 

-Facet of Effect Model-

• Cingular’s “Dropped Calls” first and foremost fits under the “perception” facet of effect. The advertisement is exposed in an extremely trafficked place for viewing purposes. There is a high level of interest, as evident by the photos and people posing next to the dropped part of the sign. Cingular emphasized attention, as well. In a place where there are hundreds of advertisements trying to get your attention, there is one billboard with a huge chunk out of the middle…the call literally dropped to the ground.

-Response-

The response would be if consumers noticed the massive billboard amongst all the other ones. That came true, as evident by people posing with pictures of the sign.

-Effectiveness-

The effectiveness of this ad would result in if Cingular’s customers rose.

Profile of Target Market Audience

-Social-

The Demographics on this billboard would be measured mainly by age and education/income. This particular ad is displayed in New York City’s Time Square–not a regular main street. The billboard would be targeted toward professionals working in the area, or wealthy tourists.

Although nearly everyone has a cell phone nowadays, I believe you could put an age span on this ad–most likely from early 20s (just buying their own cell phone plan) continuing on through retirement age (where people are not as concerned with what kind of plan they have).

This billboard could encompass several age labels–a few “Baby Boomers,” “Gen X,” and “Me Generation,” and “Generation Y.” Older members of the Generation Y would be especially interested in this ad, being known also as the “Digital or Net Generation” and electronic savvy.

-Psychological-

I believe the VALS lifestyle framework that best describes consumers of the dropped calls would be Achievers. The label “I Am at Capacity” best fits this advertisement. “I Am At Capacity” talks about looking for convenience and simplification. The advertisement isn’t displaying a unique or expensive product, but one that will supposedly make your life more stress-free.

-Behavioral-

Probably the category that is most pertinent to the Behavior section is the Innovation and Adoption. By trying a new cell phone plan (signing a contract), users are taking a risk about the relationship and what you gain. This would probably feel under the “Needs” category…the  Feel-think-Do section. At least, the advertisers want you to think you really need the new plan.

Personal Analysis

I think this billboard is effective. It is attention gathering, being prominently displayed. Dropped calls are annoying, and Cingular emphasizes just how much so with a larger-than-life billboard. The fallen piece of this ad further demonstrates the nuisance of dropped calls, and emphasizes Cingular’s goal of changing that.

“Daisy Girl”

Ad Description
This TV commercial, run during Lyndon B. Johnson’s presidential campaign, had a huge impact on viewers like no other. It ran only once, September 7, 1964, on CBS. The writer was Tony Schwartz and the agency was Doyle Dane Bernbach.

For that point in time, beginning a campaign with a negative ad toward the opponent was unusual. Johnson slammed opponent Barry Goldwater. His ad showed an innocent girl, plucking flowers from a daisy. As the camera zoomed in her eye, nuclear explosions went off, and Johnson’s voice appears: “These are the stakes. To make a world in which all of God’s children can live or to go into the dark. We must either love each other or we must die.”

Facet of Effects Model Applied

-Perception-

The facet of affect that this video most closely aligns with Perception.

Many people were exposed to this ad–about 50 million the night it aired, and another 50 million the following week on news networks. Total, about 80% of the electorate saw it. It grabbed peoples attention by  the graphic and dramatic theme of the video. It peaked interest over what the candidates really stood for, and there was relevance, since the presidential election was looming. It also raised awareness about what Goldwater’s (alleged) beliefs were.

-Success-
This was a political campaign ad, so the success rate would be if the candidate got elected. It, along with additional negative ads, some very similar, aided Johnson in garnering 61.1% of popular votes, which was then the highest since 1820. The ad was most definitely a success.

Demographics 

-Social-

This advertisement was targeted at people regardless of race, religion, or ethnicity. Age did have a factor in it, however. The target audience was anyone 21 years or older–legal voting age. In the election of 1964, those voting would be the Greatest Generation, the Silent Generation/Traditionalists, and a few Baby Boomers.

-Psychological-

Under the VALs system, the people (voters) impacted by this campaign ad would be closest to Believers. They fit under the ‘ideal’ label. The voters who are voted for Johnson would fall under the “I Measure Twice.” The people are wanting a rewarding future with a new president–they don’t want the potential danger of a president who is so eager to start nuclear warfare.

-Behavioral-

The targeted audience would fall most closely align with the Feel-Think-Do. The advertisement plays on emotions-first innocence and purity, and then the horrors of war. It makes people stop and consider, and then (hopefully) go and vote (for Johnson).

Personal Analysis
Negative ads are an integral part of campaigning today, but none have lived in infamy the way “Daisy” has. The polar opposites of purity and destruction were combined in an advertisement with a potent message. Despite the discrepancy between the two extremities, they worked together in an effective message that resonated in the minds of viewers and has remained notable throughout history.

The Holocaust On Your Plate

Description 

There are hundreds of advertisements that could be called offensive–especially sexual ones toward women, kids, or ads that are racist. But the ad that I believe surpasses all others is People for the Ethical Treatment of Animals’ billboards which display gruesome images of the Holocaust next to pictures of slaughterhouses. The ads are insensitive and seem to almost go out of their way to offend people. They were originally a campaign of 8 60-foot billboards, released at the University of California at Los Angeles and in San Diego in February of 2003.* They are collectively known as “Holocaust on Your Plate.”

The idea allegedly came from the (late) Nobel-prize winning author Isaac Bashevis Singer who wrote, “In relation to them [animals], all people are Nazis; for them it is an eternal Treblinka,” (A death camp in Poland).

Facet of Effect 

-Perception-

The Facet of Effect that this campaign most exemplifies is Feelings.

• Feelings–The ad was designed to evoke deep emotions. It is already an established fact that the Holocaust was the supreme tragedy, so by putting a picture of the starving Holocaust victims beside a picture of starving animals, they attempted to make a correlation between the two. It was an attempt to identify that the slaughterhouses produce as much–if not more–horror and suffering than Nazi death camps.
• Resonance-They attempted to create resonance–a message that rings true. However, what the advertisement attempted to prove (animal starvation and the human starvation during the Holocaust) were parallel was not true.

-Success-

Success as defined by PETA, would be awareness of animal cruelty, and ultimately to abolish people eating animals. However, quite the opposite happened. A sharp out cry and righteous condemnation from a plethora of news outlets, individuals, and courts denounced and banned the demonstration.

Demographics

-Social-

This advertisement is meant to target all people, regardless of race, religion, or ethnicity. However, if there was a demographic issue that played a role in this, it would be Age. Younger people are more apt to be activists and support a cause. For this reason, this exhibition was shown at many university campuses across the country. These would be known as the “Me Generation” and “Generation Y.”

-Psychological-

The psychological aspect on the VALs label of those that PETA intended to affect would be “Believers.” I think the believers works with the “I Am Expressive” slogan–where people are active and engaged and live life to the fullest and express opinions. PETA wants people to make a difference in the world (of animals).

-Behavioral-

The targeted audience would fall under the Think-Feel-Do category. The exhibition was intended to to provide “information,” that then plays on the emotion. People that adopt PETA’s way of life are the “Early Adopters”–going to extremities to protect animals is not a majority view.

Personal Analysis 

Although I am certainly not a fan of PETA, I was even shocked to the measures they took with these advertisements. I do not believe that even hard-core animal rights activists could look at these billboards and condone them. The billboards were outrageous and offensive to the extreme. It trivialized the suffering of those involved in the Holocaust. Elie Wiesel, a Nobel Peace Prize recipient, recognized himself in a photo. PETA said they really hadn’t considered apologizing to him. Are idiots released from apologies? This is just another of tasteless stunts pulled by PETA over the past few years, and is a demonstration of how animal rights activists should not be taken seriously.

 

*Also in July 2003, a public service announcement entitled “They Came For Us By Night” about a man talking about how it felt to be transported without food or water.

Sadly, He Isn’t Me

Description

Old Spice’s Commercial “The Man Your Man Could Smell Like,” featuring NFL hunk and actor Isaiah Mustafa, was first a TV commercial, then a viral YouTube campaign. This was the first in a series of commercials known as “Smell Like a Man, Man.” It was originally promoting Old Spice’s Red Zone After Hours Body Wash, but expanded to include other products as well. It premiered Superbowl Sunday–February 7, 2010–on NBC. It was also played on shows like Lost, American Idol, the Olympics–anywhere men and women might be watching together.

Facets of Effect Model

-Feel-

The Facet of Effect that drives this commercial is undoubtedly the Emotional or Affective Facet: Feel. The Man Your Man Could Smell Like elicits feels and wants, establishes the desire both to look like the model and to have the riches that he does.

• Wants-Women want to have their men smell (okay, look) like the rather dreamy guy. The men want to smell good. It’s also an egotistical issue for guys to think if they smell good, they can have all of this. 
• Feelings-“The Man Your Man Could Smell Like” creates definite feelings of laugher and love.

New producers at Old Spice felt they needed a new look in their products and so–when all else fails–they tried sex appeal. Although they could be accused of using Mustafa as a sex object, their commercials were tasteful, unlike their competitor, Axe’s risque ones. Old Spice new that women–who are the prime hygiene purchasers–would be more apt to go buy a product that has clean humor, rather than buying products displayed in crude commercials.

In addition to playing off sex appeal, it also evokes a laugh–a combination of the dreamy guy, absurdity of the implications, comical lines, the last one being the best: “I’m on a horse.”

-Success-

Success could be determined, obviously, by the sales of Old Spice after the commercial was launched. It was definitely a success. Old Spice has become a stronger brand, growing monthly, and is currently the number one brand of men’s body wash and deodorant in both sales and growth. Public interest has skyrocketed, with Old Spice having a 300% increase of traffic on their website, a 800% increase in facebook fans, 2700% increase in Twitter followers, and it has the #1 viewed sponsored YouTube channel. It was the recipient of the 2010 Cannes Lions Film Grand Prix and and Emmy Nomination for Outstanding Commercial.

Demographics

-Social-

The main demographic factor in this commercial is gender. This advertisement is focused toward women, although it is a man’s product. Old Spice has previously sold their products by saying it’s a “manly man” product, appealing to men. However, although this advertisement still reflects the manly man epitome, advertisers realize that women buy most of the hygiene products. Thus, the advertisement focuses on what the woman could have–“a guy who smells like me”–if she bought her husband the product.

The commercial could be relevant to any adult, but I believe the main target audience would be the Me Generation and Generation Y–people from their 20s-40s. Younger women are more apt to fall for Mustafa, while younger men would be the ones interested in buying grooming products.

-Psychological-

I believe the people who fit into this commercial would be under the “I Am Driven” category. They believe they can use Old Spice to succeed–at least in the appearance world–and they want to show the world they’re on top of the game (possessing a horse, boat, diamonds, and tickets?). Lifestyles closest to this would be yuppies, I believe. The young professionals who place a great deal of importance on style–and how to win the lady. Consequently, the VALS label most likely to be used would be “Achievers.” They want to be noticed by their peers for their dapper appearance, not to mention that the commercial implies that they will be successful monetarily as well.

-Behavioral-

This commercial definitely plays off the Feel-Think-Do path, creating a want. It develops appeal for men to smell like a man, and for women to have a man that smells like Mustafa.  Since the brand’s success skyrocketed after the initial airing, I would say this points to the majority of consumers being early adopters.

Unique 

Old Spice’s Campaign was a paradigm in the advertising world. Old Spice invited consumers to submit questions to the Old Spice guy via social media like Twitter and Facebook. More than 2,000 people sent questions in, and Old Spice made 186 video responses to answer some of the questions. It was a way to get more consumer involvement, as well as sparking another viral hit. The response videos have garnered more views than President Obama’s 2008 Acceptance Speech.

My Opinion 

I do believe this commercial was effective. Not only because it accomplished a feat by making a commercial attracting both men and women to buy male products, but also because they originated a commercial that was humorous, but also could garner respect for the product. It revolutionized the company image from a player image to a good guy image.

 

Just for amusement: OC’s version