Milk to the Rescue!

Posted: March 29, 2013 in Uncategorized

-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:

PMS

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“Daisy Girl”

Posted: March 2, 2013 in Uncategorized

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.

Sadly, He Isn’t Me

Posted: February 20, 2013 in Uncategorized

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