MasterCard: MacGyver
By: Tommy Walsh
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Product:
MasterCard
Visual Description:
The commercial starts off with MacGyver tied to a chair and a bomb counting down. The MasterCard logo is also in the bottom right corner. This scenario represents a stereotypical action movie scene. MacGyver is known for being resourceful and using random objects to get out of tough situations. It flashes to a shot from behind the chair and shows him using an air freshener to escape the rope. The price of the air freshener is displayed. MacGyver then proceeds to use a tube sock which helps him zip line down from the building. The price of the tube sock is displayed. After he gets down from the building he fixes a truck with an assortment of small objects that are displayed and the bottom then drives to safety before the building explodes. After the commercial cuts to a MasterCard logo it shows MacGyver shopping in a grocery store buying all of his gadgets with a MasterCard.
Target Audience:
The target audience would be anyone old enough to have a credit card. It does not target any specific race or sex.
Design and Flow:
This commercial is a play on the MasterCard “Priceless” campaign. In the past MasterCard used more of an emotional and loving tone in its commercials. This one goes in a different direction by using humor. The commercial partly relies on the viewer being familiar with the early 90’s show called “MacGyver.” MacGyver often found himself in terrible situations and always relied on his resourcefulness to alleviate the problem. The commercial flows well and is easily understood because it is narrated and the prices of the objects being used are displayed at the bottom of the screen. This makes the commercial easily understood for all individuals, even those with no prior knowledge of who MacGyver is. At the end of the commercial it ties itself into the “Priceless” campaign by saying “The little things that get you through the day: Priceless.”
Consumer Benefit:
MasterCard allows you to have a more fulfilling and enjoyable life by giving you the ability to purchase what you need at any given moment.
Competition:
The main competition for MasterCard would be other credit card companies. Another competitor would be banks because they offer debit cards that provide the same conveinence as credit cards.
Monday, November 17, 2008
Monday, November 10, 2008
Christy Bechtel
Holiday Inn Express Commercial
VISUAL
This 60 second commercial spot starts by putting the consumer in a downtown setting. Where there are three African Americans hanging around a local deli where they appeared to be rapping to each other. Than a businessman, dress in slacks and carrying his dry cleaning, walks by the men. One of the men finds the businessman as a perfect target to rap about. So, he begins rapping and dissing the businessman square attire. The businessman just stands there listening to the rap. Once he's done you don't know what's going to happen next.
Than, to your surprise the white businessman hands the rapper his dry cleaning and proceeds to rap back. Unexpectedly, he is the next Eminem and raps fast and disses the other rapper stating rhymes such as: "how you gonna let a marketing rep rip your rep..."
He finishes his rap by saying, "I bet you all wonder why my rhyme is so tight.... I did stay at a Holiday Inn Express last night."
Then the man grabs his dry cleaning and walks away leaving the three African Americans in utter shock.
The commercial ends with a voice over saying "Stay Smart, stay at a Holiday Inn Express"
MEANING OF AD
Holiday Inn Express is introducing more advertising to reinforce its value message among consumer. They use the slogan "Stay Smart, Stay at a Holiday Inn Express." All of their ads are based on this statement. Therefore, in the beginning of the commercial the audience thinks that the black rapper is going to eat the businessman alive. But, to the contrary the businessman makes a fool out of the black rapper. His statement at the end, "I bet you all wonder why my rhyme is so tight.... I did stay at a Holiday Inn Express last night" is meant to show the consumer that if you stay at a Holiday Inn Express you will be smarter and on top of things. They want the consumer to think that if they stay at this hotel they will ultimately be smarter.
The tone of this ad is humorous.
STRATEGY
Product Benefit- Having a place to stay.
Consumer Benefit- Having a place to stay that is faster and easier than other hotels.
COMPETITION
Best Western, Comfort Inn, Best Value Inn, Hilton, and Motel 6.
The face of a slumping economy that has affected the hospitality market.
"While other hotel brands are pulling back, it presents an advantage to us and affords us the opportunity to talk to our target in a less cluttered environment," said Steve Ekdahl, director of brand marketing for Holiday Inn Express.
TARGET MARKET
18 years old and up, someone who is looking for a fast, and easy hotel to stay at.
VISUAL
This 60 second commercial spot starts by putting the consumer in a downtown setting. Where there are three African Americans hanging around a local deli where they appeared to be rapping to each other. Than a businessman, dress in slacks and carrying his dry cleaning, walks by the men. One of the men finds the businessman as a perfect target to rap about. So, he begins rapping and dissing the businessman square attire. The businessman just stands there listening to the rap. Once he's done you don't know what's going to happen next.
Than, to your surprise the white businessman hands the rapper his dry cleaning and proceeds to rap back. Unexpectedly, he is the next Eminem and raps fast and disses the other rapper stating rhymes such as: "how you gonna let a marketing rep rip your rep..."
He finishes his rap by saying, "I bet you all wonder why my rhyme is so tight.... I did stay at a Holiday Inn Express last night."
Then the man grabs his dry cleaning and walks away leaving the three African Americans in utter shock.
The commercial ends with a voice over saying "Stay Smart, stay at a Holiday Inn Express"
MEANING OF AD
Holiday Inn Express is introducing more advertising to reinforce its value message among consumer. They use the slogan "Stay Smart, Stay at a Holiday Inn Express." All of their ads are based on this statement. Therefore, in the beginning of the commercial the audience thinks that the black rapper is going to eat the businessman alive. But, to the contrary the businessman makes a fool out of the black rapper. His statement at the end, "I bet you all wonder why my rhyme is so tight.... I did stay at a Holiday Inn Express last night" is meant to show the consumer that if you stay at a Holiday Inn Express you will be smarter and on top of things. They want the consumer to think that if they stay at this hotel they will ultimately be smarter.
The tone of this ad is humorous.
STRATEGY
Product Benefit- Having a place to stay.
Consumer Benefit- Having a place to stay that is faster and easier than other hotels.
COMPETITION
Best Western, Comfort Inn, Best Value Inn, Hilton, and Motel 6.
The face of a slumping economy that has affected the hospitality market.
"While other hotel brands are pulling back, it presents an advantage to us and affords us the opportunity to talk to our target in a less cluttered environment," said Steve Ekdahl, director of brand marketing for Holiday Inn Express.
TARGET MARKET
18 years old and up, someone who is looking for a fast, and easy hotel to stay at.
Monday, November 3, 2008
Absolut Vodka
Product: Absolut Vodka
Visual Description: The Absolut\Spielberg ad contains his film reels neatly stacked upon one another to create the shape of a vodka bottle. A roll of film, creatively, serves as the top of the bottle. The tagline of the ad reads, “Absolut Achievement.” The secondary copy states, “Absolut Vodka is proud to underwrite the American Film Institute Life Achievement Award dinner, honoring Steven Spielberg. The ad displays a charcoal colored background enhanced with a highlighted symbol of a vodka bottle.
Target Audience: Target audiences for this advertisement include consumers from 21 to 50 years old with middle class incomes. Lifestyles that include pop culture are also targeted in this ad. It peaks the interest of people interested in films directed by Spielberg. Because that audience is so extensive, overall, this advertisement successfully addresses a broad target audience.
Design & Flow: The ad uses the credibility of a respected director to promote Absolut Vodka. The ad assumes that the reader is aware of the accomplishments of Spielberg. This ad works because it gets enough of the viewer’s attention to keep them intrigued. The ad promotes a product as credible based on a particular consumer.
Consumer Benefit: You too can drink the premium vodka, like the premium of consumers. If it’s good enough for Spielberg, it’s good enough for me.
Competition: There are many vodka competitors. Smirnoff, Kettle One and Grey Goose, just to name a few. The ultimate goal of Absolut is to prove that it is superior to all other vodkas. By using a well-known and credible film director, Absolut strives to prove itself superior to all other vodka brands. Absolut Vodka has been marketing to consumers for almost 30 years. The brand is well-known and can virtually sell itself. Their long standing history is appealing to consumers because it provides a sense of trust and reliability.
Visual Description: The Absolut\Spielberg ad contains his film reels neatly stacked upon one another to create the shape of a vodka bottle. A roll of film, creatively, serves as the top of the bottle. The tagline of the ad reads, “Absolut Achievement.” The secondary copy states, “Absolut Vodka is proud to underwrite the American Film Institute Life Achievement Award dinner, honoring Steven Spielberg. The ad displays a charcoal colored background enhanced with a highlighted symbol of a vodka bottle.
Target Audience: Target audiences for this advertisement include consumers from 21 to 50 years old with middle class incomes. Lifestyles that include pop culture are also targeted in this ad. It peaks the interest of people interested in films directed by Spielberg. Because that audience is so extensive, overall, this advertisement successfully addresses a broad target audience.
Design & Flow: The ad uses the credibility of a respected director to promote Absolut Vodka. The ad assumes that the reader is aware of the accomplishments of Spielberg. This ad works because it gets enough of the viewer’s attention to keep them intrigued. The ad promotes a product as credible based on a particular consumer.
Consumer Benefit: You too can drink the premium vodka, like the premium of consumers. If it’s good enough for Spielberg, it’s good enough for me.
Competition: There are many vodka competitors. Smirnoff, Kettle One and Grey Goose, just to name a few. The ultimate goal of Absolut is to prove that it is superior to all other vodkas. By using a well-known and credible film director, Absolut strives to prove itself superior to all other vodka brands. Absolut Vodka has been marketing to consumers for almost 30 years. The brand is well-known and can virtually sell itself. Their long standing history is appealing to consumers because it provides a sense of trust and reliability.
Sunday, November 2, 2008
Honda Ridgeline Matt Mahar
Visual: The ad consists of what appears to be a commercial shipping boat during a very violent storm. They pan across the boat to a jazz saxophonist playing a smooth jazz riff, while maintain the storm around him. The phrase, complete with voice over, says rough meets smooth, after which a Honda Ridgeline drops into the picture, alone. The voice over concludes saying the Ridgeline has four wheel independent suspension.
Target Market: Those in the market for a full size truck but who may want some of the comforts typical asssociated with sedan type cars, such as a smooth ride.
Design and Flow: The ad uses humor and misdirection whereby the beginning of the ad shows a very violent storm, indicating a very rough time then swerves the audience by showing the "smooth" jazz player. This works because the advertising assumes the audience is familiar with what a storm at sea is like, and further assumes the audience recognize the jazz musician is playing a "smooth" riff of music. This is tied to the product by stating the Ridgeline, while maintaining the roughness and durability truck users desire, also has the smooth quality of a comfortable ride, as opposed to many full size trucks. The ad is more emotional by using humor and misdirection to get the audience to associate the Ridgeline with the "best of both worlds" concept.
Product Benefit: The four wheel independent suspension is put forth to give the product superior riding comfort while still remaining a full size, durable truck.
Consumer Benefit: The ride of the consumer is more comfortable than a normal truck, which means it can be used for things outside of work purposes, like running errands and use and an everyday vehicle.
Competition: Ford, Chevy, and Toyota all feature full size trucks but while those products may emphasize safety, workload, power, or pure size, this product focuses on comfort.
Matt Mahar
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