BABY COME BACK!

Visual Description
An ongoing comical Swiffer Sweeper campaign has tickled the funny bone of many Americans. The commercial starts off with an average looking woman in her late twenties to early thirties shopping at a local grocery store. She looks like she could be a regular working woman or a stay at home mom. She is reaching for a giant Swiffer Sweeper kiosk stocked with Swiffer Sweeper cleaning supplies. "Swiffer starter kit..." she announces skeptically. The Swiffer seems to be a new product to her. The bright colors in the background accents her cheery attitude. A mop and broom suddenly pops out of no where as the old popular song, "BABY COME BACK!" plays in the background. They then proceed on informing the audience why the Swiffer Sweeper is better and newer in advanced technology than your old mop and broom. They close the commercial with a final slapstick bit of the mop and broom riding a shopping cart across the parking lot.

Meaning of the Ad
The ad, although is very silly and unrealistic, gets the point across clear and 'clean.' They are promoting a new cleaning technique using new static cling mopping and sweeping cloths. They tell you that it works better than your mop and broom, or your money back. Cue the dancing mop and broom 'pleading to be taken back'. Silly, yet very affective. Money back guarantee, that's an offer that nobody can refuse!

Target Consumer
This Proctor and Gamble product has a primary target market of women ages 25-50. This market ranges from your average nine to five working woman to a mini-van driving soccer mom with four kids. She could be sweeping and mopping during the day while her kids are at school. She could also be coming home from a long day at work to sweeping and mopping made simple by using the Swiffer Sweeper. The secondary target market are men and women ages 18-28. This includes your college students (men and women), new home owners, etc. The slapstick comedy appeals to the younger markets while still maintaining a serious, get-down-to-business attitude. Basically anyone who owns a mop and broom is able to replace it with an upgraded version, a two in one Swiffer Sweeper starter kit.

Product Benefit
The product benefit is clear and in plain view. From top to bottom, the Swiffer sweeper is more efficient, more effective, and more progressive. The handle is manuverable, easy to grip, and comfortable. The static cling cloth is able to pick up dirt, dust, and dander much easier with less mess. Add a little water and you are able to mop the floor with the same cleaning cloth. This is where the two-in-one is sufficiently implemented. After you finish with one cleaning cloth, you are able to toss it in the trash and replace it with a brand new cloth when ready. Swiffer provides you with the fastest, easiest, and most efficient mop and broom.

Consumer Benefit
The consumer benefit is that you get to save time, energy, and most importantly money. With the easy cloth dispense, mop and broom two-in-one attribute, you will not only feel more satisfied with your money spent, but it will allow you to move on with your busy day as fast as possible.

Tone and Voice
The Tone of the commercial is light, bright, cheery, and silly. The bright decor and atmosphere of the grocery store sets an immediate tone for the commercial. Right away, the audience knows its not a serious, heavy, or dramatic product. They bring a mop and broom to life giving it human characteristics such as humor and heartbreak. This twist catches the consumers attention making it seemingly fun and amiable to sweep and mop your floors. The commercial makes it seem so easy to do that you would be a fool not to upgrade!

description:the setting of the commercial starts in the room of a toddler, sitting in his crib with one of his friends on his side. They are both sitting in front of a computer. It is a sarcastic commercial due to the voice over of the babies talking and singing towards the computer. The baby on the left is talking about E-Trade and the benefits of trading online, while his buddy to the right begins to sing a song. Both begin to joke back and forth and the commercial ends with the baby on the right, " flexing his golden pipes."
Meaning of the Ad:The E-Trade baby commercial is only one commercial in a series of Baby ads, although this is the only commercial with 2 babies present. In the commercial the baby to the left states that E-trade can help people re-plan their investments in this rough economy. The overall meaning of the ad was to state the E-trade is the place to aid you with the tools you need to make proper investments.
Target Consumer:In this commercial, the target market is pretty broad and wide. With the babies, it opens it up the target market to anyone that invests and likes kids. Men and women are equally targeted and even future investors I believe are targeted as well. With the clever cuteness and witty humor men and women are targeted the same.
product benefit:The product benefit is the E-trade has the tools to aid the investor into making the right decisions and rise up in this rough economy. With the tools it will aid you into becoming a better investor.
Consumer benefit:The consumer benefit would be the use of the website, and tools that could help aide you into becoming a better investor.
Tone and Voice:The tone of this commercial is both informative and comedic, with the baby on the left stating the factual information in a very casual tone, as if he were talking to a friend. The comedic side is the fact that these babies are actually talking, as well as the baby on the left belting out his song-bird like voice

PEPSI-Refresh Everything

Visual Description:
The ad is a comparison between the past and present. Political and social philosophies of each generation are presented in the form of iconic people and images. Bob Dylan and Will.I.Am begin the list of celebrities in this montage of American pop-culture. Simultaneously, a version of Bob Dylan’s “Forever Young” featuring Will.I.Am begins to play throughout the ad. Their profile shots are paused and compared in a split screen as Pepsi’s logo for the new “Refresh” campaign subtly appears between them. The collection of single shots that shortly follow is not only comprised of celebrities but also of historic moments in comparison to current events. The final shot is a split screen of two teenage girls sitting in a diner and drinking a Pepsi. The one on the left is dressed in 50’s attire drinking out of a glass bottle while the one on the right is dressed in contemporary clothes drinking out of an aluminum can. The “Refresh” logo appears once more with a voice over reciting, “Every generation refreshes the world.” The ad concludes with the campaign’s web address above the product.

Meaning of the ad:
Pepsi’s “Refresh Everything” campaign is distinguished as a social and political movement for a generation saturated by pop-culture. This particular ad features different individuals who are unified through similar philosophies. The montage of iconic celebrities gives appreciation to the roots of our contemporary world. It is a story glorifying youth and their impact on society. Pepsi’s omnipresence makes it a functioning and necessary part of generations to come. It is not just a product but a timeless necessity of pop-culture.

Target Consumer:
This ad targets males and females, 18-25, and speaks strongly to artists of different skills and backgrounds. Their “Refresh Everything” interactive website specifically targets an audience most likely to be in college. It has links to their Facebook and Youtube pages, interview videos with endorsed celebrities, and even videos uploaded from ordinary consumers.

Product Benefit:
It’s an enjoyable beverage that is part of an active lifestyle. In this case, an active lifestyle encompasses all the different niches in music, sports, arts, etc. Pepsi is a symbol of youth with nostalgic value.

Consumer Benefit:
Drinking a Pepsi makes the consumer a part of something bigger than just someone who enjoys carbonated beverages. They become part of the “Refresh” movement. It shows others that the consumer is not just a mindless cola drinker but an individual who is interested in making the world a better a place.

Tone and Voice:
The ad uses a nostalgic tone when comparing the past with the present. The images are positive reminders that the young generations will always be united.

The Quest for G : Part IV

Visual Description
In ‘The Quest for G: Part IV’ we see a spoof of the 70’s classic Monty Python and the Holy Grail. It this latter part of the series we see Usain Bolt’s character (Sir Bolt the Gutsy) having to confront his pet ‘Ego’ who has become quite large over the course of the series. Kevin Garnett (King Garnett the Glorious) confronts Bolt to tell him that Ego is too big and is going to sink their boat and something must be done. Bolt, who won 2 gold medals at the Beijing Olympic Games, has a reputation of having a big ego from the win. We see Bolt address his pet, and remove a gold medal from around his neck to throw overboard, telling Ego to “fetch”, saving the boat.

Meaning of the Ad
‘The Quest for G :Part IV ‘ is the fourth part of a five part campaign made by Gatorade. The full series coming off the back of Gatorades last campaign with the tagline ‘Is it in you?’. The series plays off the same meaning of ‘it’, or in this case ‘G’, being both the Gatorade product, and the ‘spirit of athleticism’. In this particular episode the commercial delivers the message that having a big ego is not going to help you be a better athlete, and can bring down the efforts of your team. The greater message of the Quest for G campaign delivers is one that states, athleticism and the desire to win is not something that can be purchased in a product or sought after, but rather is something inside each person that needs to be discovered.

Target Consumer
TBWA\Chiat\Day in this campaign were hoping to target men 18-34, with a further emphasis on all athletes male and female, along with sport drink and bottled water buyers. I think that the target was well selected although the younger part of the demographic may not be familiar with the Monty Python movies or comedy and the parody may be lost. However the execution is good enough where it does not rely too heavily on the reference.

Product Benefit
The product benefit is that it allows top athletes to perform at their best. In the series of ads the entire group drinks ‘G’ before and after any confrontation, which implies that it is helping them through their quest.

Consumer Benefit
The consumer benefit as represented by the ad would be that with use of the product, you too can hope to unlock your true potential as an athlete.

Tone and Voice
The Tone of the commercial is both comedic and inspirational. The subject matter presented is rife with the comedic parody of the famed Monty Python movie, but the greater message of finding true athleticism and realizing what aspects will bring you closer to victory is one of a serious and inspirational nature. The second part to the campaigns tone is to get the viewer to look for the rest of the ad. By labeling your ad Part IV they are hoping that people will look for the rest on their own, and in this case visit the missiong.com website and Gatorade’s expansive online community.

T-Mobile Blackberry Pearl

DESCRIPTION
The video shows a couple hanging out at their house (girlfriend in the kitchen and the boyfriend watching TV sitting on the couch) and the boyfriend accidentally calls his girlfriend from his pants pocket. She mocks him by answering the call he accidentally made by telling him to get the new T-Mobile Blackberry Pearl Flip-Phone to avoid “butt-dialing.” Realizing what he has done, the boyfriend sits on the phone to hang up on her.

MEANING
The meaning of the ad is to show how men accidentally “butt dial” because they keep their phone in their back pocket. Since the usual Blackberry phone isn’t a flip-phone, the buttons on the outside make it easier for men to “butt dial.”

TARGET CONSUMER
The target consumer for the T-Mobile Blackberry Pearl Flip-Phone is males ranging from 25-40. People who own a Blackberry use email and internet often, and use the phone for business. The Blackberry is for the guy on the go and has his media with him at all times. The Flip-Phone feature is convenient to keep in your back pocket without accidentally pushing buttons or dialing someone.

PRODUCT BENEFIT
You still enjoy the features of a Blackberry phone while keeping the habit of storing your phone in your back pocket. Since the average male keeps their phone in their back pocket, the T-Mobile Blackberry Pearl is a realistic phone.

CONSUMER BENEFIT
You still have your media with you at all times and don’t have to worry about accidentally dialing numbers.

VOICE/TONE
The tone of the commercial is sarcastic and humorous and effectively gets its message across. T-Mobile gives the consumer access to the features they love in a Blackberry with the convenience of portability.

Stride Gum - Supermarket

Visual Description
The commercial starts out with an average guy walking out of a grocery store and chewing his Stride gum. He's about to reach for his car keys when a giant, random, foreign stranger in a bright red wrestling suit approaches him and says "Hey!" The strange man acts super friendly and begins talking in a foreign language (Swedish, Finnish, something of the sort) as if he's complimenting the guy who's chewing the gum to trick him into coming closer. The wrestler pats his arms for a job well done, and then spreads his arms wide to go in for a hug. At this point, you can see the gum chewer feeling pretty awkward. He slowly tries to back out, but before you know it he's being held in the air and thrown up against the soda machine without anyone in or around the store noticing. Finally the wrestler gets him to spit out his gum, and the screen freezes to make the message clear via bold text and the sound of a serious narrator: "SPIT OUT YOUR STRIDE GUM AND CHEW ANOTHER PIECE, ALREADY! OR WE'LL FIND YOU." Now that the mission's accomplished the wrestler drops the man on the floor, and two nerdy guys in business suits quickly run out to confiscate the chewed up piece. The man in glasses yells "Get his gum!" and "Let's get out of here." The three mean nervously look around to make sure no one in the area had noticed what just happened and then run to the orange Stride getaway van.

Meaning of the Ad
The message in the ad is that Stride's gum is "the ridiculously long-lasting gum." It lasts so long that the company has its own headhunter team to force users to spit out their piece and chew another. Stride's customers pose a threat to the company because if all customers pulled a "Violet Beauregarde" and only chewed one piece forever, they wouldn't be able to sell more. This ad encourages you to spit out your gum and try the new flavor, Sweet Cinnamon, or they'll take matters into their own hands. They usually only create new commercials to introduce new flavors because if your old flavor lasts long, a new taste would be the main reason to buy a new pack.

Target Consumer
Stride is marketed towards young adult male gum chewers within the 18-30 age range . Its series of commercials feature regular guys just walking through normal settings: in the office, across the street, or in this case, out of a store with a few groceries. The commercials use a twist/misdirection method in presenting the slapstick comedy that appeals to men. After all, guys just seem to love watching other men get ridiculously hurt.

Product Benefit
Stride's flavors last long. According to Drew, the executive VP of marketing at Stride, "The No. 1 complaint of [gum] chewers is that flavor doesn't last long enough" and that "Stride was born out of that fact (USA TODAY)." The gum is also sugar-free and contains less than 5 calories per piece.

Consumer Benefit
Nobody wants a dry mouth or a piece of gum where the flavor lasts for only a couple of seconds, so the product benefit is also the consumer benefit. Gum with lasting flavor is satisfying, leaves mouths fresh and moistened, and in a way, can help the users save money since they won't go through the pack as fast as the average gum. The argument/benefit is more logic based (the gum lasts long) than mnemonic. It's also healthy, and a great alternative to constant snacking. The "Sweet Cinnamon" flavor is exactly what it is. There's a sweetness to the flavor that doesn't burn with the spiciness that other Cinnamon flavored gums have.

Tone and Voice
The tone could be taken as serious and semi-threatening because of the direct message: spit it out, OR ELSE! However, its meant to be humorous and like the gum, ridiculous. The idea that mysterious men would beat you up to kidnap your gum is far-fetched, something that would never happen. This ad is just one of many in the "ridiculously long lasting" campaign, and the sitcom like ads work in appealing to its target male audience. It's a great campaign that presents the message clearly, entertains, and calls for action.

PEPSI MAX- I'm good

Description: The video portrays a series of men experiencing painful physical damage. Each occurrence happens while the different men are doing, what would be considered, manly things. (Ex: doing woodwork with buddies in the garage, playing golf, doing labor work on the outside of a house, bowling, etc) During each clip the men are harmed or injured, and it doesn't seem to faze them, and at the end of each clip, they simply say, "I'm good". At the very end of the video the narrator states that men can endure all of these painful things, but still are not able to endure the pain of drinking diet cola.

Meaning: The meaning of this ad is to portray how men are very strong, and can endure even the most excruciating pain, and that diet cola is so "painful" for them to drink, that it is the one thing they are not able to handle. Diet cola is also more seemingly a feminine drink for women, so they are giving off the impression that men should be able to drink a diet drink that is made for men that are strong, and masculine, and this drink is pepsi max.

Target Consumer: The target consumer for this particular ad is adult males. It portrays a series of different men in each clip, and the men are seemingly normal men, somewhere between the ages of 21 and 45. It is appealing to men who feel as though they are masculine and strong, and men that do not drink "diet" drinks, or diet cola to be more specific.

Product benefit: The product benefit of pepsi max is that it is in fact a diet beverage. Also not only is pepsi suppose to taste better than cola in this ad, but it is also refreshing and cold, as you can see in the very end of the video. ( where the man who gets electrocuted drinks a sip of pepsi max, and blows out a foggy substance, then decides to put the cold can on his head to cool himself off. )

Consumer benefit: The consumer benefit is that men are able to drink a diet drink while still being able to hold on to their manliness. A lot of the time a diet drink is associated with women, because they are notorious for always trying to watch their weight, therefore it is associated with femininity. Pepsi max, is the mens version of a diet drink, and is opening up to the option that men can drink diet drinks too.

Voice or tone: The tone of this ad is manliness. It conveys the idea that men are strong and invincible.

Guitar Hero World Tour

Visual Description- This ad starts out with four well known athletes sliding out of the hallway in their underwear and socks, paying tribute to the well known scene of Risky Business. Tony Hawk, Michael Phelps, Alex Rodriguez, and Kobe Bryant are each on a different instrument, to portray a “rock band.” Even though they are one band, they still have individual accessories tying them to the sport they are famous for. Tony Hawk has a skateboard and helmet, and Kobe Bryant is wearing basketball shorts instead of underwear. When they first slide out of the hallway, the cheering and camera angle lets the audience feel like they are at a rock band concert.

Meaning of the Ad- This parody is designed to let the audience visualize themselves as “rock stars” in their own living room. Seeing four professional athletes lip synch not only provides humor, but also portrays them as every day people who like to have fun and play a video game. Guitar Hero’s brand statement “unleash your inner rock star” is represented with the four famous athletes having fun on the instruments. Other commercials in this Guitar Hero campaign include Heidi Klum, David Cook, and David Archuletta, showing that even the most famous of people want their own rock star moment.

Target Consumer- Even though most video games are for children to teenagers, this commercial mainly appeals to males between the ages of 15-25. Because of the famous athletes and the iconic scene used, this ad can be recognized and appealed to by many generations. Guitar Hero is less a video game and more of an experience, which is another reason for the wide range of fans.

Product Benefit- Not only will Guitar Hero provide entertainment, it also improves hand-eye coordination.

Consumer Benefit- Guitar Hero World Tour will bring friends and family together for entertainment and fun. Normal people will have a chance to become a temporary “rock star.”

Tone and Voice- The tone of this commercial is humorous, but still lets the audience understand the message. It reaches and emotional level with the audience because most people want to become famous during at least one point in their lives, and this game comes close to that. While playing these instruments, the audience can step outside of their daily routine and let loose.