5 TV Ads
“Stop Big Tobacco #1” (California Department of Public Health)
Description: This commercial is in Chinese with English subtitles which I believe is a strategy to catch the attention of the viewer. However, it could also immediately turn some peoples’ attention away. My eyes always get drawn to subtitles to the point where I don’t pay as much attention to the visuals on the screen. In this case, the visuals weren’t as important as the message in the text, so I believe it was effective. The main message was about how smoking tobacco kills more people than some of the most dangerous and feared animals out there.
Objectives: Make the viewers aware of the health risks associated with smoking tobacco.
Target Market: Anyone old enough to purchase and/or smoke tobacco, specifically cigarettes.
Desired Actions: Scare people away from purchasing cigarettes. Their ending tagline was “Stop Big Tobacco from preying on you.”
Value Proposition: The ad compares smoking cigarettes to being killed by predators such as Black Widow spiders and the African Black Mamba. In fact, it states that tobacco is more lethal than both by claiming it takes a life every 6.5 seconds. So the ultimate goal is to push customers away from the described product.
“Westworld: The Maze” (HBO)
Description: This ad is by HBO to promote a voice game, The Maze, around their show Westworld in order to keep fans talking about the show even when it wasn’t being aired. The ad also promotes Amazon’s Alexa as it is the device needed to play the voice game. For those that aren’t familiar, Westworld is a futuristic theme park where people can go to live out realistic-feeling fantasies. Participants in the show can live out a multiple of different scenarios involving all of the same characters based on their chosen actions. The ad shows clips from the show and explains how consumers can use Alexa to navigate Westworld using only their voice.
Objectives: The primary objective is to keep fans entertained and talking about the show even when it isn’t being aired.
Target Market: Fans of Westworld as well as fans of games, mazes/puzzles, and technology.
Desired Actions: Purchase an Alexa and the voice game, The Maze are the primary desired actions. Then play the game and experience all of the different paths you can take through The Maze.
Value Proposition: The ad states that the game consists of 36 voice actors, 11,000 lines of script, 60 player generated paths, 32 ways to die, 2 hours of unique gameplay and is the most immersive voice game to date. Over 10,000 fans played the game within the first week of being released.
“Share for Good” (Anheuser Busch/Estrella Jalisco)
Description: This ad promotes Estrella Jalisco, a Mexican pilsner beer, by highlighting a social issue regarding misconceptions about the Mexican community. It shows how bitter our world can be with misconceptions about certain races and ethnicities. For example, the top Google suggested results when searching “Mexicans are” would consist of degrading terms such as rapists, lazy, drug dealers, etc. Estrella Jalisco teamed up with inspiring Mexican artists to change that narrative by sharing positive information about Mexicans throughout social media and the internet. The objective of the project was to “drown out the bitterness” in the world by sharing positive things.
Objectives: To bring awareness to the negative misconceptions surrounding Mexicans and all various ethnic groups for that matter and to sell beer. “To change what we see, we have to change what we share.” That was the motto and objective of the project initiated by Estrella Jalisco and a group of Mexican artists.
Target Market: Beer drinkers and anyone who wants to support positivity and equality across all races and ethnicities.
Desired Actions: Be kind, share positivity, and make a difference in the world. Help “drown out the bitterness” so that we can have a less bitter world.
Value Proposition: The commercial ends with the narrator stating, “If you want a less bitter world, share for good. If you want a less bitter beer, look for the star.” Estrella Jalisco’s logo is a six-pointed star. That pretty much sums up the value proposition of the beer by claiming it is less bitter than others. The ad also helps to associate drinking Estrella Jalisco with supporting a less bitter world.
“I Will What I Want” (Under Armor)
Description: This ad aired in 2015 as Under Armor looked to increase brand awareness amongst females. The ad features professional ballerina, Misty Copeland, performing a routine wearing Under Armor branded active wear. There is a voice over saying negative things like “you have the wrong body for ballet” that would deter most people from even giving the sport a try. The ad ends with the phase “I Will What I Want” as it is clear Misty has proved her doubters wrong and achieved the success she desired.
Objectives: Inspire women to pursue their dreams and to create an emotional connection between their brand and the female population. Show viewers that “Will trumps Fate.”
Target Market: Women who are active and/or like to wear women’s active wear.
Desired Actions: Support the brand that supports you. Under Armor supports women in pursuit of their dreams by taking a stand and proclaiming that women can achieve anything they want if they will themselves to push past the naysayers. In return, they hope to increase sales amongst the female population.
Value Proposition: The is no specifically stated value proposition other than the insinuation that Under Armor is in full support of females willing themselves to desired outcomes. They developed an entire campaign dedicated to celebrating the female athlete.
“Reinvent Mindsets – Dads” (HP Inc.)
Description: The ad cycles through a handful of father-daughter pairs reading through generic interview tips for women that illustrate unconscious bias towards women in the workplace. It is a powerful ad as some of the tips really make you think about how some people view and treat women. HP Inc. clearly does not support these unconscious biased tips as the ad ends with the HP Chief Diversity Officer stating that they train all hiring managers to reduce unconscious bias.
Objectives: The first objective is to bring attention to unconscious bias that exists during the interview process specifically for women. The second is to announce that HP is hiring and that they hire for talent, nothing else.
Target Market: Anyone looking for a job at HP. This specific ad seems to be targeting women by making them feel safe and equal when it comes to interviewing with their company.
Desired Actions: The primary desired action is for talented individuals to apply for jobs at HP. I also believe that the strong, supportive message will attract consumers to buy HP products going forward.
Value Proposition: The value proposition of this ad is that HP is a progressive company that treats all interviewees and employees equally as they are in search of the most talented candidates. They don’t want to lose out on talented prospects due to unconscious bias, therefore they train hiring managers to reduce the chances of this happening. This message is sure to encourage talented individuals, especially females, to feel comfortable applying for jobs at HP.