TV Ad #1
Share a Coke 1,000 Name Celebration 2018
Agency Fitzco//McCann, Atlanta, USA
This ad was designed to let the consumers know that the names were back on the Coke bottles. There were over 1,000 names with a song written about each of them. Coke paid songwriters to create these songs for every name on their bottles. I found the Edward song which was very catchy. This ad won at every major award show.
The objective of this ad was a new way to let the consumer know that the names were on the back of the bottles and to encourage consumption over the summer. Will Benham was the copywriter and Creative Director for this undertaking which was the idea of Sherman Winfield and James Beikmonhamadi. This ad was not only successful in selling the product but spreading the word about Coke on social media.
Millennial consumers (1980-2000) were targeted by this name campaign. The thought was that when you pass by a Coke product and see a familiar name you would be more likely to buy it and even share it with a friend. Personalization and customization appeal to the millennial consumer.
This ad was designed to create the action of buying the product and even sharing your song or a picture of the product on social media. They created “your” Coke. They even created a website that you can get personalization done for yourself or a wedding.
I think the value proposition of this commercial is the special feeling that you get when you see something personal to you.
TV Ad #2
EGAMI Group 2018
Multicultural Excellence Award/African American Category
Proctor & Gamble introduced the My Black is Beautiful is a series of TV ads created by BBDO New York to show conversations that parents have with their children about the prejudices and bias that may be faced in life. This ad evokes the emotional response that we all feel if we have been a victim of prejudice.
The ad spoke volumes in regards to Proctor and Gamble’s feelings on prejudice and bias. While the ad does not feature a product, it features a feeling of acceptance. I feel that the ad generates awareness of the wholeness of the brand. A brand that accepts all people. The brand wants to encourage conversations between people of all backgrounds and lead to positive change.
You may think the target market for this ad is black families. I think the target market goes deeper than this. This ad impacts all people that have experienced prejudice. I think we all have felt bias at some point in our life. This ad speaks to us. You are the best, beautiful person that there is.
The action this ad should evoke is talking about how you feel. Have serious conversations with others letting them know its OK to be you. “Be yourself; everyone else is taken”, a quote from Oscar Wilde sums it up. We are all unique and beautiful.
I think that the product gains its value proposition from its sincere sentiment. This ad definitely creates brand awareness. I would be tempted to use Proctor & Gramble products just by knowing how they feel about people.
Ad # 3
Most Creative Use of Sound/Music
Radio Mercury Awards, 2019
This ad is a musical rendition slamming their competition. This ad is capitalizing on social media. The ad was definitely original. The mix-tape is a rap referring to some of the negative things about their competition. This ad is targeting Millenials as the lyrics are hip with current slang. Being a generation X, this ad did not appeal to me. I actually thought it was obnoxious. I think the objective of this ad is awareness of the product. The ad may have some responding on social media and sharing their interest in the product. As far as the value proposition, the ad would make you think that possibly Wendys is better than McDonald’s or Burger King. this ad
Johnson & Johnson/Motrin
Multicultural Excellence Award 2017
Grand Prize Total Market category
This ad was very inspirational. The woman featured in the ad was in pain. The journey followed her through overcoming pain and having a life. Motrin was not mentioned in the ad until the end. The ad held your attention until the end so you were able to see that Motrin helped this woman overcome pain. The #WomanInProgress Motrin is featured at the end of the commercial.
The object of this ad was to let people know that pain does not define you. I think that they created this ad so that you would go out and purchase Motrin. I think that is could be measured by the sales during this ad. They are targeting people in pain. This ad would touch anyone that’s life has been impacted by pain. The value you that this ad gives to the product goes beyond money. This ad will evoke the need for a quality life therefore I think people will go out and purchase this product.
More Than One Flavor
Award/ Multicultural Excellence Award 2018
This ad is about Goya Mojo criollo marinate. This ad is about a marinate with a lime taste for all kinds of meat. The ad is bringing awareness of the product to the public. The marinate may be traditionally used by the Hispanic culture but the ad features all nationalities. The ad quickly answers the question, will the kids like it? The target market would be anyone who has not heard of this, but I really think that this ad is about targeting families with kids.
The ad is designed for convincing you to add it to the grocery list and try it. I think that the value proposition is the unique flavor this 30-second ad describes. A quick little advice from the griller on how to use it only tempts us to go get some to try.