This week Gray Matter Musings dives into our favorite TV advertisements as part of the “Greatest Marketing Campaigns” analysis. It goes without saying, there have been some fantastic TV spots through the years, though the following top 5 advertisements struck a chord with Gray Matter. Happy reading and we look forward to your comments and questions!
1. 1984, Apple (TBWA, Chiat, Day) 1984
This wonderfully done commercial often gets overlooked, though I can still recall the impact this spot had on the PC world. The wonderful and serendipitous timing of this ad cannot be overlooked, titled 1984 and being shown to the world on January 22nd, 1984, during the Super Bowl. Directed by famed movie industry mogul, Ridley Scott, this brilliant piece was also perfectly designed to play on George Orwell’s famous novel “1984”, which tells the story of a society overridden by government control and technology. Within the novel, citizens are subjected to bans on individuality and lack a genuine freedom of thought and expression. The advertisement beautifully plays into this theme, with depressing colors and a clear message of control. Ultimately, the hero breaks through this hold and releases the minds of the people. The spot ends with one of the simplest, yet powerful messages in all of advertising history. “On January 24, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984”. The use of literature, history, and a sense of fear was prevalent in this spot, playing on the emotions of a country in dispute with an authoritarian government (Russia). In many ways, this advertisement was reminding viewers of why we are America. Interestingly, a cease-and-desist order was issued from Orwell’s estate and the ad never ran again, though the impact would be everlasting.
The intent of this piece was the formal announcement of Apple and the Mac to the world. There was no bigger stage than the Super Bowl and it was a bold strategy aimed at brand awareness and recognition to mark the coming of Apple to the PC ring. The objectives here were certainly attainable and specific, while also being measurable through viewership numbers then translated to initial sales. However, given the ad ran in 1984, measurement techniques were less advanced than today. One of the beautiful things about this spot was that the target market was essentially the entire world. While many could assume it is aimed at the early adopters of computers and technology, in many ways this ad announced both Apple and the coming technological age. Thus, it was marketing to the world, announcing the impending transformation.
Ultimately, this ad does not specifically ask for any action of the viewer, though the underlying message is certainly to encourage purchase of the Macintosh computer. Even greater, the piece suggests to viewers they shouldn’t fear technology, but embrace it to find their own freedom of expression and access to information. This aligns wonderfully with the value proposition as well, which is that by purchasing the Macintosh, consumers can break the mold and join the technological revolution that was fast approaching. By purchasing an Apple, consumers can help shape the course of the future. Powerful indeed!
2. 1992, Cindy Crawford “New Look, Same Great Taste” Pepsi
This particular spot is near and dear to my own heart. As a young boy there was no greater sex symbol in the world than Cindy Crawford, who was at the peak of her modeling and movie career. From posters, lunchboxes, and action figures, Cindy Crawford was breaking various barriers in the early 1990’s and represented the “unattainable” woman who was out of every man’s league. In turn, this wonderful ad shows Crawford driving in a rural area, equipped in her Lamborghini, and stopping at a dirt road cafe, and indulging in a quick Pepsi stop. Meanwhile, two young boys stare head on, with jaws dropped, as Cindy steps to the vending machine and purchases her new look Pepsi. The music and visuals support the play on “just one look can make you fall in love”, with the focus zooming to the new Pepsi can. The spot used this angle in a clever manner, with nearly everyone realizing the young boys were fascinated with the beautiful Crawford, though the zoom and highlights focusing on the new Pepsi can. Overall, this powerful piece was one of the early adopters of sexuality as a marketing strategy, while also using a witty humor to soften the sexual edges.
The ad’s objectives were certainly centered around sales, as the use of the highly paid Crawford supports the notion Pepsi expected a hefty return. However, the underlying message was also to announce the new look Pepsi cans to the world, reminding consumers that while the can is beautiful, it still has that same great taste. This was one of the most popular commercials of the 90’s and thus, the objectives were measurable and attainable as this period saw Pepsi truly begin to rival Coca Cola as the nation’s premiere soft drink. The target market for this piece was the majority of heartland America, who considered Cindy Crawford America’s sweetheart. While the young make demographic of 18-35 was clearly atop the list, women were also a strong market given many women wanted to look like Cindy Crawford. Pepsi’s choice of celebrity endorser in this spot opened their target market considerably.
The action item for this commercial is very simple, drink Pepsi! With a new sexy design and same great taste, viewers can find common ground with one of the world’s biggest sex symbols in Cindy Crawford. The benefit to the viewer is that by drinking Pepsi, Cindy Crawford becomes a bit less “unattainable”. The value proposition for consumers is that Pepsi isn’t the old guard, they are new, fresh, and sexy. Viewers can follow suit by drinking Pepsi and become part of the new generation. Transparently, this is a powerful message that Pepsi utilized throughout much of the 90’s and was very successful.
3. 1993, Got Milk? Aaron Burr Got Milk?
This commercial is a wonderfully done masterpiece that was directed by powerhouse movie insider, Michael Bay. The spot centers around a historian snacking on peanut butter and milk, while listening to his favorite call-in radio show. The trivia question is posed “who shot Alexander Hamilton”, while the camera pans to a picture of Hamilton on the historian’s wall. He immediately dials in to answer the question, though his peanut butter sandwich is stuck to the roof of his mouth, leaving him unable to answer “Aaron Burr” coherently. Thus, he reaches for his milk, only to find it empty! Hence, got milk? The piece was funny, witty, relatable, and well filmed, utilizing both humor and American history to relate to the entire American audience. In truth, any of us who enjoy peanut butter have likely been in the same situation.
The objectives of the campaign were centered on driving milk sales, reminding viewers that milk is still a wonderful complimentary drink for all sorts of foods, including peanut butter. The results of the “got milk” campaigns were entirely measurable, and the dairy industry saw large spikes in production to meet increased demand based on these commercials. Again, the target market for these pieces was main street America and not limited by race, age, or any additional factors. Young or old, we have all been in that position where a cold glass of milk would surely hit the spot! The ad seeks to have viewers purchase milk, while also serving as a unique reminder that milk pairs incredibly well with specific foods. The benefit to the audience member is the complement of milk to their favorite snacks and perhaps, saving the day the next time they have sticky mouth. The value proposition is similar, lying in the fact that milk serves as a wonderful method of refreshment, specifically for those stickier foods that struggle to be washed down with water or other traditional drinks. Likewise, there is also a sense that milk is “cool” once again and making a comeback as an everyday drink.
4. 2003, Reebok, Terry Tate Office Linebacker Terry Tate, Office LB
Terry Tate is scary! Played by Lester Speight, Terry Tate is hired by the company Felcher & Sons as the office linebacker to help keep employees in line. The spot leads with CEO, Ron Felcher sharing all the productivity gains hiring Terry has resulted in, while short clips cut to Terry tackling office workers across every corner of the office. Admittedly, the insinuated language within this commercial is somewhat edgy, though it mirrors the intent of the piece overall and was played to perfection during the Super Bowl. Reebok logos are centered throughout the spot, letting viewers in on the sponsor, while Tate’s jersey is also Reebok apparel. However, Reebok doesn’t overtly come out and share a true branding message and were content to attract viewers. Ultimately, the use of hard-core humor was at the center of this advertisement.
The intent of this commercial was clearly brand recognition and awareness, though the strategy remains somewhat murky and controversial. While the effectiveness of the spot was measurable given its Super Bowl slot, only 55% of online poll respondents said they were aware this commercial was affiliated with Reebok. Thus, it would stand to reason this might have underwhelmed against Reebok’s expectations, though it is worth noting this ad was downloaded more than 7 million times from Reebok’s personal website, which changes the narrative. Thus, overall Reebok took a unique approach to a brand recognition campaign, betting big on edgy humor to pay off and given its place as one of the most popular Super Bowl commercials to ever run, it seems to have paid off.
The target market of this advertisement was predominantly the 18–59-year-old male demographic, though it also resonated well with all sports fans and Super Bowl viewers, ranked as the top Super Bowl commercial of the year. Interestingly, there is no particular action the spot asks viewers to take and while we might assume the underlying call to action is to purchase Reebok products, the messaging remains murky. However, should the audience pledge loyalty to Reebok, they might find themselves aligned with the official apparel provider of the NFL at the time. Ultimately, this is the value proposition in our opinion, reminding viewers that Reebok is the face and brand of the National Football League. If you love football and you love the NFL, then you should love Reebok as well.
5. 2010, Betty White Snickers Betty White
Another wonderful Super Bowl spot starring former Golden Girl, Betty White rounds out the top 5 list for Gray Matter Musings. The commercial shows White involved in a backyard football game being played amidst mud and slop, where she immediate gets tackled by a rather large gentleman. Struggling to perform, her teammates refer to her as “Mike”, asking why such poor play is taking place and letting Mike know that he is playing like Betty White out there! A snarky “not what your girlfriend said” comment follows from White, while Mike’s girlfriend runs onto the field offering up a Snickers bar. Then, we see the transformation from Betty White back to Mike, getting a glimpse into the theme of the commercial with the tagline, “you’re not you when you’re hungry”. Humor is the motivator of this advertisement, with a perfect use of celebrity Betty White as an anchor piece in the spot. White’s willingness to be silly and use male bravado humor only further resonates with the audience.
The objectives of this spot are to boost sales of Snickers bars, while boosting brand recognition and reminding viewers that a Snickers bar makes a wonderful snack, ensuring you don’t slip into becoming “hangry”. Once again, as a Super Bowl ad, this piece was measurable and began a new campaign of similar spots with the same tagline that proved incredibly productive for Snickers for the next 10 years. The target market for Snickers was primarily aimed at the young to middle-aged sports fan, given its Super Bowl airing, though the use of White likely resonated across generations and expanded the market considerably. The beauty of Super Bowl commercials is the sheer reach they extend to brands.
Finally, the call to action is to take a break and eat a Snickers! Remember, “you’re not you when you’re hungry”, so the next time you need a snack you should immediately purchase a Snickers bar to satisfy that craving. Should the viewer take this step, they avoid “playing like Betty White” or becoming a lesser version of themselves due to hunger. The value proposition mirrors this, where consumers can avoid hunger related performance challenges through a simple and easy Snickers snack. Small, easy to carry and eat, Snickers makes for the perfect hunger suppressant to allow consumers to continue their days. Plus, nobody wants to become Betty White!
References:
Mac History. (2012, February 1). 1984 Apple’s Macintosh Commercial (HD) [Video]. YouTube. https://www.youtube.com/watch?v=VtvjbmoDx-I
Advertising is an art! Proven! / Реклама это искусство! Доказано! (2017, October 16). Advertising Pepsi with Cindy Crawford – 1992 [Video]. YouTube. https://www.youtube.com/watch?v=YtK-yq-BQDU
Retro Rabbit Ears. (2017, July 17). Michael Bay original Got Milk Commercial 1993 Who shot Alexander Hamilton? Aaron Burr [Video]. YouTube. https://www.youtube.com/watch?v=0Gkqzxss8Ss
Terry Tate, Office Linebacker. (2008, April 11). OFFICIAL – Terry Tate Office linebacker “Superbowl spot” [Video]. YouTube. https://www.youtube.com/watch?v=Kg5cdZ-Fnpc
FriedmanTech. (2010, February 8). Snickers – Betty White (Super Bowl 2010 Commercial) – [HD] [Video]. YouTube. https://www.youtube.com/watch?v=GkAnLtqWDhc
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