Cheetos meets Geico. Who’s the target? Who’s the demo? Who are they reaching to? Kids? Athletes? Everyone? I actually prefer open ads with no target demographics. Why limit your spectrum?
In this case they’ve gone broad enough to effectively exclude everyone. Your interest might be piqued, but that’s simply because it’s new and now in front of you. Literally an ad showing nothing but MiO in water would have had the same effect as this ad.
It’s clever, well appropriated music, and it’s got humor. Convinces me it’s the healthy choice. It’s unfortunate their other ads are more childish, less clever and now create inconsistent messaging. One off ads like these work, but keeping a consistent message with as much impact is difficult. If you can’t keep it up, don’t do it.
Why aren’t they listening to the radio? What goes into a real road trip? Kids asleep in the back. Room to stretch. TVs. iPads. Nothing in this ad, or this product is different or unique from similar ads or vehicles. I’m not sold.
‘Escape boring.’ It’s a common theme for alcohol advertising. It’s escape, it’s exciting, and it’s about possibility. We identify with the escape artist, being able to provide excitement, joy. Most companies do an exceptional job replicating the common theme in unique ways. Unoriginal theme, but enjoyable story telling.
I frown on endorsements by nature. It’s an easy out. An easy way to grab attention, and often lack the need for creativity.
These, on the other hand, express human elements around technology that still feels like the future. So I’m left wondering, if it is still an endorsement when the actual celebrity is the device itself?
Witty, entertaining, hard to argue you with. Showcases versatility in use and function. Not just for laundry but for cleaning. Chances are you own it, and now have another use for it. Might as well keep it restocked.
Deconstructed this ad is trying to target as broad a range of people as possible, without actually selling a product that appeals to the majority of us. Target one, technology and environment. Target two, finance. Target three, youth. Out of those targets, who’s most interested in what’s being sold? What actually is being sold? How clear is that message coming across?
If this commercial wasn’t filmed using this phone, don’t advertise like it was. Why is there no emphasis on the actual photos taken from the photo shoot? Instead we’re duped into thinking the film we’re watching records video at the quality we’re witnessing. It’s pure deception.
This ad is an attempt at a use case. The better ad would have been less drama and more actual real life situation. A mother pulling out an iPad, handing it to her child, and her child plugging in. Soft textures in the background, close portrait shots of it in use. If you’re going to move away from a heavy piece of machinery into a thinner, more functional product, show the one kids are actually using. Don’t sell us on a product that fails your own use case.
From gimmicky to honesty. It’s nice knowing the transition still exists. All-be-it ironic.
Before:
Childish. Comedy and cartoons rarely play well with professional services.
After:
A recognizable voice never hurts. Quite often the voice alone has a more positive affect than showing the personality. It provides familiarity without dispelling too much belief. It’s still ironic the ad dispels ads they’ve used before, as seen above. It’s easy attacking your competitors openly, but it is appreciative showcasing something that sets you apart in the end.
