It’s Not Complicated

With times turning in the way of handheld devices, At&t’s advertising campaign “It’s not complicated” is an absolute win. One of the first things they teach in advertising is KISS, (keep it simple stupid) and At&t’s commercials are spot on with that idea. All of the commercials focus upon one main idea of simplicity using different children to answer different questions using children to answer simple questions is their way of telling the consumer that it is common sense that their product is the more superior. The use of children in a company’s commercials also gives that company personality and familiarity with its audience and allowing that company to increase its image positively.

Within this commercial the adult asks the kids if saving is better, because who doesn’t love to save money? Especially on something we use so much and spend so much money on. The kids all agree that saving is better. The kids then go on to say what they would buy with all they money they save. The kids, being kids say they would buy an island made of candy, but the simple idea is that you can buy things that make you happy and that you want because with this company you can save money. The point At&t is trying to get across is that, “It is obvious these qualities are better, we have these qualities, switch to At&t.”

At&t has over 15 of these “it’s not complicated” commercials for this campaign and they have all seemed to be very creative and very useful. Lastly a strong quality in advertising today is getting your audience to laugh, while displaying your message simple and clear. These commercials have just as much of an impact in word of mouth, by people discussing At&t with the commercial and that is shown recently to be the strongest variable to deciding purchases. With adding up what seems to be a lot with these commercials, it may help to think of it as At&t does, it’s not complicated, it’s a great commercial.

Creating Needs or Product Fatigue?

Take a look at this Apple commercial.  Notice anything?  What’s Apple saying?  More importantly, who is the audience?  This commercial features the new iPad mini.  A new device that Apple just launched in response to smaller Android based tablets.  Samsung, according to Forbes, has experienced explosive growth and has taken some serious market share from Apple.  Competition drives innovation and innovation is Apple's middle name!

Though Apple still enjoys the lion share of the tablet market with its original iPad (now in its 4^th generation), other competitors like Google (Nexus 7), Microsoft (Surface) and Amazon (Kindle Fire HD) have gained some ground.

The reasons for the development and launch of the iPad mini are beyond the scope of this blog; however the commercial is very much the topic of interest.  It’s clean.  It’s quintessentially Apple.  It starts with the original iPad.  Nice!  Then suddenly, wait what?  Is that a SMALLER iPad?  Wait a minute!  I can get the same thing in a smaller package (and hopefully a smaller price tag too!)?  Well… not quite; the mini starts at $329!

Apple has gone great lengths to prove that the iPad mini is every bit the original iPad.  Same design, same display (minus the Retina Display, perhaps the next generation?) and the same capabilities.  The subtlety is incredible and I think Steve Jobs would approve.  My ears say “Two of a kind,” but my eyes say one in the same.  How clever of Apple to say one thing but show another.  I think this is the best part of the commercial and the most subtle.  Apple has successfully demonstrated to me that anything I can do on the iPad (which I don’t have), I do on the iPad mini (which I won’t buy).

My next point is the demographic at which the mini is aimed.  Apple users are very loyal, and I suspect the mini is aimed at existing customers.  Those chosen few that resisted the temptation to purchase the original iPad.  Maybe due to price?  Check out this research study performed by Newzoo.  

My theory is that Apple customers have demands.  Demands that they may not even be aware of!  They expect the release of a new product every six months or a year because that’s Apple’s standard operational procedure.  Forget competition, Apple is catering to your non-need!  How many times is someone going to upgrade their iPhone?  By the way, there is a rumor for yet a newer iPhone this summer!  Just when you thought your iPhone 5 was going to last you the year!

There is mixed sentiment of course.  How many iPads and iPods and iPhones and iOMGs will Apple produce?  The answer is... as many as you DON’T need!  Seems unsustainable if you ask me; and if you don’t believe me check out this Apple commercial spoof on Jimmy Kimmel Live.

Overall though, I may not be an Apple customer, I do Apple commercials quite entertaining and very effective in showcasing the features of their products.  And most importantly they excite consumers.  They are consistent and I like them.  Cheers!

Posted by Farrukh Memon

What It Takes to Be “YOU"

Have you ever been part of a pick up game of any sport and just sat their as your friends got picked and you waited and waited? Eventually you were the only one left to pick and you went to your decided team.  This could be the result of either two things: 1. You may just flat out not be good at sports or the other more likely option, 2. YOU’RE HUNGRY.  No one is themselves when they are hungry and Snickers makes this known is there slogan “You’re not you when you’re hungry.”

Take a look at this Snickers commercial to get an idea of how hunger affects your performance on the football field:

In this comedy based commercial by snickers it depicts an old lady playing football and not doing very well. All it takes is one big hit from the defender for a young lady to toss the older lady a snickers and she magically turns into a man who looks a lot more equipped to play some football. 

Snickers does a great job of marketing in the commercial by appealing to both the men and women audiences.  It is manly enough to appeal to guys who enjoy sports, especially football, and humorous enough for ladies to be able to connect to it and catch what Snickers is trying to convey through this commercial.  Both genders will be able to connect with the idea that Snickers can satisfy hunger and make you feel like yourself again.

If you’re sitting here reading this and have that feeling of hunger arising and you’re not feeling quite like yourself, I suggest you go grab a Snickers and let the rest take care of itself.

The Next big thing: “Seth Rogen VS Paul Rudd”

Seth Rogen and Paul Rudd both featured in a commercial? Everyone knows these two individuals bring laughter to any audience. Samsung released a comical commercial during the Super Bowl of both actors fighting it out to be the “Next Big Thing.” The commercial was uploaded to Samsung’s Youtube page, where it has already gotten more than 21 million views. 

Using celebrities to market Samsung’s product is an excellent way to grab the attention of many viewers. The script that Samsung created for both Rogen and Rudd was extremely well thought out. Rogen and Rudd fight it out to become the spokesperson for Samsung, by specifically criticizing each other’s appearance, work, and personality. 

What makes the conversation relatable to the audience is that the comments they say to each other is true. Rudd comments that Rogen only gets excited for food and that Rogen’s movies do not usually do well. Rogen points out that Rudd needs to be touched up because he’s 40 years old. Marketing individuals who make fun of themselves and state comments that the public says connects to the audience. Along with the conversation, in the beginning of the commercial they use a product made by Samsung called the Galaxy to consistently prove their points. The characters display the many ways the Galaxy can be used and how quickly the smartphone functions.  Also, popular trends such as Gangnam Style are mentioned from the middle to the end of the commercial. The commercial does well in capturing the audience’s attention. 

But, does the commercial market their product well? Not really. It only gets mentioned in the beginning of the commercial when Rogen and Rudd pull out their phones to make fun of each other. Also, when the representative of Samsung comes out to get the two actors, he uses the Galaxy to record the meeting. The commercial relies solely on the two actors being funny. However, the commercial was created for the Super Bowl and Samsung did a great job capturing the attention of the audience. Although, the commercial may have been entertaining, it fails to bring light on the product. 

A walk in Panera's shoes

Panera only recently has started putting more focus on their advertising hoping to gain an edge in the fresh baked goods industry. An industry that itself is just starting to take off. This type of ad does more than just advertise to its targeted market. It allows Panera to not only advertise its products but it endorses its image.

Panera’s use of symbolism within this commercial allows the audience to understand the process of Panera and your experience when you go there. The ad takes you through how their bread is made daily and the shows us how the bread is baked with fresh ingredients from only the best and healthiest places. And how the ad finishes, ending where it first started with a ball of dough, shows that Panera’s process is a daily job that they take pride in. Another connection we can make is that this machine in the ad is rather familiar to Rube Goldberg of which all his creations are handmade assuring that all of Panera’s products are handmade.

Panera also shows us how it gives back to the community, donating leftover breads and goods to charity completing the circle of giving which is also metaphorically linked to the continuous process of Panera’s circular commercial. The ad itself is very rustic and organic in color which also is how the company likes to portray its image to customers which is well displayed throughout the advertisement. These types of ads do more than just sell the product. They sell the brand. The Panera bread brand through this advertisement would be fresh, handmade, charitable, giving. While also Panera is advertising its products, we don’t hear once about a particular type of sandwich or bagel, just about Panera as a company. This strategy lets us associate these God terms with not just a particular meal item but the Panera Company overall. All together Panera does a very good job of using different advertising techniques in appealing to their target market and have set themselves in a great position to expand their audience with more well thought out advertisements like this one.

Investing in this economy? Risk averse? Not these "guys"!!

Who would have thought that a talking baby would be an effective vehicle to market a new stock trading platform?  Amazingly enough, the campaign has been extremely successful at promoting E-Trade, it's brand image and its product and services.  Say what you want about the platform, the commercials are hilarious!

Take the following commercial from Super Bowl 43 for example.  The ad features two babies, an African American baby and a Caucasian baby.  The topic of conversation, investments, is quite dry, but E-Trade has successfully made it a topic of interest; though indirectly.  The commercial is from 2009; a turbulent time in the US economy as many people were afraid and skeptical of investing what remained of their savings in the stock market.  The commercial aims  to calm those fears and is aim at people who were afraid of the stock market by offering them control over their investments and giving them hope of recovery.

As you may have noticed, the babies talk about the issues which concerned most investors.  These were, uncertainty, lack of control, and investor’s lack of confidence in the US economic recovery.  E-Trade uses this knowledge to expertly address the issues that the investors faced.  Take for example the song the African American baby chooses to sing, “Take these broken wings” by Mr. Mister.  Notice the subtlety with which they address investors’ confidence.  Anyone who has heard the song will surely recognize the message of the song; hope. 

The conversation is full of innuendo, hinting that though the time for investing is not ideal, just as “it’s not the venue for flexing the ‘golden pipes,’ E-Trade’s proprietary tools will help take control of your investments and give you confidence in the market and help you be profitable.

E-Trade brilliantly employs effective marketing techniques to attract new clients.  It even boasts it's success and claims that it attracts 1000 new investors every day at the end of the commercial. 

If you visit E-Trade’s commercial website, there is no link that will take you to their commercials or address their marketing campaign or public relations.  The website is all business.  It is professional, concise, clear and very effective at displaying E-Trade’s brand and the services they offer to their clients.

The marketing campaign is very successful because it employs the right balance of humor, innuendo and subtlety to linger in the consumer’s mind long after they have seen the commercial.  Even though you may not be "in the market" right now, when you are, I'm sure you'll visit E-Trade's website to check out what they have to offer.  Great commercial.

Posted by Farrukh Memon

Where There's A #IWILL, There's A Way

As the marketing industry for sport products is getting more competitive and demanding, athletic innovation has been increasingly becoming a hot topic. Businesses are creating new products and ideas to capture the attentions of their targeted audience.

Technology, as you know, is continuing to grow rapidly and becoming the foundation within the world we live in. Under Armor is taking advantage of this digital generation concept in their commercials.

With their light weight and durable products, athletes are able to train longer and harder. In this commercial, Under Armour sets the sitting within Mexico, showing a young man named Canelo Alvarez, running down the street. Alvarez is wearing the Under Armours 39 product line which monitors heart rate, calories burned, and intensity. A product like this wasn’t around for athletes in the past and now can be used today.

Just as technology has played a major role in the world we live in, it has played a critical role in the world of marketing as well. Under Armour was able to promote so much in a matter of one minute using known athletes and having them use training and health products, also creating a theme of giving the audience a glimpse of the future.

Not only Under Armour is marketing the idea of technology with its products but using individuals who are influential within the athletic world. Canelo Alvarez (Boxer), Bryce Harper (baseball player), Georges St-Pierre (martial artist), and Kemba Walker (basketball player). Using these individuals help increase the awareness of this product and influences many fans to buy it.

Implementing a futuristic theme that tied with their products while using athletes that showcase the usage of it well gives Under Armour a great opportunity to gain more customers. If they continue to create commercials that capture the consumer’s attention then they will continue having a successful future.

Posted by:  Jordan Patterson