EOC Week 9: For Those Who Think Young

The above Pepsi commercial has the slogan for those who think young, saying that their product is for a whole new generation of people not wanting to feel old just ordering a regular cola or ginger ale. This new age attitude is also referenced in a Mad Men episode of the same title where creative director Don Draper appears to be against this new wave of thinking saying that this new generation doesn’t know what to do with themselves or the added sugar they can ingest, and so “pour Pepsi on their cereal”. His boss goes on to tell him that it’s exactly this type of thinking their clients want and they need to hire younger people in order to get the job done.

The attitude of being young doesn’t necessarily apply only to Pepsi. Women have been trying to evolve this way of thinking into their lifestyle with the beauty products they put on in the morning. Pepsi was one of the first to out right say it however, and continues to broaden this idea further emphasizing things that only the younger generation would know about. In the following commercial, Sophia Vergara is lying on the beach, and she decides she wants a Pepsi. Rather than wait in the ridiculously long line for one, she tweets that she just saw soccer star David Beckham. The crowd goes frantic and she is able to get her Pepsi just when David appears next to her. Two concepts are introduced in this commercial that only the young or young at heart can identify with: tweeting, and meeting a star by chance.

Pepsi didn’t only continue with this idea with commercials, but made print ads as well. A very graphic, very designed poster for Pepsi with not just the product, but a young athlete on there as well only ad to their concept. 

BOC Week 9: Chocolate

With new creations come new advertisements. A product as well known, and well liked for that matter, as M&M’s would seem as though it doesn’t need any advertising at all. However, with the Holidays coming up, it appears that they would like to remain in the competition for a favorite Holiday candy. To get in the spirit of things, Mars company is celebrating with “twelve days of deals” instead of only one like other retailers. Their candy is already reasonably priced, at ten to fifteen dollars for a bag of personalized M&M’s, however they are choosing to give you an extra percentage off for each day you buy. With this extra money off, it would seem as if the company is taking a loss, but they are choosing to use this tactic in a smart way, almost forcing the customer to want to buy more.

Expanding their marketing technique from the average American to the new savvy business man is another tactic for M&M’s personalized candies. In an ad that reads, “Personalized M&M’s for business. A sweet idea to grow your bottom line”, and has the yellow and red characters saying “We’ve got all your marketing needs covered. In a tasty candy shell”. The advertisers for the company are essentially wanting the business man to save a little advertising money by spending it on the candy that will do all the advertising for them. This is really commercializing the candy in an effort to gain new customers. What other chocolate company really takes the time to market themselves to the business consumer?

The two advertising campaigns alone are able to set M&M’s personalized chocolate apart from any other company. Although, the candy itself is already different in that no other brand will allow you to put your face or business logo on a piece of chocolate. The ads allow the customer to see that this brand is for them though with the discount and the different business strategy. Imagine sitting in an office and being greeted with a bowl of M&M’s with their logo on it. Aside from being tasty, it is also a memorable way to advertise. The campaigns are advertising advertising.  

EOC Week 8: Typography

Prepared For Anything

Adobe Gothic Std B

Prepared For Anything

Comic Sans MS

Prepared For Anything

Lithos Pro Regular

Prepared For Anything

OCR A Std

Prepared For Anything

Century Gothic

Prepared For Anything

Trajan Pro

Prepared For Anything

Tekton Pro Ext

Prepared For Anything

Gungsuh

Prepared For Anything

Impact

Prepared For Anything

KaiTi

EOC Week 7: Pitch

For my advertising campaign, I am choosing to focus on Degree men’s deodorant. It’s something used every day, and is something so simple that people don’t take too much time to really think about it. This is also a product that controls how a man’s whole day goes. Men want to be prepared and feel fresh for whatever comes at them, and if they’re sweaty and gross, that’s not going to happen.

My idea for this campaign is to show just how Degree affects a man’s day as perceived by both a man and a woman. The average man has goals and things he may want to accomplish by a certain time, or that’s what a woman wants to think anyway. She wants to know that her man wants to do more than sit on the couch all day, playing video games and stuffing his face. But what is it that a man wants to do with his time? Maybe spending all day on the couch playing video games and stuffing his face is exactly what he wants to do. Is there really anything wrong with that as long as he smells fresh either way?

Degree is a brand unlike any other in that it’s all about the typical male and how he is perceived in everyday notions. Other products out there would have you buying them because of the fantasy they portray when using them. Why not appeal to the everyday man and making himself the best man that he can be instead of trying to change him? This brand is all about giving a man that added confidence he needs in order to get through his day by being himself. Who would want anything more? The slogan I’ve created only adds to the male side of deodorant by saying that men are “Prepared For Anything.”

  

EOC Week 6: Copywriting

When you think of Nike or any sports company for that matter, you become energized, thinking of the many people behind the company itself and how upbeat they must be to work in such an environment. Apparently, this ideal thinking is exactly how the Nike slogan “Just Do It” was created. Although many people think that Gary Gilmore, a notorious killer was responsible for the origin with the uttering of his last words “Let’s do it” before his execution in 1977, it actually was the brainchild of Dan Weiden of Nike’s ad agency Wieden and Kennedy. He was reported speaking of the Nike employees admiringly saying, “You Nike guys, you just do it.” No matter where the slogan itself came from, it still comes with a powerful message to get in shape. The above commercial provides that impact showing that the woman is so in shape, she is able to outrun her killer. 

Why is it that in today’s technologically advanced society, some people still can’t get over someone else’s sexual orientation? Something so simple and personal that it really shouldn’t be anyone else’s business is now somehow a topic of discussion. Who cares? Should anyone? If a person is suffering because of this subject and not feeling comfortable with themselves, is anyone entitled to care? How do you know that there are others out there sharing the same problems, or that anyone cares at all? This was the idea behind the Give a Damn campaign created by Cyndi Lauper in 2007.  The campaign consists of PSAs on behalf of True Colors, a music touring organization that consists of celebrities with Gay, Lesbian, Bisexual and Transgender interests. The hope of this project is to say that there ARE people out there when you think no one else has your same problems or issues. The above ad features celebrities talking about suicide and how it isn’t the only way out of how you’re feeling. 

BOC Week 6: Chim Chim Cheree

Chim Chim Cheree

Lyrics by Allan Sherman

(Parody of "Chim Chim Cheree”, from the movie "Mary Poppins")

Chim chiminey, chim chiminey, chim-chim-cheree;

Those are three words that don't make sense to me.

But I'm used to words that don't make sense to me,

From all those commercials I see on TV.

When I see an ad that can't be understood

I know that the product has got to be good;

Those words may be crazy, but I think they're great,

Like sodium acetylsalicylate.

(Sodium acetylsalicylate!)

I wake up each morning a most happy man,

I cover my Pic-O-Pay with Fluoristan;

I add Hexachlorophene, 'cause it's so pure,

And then GL-70, just to make sure.

Then I take a shower, but never alone;

I'm in there with Dermasil and Silicone.

I brush Vitrol-D on my Lanolin wave,

And I sharpen my Boo-boop, and use it to shave! (This is a tough one!)

(He sharpens his Boo-boop, and that's how he shaves!)

There's Tufsyn, and Retsyn, and Acrylan too,

And Marfac and Melmac and what else is new?

There's Orlon and Korlan, and there's Accutron,

And Teflon, and Ban-Lon, and so on and on.

These wonderful words spin around in my brain;

Each one is a mystery I cannot explain.

Like what does that Blue Magic whitener do --

Does it make blue things white, or make white things blue?

(His blue things are white, and his white things are blue!)

My Fastback has Wide-Track and Autronic Eye,

Which winks when a cute little Volvo goes by;

My tank full of Platformate starts with a roar,

But when I try to stop, it goes two miles more.

I measure my breathing with my Nasograph,

It's nice, but oh my, how it hurts when I laugh.

My chair is upholstered in real Naugahyde;

When they killed that nauga, I sat down and cried.

(He moved to Chicaga when that nauga died!)

I'm giving a party next Saturday night

And here are the friends that I'm going to invite:

The giant who lives in my washing machine,

That other nice giant, who's jolly and green.

The tiger who causes my gas tank to flood,

That handsome white knight who is stronger than crud;

The man with the eyepatch, who sells me my shirts

And that nut who flies into the front seat for Hertz!

(That daring young nut who goes flying for Hertz!)

I've lived all my life in this weird wonderland;

I keep buying things that I don't understand,

'Cause they promise me miracles, magic, and hope,

But, somehow, it always turns out to be soap.

And they might as well be Chim-Chiminey Cheree!

(Those words all could be Chim-Chiminey Cheree!)

Pic-O-Pay- Toothpaste

Fluoristan- additive to Crest Toothpaste
Hexachlorophene- Additive to Cleanser
GL-70- Additive to Gleem Toothpaste
Dermasil- Dermasil Body Wash or Lotion
Lanolin wave- Palmade
Boo-boop- Other Product
Tufsyn- Additive For Tires in Goodyear
Retsyn- Additive to Absorb Odor in Certs
Acrylan- Acrylic 
Melmac-  Melmac Dinnerware
Orlon- Acrlic Fiber
Korlan- Type of Fruit
Accutron- Accutron Watches
Teflon- Nonstick Cookware for Dupont Teflon
Ban-lon- Fabric for Sweaters in McGregor Clothes
Blue Magic Whitener- Makes Clothes Whiter in Cheer
Fastback- Vehicle Style for Ford
Wide-track- Tires in Rug Doctor
Autotronic Eye- Headlight Dimmer for Cadillac
Platformate- Additive to Gas for Super Shell
Two Miles More- Gas Additive
Nasograph- Device for Nasal Spray 
Naugahyde- Naugahyde Vinyl Fabrics
Nauga- Fake Animal for Naugahyde
Chicaga- Chicago 
The Giant That Lives In My Washing Machine- Salvo detergent
That Other Nice Giant Who's Giant and Green- Green Giant
Tiger Who Causes My Gas Tank To Flood- Esso
Handsome White Knight- Ajax
Man With The Eye Patch- Hathaway
Hertz- Car Rental

EOC: Week 5

We’ve all been on that awkward first date, wondering what the other person is thinking of us, and hoping we’re making the right impression. This Pepsi Max commercial has an answer to what the person across from us may be thinking.  According to Advertising by Design, "stories are a way for people to communicate and relate."  By setting up this scenario, Pepsi tells a story not uncommon to the average consumer in an effort to engage the viewer, and add a sense of community to their commercial.

What is soda really? I can’t speak for Pepsi, but most is just carbonated water with sugar added. And companies get consumers to pay for this? Absolutely. How? You may ask. They use the tactic of provoking an emotional response, allowing the buyer to think there is a particular benefit to buying their product. “It is a response that may derive from personal significance or reward and the desire to feel good. Emotional benefits are not based on a tangible characteristic of a product or service but rather on subjective experience.” With this commercial, the guy equates Pepsi Max with sex, thinking emotionally rather than realistically.

Soda is not something we need, but we buy it anyway. Pepsi is not a product we need. Or is it? The company would like to have you think you do. By equating it to sex in this commercial, Pepsi is saying you need their soda as much as you, pardon my French, need to get off. “The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives.” The relevance here is that people need Pepsi as much as they need their next…well you get my point.