I don’t care if my digestive system loves me. I just want to feel good.

August 22, 2010

Cute commercial. Too bad it doesn’t give me any reason to buy the product.

The product is a probiotic drink called Yakult. And the only “benefit” I see from this commercial is that drinking Yakult shows my digestive system how much I love it. In return, my digestive system loves me back, according to the voiceover.

Not much of a benefit. If this commercial told me that the product will relieve digestive discomfort or give me energy or make me invincible, then maybe I’d be interested in picking some up next time I’m at the store.

Plus, how is Yakult any better than its competitors? Such as Activia? Good advertising always differentiates itself from the competition. Ads should tell the audience why we should skip brands A, B, C and D, and buy brand X instead.

But telling me that my digestive system will love me if I drink this product? This just sounds like cute and typical marketing speak. It gives me no incentive to spend money.

The marketers behind this commercial should have realized that digestive health is boring to most people. (And animating a cute, furry digestive system in a commercial doesn’t make the topic any less boring.) What people are more apt to get excited about is feeling better. This commercial should have explained how Yakult will make us feel good — or be better off in any way.

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Will a bat, an owl and a wolf sell Volkswagens?

August 14, 2010


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I’m really not super impressed with these German ads for Volkswagen. I just have a hunch they won’t go far in selling cars.

The copy (in English) reads:

“Daylight vision. The Bi-Xenon headlights from Volkswagen.”

The Upside:
The good thing about these ads is that they certainly grab attention. They don’t blend in with other ads that surround them. You’re sure to take a second look and ask yourself, “What on earth is this ad selling?” So that’s a plus.

The Downside:
Unfortunately, these ads don’t leverage the attention they’ve gained. I.e., once they have our attention, they don’t explain how the product benefits us.

For an ad to truly convince me to think about buying a car because of its superior headlights, that ad would have to explain how I’d be better off with these headlights. (Duh.)

These ads don’t explain why I’d want “Daylight vision” from my headlights. All they do is raise more questions. Especially, “Wait…I can already see in the daylight, right? So why do I need Daylight Vision?”

And if the purpose of these headlights is to enable other cars to see you better in the daylight, why choose these three animals for this campaign? Although owls and bats are nocturnal, wolves are not. And none of these animals see extremely well in the daylight. Nor are they seen extremely well in the daylight. Plus, bats don’t use vision — even in the dark. They use sonar. So why use these three animals in this ad?

An easy fix would be to:

(1) Use an eagle for the ad (since they see very well and far in the daylight) and

(2) Clearly demonstrate the benefit of the product. The best advertising can be understood even by a 6th grader. Marketers and advertisers need to be champions of clarity and simplicity.

Actually, to be truly effective, this campaign should have skipped the animals altogether. It should have simply showed a car in the distance that can easily be seen in the daylight (if that’s the benefit). Why replace pictures of your product with animals that have absolutely nothing to do with what you’re trying to sell?

Ads like this might win awards for beautiful design work, but they don’t go far in selling the product.


Fruit Of The Loom: Funny Commercial, But Are They Better Than Haines?

August 5, 2010

To break my “blog-fast,” I’ll focus on Fruit Of The Loom’s most recent spot.

THE DOWNSIDE:

This is a funny commercial. But, like zillions of other funny commercials, it has the downside of not giving any practical reasons why their brand is different or better than other brands. When I’m buying underwear, I usually go for what package has the most pairs at the best price. I don’t specifically look for either Fruit Of The Loom or Haines, or whoever. And I’m pretty sure that 90% of men would say the same.

But if Fruit Of The Loom somehow snuck a differentiator within this funny commercial, I may specifically choose them over Haines the next time I’m buying underwear. You know; just to see what all the fuss is about!

Ultimately, I predict that although this spot does a good job of reinforcing Fruit Of The Loom’s brand, it will most likely do nothing to sell more of its product.

THE UPSIDE:

The copywriters behind this commercial really created some funny and well-written lyrics for the song! Lol.