Tag Archives: commercials

TV spots: Obselete or Bringing Home the Bacon?

With the dawn of DVRs and video on demand, the landscape of television has changed dramatically in the last decade. What makes TV watching more convenient and accessible for consumers has traditional TV advertisers scrambling for a way to still get their message across. Like the radio, advancement in technology and pop culture has relegated TV commercials to an almost obselete medium, with consumers favoring the viral videos and interactive media available online.

The TV commercial’s lone champion in its fight for survival is the Superbowl, the annual television program who receives as much hype, if not more, for the corresponding advertising as for the actual game. Unfortunately, at least in my opinion, most of the presented spots of the last few Superbowls have been disappointing, tired, and boring. If TV spots’ “big dance” is lackluster and unstimulating, there’s not much hope for consumer interest and support throughout the rest of the year- something advertisers don’t want to hear.

As with all advertising, there are always a few standouts who come up with innovative and unusual ideas to promote their product or service. One of the standouts who recently created such a commercial is Logitech and their commercial with Kevin Bacon for Revue with Google TV:

This kind of humor, surprising and unique in relation to most other slapstick, cheesy TV spots, in addition to inspiring creative ideas is what will keep television advertising alive, at least for another decade.

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The Ultimate Ad Arena: Superbowl XLV

After months of hype,Β  previews, and rate runaround, advertising’s main stage was set for a competition like no other: the annual Superbowl. Commercials from the traditional advertisers such as Bud Light, E*Trade, Coca Cola, Doritos, Pepsi, GoDaddy.com, and various automobile companies proved that the use of humor is still alive and well in television sports-related advertising. But one unique commercial caught my attention and separated itself from the rest.

Chrysler’s Imported From Detroit commercial was serious, thought-provoking, relevant to current events, real, engaging, upfront, and honest. After seeing countless commercials, all created in a similar manner, touting similar car benefits, Chrysler recognized its reputation as a leading US auto manufacturer, located in the plagued city of Detroit. Despite the city’s deteriorating and economically distraught rep, Chrysler took these negative connotations and turned them positive, attributing hard work, perseverance, and sincerity to the city’s incomparable strength and character. With the inclusion of Eminem and his Academy Award winning song “Lose Yourself” in the commercial, viewers drew on the powerful messages sent through the film 8 Mile and associated them with Chrysler’s inspired mission, creating luxury vehicles with determination and conviction.

One of my favorite lines of copy from the ad:

“We’re from America, but this isn’t New York City, or The Windy City, or Sin City, and we’re certainly no one’s Emerald City. This is the Motor City. And this is what we do.”

Take a look:

Another set of commercials from a different advertiser grabbed my attention, but for a different reason. The Groupon commercials with Elizabeth Hurley and Timothy Hutton were confusing and a little offensive. Playing on the popular use of commercial advertising to draw empathy and financial donations for charitable causes, the Groupon commercials suggested that though the Tibetan culture and the Brazilian rain forest are in danger, it doesn’t matter since the consumer saved money on a meal at a Tibetan restaurant in Chicago or a bikini waxing at a NYC spa. In this way, Groupon’s first national television commercials portray their customers as selfish, conceited, and self-centered. Some viewers may have seen the unexpected plot switch of both commercials as funny, but I was left more confused than amused.

Take a look:



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