I have always been fascinated by commercials, and instead of mindlessly flipping through the channels whenever they come on, I find myself critiquing them to find out what the goal of each commercial is. As you can imagine, this can be annoying to anyone else in the room when I make sure to point out what the commercial was trying to accomplish or have to explain to my wife that even if it’s a cute commercial, was it effective?
Let’s start off with the series of oddball spots by the people of Old Spice. If it’s one thing they are good at, it’s weird commercials. The benefit is that Old Spice has dedicated itself to producing these weird commercials and has made it effective by keeping with the same message. Most recently, they have turned to an animatronic humanoid, who even though is not technically a man, he smells like one and is hard to resist.
Old Spice Commercial
Old Spice takes the same message that their competitors take, “buy our products, smell good, be attractive,” but go so over the top that you can’t help but laugh at the absurdity. Old Spice continues to be one of the bestselling brands in the market. They use a stereotype and take a different approach to appeal to their target market.
One of my biggest pet peeves is how often dads in commercials are stereotyped as bumbling oafs who don’t know the first thing about changing a diaper or boiling spaghetti noodles. Being a father of three kids with a wife who works full time as a professor AND is pursuing her doctorate, the luxuries of the mythical commercial dad who gets by on charm alone don’t exactly hit home. That’s why I was so enamored when I came across this ad for Peanut Butter Cheerios and made sure to share it on all my social media channels.
Don’t get me wrong, do I feel the message is negated a bit by the fact that the dad’s idea of a great breakfast is cereal? Sure, but at least it doesn’t have the dad screwing breakfast up and needing the mom to come in for the rescue. It depicts a busy family with two working parents, who rely on each other to accomplish the everyday tasks of parenthood. Here’s to Cheerios, who have been leading the way with breaking the stereotypical depictions of commercial families.
Advertising commercials not only have to be memorable, they have to evoke so much connection that it prompts you to try their brand or switch to their brand. For the record, I bought Peanut Butter Cheerios because I didn’t know they existed until I saw that commercial online.
If you have a favorite commercial or a commercial that boggles the mind, leave a comment, and before you go for the remote take some time to study the art of advertising.