ads that made and broke industry giants
apple // watered down 2007
Link: https://www.youtube.com/watch?v=t8NnKu0VkpY
This ad changed Apple from having small, specific target audience to the expansive world wide audience. By showing the easy usage (functions) of the iphone, this ad cleared and removed the idea of technology being complicated and difficult to use to an easy functioned device that fits in a pocket. this ad introduced the Apple brand as well as the iPhone product to the worldwide market, it also revolutionised and started the smartphone industry. It has brought Apple tremendous success as it introduced and convinced almost everyone to switch from analog phones with many buttons to a smart device that operates many functions an analog phone cant do, with only has a few buttons and a big screen.
pepsi // kendall jenner 2017
Link: https://www.youtube.com/watch?v=dA5Yq1DLSmQ
The message of the advertisement was to bring the world together through Pepsi, thus "world peace".
However, not only did this advertisement brought Pepsi an enormous financial loss, the loss of reputation of both Pepsi and Kendall Jenner, the celebrity in the ad, and their associations, was arguably an even bigger negative impact, that Pepsi had to take down the ad and publicly apologise to Kendall Jenner for her loss of reputation. By associating the product and the celebrity with the controversial idea of world peace, the original peaceful message ended up in a giant mess.
old spice // the man your man could smell like 2010
Link: https://www.youtube.com/watch?v=owGykVbfgUE Old Spice
In contrast, the old spice ad premiered in superbowl, is loved and talked by the internet. The product is designed for men, but the market research they did showed that it was the females who bought these products for their partner, so Old spice targeted the young female audience, and used humour and sex to appeal to both men and women. One reason the entire campaign was extremely successful is the fact that Old Spice utilised digital media in a prompt manner, interacting with their target audience by posting customised videos as a response to comments. The incredibly creative advertisement followed by the personalised interaction is what brought success to the Old Spice brand.
Link: https://www.youtube.com/watch?v=t8NnKu0VkpY
This ad changed Apple from having small, specific target audience to the expansive world wide audience. By showing the easy usage (functions) of the iphone, this ad cleared and removed the idea of technology being complicated and difficult to use to an easy functioned device that fits in a pocket. this ad introduced the Apple brand as well as the iPhone product to the worldwide market, it also revolutionised and started the smartphone industry. It has brought Apple tremendous success as it introduced and convinced almost everyone to switch from analog phones with many buttons to a smart device that operates many functions an analog phone cant do, with only has a few buttons and a big screen.
pepsi // kendall jenner 2017
Link: https://www.youtube.com/watch?v=dA5Yq1DLSmQ
The message of the advertisement was to bring the world together through Pepsi, thus "world peace".
However, not only did this advertisement brought Pepsi an enormous financial loss, the loss of reputation of both Pepsi and Kendall Jenner, the celebrity in the ad, and their associations, was arguably an even bigger negative impact, that Pepsi had to take down the ad and publicly apologise to Kendall Jenner for her loss of reputation. By associating the product and the celebrity with the controversial idea of world peace, the original peaceful message ended up in a giant mess.
old spice // the man your man could smell like 2010
Link: https://www.youtube.com/watch?v=owGykVbfgUE Old Spice
In contrast, the old spice ad premiered in superbowl, is loved and talked by the internet. The product is designed for men, but the market research they did showed that it was the females who bought these products for their partner, so Old spice targeted the young female audience, and used humour and sex to appeal to both men and women. One reason the entire campaign was extremely successful is the fact that Old Spice utilised digital media in a prompt manner, interacting with their target audience by posting customised videos as a response to comments. The incredibly creative advertisement followed by the personalised interaction is what brought success to the Old Spice brand.
Comments
Post a Comment