Beloved Brands in the Market

8 Ads that will make you burst out laughing

Posted on

 

The use of humour can be a great way to connect with your consumer, but you have to make sure that the laugh is connected to the main message you are trying to convey. A misplaced laugh does nothing really–yes, it can attract attention–but they are usually the ads we forget what brand name the ad is for. Humor can help articulate the insight or it can be a great way to demonstrate the experience the brand helps address. Humor can also differ over time, across different geographies or demographics. Some of the best humour is when only the target market gets the jokes. Skittles ads are hilarious for teenagers, but anyone above 35 years old just looks at those spots with total confusion.

Creating Beloved Brands 2016.077

 

The ABC’S

At Beloved Brands, we believe that Marketing Execution combines Branded Breakthrough (how you say it) and Moveable Messaging (what you say). Taking this one step further, the execution has to break through the clutter (Attention) and link closely to the brand name (Branding). The execution must communicate the main message (Communication) and makes brand seem different (Stickiness). Feel free to use our ABC’S model when judging the Marketing Execution that gets presented to you.

 

Marketing Execution 2016.054

 

The 8 best humorous Ads:

 

Berlitz “What are You Thinking about?”

[youtube=http://www.youtube.com/watch?v=6zkZ3f8DnKs]

When I show this ad to an executive training classes, it usually generates one of the biggest laughs. Most of us when trying to learn a language start to learn the basics of the language and rarely get past the point where it becomes useful.  Strongest on Communication, this ad really hits that insight, by taking a very important moment and showing how the coast guard can’t even save a life when it’s obvious to us all. As it gets shared around social media, it strengthens on Stickiness. 

 

Zazoo Condoms

[youtube=http://www.youtube.com/watch?v=nojWJ6-XmeQ]

I remember when I worked on Child Cereals, we used to do focus groups with 5 and 6 year olds taste-testing new Lucky Charms and Trix. I used to refer to it as “birth control for brand managers” Loading a kid up with sugary cereals for 2 hours ends up with kids that seem like this kid.  This ad was done as people were just starting to email ads around and it was an early favourite.  Now we see the power of YouTube for showcasing funny ads. This ad sure gains Attention, but a little weak on branding specific mainly because there is no separation of the brand from others.  My guess is that Zazoo did not see a share bump. 

 

ESPN “Michael Jordan”

Perfect humour for the serious sports fan target market of ESPN. I love ads that make the target market laugh harder than those not in the target–makes the joke even more insightful. This ad is not for gaining new users but rather rewarding current users of ESPN. Many times, media companies use ads like this to fill in the gaps on un-sold media. Strong on Attention and Stickiness, but doesn’t really do anything on communication. 

 

Nicoderm “Flight Attendant”

[youtube=http://www.youtube.com/watch?v=i3BtmeUhOHU]

I have to slip in one of my own ads with this Nicoderm spot.  This ad in it’s simplest of terms is a side-by-side demonstration of what it’s like to quit “Cold Turkey” (evil, horror, terror) versus using a patch (sweet, nice, gentle) through the personification of the actress. It really speaks to the emotional and psychological benefits of quitting smoking. I know the advertising results here, strong on Attention and Branding, while Communicating the insight. Sales grew immediately. This has generated millions of hits on YouTube and it won J&J’s global ad of the year in 2006. 

 

Impulse “Art Class”

[youtube=http://www.youtube.com/watch?v=y3pWalvjpyc]

This is all about Communication of something that’s actually very difficult to “visualize” and that is smell.   This Impulse TV spot does a great show to the impact that scent can have, leveraging a human insight that we can all laugh at. It’s likely a little low on Attention, but the Stickiness really drove business results.

 

Got Milk “Who shot Alexander Hamilton”

The Got Milk campaign really jumped out as being quite unique. A little bit nerdy, but I used to love my history classes in University. I just find the acting very good and the well-known insight that Milk is needed to make a peanut butter sandwich go down easier. It’s so different giving it strength on Attention, and the story-telling drives the Communication and Branding.

 

Snickers “Betty White”

Such an adorable ad, that really speaks to the brand idea of “you’re not yourself without a Snickers” Whatever Betty was paid, she’s made millions since because of this spot. Quickly after this one, the power of a Facebook page demanded that Betty host Saturday Night Live. A great little spot that was incredible on Attention and Stickiness. The Communication is a really big idea for the brand that kick-started a campaign that has lasted for years, even if Snicker’s has yet to fully capture in their pool outs what it did on the original ad.

 

Dollar Shave

As we have entered the Youtube sensation, the Dollar Shave ads really jumped out. High on both Attention and Communication, this crazy ad engaged consumers and brought them closer to the concept of ordering blades on line. This is an incredible way to launch a brand, with a low production budget and zero media budget, yet huge early awareness.

 

Here’s a workshop we run on How to get better Marketing Execution:

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

Positioning 2016.112

Beloved Brands in the Market

8 Ads that will make you burst out laughing

Posted on

 

The use of humour can be a great way to connect with your consumer, but you have to make sure that the laugh is connected to the main message you are trying to convey. A misplaced laugh does nothing really–yes, it can attract attention–but they are usually the ads we forget what brand name the ad is for. Humor can help articulate the insight or it can be a great way to demonstrate the experience the brand helps address. Humor can also differ over time, across different geographies or demographics. Some of the best humour is when only the target market gets the jokes. Skittles ads are hilarious for teenagers, but anyone above 35 years old just looks at those spots with total confusion.

Creating Beloved Brands 2016.077

 

At Beloved Brands, we believe that Marketing Execution combines Branded Breakthrough (how you say it) and Moveable Messaging (what you say). Taking this one step further, the execution has to break through the clutter (Attention) and link closely to the brand name (Branding). The execution must communicate the main message (Communication) and makes brand seem different (Stickiness). Feel free to use our ABC’S model when judging the Marketing Execution that gets presented to you.

 

Marketing Execution 2016.054

 

Here are seven ads that will make you laugh out loud:

 

Berlitz “What are You Thinking about?”

[youtube=http://www.youtube.com/watch?v=6zkZ3f8DnKs]

When I show this ad to an executive training classes, it usually generates one of the biggest laughs. Most of us when trying to learn a language start to learn the basics of the language and rarely get past the point where it becomes useful.  Strongest on Communication, this ad really hits that insight, by taking a very important moment and showing how the coast guard can’t even save a life when it’s obvious to us all. As it gets shared around social media, it strengthens on Stickiness. 

 

Zazoo Condoms

[youtube=http://www.youtube.com/watch?v=nojWJ6-XmeQ]

I remember when I worked on Child Cereals, we used to do focus groups with 5 and 6 year olds taste-testing new Lucky Charms and Trix. I used to refer to it as “birth control for brand managers” Loading a kid up with sugary cereals for 2 hours ends up with kids that seem like this kid.  This ad was done as people were just starting to email ads around and it was an early favourite.  Now we see the power of YouTube for showcasing funny ads. This ad sure gains Attention, but a little weak on branding specific mainly because there is no separation of the brand from others.  My guess is that Zazoo did not see a share bump. 

 

ESPN “Michael Jordan”

Perfect humour for the serious sports fan target market of ESPN. I love ads that make the target market laugh harder than those not in the target–makes the joke even more insightful. This ad is not for gaining new users but rather rewarding current users of ESPN. Many times, media companies use ads like this to fill in the gaps on un-sold media. Strong on Attention and Stickiness, but doesn’t really do anything on communication. 

 

Nicoderm “Flight Attendant”

[youtube=http://www.youtube.com/watch?v=i3BtmeUhOHU]

I have to slip in one of my own ads with this Nicoderm spot.  This ad in it’s simplest of terms is a side-by-side demonstration of what it’s like to quit “Cold Turkey” (evil, horror, terror) versus using a patch (sweet, nice, gentle) through the personification of the actress. It really speaks to the emotional and psychological benefits of quitting smoking. I know the advertising results here, strong on Attention and Branding, while Communicating the insight. Sales grew immediately. This has generated millions of hits on YouTube and it won J&J’s global ad of the year in 2006. 

 

Impulse “Art Class”

[youtube=http://www.youtube.com/watch?v=y3pWalvjpyc]

This is all about Communication of something that’s actually very difficult to “visualize” and that is smell.   This Impulse TV spot does a great show to the impact that scent can have, leveraging a human insight that we can all laugh at. It’s likely a little low on Attention, but the Stickiness really drove business results.

 

Got Milk “Who shot Alexander Hamilton”

The Got Milk campaign really jumped out as being quite unique. A little bit nerdy, but I used to love my history classes in University. I just find the acting very good and the well-known insight that Milk is needed to make a peanut butter sandwich go down easier. It’s so different giving it strength on Attention, and the story-telling drives the Communication and Branding.

 

Snickers “Betty White”

Such an adorable ad, that really speaks to the brand idea of “you’re not yourself without a Snickers” Whatever Betty was paid, she’s made millions since because of this spot. Quickly after this one, the power of a Facebook page demanded that Betty host Saturday Night Live. A great little spot that was incredible on Attention and Stickiness. The Communication is a really big idea for the brand that kick-started a campaign that has lasted for years, even if Snicker’s has yet to fully capture in their pool outs what it did on the original ad.

 

Dollar Shave

As we have entered the Youtube sensation, the Dollar Shave ads really jumped out. High on both Attention and Communication, this crazy ad engaged consumers and brought them closer to the concept of ordering blades on line. This is an incredible way to launch a brand, with a low production budget and zero media budget, yet huge early awareness.

 

Here’s a workshop we run on How to get better Marketing Execution:

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

Positioning 2016.112

Beloved Brands in the Market

Confession: We murdered two Doctors in 2006

Posted on

Marketing Execution 2016.019In the fall of 2006, when I was working in Marketing at Johnson and Johnson, I can now safely confess that we murdered two doctors. One was a 15 year “Doctor Recommended” campaign for Benylin Cough Medicine, and the other was a 10 year “Doctor and Pharmacist recommended” campaign for Nicoderm Quit Smoking Patches. Both murders were pre-meditated. And both doctors deserved it.

Inheriting doctor spots is one big yawn. They feel very 1980s. In fact, people have made fun of doctor ads since the 1970s, which must mean that consumers have long been sick of this technique.

The first Doctor we murdered: An old Benylin cough syrup “Doctor”

Year after year from 1990 to 2005, Benylin trudged out a new doctor spot, each following the same formula. There was the pompous doctor speaking down to everyone including the consumer to establish a position of authority hoping that people would assume “wow, that Benylin must really work”. Here’s an example of the condescending advertising.

 

[youtube=http://www.youtube.com/watch?v=Ffy0ST-y9Yw]

The second Doctor we murdered: An old Nicoderm “Doctor” 

On the other hand, Nicoderm was so insecure they used BOTH doctors and pharmacists, just in case you thought one was not enough. One big yawn. For most campaigns, one of the big challenges is finding ways to keep it fresh year after year. But let’s admit it, the best ads are usually in the first few years. With Benylin and Nicoderm, having such a small idea to start made it hard for the best of creatives to keep it fresh and interesting.

 

[youtube=http://www.youtube.com/watch?v=7RrRdXJyBOw]

 

The ad tracking on both brands were flat and declining for years, but everyone on the team was afraid to do anything. Nicoderm was rapidly losing share while Benylin was stuck, almost unable to fight off the new comers to the category.

What’s wrong with using Doctors?

Doctor campaigns force you into a zone where it’s non-stop talk about the product. No focus at all on consumers–they don’t matter when you have such a great product. And Doctors mainly talk features, not even benefits.  It’s all about association, not about consumer insights. Doctor ads have been “done to death”, making them wall paper. Consumers who see these ads are left feeling indifferent, and can barely find a way to even “Like” the brand.

Advertising is a great tool to really connect with consumers. But Brand Leaders afraid of getting emotional feel in a safe zone with a vehicle that just talks about the product. They can tell the consumer everything they know about their brand. And they avoid getting all  emotional with consumers because that can feel scary.  But in reality, the consumer will never care about what you do, until you start showing that you care about what they want. Sales 101 or Dating 101, use the same rule: “get them talking about themselves.” How come advertising 101 says “Let’s talk about ourselves and hope they love us”? Great advertising should start with the consumer first, not the product. 

New Benylin TV Ad Without Doctors

With Benylin, it’s pretty darn obvious that when consumers get a cold, they feel like total crap and want to take a day off.

But no brand would ever say that, would they? Advil tells consumers they can do anything (go for a swim, a run, a hike or work all day) when they are sick. Benylin did the un-thinkable, the riskiest thing that a Cough Medicine could do. They said “take a day off, rest up and get better”. This put the brand on the side of the consumer. Benylin found that magic insight to move the brand from Indifferent all the way to “Love It”. The Benylin brand team took a huge risk that year, and it paid off, with strong solid share gains in a tough category to make gains and won a Cassie Award for the results. The lesson here:  going down the middle of the road is riskier than going either left or right. I followed my team’s lead on this, admiring their guts in killing doctors. I kept saying, “Can you believe we used The Clash in a Benylin spot?”

[youtube=http://www.youtube.com/watch?v=jdsIPd1pUhU]

New Nicoderm TV Ad Without Doctors

On Nicoderm, the insight we used was “consumers don’t feel themselves when they try to quit smoking”. Basically, it sucks &*!$% when you quit smoking. There was a push to have a claim, like most medical marketing.  (eg Our product is better than yours,  or with us, you can quit 6x as good). But really, the only claim we saw was “quitting smoking will suck less with Nicoderm”. People on our team kept saying “quitting smoking is serious, so we need to have a serious TV ad to convey how serious it is”. That restriction put a major handcuff on the creative team and we saw some pretty boring ads. The creative team was asking to have that restriction lifted and when we did, pure magic happened. In Ipsos AdLab testing, this was the strongest ad we ever tested at J&J. This ad has generated over 1 Million hits on youtube and won the best Global Ad for J&J in 2006.  Nicoderm saw a big 20% spike in sales. The lesson here is to always eliminate creative road blocks and trust that the work gets better.

[youtube=http://www.youtube.com/watch?v=i3BtmeUhOHU&feature=related]

 

One last thing: when we killed doctors on both of these, we won over the creative teams. We showed up differently to the agency and the creative teams. Creative People wanted to work on our brands, and the work on other brands got even better. With two great campaigns in a row from our shop, everyone on our team wanted to make better work. A huge overall lesson: great people, empowered and motivated will make great work.

You get the advertising you deserve. 

 

Here’s an insight video, done by Jack Perone at JWT, supporting the Benylin Day idea.

[youtube=http://www.youtube.com/watch?v=HwwMUgCKAmE]

 

 

To see our training workshop presentation on getting better Marketing Execution, click on this presentation:

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911.You can also find us on Twitter @belovedbrands. 

Positioning 2016.111
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