1.- $1.25
By Stella Artois (2007)
https://aef.com/ad-campaigns/1-25/
This Stella Artois newsprint ad mimics a sale coupon; however, the ad actually states that with this coupon you will pay an extra $1.25 on your next beer purchase. The ad takes a humoristic stand by imitating a sale that is actually not a sale. Jokes aside, the ad reflects all the necessary items to include within a sale coupon.
The objective of this ad is to promote beer consumption with a humorous ad that implicitly makes a connection between fun and Stella Artois. It is successful attaining this objective because it is a memorable advertisement. In terms of objective measurability, its reach is quantified by observing the number of newspapers sold containing this ad. While the “coupon” has an expiration date, its relevance transcends such date because the coupon itself is a joke.
The ad’s target market is beer drinkers who read the newspaper. Since the ad was originally published in 2007, its target market was probably much larger since newspapers viewership has declined with the advent of the internet and social media. The ad does not ask readers to purchase more beer explicitly; however, the message is implicitly portrayed.
The value proposition of this ad is the enjoyment of a tasteful Belgian pilsner beer. Stella Artois is a widely known beer that is familiar to customers; therefore, viewers would be drawn to purchase this product.
2.- Hangar
By Lego (2007)
https://aef.com/ad-campaigns/hangar/
Hangar is an extremely simple ad by Lego. It features a stockpile of yellow Lego pieces inside an airport hangar. The appeal used in this ad is imagination and creativity. The combination of a hangar and Lego pieces imply you can build an airfield with your own Lego building blocks – the limit being your imagination.
The objective of Hangar is to promote the Lego brand as an attempt to increase sales. This objective is attainable since the mere existence of this ad promotes Lego. Sales increase is measured by reviewing data from before and after the ad release.
The target market for Hangar is children looking for exiting and creative toys. The ad only uses graphics and excludes verbiage, since children are more responsive to images rather than statements about the product. The ad does not call the viewers to take certain action; however, children instinctively will want to ask their parents or guardians to get them a Lego set.
In terms of the value proposition, children will be able to make their own unique creation with a Lego set. The desire to make their own creations is of significant value for children, thus transferring such perception of value to adults with purchasing power.
3.- In the Air – Print
By Toyota (2017)
https://aef.com/ad-campaigns/in-the-air-print/
This colorful Toyota ad portrays a crowd of people celebrating and dancing around the new Toyota 2017 RAV4. The setting appears to be the side of a road near a clean open beach, where people are tossing colorful dust up in the air. In terms of appeal, the ad evokes a sense of delight and pleasure from its viewers after seeing so much happiness.
The ad’s objective is to increase sales of Toyota’s 2017 RAV4. The objective is attainable since the ad clearly targets an audience and present the vehicle as a purchasing option. The objective is measurable since Toyota can track changes in sales in relation to the release of this ad. The ad is time specific since it mentions the 2017 model, making the ad obsolete once the next model becomes available.
In terms of target market, the ad targets customers looking for a compact sports utility vehicle. This target market likely includes small families looking to upgrade from a sedan into something more spacious. The ad indirectly asks viewers to consider the 2017 RAV4 as their next vehicle.
The value proposition for this ad is that customers will have a versatile vehicle that is great for adventures and carrying additional gear. Customers can enjoy the ability to transport some cargo, while still driving a relatively small vehicle.
4.- Blood Box
By Australian Red Cross Blood Service (2007)
https://aef.com/ad-campaigns/blood-box/
This strongly charged ad by the Australian Red Cross repurposes a traditional donation box to convey the importance of donating blood by displaying a box full of blood. The ad has language that juxtaposes the value of money with the value of actions such as donating blood; some keywords in this ad include Money, Save, Spending, Cent, and Give. The ad uses an emotional appeal to evoke a reaction from its viewers that resonates with the viewers’ sense of community engagement.
The objectives of this ad are to promote blood donation and to encourage people to donate. These objectives are attainable since the ad is effective at getting the message across. Its impacts are measurable since the Australian Red Cross can account for increases in blood donors, which translates into actual lives saved.
The target market for this ad is healthy adults able and willing to donate to the Australian Red Cross Blood Service. The ad directly asks viewers to call a phone number or visit a website. The viewers’ benefit from taking such action is the self-fulfilling value obtained from donating to save lives.
In terms of value proposition, the ad highlights the high value and impacts of blood donations. Thus, the target market would be making a donation difficult to monetize, but of significant value due to its implication and impacts in terms of saving lives.
5.- Runner #2166
By Adidas Marathon (2007)
https://aef.com/ad-campaigns/runner-2166/
Runner #2166 is a humorous ad by Adidas showcasing two exhausted amateur marathon runners. The ad includes a race bib stating, “2166 Because No. 2689 talked me into it,” in reference to one runner cajoling the other into running a marathon. The appeal technique is humorous in a very relatable way since most ad views are likely not professional marathon runners either.
In terms of objectives, the ad intends to create brand awareness and promotion. It does not specifically advertises a singular Adidas product, but rather is an overarching brand campaign. The ad’s objective measurability might be difficult to quantify since it is not tied to a single product. Thus, Adidas would have to differentiate between organic sales and sales attributed to this ad. Any difference noted would be the quantifiable impact of this ad.
The ad’s target market is probably individuals looking for workout clothing and shoes. The ad is not targeting professional athletes, but rather beginners and people that casually workout. The ad is part of a brand awareness campaign and it does not explicitly asks viewers to take certain action.
The value proposition of this ad is enjoying comfortable workout clothes. The ad shows how running and marathons are challenging, but having the right Adidas workout gear will help overcome those challenges.
Great way to start this blog with the awesome newspaper printing press in action. That really brings out the action of the newspaper business which I was a part of for 26 years. While the first three ads were interesting I was particularly happy to see that last two that you reviewed, one being the Australian Red Cross looking for donations by suggesting that you can donate financially as well as by giving blood. And the last one I absolutely loved. The able bodied runner #2166 was talked into running by blind #2689. I liked both of these for different reasons. I have given blood many times and my two college graduated children have as well. It is a worthwhile cause and can save many lives. I really liked that last one because I am a runner and there are many lousy, and also great, running days. This blind runner reminded me that even a bad day is better than no day. The ad also reminded me of Team Hoyt. Look them up some day at teamhoyt.com. I have run with these two guys, though briefly. They are tremendously inspiring.
Jose,
I love the selection of ads in your newsprint ad reviews. I really liked the “runner” ad, that one got to me because the message is so positive and heartfelt. I also enjoy reading your work, you have a good writing style that is fun to read.
Devon
Jose,
Another great breakdown this week. I have to “hop on the train” with Michael and Devon and agree that the ADIDAS advertisement was the showstopper. It can be broken-down into multiple ways, which is what can make an ad great. In my mind I would think that runner 2689 would have been the one that talked runner 2166 into running, but ADIDAS took it a different direction. Struggling runner 2689, a viewer would think should be the one who was talked into it, but they reversed it on us. I wonder why they took that route. It makes me really want to know, and if I was reading it, I mostly likely would be taking my time looking at it and try to figure it out. This seemed to be the tactic coming from ADIDAS. I enjoyed your insight as always!
Hi Jose,
Great newsprint ad analysis! I particularly enjoyed the Stella Artois coupon ad. I first read your description and then had to take a look for myself. It is definitely something people would stop and look at. I love how they used humor to draw in the viewer and play off the fact that they are a more expensive beer. Who doesn’t love a good coupon? So using a coupon like look was a great was to get the attention of the reader. The text they used saying “reassuringly expensive” made me chuckle as it is known to be pricey, but here they weren’t afraid to call it out and position themselves in this manner as well. I liked your comment on how this would have a higher reach back in the early 2000s because of the recent decline of newspaper viewers. Today, coupons are also sometimes looked at on the phone, so this ad might not be as relevant today. Great blog post and I look forward to reading more of your posts.
Carter Jones
Hello Jose,
I enjoyed reading your analysis of the ads above. To be honest with you, I had come across the Stella Artois ad above while looking for my ads and I never noticed what it actually said. This was great advertising on their part using the humor of “reassuringly expensive” as their tagline. I also thought the blood box ad was great as it took an image of a donation box that people are very familiar with to get people to go out and donate blood. I think a lot of companies use the familiarity of certain images to hook viewers on their idea.
Jose,
I really appreciate the diversity in your ad selection on this blog post. From the start I was super intrigued by the Stella Artois ad, because there have been so many times where I find myself analyzing sales in different stores and after I think for a moment, I question myself and ask “Is this really a sale?” Although they are promoting a sale that isn’t necessarily a sale, it still grabs viewers attention by letting us know they are aware of how many services or products claim to have a “sale”, but it’s really not. It makes me as the viewer want to support Stella Artois with the feeling that I won’t be cheated out of my money. Great post, Jose!
Thank you,
Morghyn Rhynes
Hi Jose,
The Stella advertisement is different. I would venture to say that if someone were already intoxicated, they would likely use this coupon-and then pay the extra $1.25 on top of it. I believe it is even better that the supposed “coupon” expired 2 years before the publication in the newspaper.