Marketing Campaign Analysis: TV Ads

1.- Walk With Me  

By New Balance (2015)

https://aef.com/ad-campaigns/walk-with-me-2/

Walk With Me is a very interesting ad that features a young couple doing ordinary things such skateboarding, a walk on the beach, a relationship breakup and more. It appeals to the viewer’s empathy and connection to ordinary life. The ad video captures all these occurrences by only looking at their New Balance shoes as they go about their lives. The ad features lively background music without deliberate advertisement verbiage to the viewer. As the music and the ad come to an end, the New Balance logo and a hashtag #WalkWithMe appear on the screen.  

The objective of this New Balance ad is to create product awareness. The ad features Bew Balance as a mainstream shoe option to its viewers. However, its effectiveness might be difficult to measure since usage of the hashtag #WalkWithMe might not reflect its full reach.

Walk With Me’s target market is a young hip population, probably in their 20s and 30s. The use of a hashtag as its only deliberate message points to an attempt to make New Balance relatable to younger customers. This is further stressed by the activities featured throughout the ad such as skateboarding and other adventures. The ad does not feature an explicit call to action. However, the use of a hashtag (#WalkWithMe) seems to be an implicit call for viewers to post it on their social media.

In terms of value proposition, the ad offers a versatile shoe option to its viewers. While other shoe brands frame their shoes as sporty or active footwear, the ad shows New Balance as “just as good” and a normal shoe option. The ad features a realistic lifestyle that is easily relatable to its audience.

2.- Connected by Pride

Verizon (2018)

https://aef.com/ad-campaigns/connected-by-pride/

Connected by Pride a is an inspiring partnership ad featuring Verizon Wireless and PFLAG (an LGBTQ advocacy organization). The ad shows several anxious teenagers calling their relatives to have a very important conversation – coming out of the closet to their loved ones. The ad explicitly expresses Verizon’s support to PFLAG and the LGBTQ community. It ends with a link to PFLAG’s donation page. Connected by Pride reaches to viewers’ sympathy feelings and a sense of inspiration for the teenagers’ courage.

The ad’s objectives are to highlight the importance of some difficult phone conversations and having reliable phone service. Since the ad is a partnership production, the objectives are also to create product awareness and encourage donations to PFLAG. These objectives are measurable and attainable since PFLAG can monitor increases in donations after the release of this ad.

In terms of target market, Connected by Pride is an ad targeting socially progressive viewers that support the LGBTQ community. The inclusion of PFLAG’s donation website (pflag.org/donate) highlights this effort by encouraging viewers to donate. The ad also serves a way to attract non-Verizon customers to Verizon by highlighting their philanthropic efforts and the company’s social values.

The value proposition of this ad is that Verizon users are more than simply customer, but rather part of larger support and inclusive efforts. While the ad explicitly mentions the reliable network offered by Verizon, the ad emphasizes the greater cause of supporting PFLAG’s efforts. The ad takes into consideration the fact that customers are becoming more selective with their spending and evaluating businesses not only by their products and services but their social responsibility engagement.

3.- More Than One Flavor

By Goya Foods (2018)

https://aef.com/ad-campaigns/more-than-one-flavor/

This Goya Foods ad features a family barbeque centered around pork chops marinated with Goya Mojo Criollo. A party guest asks the host what’s for dinner and whether the kids will enjoy it. The host assures the guest everyone will love the marinated meat. A narrator then highlights the amazing flavors and the quality of any Goya products. The ad ends by featuring a Facebook and Instagram logo next to the slogan “If its GOYA… it has to be good!”

The objective of the More Than One Flavor ad is to promote Goya Mojo Criollo marinade. It explains what it is, how to use it, and what to expect. The ad serves as a product introduction to non-Goya users. Its objective can be somewhat measurable by possible increases in sales and demand of Goya products. It is highly unlikely that the Facebook and Instagram pages will yield relevant data since most people do not post individual items they purchase at the grocery stores. However, it can be part of building a broader marketing channel for future advertisements.

More Than One Flavor’s target market can be first-time product users. Since this is a Latin American product advertised in English, it would appear Goya is also trying to introduce the product to a new English-speaking market. The ad doesn’t have a direct request or call to action, but rather selling up a product enough that viewers will give it a try.

In terms of value proposition, customers can expect a delicious marinade for their typical family barbeques and parties. It is framed as an easy to use product and a must have for any real-life chefs. The ad uses a family friendly environment that appeals to the relatability of the everyday cook.

4.- Show ‘Em What’s Underneath

By Jockey International (2017)

https://aef.com/ad-campaigns/show-em-whats-underneath/

The ad starts with a Marine veteran narrating his military experience. The solemn background music establishes a sense of masculinity, pride, and patriotism. As the ad continues, it goes on to shows the veteran’s fit upper body and him wearing Jockey underwear. It eventually reveals the veteran is a dual-leg amputee; however, his positive attitude contrasts with his disability. The veteran urges viewers to stay positive, never give up, to show them what’s underneath (a reference to undergarments), and to “Show ‘em your Jockey” (a reference to the brand of underwear he’s wearing). The appeal of this ad is directly to masculine men. It establishes that masculine men wear Jockey branded products just like the Marine featured throughout the ad.

The objective of Show ‘Em What’s Underneath is to urge men to buy Jockey products, explicitly underwear. It does so, by appealing to a man’s sense of manhood and masculinity. The ad ends with the hashtag #ShowEm and their website: Jockey.com. Both of these tools would be helpful in monitoring the ads impacts. Increased website traffic and sales linked to this ad can help as metrics of objective attainability.

The ad’s target market is younger, masculine, fit, men that might see themselves reflected in the Marine veteran model and his body shape. The target market’s age range is probably 20s to 40s men. The ad urges viewers to “Show ‘em your Jockey” which can be interpreted as a call to buy Jockey products so can show off your body and your Jockey products too.

In terms of value proposition, Show ‘Em What’s Underneath promotes to customers a sense fulfillment and completeness by using Jockey products. The advertisement plays to the usefulness of the product itself, just as much as the sense of manliness of its potential customers. After watching this ad, viewers end with a sensation of a “must have” towards Jockey products.

5.- Big Red

By General Motors – Chevy (2012)

https://aef.com/ad-campaigns/big-red/

Big Red is a simple, yet effective General Motors ad for Chevy Silverado. It features a young kid playing with his red pull wagon, as he approaches his home’s front yard. When he gets to his front yard, his father is coming home from work in his Big Red Chevy Silverado. The narrator enters towards the end to highlight the importance of others aspiring and looking up to you; as a reference to the kid having a red wagon, probably inspired by his dad’s big red pickup truck. The ad’s appeal technique plays to customers’ sense of empowerment to be leaders and aspirational figures.

The ad’s objectives include elevating the importance of being a Chevy Silverado owner. Since vehicle ownership is a significantly large purchase, another general objective is to remind customers of Chevy Silverado as a vehicle option. These objectives are attainable and measurable by monitoring inventories, demand, and sales in the markets where this ad was aired.

Big Red’s target market centers around household heads looking for a larger vehicle for their work needs or other multipurpose uses. The ad is not explicit about taking certain action but provides for viewers to see themselves driving a Chevy Silverado.

Its value proposition is for potential Chevy customers to enjoy the prestige of being an inspiration to others who look up to them.  The ad also claims that driving a Chevy is “doing something right,” which would signify that not picking Chevy would be wrong. The ad balances the technical use of Chevy Silverado and its emotional value.