Doritos: “House Rules”
https://adage.com/videos/doritos-house-rules/431

Description: Doritos “House Rules” is a comical commercial about a single mother seemingly having a new guy over to her house. She greets the gentleman at the door and later introduces him to her son who can’t be any more than 5 or 6 years old. After she introduces the two, she walks towards a room away from them but not before being ogled by the gentleman. She advises her son to “play nice” as she disappears into her room. The gentleman initiates conversation with the young boy who is playing video games and enjoying a bowl of Doritos. As he sits on the couch and continues talking to the young child, he casually reaches for a Dorito and makes himself comfortable. The young boy has ostensibly had enough as he drops his controller and delivers a smack heard around the world to the unsuspecting gentleman. Next, he tells the man, “two things…keep your hands off my mama and keep your hands off my Doritos!”

I would be remiss if I didn’t add the fact that this ad was created for a mere $80 in 2010 by Joelle de Jesus. Jesus entered a consumer competition called, “Crash the Superbowl” & won $25,000 for his efforts in addition to a trip to the Super Bowl! The ad was also voted Top 10 Commercials of the Year by TV Guide.

Objectives: The objectives are to get the audience to purchase Doritos if they haven’t ever had any or to continue purchasing the cheesy tortilla chips if they are a fan of the brand. The objectives are certainly attainable and can be measured after the Super Bowl commercial airs to see if product purchases increased.

Target Market: In my opinion, although Doritos are for everyone, I think this ad specifically speaks to the African American community. While it is one of my favorite ads, it does concern me that the commercial, whether intentionally or not, highlights the perils of African American women as single mothers. The target audience could also include other single mothers who merely want a tasty and affordable snack for themselves or their children

Action of Viewers: This ad encourages individuals to eat Doritos and specifically not share them with others. It encourages everyone to get their own!

Value Proposition: Buy Doritos because they are substantially better than other chip products!

 

Rocket Mortgage: Jason Momoa “Comfortable”
https://www.youtube.com/watch?v=g2ERWFMLptw

Description: In yet another Superbowl stunner, Jason Momoa is a standout actor as he portrays what it’s like to be “Comfortable.” The ad begins with Momoa driving home through a throng of people outside his domicile. As he approaches his “sanctuary” and goes inside the home he begins to make himself comfortable by subtracting all things that make him well-known as Jason Momoa while continuing to tell his audience what home means to him! He begins by taking off his boots which take away noticeable inches from his massive stature. Afterwards, he removes his bulky muscles one by one from each arm revealing extremely lean limbs. Subsequently, he continues by detaching his hulking abdominal section to match the lean limbs he has just revealed. As he speaks about being “comfortable” and Rocket Mortgage understanding this concept, he then removes the top portion of his lustrous hair to expose a balding head with scraggly pieces of tresses coming down. The ad culminates with Momoa’s real-life wife Lisa Bonet helping him to bench press the bar (weighing approximately 45 lbs.) as he struggles beneath the weight.

Objectives: The objectives are to introduce those searching for homeownership to Rocket Mortgage. After the Super Bowl airs this commercial, researchers could analyze how many searches as well as completed applications increase as a result of this exposure.

Target Market: The target market would be anyone interested in purchasing a home in the near future. Additionally, since Momoa (40 years of age) and Bonet (52 years of age) are well known amongst younger generations, I would propose that this commercial is for individuals between the ages of 30-50 who have not already made this significant purchase. Additionally, the target market would have to be those who enjoy sports since it was aired during the Super Bowl.

Action of Viewers: The commercial is persuading those who don’t already own a home to look into Rocket Mortgage so they can be just as “comfortable” in their own sanctuaries.

Value Proposition: Rocket Mortgage helps you to feel “comfortable” financing a home by providing a personal experience that no other bank can!

 

Gillette: Shaquem Griffin “Your Best Never Comes Easy, The Best a Man Can Be”
https://www.youtube.com/watch?v=AXlO_cP-uxY

Description: Another one of my favorite ads, Gillette totally exceeds their known tagline of “the best a man can get” as they use Shaquem Griffin’s story to illustrate exactly what that means. Griffin, a standout linebacker from University of Central Florida and a current member of the Seattle Seahawks was born with a condition known as Amniotic Band Syndrome. This debilitating disease caused him to have his hand amputated at an early age and triggered him to work harder to attain his goals. The ad shows Griffin as a young man learning to shave, competing against his twin brother Shaquill in football drills, and being coached by his father as he diligently works to be the best he can be. The ad finishes with Griffin being selected as a pro-football player in the NFL and with anecdotes from his father who is beyond pleased with his hard work, dedication and ensuing accomplishments. Gillette’s new marketing campaign deviates from its thirty-year slogan of “the best a man can get” to “the best a man can be” in efforts to address toxic masculinity that has become a topic of our culture.

Objectives: Gillette’s objective seems to be encouraging men to be the best they can be in other ways than through toxic masculinity. The objectives are certainly attainable but will, in my opinion, be somewhat difficult to track. What exactly is the “best a man can be?”

Target Market: The target market is men who utilize shaving tools and would benefit from the Gillette product line.

Action of Viewers: Gillette encourages those who use the product to reach their full potential by being “the best a man can be.”

Value Proposition: The advertisement lets the audience know that they should buy Gillette products because the product line inspires men to be their best. The brand goes beyond how smooth your face will be, to define the real value that the customer receives in the form of support. Gillette inspires men who shave consistently to look in their mirrors and unceasingly improve themselves to be “the best a man can be.”

 

ASPCA: Sarah McLachlan
https://www.youtube.com/watch?v=6eXfvRcllV8

Description: Yet another one of my favorite ads, the ASPCA utilizes the likes of celebrity Sara McLachlan to elicit a compassionate response from those viewing the commercial who are concerned with the ethical treatment of animals. The advertisement begins with Sara McLachlan’s 90’s hit, “Angel” which is an emotional yet beautiful song that corresponds to the message that the ASPCA wants to get across (the songs chorus expresses, “in the arms of an angel, may you find some comfort here.” In addition to the song being played in the background, various gut-wrenching images of abused and neglected animals come across the screen to illustrate that not all pets are treated equally. The ASPCA’s slideshow informs the audience that thousands of animals are abused and while many are rescued, there are some who will never receive any help. McLachlan concludes the advertisement by asking viewers to donate $0.60 cents daily or the equivalent of $18.00 monthly to facilitate in rescuing these animals and providing them with much needed medicines, food, and shelter.

Objectives: The objectives are to get individuals to empathize with these advertisements and donate money monthly to the efforts of the ASPCA to assist in rescuing these animals. Yes, these objectives are attainable and can be measured through the increase in donations after an advertisement has been placed on television.

Target Market: The target market would be individuals who have pets, have had a pet, or simply believe that animals have the right to be treated fairly.

Action of Viewers: This advertisement is meant to persuade individuals to spend their money assisting the ASPCA with rescuing and sheltering these neglected animals. I, myself, want to buy a massive piece of land to adopt every pet every single time I see this commercial. My reaction to it never changes ☹

Value Proposition: The ASPCA clearly outlines that individuals who donate to this cause are saving animals that would otherwise be left in their dire situations and potentially die. The clear-cut benefits to rescuing animals is a noble effort on the individual’s part that won’t be disregarded.

 

State Farm: “She Shed”
https://www.ispot.tv/ad/oOxK/state-farm-she-shed

Description: I just can’t get enough of this commercial! It is hilarious on so many different levels. So, the advertisement begins with Cheryl and her husband Victor standing outside of a burning shed in their backyard. Cheryl is on the phone with her State Farm agent to inform him that her “she shed” was set on fire as her husband Victor stands beside her lackadaisically (I mean, he’s standing at least 12 feet away with a hose that is letting out a minimal amount of water as he unenthusiastically fights the fire)! Cheryl’s husband Victor informs her that the shed was struck by lightning and Cheryl proceeds to ask the agent if this particular situation is indeed covered so that she can replace her shed. At this point the well-decorated “she-shed” is engulfed in flames & the agent confirms that it will be covered and replaced per State Farm guidelines. Cheryl exclaims to her husband that she will be getting a much improved “she shed” to which Victor reluctantly and somewhat depressed responds, “she-she-er…that’s wonderful.”

Objectives: Much like the commercials that State Farm advertises with their well-known character, Jake from State Farm, these humorous ads are meant to engage the audience and give them insight into how State Farm could potentially service them with their insurance products in a time of need. The objectives are certainly attainable and can be measured through the increase in sells after the airing of this commercial. Moreover, new clients can be surveyed to find out exactly how they were informed of the services. 

Target Market: The target market seems to be homeowners or those with valuable possessions looking to insure their belongings. Additionally, as with the Jake from State Farm character these ads are centered around married couples who may be looking to add these protections to their assets.

Action of Viewers: State Farm encourages their viewers to give them a call to see what products they can offer them to essentially protect them from unsettling hardships such as fires and accidents that can subsequently result in expensive repairs.

Value Proposition: Unlike the other insurance commercials, State Farm doesn’t boast or brag about how much an individual can save. They are more concerned with the personal aspect of business and continually affirm that, “Like a Good Neighbor, State Farm is there!” In each commercial, they illustrate that they are merely a phone call away and have an extremely personable relationship with their clients. Their value proposition places priority on the fact that they will be dedicated to their clients, regardless of the situation, with little to no stress on their client’s behalf.

None of these ads were time sensitive.

 

References

About. (n.d.). Retrieved April 4, 2020, from https://www.joelledejesus.com/about.html

Dreyfuss, E. (2019, January 16). Gillette’s Ad Proves the Definition of a Good Man Has Changed. Retrieved April 4, 2020, from https://www.wired.com/story/gillette-we-believe-ad-men-backlash/

Joelle de Jesus finalist bio. (n.d.). Retrieved April 4, 2020, from http://www.magicbulletmedia.com/MNR/DoritosSuperBowl/assets/press/CTSB4-FinalistBio-HouseRules.pdf

Shaquem Griffin. (2020, March 31). Retrieved April 4, 2020, from https://en.wikipedia.org/wiki/Shaquem_Griffin

12 thoughts on “Greatest Marketing Campaigns-TV

  1. Jacob Edwards says:

    Hello Tiffany!

    Enjoyed your ads and think you did a good review of our assigned questions.Here are my thoughts on your ad and reviews:

    Loved the Doritos commercial and was surprised to hear it was a fan produced commercial. I agree that Doritos are for everyone and that is their target market, but like you mention there is also sub targeting going on towards the African American market. I like that the ad is open enough too everyone but can also reach a smaller demographic.

    The Rocket Mortgage is another memorable Superbowl commercial (for me at least). I remember the “wimpy” version of Jason being so alien looking, but it was funny seeing him take off his extra parts and making himself at home.I had no idea that was his wife, just thought it was a personal trainer, so thank you for calling that out too.I totally agree that this ad is targeting those who are on the verge of looking to buy a new house. This ad is memorable enough that it will be in the back of some peoples mind when they look for a mortgage even if it doesn’t cover the product extensively.

    As I remarked on another’s blog I have very little goodwill towards the Gillette brand (price and the fact they seem to tie shaving to manliness), but man is this ad inspiring. I don’t see it makes Gillette’s products look good but I can see it generating goodwill towards the company as a whole. I can see your point on the value proposition but I would have liked it if they highlighted any social initiatives they have on making boys/men the best they can be. I know P&G and Gillette have switched their marketing in the past few years but for me, I find their ads more effective when I actually see someone shaving and using the product.

    The ASPCA ad is so memorable! It really tugs at a person’s emotions and makes them want to help animals. Like you mention I think the ad does a great job of outlining their mission and how you an help the effort.

    State Farm is another good pick. The reasons were insurance is needed are often scary, burglaries, fires, car crashes, so it is easy to see how an insurance company would use humor. State farm does a good job of taking a serious incident, a shed on fire, and making it humorous but still showing how their company can help.

    • Hi Jacob! Thanks for stopping by. I enjoyed reading your thoughts on the ad and couldn’t agree with you more on many of your insights. I didn’t realize that Doritos allowed consumers to make commercials until analyzing these ads. The actual ad that won that year was from a guy in Raleigh, NC and he netted a $600,000 prize, you can check it out here . On top of that, he also created the commercial for approximately $200 bucks, now that’s a win-win:)

      In addition, I genuinely enjoyed the Rocket Mortgage ad and think they did an excellent job making Momoa comfortable. Even when I see it now, I still get a good chuckle!

      I couldn’t agree with you more about the Gillette brand, and I believe they are trying to re-brand themselves with their new campaigns to break away from those negative stereotypes. Although I enjoyed learning about Griffin, it was inspiring to see his dad teaching him and his twin brother how to shave and I think the ad should’ve focused on that aspect more. In any event, it’s better than their previous ads and takes a step in the right direction away from their prior commercials doused with toxic masculinity. I do believe they have started a campaign to facilitate young men becoming the best they can be, so hopefully we’ll hear more about this initiative in the future .

      The ASPCA ad makes me emotional every time I see it. I know I can’t save every neglected or abused pet out there but the campaign certainly makes me feel like I can 🙂

      Lastly, State Farm like Allstate always has me cracking up! They’ve done an amazing job turning catastrophe into comical narratives that we can all relate to; and, that will get us thinking about the protections we need to invest in to keep our loved ones safe. Jake, Mayhem and now Cheryl are some of my favorite television personalities 😉

  2. Tiffany,
    Great selection of ads and great job analyzing them! I can tell you put a lot of effort into this assignment by thoroughly reviewing each ad. The Doritos and the She Shed ads were definitely my favorite. They are both very well done! I agree with your opinion that while not the intent of the ad, the Doritos ad does highlight the struggles that single mothers have. I grew up in a single mother household with my four siblings and it was a struggle and very frustrating for a young kid to watch your mother go on a date! I wish I could have done like the boy in the ad a few times!
    Again, great job here! I enjoyed your work!
    Jake

    • Hi Jake,
      Thank you for your feedback! That Doritos ad came out 10 years ago when I was going through a breakup that would render me a single mom. I can still remember my ex telling our son to “protect” me from guys like this. Probably one of the reasons that I remember the ad so well and still find it hilarious! It was a bit different to analyze it though and observe some of the underlying context (whether intentional or not) behind the ad. The she-shed commercial takes the cake. Every time the ad comes on I am glued to the screen. Cheryl is comical but that Victor (the husband) is probably my favorite; his attitude towards the situation is priceless! Thank you tons for stopping by.

  3. Hi Tiffany,

    Terrific job in your analysis of these TV ads. You have really gone above and beyond on this assignment particularly in your detailed description and background information associated with each ad. Your enthusiasm shines through and keeps the reader engaged. In fact, these companies should think about hiring YOU!

    I like how you chose a mix of ads using humor (Doritos, Rocket Mortgage, State Farm) and emotion (Gillette, ASPCA). It’s good to remember that there are different ways for companies to connect with potential customers.

    I agree with you that the She Shed ad is a classic – no wonder it’s still running after all this time. But I also appreciate your point that State Farm is an insurance company that is NOT using savings as a “front and center” reason to choose them. Their value proposition is that they will know you and take care of you when things go wrong. This serves as an important example to Michael Porter’s point that there is room for multiple businesses to succeed within the same category or area, they just have to find their niche and a alternative value proposition.

    Thanks for your work!

    • Trip, I can’t say thank you enough for your kind words. I pray that on any future interviews I acquire that there is a “Trip” sitting across from me! Honestly, I have not had tremendous luck in finding suitable jobs where I feel like I’m able to utilize my strengths, be supported by my co-workers and receive compensation reflective of my work (hence one of the reasons I entered this program). So, from your mouth to God’s ears 🙂

      Thank you for your feedback! I have actually enjoyed assessing these ads and better understanding the huge role advertisements play in helping consumers understand the value proposition of the company as well as brand establishment/management.

      Thank you for pointing out Porter’s insights as well; he is absolutely correct! Finding the niche and the alternative value proposition is a surefire way to propel any venture in the right direction!

      • Well I hope the next time I’m looking to make a hire I’m fortunate enough to interview someone with intelligence, enthusiasm, and heart – a “Tiffany”! Stay well!!

        • You’re amazing! Thank you for your kind words, they are truly everything!!! At this present moment, I’ve begun to start putting in applications for positions around my area (my toddler is turning 2 on Mother’s Day & I think the time has come for her to get acclimated with other “little people”), so from your mouth to God’s ears 🙂

          Stay well and safe! I’ll be looking forward to our next class together.

          Best,
          TK

  4. Harmony I Chavis says:

    TK, you’ve done it once again girl! I busted out laughing when I read the part of your analysis that the boy delivered a “smack heard all around the world” what a professional way to say that that little boy knocked his head off! LOL.

    I remember that commercial very clearly and thought it was hilarious then, and I think it is hilarious now. It just goes to show you, you don’t have to be a big dog in the marketing business, or have a 100k filming budget to create great, relevant, and timeless material that can be enjoyed. Its a lesson we must remember especially s black women…we may not have been given all the tool by society, but we can still fight for the right to build our own table, forget a seat at it! I love you to life sis, you killed this semester! <3

    • Awww, you are going to make me cry! I must say, this semester has been extremely challenging! Whether it be the implications from COVID-19, being stuck in the house with the kids 24/7, becoming a teacher to them due to school not reopening, or trying to juggle making sure that my work is on time and still dripping with excellence; I have learned that I literally can do ALL things. I know that without my religious foundation I would not have had the tenacity to keep pushing even when I felt exhausted! Thank you tremendously for your kind words for you really don’t know their impact 🙂

      Love you right back!

      -TK

  5. Hello Tiffany!

    Great selection of Ads! I don’t think ever saw theGillette ad but it is awesome! The story of the Griffin brothers is a very inspiring one. I remember the Doritos ad when it first came out and recall that it was entered from a contest. The ad was creative and the cute little boy really brought it home. The “she shed” and the ASPCA one are iconic.

    Thanks for the post!
    Jeramy

    • Yes, the tv ads were the most difficult for me to pick out because there are so many excellent ones out there! This was probably my favorite segment of ads and I’m glad I got to showcase the ones that I genuinely like. Victor from the She-Shed ads cracks me up every time!!!! Thank you for your feedback.

      -Tiffany

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