Doritos: “House Rules”
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”
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”
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
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”
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.
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