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

“Hey Shantell, that man of yours treating you good?”

Description: In the ad selected, Steve Harvey smoothly breaks the monotony of radio ads by asking the Shantell’s of the world if their partners are treating them well. The ad is surprising because he specifically speaks to “Shantell” as he asks about her personal life and then segues to discuss the advantages of State Farm Insurance with “Shantell” and other listeners. The ad is special to me because one of my dearest friends is named Shantell! I have even asked her about the ad which she maintains “catches her off guard” every single time it is played on the radio!

Objectives: Since Steve Harvey is an admirable and reputable celebrity, I believe that the objective of the ad is to engage the audience so that they can think about how beneficial State Farm Insurance could be for them and their family members. The objectives are certainly attainable and could be measured by having new members take a survey that denotes how or why they joined State Farm. Those researching or selecting insurance products specifically after hearing this commercial would show how influential it is. *there are no time-sensitive guidelines mentioned.

Target Market: While living in New Bern, NC I typically listened to 101.9 Kiss FM which is an urban radio station owned by Curtis Media Group that reaches those in New Bern, Jacksonville, and Greenville, North Carolina (this is where my friend Shantell resides and has heard the ad as well). This radio station characteristically plays Hip Hop and R&B. Steve Harvey’s morning show is on daily and this radio ad normally plays during that time period. I think that the ad is meant to reach young African-American female viewers as well as those who enjoy listening to his morning show and the particular type of music played on the station.

Action of Viewers: Since Steve Harvey is reputable amongst a variety of individuals, he is encouraging listeners to utilize State Farm Insurance products to protect their possessions as well as their family. If indeed the action is taken, these individuals can exploit a variety of options including life insurance, auto insurance and other products that will protect them in times of turmoil.

Value Proposition: Since State Farm’s motto is, “Like a Good Neighbor….” they encourage individuals to buy their products because they will constantly “watch their backs.” They promise the ability to take care of your family and your belongings with their unparalleled products and service, which is something that everyone can understand and ultimately wants!

Moreover, State Farm reminds customers of the day to day atrocities that can affect anyone and everyone; and, then promotes their products as the paramount services to guard against any untimely calamities. Additionally, they place priority on their ability to be, “like a good neighbor.” Not a bad neighbor…a good neighbor! And, this in turn helps to differentiate their services from their competition.

 

“The Very First Tuesday, Tuesday…. The Very First Tuesdaaaaayyyyy…Yeaaaahhhh!” (lots of scatting)

Description: In the ad selected, NC lottery advertises their new scratch off games with a humorous and catchy song aptly named, “The Very First Tuesday.” This ad informs listeners that the very first Tuesday of the month is the day that the new games will be released. Because the tune is captivating it is easy to remember and thus will remind customers to purchase these tickets on the “first Tuesday” when they are released to have the best chances at obtaining a winning ticket.

Objectives: The objectives are to inform the public of new games and sell more scratch offs when they are initially released. The objectives are both attainable and measurable since customers will want the new tickets ASAP to ensure (in their minds) that they get a better chance at winning the prizes. This objective is measurable since officials can assess how many new game tickets are purchased on the very first Tuesday of the month around the state. This objective is time-specific since it informs consumers that these new games will only be released on the very first Tuesday of the month.

Target Market: The target market for this ad is anyone who is interested in playing the lottery. According to the NC Lottery website, https://nclottery.com/NewsBlogDetails/2018/9/27/Who-plays-the-lottery lottery players come from all walks of life and range in age.

Action of Viewers: The ad encourages viewers to purchase their tickets when the first Tuesday of the month comes around to improve their chances of winning a prize. If the action is taken, consumers should have a better pick of the new games released and may have better probabilities of winning on their initial attempt versus purchasing a ticket that has been previously released.

Value Proposition: If individuals are playing the lottery, they are encouraged to increase their possibilities of winning by purchasing tickets to scratch-off games that have been recently released. By making these purchases when the games become available, customers “increase” the likelihood of buying a winning ticket instead of purchasing the ticket to a game that has already been released. And, since that is what most customers strive for, NC Lottery encourages these individuals to make the purchase when these games are released! If you’ve ever played the lottery, most retailers who sell these tickets to do NOT keep up with the release dates of the games. Many tickets are still viable (meaning they can still produce prizes), but if they have been released 6 mos-1 year ago, these games may already have most of their prizes claimed. Games typically stick around until all the prizes have been claimed or until the game is discontinued.

 

Description: The Culver’s Butterburger radio ad begins with a gentleman describing the Culver’s Butterburger in detail. As the individual is describing how the burger is made with the purest ingredients (Cheese from Wisconsin….yes, please!), simultaneously the sizzling sounds of a griddle can be heard in the background to inform listeners that the burgers are made-to-order all day, every day and can be topped with a plethora of options offered to dress up (or down) your burger just the way you like it.

Objectives: This ad was obviously created to elicit several responses from the listener. The gentleman narrating the ad has a velvety voice and gives an awesome description of what customers can expect when they come to a Culver’s location. Additionally, the sizzle from the griddle is difficult to ignore and stimulates the senses to join in on the experience. The ad is created to inform customers about what exactly the Culver’s experience entails and to generate further business for the establishment. The objectives are certainly attainable and could be measured by seeing how much business is created due to their radio advertisements. A simple survey at the end of a meal would be a good way to denote how customers have found out about the restaurant (i.e. word of mouth, radio, television, etc.). *the objectives are NOT time specific.

Target Market: Since the ad doesn’t imply that there are other meat alternatives at this location, the target market is anyone who enjoys meat or animal products!

Action of Viewers: The ad encourages listeners to go to their nearest Culver’s to experience the ButterBurgers for themselves! Once there, they are promised to not be disappointed by the exceptional taste of the burgers as well as other options that they offer at the location (i.e. various daily custards with mix-ins, sides, etc.)

Value Proposition: Culver’s makes it clear that their quality of beef, as well as the way in which they cook the burgers on the griddle (hence the name Butterburger) and ONLY when they are ordered sets them apart from their competition. The idea of a fresh, made-to-order burger differentiates them from signature burger joints like Wendy’s, MacDonald’s, or Burger King, where the burgers are made previously to ensure service is timely. Culver’s reminds customers about how a made-to-order burger, pressed and seared to seal in flavor, with any toppings the customer desires is the ultimate choice for those looking to have the absolute BEST.

 

Description: The mayhem ads are some of my favorites! These ads depict Dean Gerard Winters in a series of events where he is “mayhem” itself. In one of my favorite mayhem radio ads, Winters represents a raccoon that has been in an attic for over a week. He narrates as if he is the raccoon himself and says, “I’m digging, I’m playing in all this fluffy stuff (presumably insulation). I’ve already had like 4 babies, I’m the smartest raccoon I know.” As Winters illustrates this scene, banging, crashing and clashing noises as well as electrical explosions denote that this raccoon is causing complete mayhem in the house.

Objectives: The objectives of the ad are to get individuals to genuinely think about what their insurance products offer. Moreover, if they do not cover these specific instances of “mayhem”, individuals are encouraged to purchase Allstate products to combat the costs associated with accidents. This particular ad focuses on home insurance and urges future customers to look into the products they have already purchased because they may not offer coverage for specific misfortunes. This ad is meant to sell more insurance and the objectives are certainly attainable. These objectives can be measured through surveys or simply by asking new customers show/why they’ve decided to purchase Allstate products. *While the objectives are NOT time specific, Allstate does have promotional products exclusively tied to these “mayhem” advertisements.

Target Market: The target market is anyone who owns a home, potentially thinking about purchasing a home, or those who already have homeowner’s insurance that may not cover ALL the potential disasters that can befell a home.

Action of Viewers: The ad wants the viewer to look into Allstate’s homeowner’s insurance products to see if Allstate can provide more coverage for their homes than their current providers. It also encourages those without insurance to be vigilant about potential disasters that could be costly to repair. If this action is taken, Allstate promises that their services will save you money and leave you better protected.

Value Proposition: During the ad, “mayhem” makes fun of insurance companies who offer products in fifteen minutes and urges customers to look into these products to ensure that they cover all of the possible circumstances that could transpire during the ownership of your possessions. Their motto, “Dollar for dollar, no one protects you from mayhem like Allstate,” is the epitome of what the “Mayhem” character is expressing and ensures consumers that if they purchase Allstate products they will be covered 100% without any regard to what the circumstances are. Many times, when purchasing insurance, individuals have to read the fine print to know exactly what is being offered (and, what is not!). Allstate is taking the ambiguity out of the insurance product by assuring customers that they will make sure that all mishaps are covered at a rate that is sure to beat their competitors such as State Farm Insurance, Geico, and even Progressive.

 

Description: This comical advertisement is for Jimmy John’s sandwiches and expresses what it means to order a delivery from the popular sandwich chain. The ad begins with a fast-talking gentleman ordering “any kind of sub” to be sent to his home on Elm Street. Almost immediately, he greets an individual at the door who has brought the sub and noticed that the man’s house is on fire. The man apparently already knows this as well (flames can be heard in the background roaring) and proceeds to tell the individual to grab a bucket. His doorbell then rings (4) more times consecutively with each individual informing him they are from “Jimmy John’s.” With each new doorbell ring, the deliverer asks if the man knows his house is on fire. To this he replies, “Yes, grab a bucket.” The 5th doorbell ring is from the Fire Department Chief himself, who also asks if the man knows his house is on fire. The gentleman replies, “Captain we’ve got it handled, care for a sandwich?” The Chief counters, “Why didn’t you call the Fire Department first?” The gentleman responds, “I did.”

Objectives: The objective is to sell more sandwiches by informing the public that Jimmy John’s is a quick delivery service that provides gourmet subs almost in an instant! The objectives are attainable because many people enjoy the luxury of having food delivered. Knowing that it will be there quickly motivates the audience to order food the next time they are looking to partake in this experience. The objectives can be measured by calculating how many delivery orders are placed in areas that run this ad. Going a step further, surveys can be added to see if the delivery is specifically a result of the radio advertisement. *The objectives are NOT time specific.

Target Market: The target market is anyone looking to eat gourmet sandwiches and enjoy the convenience of having the subs delivered quickly. This could be working individuals who may be too busy to leave the office, a college student with no access to transportation, or even an elderly individual who can no longer drive to purchase their goods.

Action of Viewers: The ad wants the viewers to buy Jimmy John’s sandwiches and utilize their speedy delivery service to make the experience as opportune as possible.

Value Proposition: Not only does Jimmy John’s make the claim of selling gourmet sandwiches with only the finest ingredients, it also boasts about its expedient delivery service that is unrivaled by the competition. Out of the other leading sub/sandwich establishments (Jersey Mike’s and Subway), Jimmy John’s is the only business that provides delivery. Furthermore, their delivery is known to be “freakishly fast” which entices individuals to order so that they can get their food as soon as possible. Fast food was essentially created to appease those not wanting to wait for their food. Jimmy John’s takes this idea a step further by not only delivering (and doing it expeditiously) but also, by providing a gourmet experience to their customers since they only use “the highest quality” ingredients.