Campaign proposal

Well, there are a lot of ideas of what I could do for each. Some of them involved going back to some older ad campaigns (such as McDonald’s “Put a smile on”). But I finally decided for my ad campaign, I’d like to do a wide analysis of the ads for Orbit gum.  ”Fabulous!”

“Firefox and Retarded Browsers”

I ran across this a couple days ago and thought it was pretty funny (having used all of the browsers myself!) Although Firefox isn’t commercial in that it’s not sold, the ad definitely encourages people to get it.

It starts of with a slightly anthropomorphized Internet Explorer icon, a la Steve Oedekerk.* It is immediately apparent that IE is one of the aforementioned “retarded” browsers. Then, a similarly modified Netscape icon. Not quite as entertaining as IE, but definitely subnormal. Next, Safari, quite entertained with blowing the needle around. And then… Firefox. Calm, refined, silent. Regal, almost. Back to Netscape, followed by IE, and tailed by Safari. Firefox once again. You can almost feel its irritation building (of course, that could be just because I mentioned it ). Once again: IE, Safar, and Netscape. Finally, Firefox’s annoyance reaches its climax. The head turns, and we hear the stern admonition: “SHUT UP!”

 

The other browsers sit in awkward silence, shocked by the outburst. The commercial concludes when IE resumes its entertainment and explodes, revealing a simple, convincing URL: www.getfirefox.com.

Firefox is one of (if not THE) most popular browser for Windows, Mac OS X, and Linux. This ad, as stated in the 12 Kinds of Ads slideshow, uses a clever mix of formats; in this case, the formats I could identify were #3, #4, #9, and #10. Though he commercial doesn’t go into detail about its features (such as its security, customizability, and ease of use), it clearly illustrates that Firefox is just the “smartest” choice. [rimshot] Of course, Firefox isn’t without its quirks, which I can attest to, but as a user of Firefox, Safari, and IE I can definitely say Firefox easily outperforms the other browsers. Gosh, I feel like a commercial myself (ad format #7)!

_{*Steve Oedekerk is a comedy screenwriter who wrote several parodies of popular movies using “Thumbs,” which are characterized in the same manner as the browsers}

“Refusing to be Ordinary”

 Author’s note: I do not smoke or do drugs of any kind, nor do I condone their (recreational) use. However, I felt my chosen subject would be an interesting one to analyze.

This week’s ad is a mail-home ad of sorts from Camel (photos will be uploaded at a later time). In regards to the 12 Kinds of Ads, this box falls into the 11th format: the personality property. First of all, there is the easily recognizable animal that gives the company its namesake: the Camel. Secondly, there are plenty of little quotations in this little Pandora’s box to beguile the ad’s recipient. The slogan on the box’s exterior reads, “Refusing to be ordinary since 1913.”
Obviously, they really want to separate themselves, or stand out, from the competition. Removing the box’s outer cover reveals a second teaser line : “100% wildly refreshing.” This box is actually chock full of one-line enticers. On the back of this inner box, above the Surgeon General’s warning, is the logo with a slogan: “Pleasure since 1913.”

The box then opens with two flaps, each inscribed with another saying. On the left, “Take a fresh look at a menthol that might just change your mind about Camel” (as if all the other lines hadn’t convinced you already). On the right, “Our world-class tobacco blend; 100% menthol for a wildly refreshing taste. Now with a new look we think you’d be proud to carry.” If it wasn’t already abundantly clear, Camel is trying very hard to get the consumer to try their new product.

In the inmost portion of this box is a cigarette package, presumably the packaging for the new Menthol “flavor.” And what do we find inside? A f***ing coupon. You’d think going through all this trouble would net at least a sample, but it’s just a coupon.

Granted, this a very objective analysis, but I thought I would try my hand at analyzing an advertisement with regards to the 12 Kinds of Ad. Again, pictures of this box will be uploaded at a later date.

“It’s All About Protection”

I actually just saw this commercial a few minutes ago, and thought it would be another good one to share. In this Snapple ad, we see a wide shot of an urban street. Zoom in on a man stepping outside a convenience store, taking a drink of the advertised Snapple Antioxidant Water. Immediately after the bottle touches his lips, we hear a strange crunching sound. The guy looks down to see he has stepped on a sheet of bubble-wrap, while a disembodied voice speaks, “New Snapple Antioxidant Water. It helps protect your body.” As the camera changes to show the guy and his surroundings, we see virtually every available surface coated in bubble-wrap. This “protection” prompts the guy to go out and have some fun, culminating with a leap off the nearest skyscraper. Another amusing metaphor is presented here. The new drink is fortified with different antioxidants, which, quote “help protect your body,” which are represented here by the bubble-wrap. The commercial takes the metaphor a step further and shows how a healthy, protected body could potentially enjoy a more active lifestyle.