This is a campaign that has confined itself to barely three commercials. The common thing in all these commercials is the group of boys out on a safari. They are generally roaming about shouting – Do the Dew!
The commercial shows a cheetah running in all its gusto, and one of our models following it on a bicycle. Finally, the lad jumps on the cheetah and traps him. Then he puts his hand inside the cheetah’s mouth…straight down to his stomach, and pulls out a can of Mountain Dew. “Bad Cheetah” – he says. The other guys watching him say to each other – “Cheetah bhi peeta hain!” Then they show the cheetah with all the spots gone except for a few spots which spell out – Do the Dew.
The commercial fails to follow some vital rules of advertising. There is absolutely no brand positioning. Which bracket of people is it targeting? What benefit is it giving you?
Secondly, their models seem possessed, running around jungles with colourful clothes, jumping on cheetahs and shouting at the top of their voices. The viewer shave no point of reference to identify themselves with either the product or the advertising tone.
Thirdly, there is no advertising message – at least nothing that makes any sense. Why would anyone want to drink something that a Cheetah allegedly drinks? How did the Cheetah get hold of the can of Mountain Dew in the first place? In fact, this advertisement has more environmental and wildlife ramifications than any connection with the product.
Fourthly, it is a very paltry hand at humour. If the intention of the advertisers was to excite the audience and make them laugh, they have failed miserably. This advertisement has induced to people only to switch channels because of its senseless advertising message, theme and conception.
Fifthly and most importantly, the advertisement says nothing at all about the drink, except, of course, to extol its endearing quality it to Cheetahs. What is the taste? Does it quench your thirst? Does it make you feel cool? Is it refreshing?
If this advertisement is remembered at all, it is remembered for all the wrong reasons. From the very beginning of the Mountain Dew’s ad campaign, it has come under some very serious firing. When they launched their first ad featuring the infamous slogan – “Do the Dew”, other aerated drink manufacturers immediately saw its potential by piggybacking on the fame and releasing a parody. The parody achieved what the original never did. Today, viewers instantly relate this slogan to “No do here, go do jhaadi ke peeche.”
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The Mountain Dew advertisement failed at the ad mantra – AIDA. Although it did catch the attention of the viewer the first time it was aired. It did not generate any interest or desire. It crashed so bad that not only was the ad campaign scrapped, sowas the product. Even if bottles of Mountain Dew line the shelves of stores today, itssales barely make a dent in the profits of the company.
Kinetic Blaze Introductory
The Blaze is part of Kinetic’s Italiano series of scooters, comprises seven bestselling true-blue European scooter designs that Kinetic bought from Italian manufacturer Italjet. With its aggressive and glamorous Italian design, generous proportions and majestic presence, the very special Blaze makes an instant celebrity of its rider. The high-spec Blaze also has ample go to match the show – with a powerful 165cc, 4valve engine that pumps out 11.6 bhp, coupled with automatic transmission.
Kinetic Blaze was launched in 2006. The following is an analysis of the introductory
In this advertisement, a group of girls are seen going crazy in front of a house. A guy seeing the crowd of girls asks a nearby shopkeeper if Abhishek or John were around. The shopkeeper says it is Rohit Verma. He has Kinetic’s latest scooter and this is the source of all the commotion.
This advertisement is clearly targeted towards the youth. Not only are the models used in the age group of 20-30, the entire look and feel of the advertisement is young and “hep”. This commercial scores on some points while it fails at others.
First of all, the advertisement develops attention and generates interest. Viewers are kept in the dark as to the source of the commotion. Interest is heightened when the shopkeeper answers in the negative to the names of celebrities. When the name “Rohit Verma” is mentioned, viewers are all ears (and eyes) to find out more about him.
The presentation of the product, in this case the scooter, is also well done. It looks glamorous, and the difference in size and shape are also highlighted without words, heightening the impact. The product and the brand are not lost in the advertisement, and viewers not only identify the product, but also remember it.
Its market targeting and brand positioning are clearly defined. The target is the middle income male youth. It is positioned as a scooter for men and the first in ushering in a new market segment for scooters with its innovative design and target market.
However, the advertisement itself fails to generate a desire for more information or for purchase. This desire is evoked by the fact that the scooter is new and innovative. If the same advertisement was broadcast for a scooter that had already been launched in the market, it would not have done well. So, in a way, this advertisement works for the product since it is new, but considered solely from the advertising point of view, it does not make a big impact.
The advertisement also fails to answer some of the basic questions that consumer shave while watching the commercial. What sets this scooter apart from the other scooters in the market? It is obvious that the look and feel of the scooter is definitely innovative. However, all new products sport a new appearance, in fact, it is imperative that they do so. So in terms of performance, how does it differ? What is its USP? Why should the consumer choose to buy this product, when he can be sure of the performance of tried-and-tested scooters?
From the advertising point of view, the commercial lacks originality and creativity. Showing a crowd of screaming girls to enhance the psychological value of a product is not new. Many advertisements for motorbikes, furniture, cars etc., showcase models to give the product an “oomph” factor and increase its appeal. Also, from a logical standpoint, why would the girls favour a guy based only on the fact that he has this scooter? How does it award him star status?
The advertising message is vague and unappealing. It is understood that the product is being positioned as “your Shortcut To Fame”. But, how? Most motorbike advertisements try to project their product as one that will give the owner an edge with the ladies. The advertisement says much, but tells little.
Surf Excel’s Advertisement
(Brother & Sister Duo)
Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergent powder into the country. At the time, housewives used laundry soap bars to wash clothes. Surf offered them significantly better clean, with much less effort. The promise of ‘superlative whiteness’ – the articulation of a great clean at the time, connected with consumers and helped to establish the brand.
Surf was the first national detergent brand on TV; the brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for a better wash.
Surf Excel made a big “splash” with their “Daag Achhe Hain” advertising campaign.
The following is an analysis of the first such commercial.
The advertisement features a brother and sister duo walking home from school, when the little girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother gets an idea and starts “beating up” the puddle of mud, demanding an apology. After a time and a lot of mud on his uniform, he stands up and says, “Sorry bola.” The narrator then removes all apprehensions of dirt and stains and says,”Daag Acche Hain.”
This advertisement is universally well-loved. This is so because it does a lot of things
right. It makes use of children’s appeal to get the advertising message across.
The advertisement does what seldom others do – cater to the emotions and sentiments of the viewers – and succeeds with it. Not only do the children lower your guard to the advertisement, but the story, too, warms the heart of the viewers.
The advertisement generates a sense of bonding. Viewers without siblings, too, can relate to the advertisement and the actions of the little boy. The advertisement also exudes certain warmth that reflects itself in the viewers.
The advertising mantra, AIDA, is strictly adhered to. This is one of the reasons for its success. By showing a little boy and girl, the advertisement draws the attention of the viewers. When the little girl falls into the puddle and starts to cry, it creates interest in the minds of the viewers. When the tagline is spouted, it builds, in the viewers, a desire to know more. This desire often leads to action.
Although there is no obvious targeting, it is done so through indirect means. Most
mothers are concerned when their children come home in dirty and messy clothes.
This advertisement, not only sends out the message that Surf Excel will help you was
them out, but that also there is no need to fear stains.
Although the advertisement does not centre on the product or brand, both are remembered. The product and brand are subtly introduced to the viewers such that it sub-consciously enters their minds without any jarring highlights on the product or brand.
This advertisement also does what the majority do not. It focuses on the people rather than the product. The sentiments, actions and emotions of the people are highlighted and showcased throughout the advertisement in one form or another. The product is kept discreetly tucked away and does not overpower the commercial.
Although Surf Excel is a premium brand, this advertisement caters to all the income grades and all classes of people, across age groups. The brand and product are positioned as accessible to all people, whoever and however they may be. The brand image created through this advertisement is phenomenal.
The advertisement leaves people with a warm feeling. This feeling also transfers to the product and brand. Thus, this advertisement can definitely be called and advertising success.
Orbit White Chewing Gum “Cow”
Orbit is one of the world’s largest selling chewing gum brand. In India, the brand shares the market leadership with Center Fresh brand. Orbit was launched in India in2004. This was India’s first Sugarfree chewing gum and together with Perfetti’s Happydent, this brand has rejuvenated the chewing gum segment in India.
Orbit can be termed as a functional chewing gum. The brand when launched differentiated itself from the existing chewing gums with its “sugar free” property. Globally the Orbit brand adopts the tagline “For a good clean feeling no matter what” in India, Orbit uses ” for healthy teeth and prevents tooth decay ” as its main message.
Orbit White launched their most popular advertising campaign with the “Cow” series.
The following is an analysis of the first advertisement in this series.
The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, who speaks in ‘Butler-English’. He expounds the special quality of Orbit White Chewing Gum that whitens the teeth of a cow that previously had yellow teeth. His conclusion is that if it works for the cow, it’ll work for you too.
This commercial tries its hand at humour in drawing attention and generating interest.
It succeeds to quite an extent in this intention, but also fails at few places.
The caricature of the doctor succeeds exceedingly well. Viewers immediately recall the product, the brand and the entire advertisement on any reference to Dr. Bhatawdekar.
The product and brand are duly highlighted. They are not lost during the telecast of the advertisement. The commercial’s message is wound around the product, making the product and brand as much a part of the advertisement as the rest of the characters and the concept.
The advertisement also successfully plays to the sense of humour of the viewers. Any reference to the product results in immediate association to the doctor and his cow volunteer. This gives viewers a light-hearted view of the product.
Nonetheless, there have been instances where the sentiments of viewers have been hurt. In such cases, it seems that the concept that starts out as funny, turns out to be a gross miscalculation of the sense of humour of the viewers.
The characterization of the doctor and the way he speaks in English can be construed as offensive by many viewers. Since the doctor is a deliberate attempt at making fun of bad grammar, viewers who are insecure of their oral abilities may find the advertisement offensive.
Overall, the advertisement has no class. Viewers can be put off by the commercial on grounds that it displays no sophistication. The attempt at humour can be seen as tending towards slapstick comedy – and a very poor attempt at that.
However, the advertisement does not fail completely. The product and brand are imprinted in the minds of the consumer. Any reference to the product brings remembrance of the humorous advertisement. And consumers purchase the product, even if only out of a sense of absurdity.
VISA’s Pierce Brosnan Advertisement
Visa Inc. operates the world’s largest retail electronic payments network and is one of the most recognized global financial services brands. Visa facilitates global commerce through the transfer of value and information among financial institutions, merchants, consumers, businesses and government entities.
Visa gained the attention of television viewers in 2003 with a ‘Tuk Tuk’, featuring
Pierce Brosnan in Bangkok. The following is an analysis of the advertisement.
A limousine drives through the streets of Bangkok, only to be thwarted by a trafficjam. Pierce Brosnan winds down his window and catches the eye of a tuk tuk driver.The driver, delighted to have James Bond in the back seat, revs the engine and pullsa wheelie, beginning a stunt-filled and effects-laden ride through the alleyways, restaurants and shops of Bangkok. The tuk tuk arrives at the hotel just as Brosnan’s dining partner pulls up in a limousine.
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Zhang Ziyi steps out and apologise for being late. The tuk tuk collapses, totally exhausted by the trip across town. Brosnan reaches for his jacket pocket and throws his VISA card to the driver. Later in the evening, the tuk tuk driver pulls up with a brand new tuk tuk, revving his engine and beckoning for Brosnan and Zhang Ziyi to join him. The tagline: “Visa: All it takes.”
This advertisement can be considered a success. It does a lot of things right and gains not only the attention and interest of the viewers, but also builds a strong brand image and remembrance.
The product is clear and highlighted. The brand, too, is not lost during the course of the advertisement. The product and brand is the core of the advertising message. Any attempt to analyze the commercial otherwise would prove fruitless.
The advertisement retains a “dashing” air, quite literally. The commercial successfully draws on the sophisticated action of James Bond and highlights it exceedingly well in the tuk tuk mad-dash through the city.
The advertisement stays true to the image of James Bond. The commercial maintains the charm of James Bond. It also includes a lot of stunts that can be immediately associated to James Bond. This succeeds in drawing the attention and generating interest among the viewers.
The brand, VISA, is associated with sophistication and quality. With this advertisement, they reinforce this image and add to it a certain panache and “active” participation.
If the advertisement comes under any criticism at all, it is from a purely logical standpoint. When Brosnan hands over his VISA card to the tuk tuk driver, the driver returns with a new and better powered tuk tuk. However, there are those who argue that anyone would have disappeared with the card and spent all the money.
Nevertheless, for those who appreciate honesty, this advertisement succeeds. The commercial generates good feelings in the minds of the viewers. The product and brand are remembered. Additionally, the brand image is improved and remembered.