TV Commercials – Greatest Marketing Campaigns – WCU ENT610

1984 – Apple Inc.

Company – Apple Inc.

Company website – www.apple.com

              A powerful commercial that only ran one time during the 1984 Super Bowl introducing Apple’s MacIntosh Computer that was being released on January, 24th of that year.  The commercial references George Orwell’s Novel 1984 as the backdrop stage of the story.  The commercial ends on the tag line, “you’ll see why 1984 won’t be like 1984.”  During the commercial men are marched in uniformity into a movie theatre like area where a brainwashing film is shown to them driving a totalitarianism message.  A young athletic woman is running toward the screen with a police squad in chase.  She throws a sledgehammer through the screen, disrupting the message.  An easy interpretation would be that the woman would be MacIntosh and corelating its release as disrupting normalcy and saving mankind from conformity.      

Ad Objectives – Introduction of the MacIntosh computer and to announce it as a conformity breaking product.

Target Market – Mass market.  The Super Bowl brings in a larger and diverse audience than a normal sports game on television. 

Call to Action – This is a branding commercial to announce the new product of the MacIntosh computer. 

Value Proposition –  Purchase the MacIntosh computer and help Apple fight conformity. 

Unlock – Apple Inc.

Company – Apple, Inc

Company website – www.apple.com

              The Apple ad highlights the Face ID feature on the IphoneX with this bright colored and highly active commercial that could attract everyone’s attention and not just their target of the younger generations. The main character in the ad is a high school aged girl that finds out that her IphoneX unlocks everything around her with one look.  Lockers as she walks down the hall, cabinets, cars, everything that is either shut or locked now opens with her look.  Doors fly open with all their contents exploding out all the place.  The female high school central character is shocked and confused at first but quickly begins to find amusement in her newfound power.  She gains confidence as she walks with more confidence and vigor through the school, unlocking everything in her path.  With each step the central character takes she correlates a message to the watcher that the IphoneX will not only unlock by you looking at it, it will unlock all things in your path.    

Ad Objectives – New product launch and awareness for new facial recognition feature of the Iphone. 

Target Market – Existing iPhone users.  Likely Millennial to GEN Z as that market purchases new phones on a quicker timeframe. 

Call to Action – Buy a new smartphone to receive new technology of facial feature. 

Value Proposition –  New unlocking feature unlocks more than just your phone. 

NFL 100 Super Bowl Commercial

Company – The National Football League, Inc.

Company website – www.nfl.com

              A fun and chaotic commercial shown during the 2019 Super Bowl which celebrates the upcoming 100th year of the NFL league.  The commercial begins with a Black-tie banquet and quickly becomes fast moving as it depicts many of pro football’s biggest stars throughout its history. The two minutes of chaos is caused by Marshawn Lynch’s effort to sneak a taste of the cake.  The football cake topper falls to the ground and the players football instincts and competitiveness kick in as the commercial takes a fast-moving turn.  Toward the end of the commercial, Sam Gordon, who received internet fame and notoriety with her football skills versus boys gives a great nod to all athletic girls everywhere as she picks up the fumbled football and states, “come and get it,” when challenged by defensive back Richard Sherman.  The ad moves so fast and includes so many stars that even the most knowledgeable sports addict will certainly miss something upon the first viewing. 

Ad Objectives – To celebrate and bring awareness to the 100th year on the NFL and to reinforce the relevance of the sport after 100 years with the inclusion of multigenerational players as well as Samantha Gordon. 

Target Market – Sports enthusiast.  Some extended effort to reach beyond with the showing of a Video Game Champion as well as Sam Gordon.

Call to Action – Watch NFL Football for the 100th year. 

Value Proposition –  If you do not watch the 100th year then you will miss out of something exciting and unexpected live.

He’s Been Through Enough – Ragu

Company – Ragu Pasta Sauce

Company website – www.ragu.com

                  The commercial begins with a Middle school aged kid running up the stairs looking for his mom.  It appears he has just arrived from school.  He quickly opens and enters his parents room and exits with a shocked and stunned look on his face and appears to not have the cognitive functions to move his body fast enough as his mind is trying to comprehend and most likely forget what he just saw  Just then a catchy jingle narrates in song how the situation makes it tough to be a kid.  The commercial ends with the kid eating a plate of spaghetti and finishes with a tag line of “a long day of childhood calls for America’s favorite pasta sauce.”  This ad showed and premiered during the 2012 Olympics.   

Ad Objectives – The objective of the ad is to use the unspoken but obvious situation that the kid finds himself in with his parents as opportunity for impression on pasta sauce buyers.      

Target Market – The target market would be parents of children that can either relate or understand the tough days of their children.     

Call to Action – Feed your kid Ragu because it’s tough to be a kid.

Value Proposition – Relating Ragu as a comfort food to expand the ads relevance.    

Like a Girl – Always

Company – Proctor and Gamble – Always Brand

Company website – https://us.pg.com/https://always.com/en-us/about-us

              We have all heard the saying, “run like a girl,” “throw like a girl,” or “fight like a girl.”  The statements become a common, most often demeaning statement told to someone to poke fun at the way they may be performing the actions.  The ad begins asking older young adults and children, both male and female to demonstrate what they believe running, throwing, and fighting like a girl means.  Each of them performs a stereotypical version of each task that seemingly mocks how a “girl” may perform each task.  When a young gentleman is asked if he just insulted his sister by his performance his answers teeter between no and yes.  As reality of his action sets in, he settles on he may have insulted girls in general but not his sisters.  Then the ad shifts to asking younger age group of girls to perform the same task “like a girl.”  They carry out the task a little more pronounced as well as with a distinct difference in the reality of how a girl would run, throw, and fight versus the learned stereotype that highlights the phrase “like a girl” as a negative one that is hurtful to young girls as they grow into young women.  The message is a powerful on that gives proof that how a young girls self-image can be changed by this limiting stereotype.  comment “Girl’s confidence plummets during puberty.  But it doesn’t have to” suggest that society has contributed to the limiting confidence of young women for a long time and brings to the watcher in a powerful and emotional way that challenges them to not contribute.      

Ad Objectives – The shine a positive light on the company of Proctor and Gamble and associate support of women and young girls with their brand Always. 

Target Market – Wide audience during Super Bowl to reach a large demographic. 

Call to Action – “but it doesn’t have to”.  The indirect call to action in the commercials comment “Girl’s confidence plummets during puberty.  But it doesn’t have to.” Implying that you, the watcher has an opportunity to help change it.

Value Proposition –  The watchers opportunity to make a societal change and to positively influence young girls.  

7 thoughts on “TV Commercials – Greatest Marketing Campaigns – WCU ENT610

  1. Jeramy,
    Great post I really enjoyed watching those ads! I especially enjoyed watching an older Apple ad and be able to immediately compare it to a new Apple ad! I loved both of those commercials and really enjoyed seeing how apple reaches specific audiences. I had never seen the 1984 commercial but loved how it tied in the Olympics during that time. 1984 was always one of my favorite books and this made me laugh a little when thinking about the element of brainwashing and disconnected and how so many now are disconnected BECAUSE of Apple products!
    Thanks,
    Cailtin

    Like

  2. Hi Jeramy,
    I really enjoyed all five of the ads you chose to analyze and you did a nice job of breaking them down. The 1984 Apple Inc. and the NFL 100 ads are two of my all-time favorites. The ability of these ads to tell a story and elicit emotion in such a short period of time is really exceptional. I remember a couple of my buddies texting after the NFL 100 ad ran saying, “did you see that?!” It seems more and more companies are following Apple’s lead (imagine that) and concentrating on branding and/or positive brand association as opposed to a direct call to action. This can lead to positive word of mouth campaigns and viral sharing of ads which will build the brand and potential consumer base. It stands to reason that the sales will follow.

    Thanks for your work!

    Like

  3. Jeramy,
    I enjoyed reading your blog post. The ads you choose were interesting and some were bringing back some memories. I can say I remember watching the 1986 advertisement while laying on my grandparent’s floor watching the Superbowl with my family. The only ad that I had never seen was the most inspiring, but not to me. While I was sitting and watching your videos, by random luck my 13-year-old daughter was sitting beside me doing homework. She sat and watched the whole video and the video was a subject for a conversation about her just being her. Back to your analysis, I enjoyed reading your thoughts.
    Dustin

    Like

  4. Jeramy,
    I really enjoyed the Like a Girl ad. It’s meaningful and unfortunately accurate. We push our 11 year old daughter to not allow herself to fall into that mindset. Fortunately, she’s been surrounded by really strong females, physically and mentally.

    Liked by 1 person

  5. I enjoyed your analysis of the iconic “Apple” commercial. At the time, it was a very abstract concept. Looking back at it now, it has only gotten more poignant. Little did anyone know at the time how revolutionary Apple would become in the culture. It seems very fitting that this ad was one that kicked everything off.

    Like

  6. I’ve always found Apple to be masters at advertising, and I think the 1984 ad is the perfect embodiment of why. Even after all this time, I still find it to be both engrossing and salient. This timelessness, I believe, is a true testament to the ad’s brilliance.

    Liked by 1 person

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