TV ad analysis

18 Apr TV ad analysis

Marketing Analysis-TV

Product: HBO Awkward Family Viewing

TV Ad Link: Spot #8 http://www.adweek.com/news-gallery/advertising-branding/10-best-ads-2014-161692

Description of Ad: Millennial age daughter watching a racy scene of HBO’s TV show Girls. While she is watching it, dad walks in eating popcorn and he stops to watch the scene with his daughter. Dad comments about the show to the daughter and she is clearly mortified that he was watching the show with her. The ad suggests that with HBO to Go you can watch your edgy shows far away from your parents.

What was the appeal or technique used to evoke emotional response:  Humor and fear Its funny watching the clearly comfortable dad making the daughter very uncomfortable while they watch a racy scene.   You instantly get the impression that the daughter would enjoy the TV show much more had she been watching it in the privacy of her room instead of on the family TV where parents could walk in on her viewing the show.

Objectives of ad campaign: The ads are aimed at millennials which has skillfully promoted not just the service but the edginess of the network.

Describe the target market: Millennials who enjoy HBO’s more edgy programing and who are more likely to enjoy viewing the shows on mobile devices like IPads, smart phones or laptops.

What action does the ad want the viewer to take? Utilize the HBO to Go service.

Product: Under Armor “Misty Copeland”

TV Ad Link: #6 http://www.adweek.com/news-gallery/advertising-branding/10-best-ads-2014-161692

Description of Ad: Advertisement shows American Ballet Theatre soloist Missy Copeland dancing while you listen to her voice over describe how she was told he had the wrong body type and was too old at 13 to be a ballet dancer. At the end of the ad the tagline “I will what I want” highlighting her raw strength and grace while overcoming prejudice.

What was the appeal or technique used to evoke emotional response: Emotional appeal to women to not listen to the nay-sayers and to listen to your inner voice and find strength to do what you want to do.

Objectives of ad campaign: The objective is to appeal to women athletes and to entice them to purchase their product. They also wish to bring Under Armor products to new sports such as dance.

Describe the target market: Women athletes and most specifically female dancers or mom’s of young dancers so that they feel that buying Under Armor that they are empowering their daughters to fulfill their athletic dreams.

What action does the ad want the viewer to take? Purchase Under Armor athletic apparel.

Product: Wren “First Kiss”

Ad Link: Spot #4 http://www.adweek.com/news-gallery/advertising-branding/10-best-ads-2014-161692

Description of Ad: The ad is a mini film lasting 3 ½ minutes showing 20 strangers who have been asked to kiss for the first time on camera.

What was the appeal or technique used to evoke emotional response: It was an emotional appear missing curiosity along with awkwardness.

Objectives of ad campaign: Their objective was to bring attention to a little known, small L.A. Clothing brand. The video got 5 million views in its first day and almost 100 million views to day. I think their objective worked quite well.

Describe the target market: teens through 30 something men and women who want to have an urban and trendy clothing style.

What action does the ad want the viewer to take: To investigate further into the company and to purchase their clothing line.

Product: Coca-Cola Life “Parents”

Ad Link: #3 Spot http://www.adweek.com/news-gallery/advertising-branding/10-best-ads-2014-161692

Description of Ad: The ad opens on a couple celebrating a positive pregnancy test. Then the ad leaps forward a year and their life is in utter chaos with no one sleeping and a messy house. The ad ends with the mom holding up another positive pregnancy test and the father starts to scream (we think in horror) but then we realize he is screaming with delight and they all 3 hug.

What was the appeal or technique used to evoke emotional response:  Appealing to young couples and families with children highlighting that coke is a product to bring some simple pleasure into a life that is busy with the chaos of raising a family. It is also a family friendly product that you can enjoy while celebrating.

Objectives of ad campaign: Sell more Coke to young couples and families and to give a “feel good” PR message about their product.

Describe the target market: Young couples and families with young children

What action does the ad want the viewer to take? Purchase more Coke

Product: Bells “The Reader”

Ad Link: Description of Ad: First ad in comments http://www.adweek.com/news-gallery/advertising-branding/10-best-ads-2014-161692

Describe the ad: An elderly man starts to attend night classes to learn to read and right. You see his wife support him and you see that over time he is able to read more complex books and that he is loving his new skills. The commercial sees him progressing from children’s cartoons to staying up late at night reading a large and complex book. The elderly man then goes to a bar, with the book, and gives it to a 30-40 year old man and tells him “Son, I read your book” and the son looks on in amazement and the father looks back with deep pride. His son wrote a book that was published and his dad learned to read so he could read what his son wrote.

What was the appeal or technique used to evoke emotional response: A tear jerker of emotion, this ad played like a mini movie evoking feelings of pride, love and empowerment.

Objectives of ad campaign: The objective was for the viewer to associate the scotch Bell with that of quality worthy of special occasions.

Describe the target market: Adult men of legal drinking age (18 apparently in South Africa)

What action does the ad want the viewer to take: To purchase Bell Scotch and to consume it with important family members and friends while celebrating.