Samsung burns Apple & iPhone fanboys in a new ad for the Galaxy S II.
“I could never get a Samsung, I’m creative.”
Well done, Samsung.
Ad Title: “Cheeeeese” — for Hardee’s Cheddar Biscuit
I find this ad inexplicably hilarious. I don’t know if it’s the ugly-cute family, the harmonizing of the word “cheese”, the simultaneously puzzled and fearful reaction shots of the guy eating the biscuit, or just the pure awkwardness of the entire situation, but it’s a rare example of a commercial that absolutely hits me in just the right way. It’s just… FUNNY. That being said, I can definitively say that I’m not going buy a Hardee’s Cheese Biscuit. Probably ever.
And therein lies the problem with funny.
Carl’s Jr./Hardee’s (anyone know the deal on that?) is known for its offbeat, zany, sometimes-sexually-suggestive ads. The most recent agency I could find for the brand is Mendolsohn Zien, and their site would lead one to believe that they are still the minds behind this sort of outlandishness. But while the two fast food chains have staked a significant claim on edgy/sexy ads, are they really doing anything unique here?
Quick serve restaurants have traded on funny for a long time, so much so that both Wendy’s and Burger King have dropped most humor in recent years and instead launched campaigns focused on freshness and quality. Holy regicide— BK even dropped the King. It would seem these brands figured out that bringing the funny didn’t necessarily bring the money. They may be on to something.
Funny works great for getting people engaged and making the ad memorable. But too often ads will sacrifice a point of differentiation, a call to action, or a simple truth in favor of a cheap laugh. Why abandon all of the things that are proven to make people want to buy your product? That’s where funny fails.
That isn’t to say that funny has no place in advertising. In fact, in has a huge place. Take Allstate’s “Mayhem” series. It’s clever. It’s situational. It’s relatable. The humor relies on the audience making a connection. And most importantly, it communicates a legitimate benefit of the product being sold. Allstate protects you from mayhem. Other cut-rate insurance companies don’t. Funny done right.
I said before that the Hardee’s ad wouldn’t get me to buy a Cheddar Biscuit. I was being a little hard on them. The ad is fine. It’s a quick laugh, the family is cheesy, they’re saying “cheese,” and it’s a perfectly serviceable way to introduce a new fast food item. But with giants like Wendy’s and BK turning to “quality” as a point of differentiation, and Allstate crafting darkly funny ads that are also somehow effective… the easy laugh shouldn’t always be a fallback for brands looking to make an impact. Give the consumer a real reason to believe.
30-Day Challenge #4
(“Back to the Start,” short film produced by Chipotle, featuring Willie Nelson covering Coldplay’s “The Scientist”)
This short film (I really don’t feel right calling it an “ad”) played before a movie I saw the other night, and I was just blown away by it. The music and visual style caught the attention of the entire audience immediately, which isn’t easy to do during the usually-annoying preshow adverts and “features.”
I’m usually on the fence when it comes to ads that leave the company a secret until the very end, but I think it works for Chipotle here because of two reasons:
- Once the audience finds out it’s an ad for Chipotle, the ad retroactively makes a lot more sense. Whenever an audience gets to make connections and realize things for themselves (even if they are led there), it associates that positive feeling of “getting it” with the idea of the company. Chipotle worked that angle really well here.
- By not revealing it was a Chipotle ad from the start, Chipotle actually helps to illustrate the point of the film: “It’s not about us.” (as a company). It’s about the mission of bringing food sourcing back to its roots. Everything about this film focuses on that message.
The film is cute, funny, emotional, thought-provoking, and and incredibly well-produced. Also— Willie Nelson covering Coldplay’s “The Scientist”? Such a random choice on paper, but somehow works perfectly for this in execution.
I’m really impressed with this, and look forward to seeing more high-quality work from CAA and Chipotle in the future.
Now where can I get one of those little pigs for my bookshelf? Those things are adorable.
“Watch our ad for new Weetabix Chocolate Spoonsize.
The new ad stars nine-year old UK Streetdance phenomenon Arizona Snow, ‘popping’, ‘locking’ and ‘tutting’ her way through a high energy street dance routine in her bedroom.
The track is ‘A New World’ by Mord Fustang.
Dubstep makes its long-awaited break into the UK-based children’s breakfast cereal scene. It’s a so-so commercial, could have probably been used for any kids’ food or snack… but the teddy bears are cool-cute, the music’s unique, and Arizona Snow kicks major tail. “Arizona Snow,” by the way? Greatest name ever.
(Source: youtube.com)
