ABOUT: Being in an automobile crash is something usually doesn’t cross our minds until it is too late. But in this advertisement, the narrator gives us a future glimpse into a crash and all of the repercussions that it will have on the lives involved. The Road Circulation Security Delegation is responsible for this ad, and the message that they convey is incredibly powerful.
OBJECTIVE: If a driver knew that a wreck was about to happen, they would no doubt put away all distractions and focus on the road in order to avoid such a fate. That is the point of this ad: you never know when a crash will happen, so don’t be distracted because the loss that occurs during such an event extends through countless lives of family, friends, and even strangers.
TARGET MARKET: Since most distracted drivers are under the age of 20, it seems that the target of this ad is this group of people. Many times people get caught up in the moment and never pause to think what horrible things their actions could cause if just one tiny thing went wrong. The ad has clear, slow-motion imagery that portrays the aftermath of such a tragedy to this group of individuals.
CALL TO ACTION: The ad ends with the grim tag line of “Road safety: all affected, all concerned, all responsible.” This is a call to action for people to be more careful while driving. It isn’t just the responsibility of some – all are responsible. And it doesn’t just affect the two people driving those vehicles: many more lives will be impacted.
VALUE PROPOSITION: There is no product or service being offered in this advertisement: only a message of safety and precaution. But if there were still a value proposition, it would be the value of your life and those around you. Driving while distracted can take everything in just one instant.
ABOUT: This advertisement from NSPCC tells the gripping story of a young boy who suffered abuse in his home by his mothers boyfriend. The NSPCC was able to help provide safety and rehabilitation for both the mother and son, and now the boy, Alfie, is able to be a child again. Free to dream, he becomes an astronaut thanks to the help of this organization and it’s contributors.
OBJECTIVE: The objective of this advertisement seems to be two fold. First, it makes a great case for the awareness of domestic abuse and child neglect. Second, it serves as an avenue for the NSPCC to gather donations to fund their mission of helping these victims of abuse.
TARGET MARKET: Perhaps some of the people who watched this ad were at one point victims of domestic abuse at one point or another. Or perhaps the viewer has never experienced abuse first hand but has a heart of empathy for those impacted by it. Either way, any person that can be moved to show kindness for a victim os the person who is targeted in this advertisement.
CALL TO ACTION: At the end of the advertisement, the announcer calls people to become involved in the organization by donating with the words “Your donation can take a child anywhere.” Words on the screen then prompt you to text “Alfie” to a phone number in order to give 3 euros to the NSPCC.
VALUE PROPOSITION: Knowing that a child or parent is getting relief from domestic abuse is the value proposition for this advertisement. It’s the peace of mind that comes with knowing that your donation helped change a life for the better.
ABOUT: How do you advertise a tissue? A Kleanex? You could go on about how your brand’s tissue is thicker, smoother, cheaper, or higher quality than the other brand – but in reality, who cares that much? When you have a product like a Kleanex, you have to go beyond simply advertising your product since everyone knows what your product is. And that is exactly what the makers of Kleanex did. In this advertisement, the creators tell a heartwarming story of a wheelchair bound man who meets a wheelchair bound dog – and it might just make you need a Kleanex of your own.
OBJECTIVE: By telling the story of two people who have overcome their hardships in life, the company is making people feel good about their brand. This brand feeling might, as a result, be enough to make people choose their products over the competition when shopping since most tissues are nearly the same. In other words, having an emotional story helps create a competitive advantage in an industry where such a thing is incredibly difficult to have.
TARGET MARKET: The target market for people who need Kleanex products is very wide and broad. From people who suffer from allergies, to people who catch colds (and even those who just need to wipe away some tears after hearing an emotional story).
CALL TO ACTION: Although there is no explicit call to action in this advertisement, the warm feeling that you get while watching it might just be a call to action in itself. Additionally, the tag line at the end that says “Kleanex: somebody needs one” portrays the message that you need a Kleanex – so go buy one!
VALUE PROPOSITION: On an emotional level, the value in this commercial is that it makes you feel a little better about the world, and even the Kleanex company for paying someone like this to tell their story. On a business level, it builds up good public relations about the company and helps give a cold, hard, corporation a touch of humanity.
ABOUT: The impact that smoking cigarettes has on lives is undeniable – yet people still choose to smoke. That is why anti-smoking advertising campaigns are still in full swing today. In this advertisement from the North Carolina Health and Wellness Trust Fund, a young woman named Destini tells the tragic story of how her father’s death from tobacco will negatively shape her life.
OBJECTIVE: The objective of this ad is clear: communicate the fact that smoking not only harms you, but everyone around you. As a result, you should think twice before lighting up and creating more carnage.
TARGET MARKET: Anti-smoking campaigns typically focus their efforts on preventing young people from starting, and helping young people to stop. This is because they have the greatest amount of life still left in them, and they will shape the next generation of life on this planet.
CALL TO ACTION: At the end of the ad, Destini asks if anyone can explain her situation to her. Why was it that cigarettes were more important to her father than her future was? Why is it that she will now have to travel this world alone without her dad since he chose smoking over her? This powerful question calls each and every one of us to never pick up a cigarette.
VALUE PROPOSITION: Once again, the value that is proposed doesn’t come from a product or service. In fact, it comes from the lack of one: the lack of a product called cigarettes. The value that comes from this is a healthier, longer, and fuller life spent with you and those around you.
ABOUT: Perhaps the darkest, most gripping ad of all, Geico tells the story of a dog who steals food from a family just to survive. Okay, I’m kidding of course! But I couldn’t resist not throwing in one funny ad so as to lighten the mood. This ad from Geico is short, original, and funny – just like many of their ads are.
OBJECTIVE: Geico has had such a huge marketing campaign that they almost don’t need to brand themselves as car insurance anymore. Simply having screen time with their Geico logo is what is accomplished here, and they do it well. As always, it seems that brand awareness is the goal.
TARGET MARKET: This ad is most likely targeted to a younger audience given its style of creation, but the range of people who need car insurance is broad. Just about anyone can recognize that an ad is from this company, even before they say their company name.
CALL TO ACTION: The classic tagline “15 minutes could save you 15% or more on car insurance” is used to further cement in our minds that we should give Geico a try next time we think about switching car insurance.
VALUE PROPOSITION: A wonderful dinner is expensive. But if you switch to Geico, you’ll have some extra money since they could save you 15% or more. So you might just be able to have a fancy dinner of your own (just keep an eye on your dog this time).