1. BUD - DRINKABILITY
Target audience: The advertising is aimed at young or mid-aged male consumers. The two major characters are both young men, and they talked about beer-drinking occasions themed with young people, such as parties, golf course, and pubs for cowboys.
Consumer insight: The commercial tries to deliver the message that Bud light is good for every occasion, hinting that the consumer motivations be affiliation, i.e., friendly, sociable and wanting to fit in.
Strategic message: In the advertisement, Bud light promises to offer a different drinkability. This strategic message is very weak, because I didn’t see any relevance between “drinkability” and “fitting into different occasions”, making the message disconnected with consumer motivations. Also, drinkability is a confusing word, and I had difficulties to understand what it really means in the commercial.
Advertising campaign idea: Although the commercial delivers an ambiguous message, it creates a creative idea of switching occasion by visuals/drawings. According to the criteria in Ogilvy book, it made me gasp when I first saw it, and the idea itself is unique. It’s strong in uniqueness, but a little weak in engagement and ownability by the brand. Also, the visuals/drawings will probably run one year, but definitely not 30 years. Therefore, I would say there is creative idea in the campaign, though it’s not that strong.
Execution: First, the visual effect of the drawing is vivid. Second, it uses humor, an attribute contributing to above average ads as indicated in Ogilvy book.
2. COORS LIGHT - BARBECUE
Target audience: The commercial is targeted summer beer drinkers, especially young consumers, when temperatures rise and summer approaches.
Consumer insight: The underlying consumer insight is beer drinkers’ desire for the coldest, most refreshing beer in summer. Although it’s a physiological motivation, the most basic motivation, it has strong relevance to the target...
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