Creativity in advertising

Creative advertisements become very persuasive due to the fact the you the consumer or viewer of the brand remember what you saw in the ad. It is normally something that really sticks out to the audience that often requires the good old fashion double take. Really creative ads seek to be photoed and shared among the consumers with this they are able to achieve a very far number of audiences with one creative ad even if the consumers cannot see the advertisement in person. These creative ads not only get stuck in our minds but they also make us feel uplifted or cheerful; when we the human being see something very creative, something we could not create in our own minds it brings us some pleasure to witness something was a good creative aspect to it.

Nostalgia And NEWstalgia

Nostalgia provides us with feelings of the past whether positive or negative. Nostalgia is a strong link to emotions, with our past emotions and memorizes of an experiences being brought back forward in the mind to remind us of that good experience. Nostalgia is a funny thing, it can remind you of things you have forgotten about in the past, about ones self, and the time period the memory took place. Nostalgia is almost like jumping in a time machine for your own life, reliving fond memories. With nostalgia's affect on memory its obvious that those who have lived longer can experience more nostalgic moments during their life. Now look at how this can be tied in to advertising, those who have been alive for more then 50 60 or 70 are able to remember products or norms of an earlier time that could bring them back to more of those memories of the past.

Jack Daniels is the most prime example for a very nostalgic feel, it has a classic and traditional style for making their whiskey. At Jack Daniels they use the same process they have for many year, which takes more time and is more labor but it is the hard work and time that makes JD such a profound whiskey. This idea of traditional and hard working values can bring a very nostalgic feel to ones mind who has experienced traditional living. Milan Kundera once said “The Greek word for "return" is nostos. Algos means "suffering." So nostalgia is the suffering caused by an unappeased yearning to return.” This is a very dark way of looking at nostalgia but it is true! We experience nostalgia and we think about how that time period was so great an profound but while we were in that timer period it wasn't any more profound than the very moment you took to think about the past.

Now while Nostalgia is meant to bring back fond memories of the good in the past, what it those memories don't exist? In the younger generations nostalgic advertising might not provide the same sense of mind for them as it would for older generations. And as the younger generation continue to grow it pushes older ideas or nostalgic memories away only to discover an entire new generation of fond memories.

This ad shows a website that blew up during the younger generations time, although YouTube is not all that old provided with this nostalgic view on it with the older retro art style it does give a sense of nostalgia or NEWstalgia. I know to me this ad brings me back to the days when I was a kid and would make skits of my friends and I and we would all upload them on YouTube in hopes of becoming "YouTube Famous".

TWO HANDS NOT ENOUGH? BOOZE BELT

Our group chose the booze belt for making a radio and television ad

Background noise, people socializing, hectic party noises, people shouting, glass shattering

Guest 1:  Sharlene! Do have any wine for me and the girls(sympathetic)?

Sharlene: (flustered) uh, uhmm, yea..

Guest 2: hey I gotta go to the bathroom! do you mind holding my drink(abrupt, inconsiderate)?

Sharlene: (flustered) oh ok sure...

Guest 3: (empathetically, complimentarily)  What a beautiful home!  how are you liking it so far?  Hey can I have a beer?

Sharlene:  (echoing sound of her thoughts, murmer in the background)  I cant do this I cant do this, this is so stressful, if only i had more than two hands.

car screech

FMO:  Lets try this again with the booze belt

rewind sounds.  no chaos, calm chit chat.

Guest 1:Sharlene!  Do you have any wine for me and the girls(sympathetic)?

Sharlene:  Of course I do! (popping sound..pouring)   Here you go!

Guest 2:  Hey I gotta go bathroom!  do you mind holding my drink (abrupt, incosiderate)?

Sharlene: (confidently)  oh yea!  Just throw it in any of the pockets of my booze belt)

Guest 3: (empithetically, complimentarily)  What a beautiful home!  How are you liking it so far?  Hey can i have a beer?

Sharlene:  (calmly)  I love my new home, and im glad my guests are able to enjoy it too!

FMO:  Be the life of the party even when two hands arent enough.

Commercial Ad:

Box 1:  Guy entering a room full of people with his arms full of beers.  Everyone excited to see him and what he has in his hands.

Action/plot:  Everyone stops to look at him as he enters the room.  Their faces in awe.

Camera/transition:  Camera views from the crowd to the guy, follower by a view from the guy to the crowd.  

Audio: Music, people cheering.

Box 2:  Guy drops the beers and looks down at the broken bottles with a sad and disappointed face.  Everyone is disappointed and starts to leave the party 

Action/plot:  The beers slips out of his hands and shatter all over the ground.  Everyone boos and says "awwww".

Camera/transition:  Camera switches to him and his accident, then switches back to the crowd.

Audio:  The music in the background stops and everyone starts to boo.

Box 3:  The scene rewinds to the very beginning when he first enters the room.

Action/plot:  The view gets blurry and speeds up as the rewind takes place.  The beginning of the scene replays as he enters the room.

Camera/transition:  The camera is viewing the guy from the angle of the crowd.

Audio:  There is music and everyone is cheering as he enters the room.

Box 4:  The guy enters the room with a booze belt fully equipped with alcohol.  Everyone in the room looks at him and is excited to see him. 

Action/plot:  He enters the room and everyones attention turns to him and is excited to see him and the belt full of beer.  He looks like he thinks he is really cool and feels like the life of the party.

Camera/transition:  The camera is showing a view of the guy from the crowd then switches to a view from the guy to the group of people.

Audio:  There is party music and everyone starts yelling "yay", "woohoo", "alright", "your the best".

Box 5:  He starts throwing out beers to all of his friends who catch them perfectly and begin to drink.

Action/plot:  The beers are flying fast from the guy to the people in the crowd.  It shows each person catching the perfect throws in a cool way.  They pop open their beers and start happily drinking.

Camera/transition:  The camera shows the beer with the guy then follows the beer as it is thrown from him to the people in the crowd at the party.  The camera shows a shot of each person opening their beer then switches back to the guy (party host)'s satisfied face.

Audio:  There is loud party music, satisfies people yelling and cheering and you could hear the sound of the beers being popped open.

Box 6:  Everyone is happily partying together.

Action/plot:  People are dancing, smiling, and mingling with one another.  Everyone is having a really good time.  

Camera/transition: The camera is going from group of people to group of people having fun, drinking and partying.  The camera shows how happy the guy looks because everyone is having a good time at his party.  The camera scans over all of the people at the party and all the activities that are going on.  

Audio:  There is loud music, people talking and laughing.  A MVO says "Be the life of the part, even when two hands aren't enough."

Jeep Grand Cherokee

An older couple in their late 50's-70's is walking down the stairs of a a cruise ship with sunglasses and bags smiling and recapping the highlights of their cruise. Then they're walking towards their car (Jeep Grand Cherokee). This time it's more focused on the car especially when the couple puts everything in their car. The trunk opening up (showing up all the space in the trunk). Then the camera can show the man's point of view. Him adjusting his seat and getting comfortable but at the same time this shows all the little features of the car showing its comfort ability. Then he starts the car and the wife fixes the GPS and it says "Hello, where to?" Then the wife busts out a list called "The Bucket List" and the husband turns to her after a quick shot of the list with the cruise scratched off. Next their off to "wherever we find adventure" something clever like that. Then all you see is them smiling and driving off. All you see is the side of the car driving off and the commercial ends with, "It's never too late, adventure awaits.. Jeep. Somewhere in the commercial all the extra information would be included (the technical things).

Harley Davidson Case Study

1. I do believe brand communities like what Harley Davidson has with their H.O.G. (Harley Owners Group) do result in more brand involvement. Harley Davidson as a brand is able to bring together so many people with similar interests all under one brand. I think its amazing how so many people come together for these events to meet other enthusiasts. Then friendships start to form not only with the the brand its self or the Harley Employees but with a community of riders. I could only imagine what it feels like to know you are apart of such a large community; I can see an particular incident  where one Harley driver is stopped at a light when another Harley driver pulls up, they look at each other (assuming they had never met) nod their heads and ride off. The idea that one Harley owner has an instant connection with any other Harley driver.

2. The element of the Posse ride that I think enhanced the meaning of the brand to the owners was the size of these events and the number of Harley owners that showed up. Harley is a very trusted brand and when a new person joins the Harley community they want to experience all the brand has to offer. With Harley Davidson providing these gatherings and tours for the owners only seems right, but it is the owners and the brand trust that really make the posse ride what it is.

3. I don't think if Harley got involved in the ride that it would take away from the entire experience as a whole. If anything they could ride along and learn their customer more, get involved on more personal levels. Maybe if they took individuals from the posse ride and made ads after the individuals in the ride and not the bikes themselves would result in a positive involvement in the ride.

4. I think Harley could make a documentary of a short film of the posse ride and share it within the H.O.G. community but also to share to new and potential owners to further persuade them to buy in to the Harley community

The life of Tide

Sarah wakes up at seven exactly and gets the kids up for school. Her natural clock enables her to get up without the help of an alarm. She has a son in the 3rd grade let's call him Joshua who actively plays soccer. She also has a daughter named Emily in kindergarten who loves playing the piano. So both of her children are active in after school activities. While the kids are getting ready in their Target bought clothes, Sarah is downstairs getting breakfast and lunch ready. The kids eat Kellogg's cereal so she can get to making lunch. For lunch she packs peanut butter and jelly sandwiches with Jiff peanut butter and Smucker's grape jelly all on Wonder bread. She also writes cute little notes for the kids to find in their lunch boxes. 

Then after the kids are ready for school she piles them into the family car-- the white Honda Pilot. After dropping off the kids she heads back home to get herself ready for work. She is a receptionist at a doctors office. She does her makeup using Clinique and Maybelline make up brands. However before she gets to work she stops at Starbucks going through the drive thru and pays with credit taking her card from her last season Coach bag. 

During her lunch break she talks with the other girls at the office and eats her home made lunch. She had prepared her lunch the same time she made the lunch for the kids. She also packs a Yoplait yogurt as her dessert. After work she picks up the kids from school and takes them to the grocery store with her. They go to Safeway and pick up pasta and Ragu for dinner. After Safeway she drops off the kids to their practices; her son goes to Josh to soccer and Emily to piano. 

Then she gets back home and starts making dinner. By 5:00pm her husband is home from work and he picks up the kids from practice.

Once everyone is home dinner is ready on the table and everyone eats together at the table. Everyone goes around telling each other about the little events that happened throughout the day and after they all watch X Factor as they digest the delicious dinner. During commercial Sarah loads up the laundry because today is laundry day. She uses Tide laundry detergent she bought for a good price at Target. 

The kids then get ready for bed after a night shower using their Spongebob Suave shampoo and L'oreal  detangling spray. Sarah also gets ready for bed using Dove products. At the end of the long night she checks her Facebook and if she has time reads a little bit of her leisure book. Then her and her husband Jonathan catch up pillow talking.

Consumers: Killer Critics

The advertising for new products can make or break the consumers impression on the new product, which leads to its susses of failure. A product can give off a wrong impression, lie about its self, or over all fail to hit the target audience; many things can go wrong for advertising agency's with the task to provide a new product for a company. One example of a failed project from a very large and powerful corporation is Clear Cola Crystal Pepsi.

This product was launched by Pepsi in the early 90's as a healthier cola with less caffeine. This product was quickly questioned by the consumers: Pepsi? Healthy cola? how? and just why? This sort of doubt flooded the minds of consumers due to the background knowledge of the company and the nostalgia of a traditional Cola. Who would ever want to drink a clear cola? Pepsi's idea behind their clear cola was a lighter healthier form of cola to appear lighter and more pure than regular cola's. While this is what Crystal Pepsi claimed to be a "Healthy cola"  it had only 20 less calories than a regular cola. And soon consumers came to realize this product isn't something anyone needs or appeals to. For most health conscious people soda isn't close to their diet and for the normal cola drinker it was just an image or a trend for Pepsi. Along with the failure of reaching the target audience Pepsi also changed the name for their Clear Cola several times which always draws the attention of the consumer to be more judgmental. Luckily Pepsi is multimillion dollar corporation that is able to take set backs like this, but other companies don't always have this luxury.

This one product from Pepsi isn't their only failed one they have seen products both succeed and fail miserably. The final decision if a product will survive or not comes down to the consumers no matter the advertising approach.