SEESOUND
SEESOUND, the world’s first smart home hearing system is the focus. Soft music is playing in the background and starts out with a lady sitting on a couch in a home setting, signing, as someone is narrating what she is saying, “My friend came over and pointed out the fire alarm was beeping. I was surprised. I didn’t know.” The audio switches to a man narrator and the video to a man signing that while he was cooking, his daughter’s friend fell down the stairs, got hurt, and was crying out for help and he didn’t know. On the screen, then, these words appear: When you are deaf, if you don’t see it, it’s as if it didn’t happen. An image of SEESOUND comes up and the audiences hears a baby cry, then sees an alert that looks like it showed up on a phone: sound alert, sounds like a child crying in the hallway. Emotion is evoked because these are real people just doing life and they cannot hear these incidents that need tended to, so the feelings of being scared and worried for these people can be brought up. Those audience members of the deaf community could feel relieved and “heard” when they see this ad. The sounds available with this product offer the chance to “see” the sound as messages that come up on their phone of “common household noises to alerts that could mean life of death”.
The objectives are to evoke a response to the safety of people that are deaf and their loved ones by purchasing this product with new technology that will help them be aware of more sounds and be able to “see” more sounds.
The target market is the deaf community and their loved ones as all of their safety will be increased by use of this product. The ad mentions there are over 9 million deaf households in the U.S. This product could help at least that many people!
The ad wants the audience to purchase this product and if they do, they will have access to “seeing” over 75 common household sounds, which plays into the safety of themselves and their loved ones.
Value propositions: simple to use, offers 75 sounds instead of only a few as the ad mentions the current products are “extremely limited” such as devices out there to help relay that a smoke detector is going off or a doorbell is ringing, but nothing that can distinguish different household sounds from each other like a microwave to a baby crying to a dog barking. The ad mentions no one else has been able to create a product like this because of a shortage of data, but SEESOUND found a way. These 75 sounds came about through partnering with YouTube, as the ad mentions there over a billion hours of videos that have sounds. These authentic sounds make SEESOUND even more accurate. The customers benefit from “seeing” more common sounds of households and therefore increase their safety and quality of life. The ad describes that while their technology is complex, the usage is simple for the customer.
Tattoo Can
The focus of the ad is how supportive Coca-cola is to the Latino community, honoring their heritage during Hispanic Heritage Month, showcasing them being proud of who they are, and the tattoo coke cans that can give the audience a tattoo. This support evokes validation and support for the audience, especially the Latino community. Happiness and pride are evident in the people as they smile and are proud of their last name. Happy, soft music plays in the background that goes with the theme and the Coca-cola van shows “Latino” in big font as it drives by pleasant looking palm trees. The commercial showcases words and names in Spanish and Latino last names posted everywhere from big signage to car stickers to work uniforms to Coke cans. The languages spoken in the ad are English and Spanish. Awe and gratefulness are shown as the people grab a can and peel off the cover over the last name printed on the can, place the name to their arm (or neck), and the last name transfers to them as a tattoo!
The objectives are to note the amount of support Coca-cola has for the Latino community and to drink Coke and along with that, get a personalized tattoo. Social media results were displayed regarding this campaign for this marginalized community in America (ad recorded in Los Angeles). The main way Latinos expressed their pride during Hispanic Heritage Month was #ORGULLOSODESER (#PROUDTOBE). The results were:
+799 million media impressions
+586,000 visits to sharecoke.com
+130,000 personalized cokes sold during that month
Value Propositions: “A special edition share-a-coke can that allowed Latinos to wear their names like a badge of honor, using the can’s condensation.” Coca-cola provided “space” for the Latino community to display their pride in their last name/heritage. Also, the fact that Coca-cola didn’t just choose any tattoo, they chose Latino names to parallel the pride that Latinos feel with their names/heritage.
As evident with the campaign being centered around Hispanic Heritage Month and the Latino community, with the coke cans having a variety of Latino last names on them, the target market is the Latino community.
The ad wants the audience to “feel” the support for the Latino community from Coca-cola and spark interest in wondering if they could get their name on a can and a tattoo. The audience member feels connection and valued for their heritage (especially the Latino community), feels good about supporting a brand that supports others, enjoys drinking the coke and also getting a tattoo.
Snickers-Brady Bunch
The focus of the ad is how satisfying and quick the Snickers candy bar (Mars brand chocolate) is to take away that hunger that can make someone hangry. Having a person that is not “themselves” be cured to getting back to themselves via a Snickers bar (even just a bite of one) is something that really stands out in this ad. People can identify with that feeling of being totally off/not feeling like yourself when blood sugar levels are low and/or when they are hungry. The setting is the Brady Bunch show, including the theme song and snapshots of outside and inside the home, in which the sitcom was filmed. The ad creators replaced Marsha and Jan with two more recent, well-known actors. Emotions of humor come up with the audience thinking that the mom is talking to Marsha, but then the scene goes from the mom to who she’s been talking to: the actor, Danny Trejo (known for rougher roles), and another scene occurs in which the mom is talking to an upset Steve Buscemi (upset Jan), also known for some rougher roles.
The objective is to have people buy Snickers because as the ad shows, eating Snickers can get that audience member back to feeling like themselves again.
The target market is anyone in that era in which this sitcom, The Brady Bunch, played as a regular show on TV. The ad is also reaching those people that are fans of the two actors, Trejo and Buscemi, and anyone who has every been so hungry that they just weren’t themselves and once they got a little bit of food, they felt much better.
The ad wants the audience to buy and eat Snickers and if they do, they will be “satisfied” and transformed back into feeling like themselves again.
Value proposition: Snickers is THE thing that will get someone back to themselves when they are hangry. The audience member sees a complete physical change in the ad from before the person eats the Snickers to after. Upset and complaining and just not themselves before eating the Snickers and after, a complete transformation happens to where they are back to themselves (the actor that plays Marsha, shows up instead of Danny Trejo).
Look Who’s Driving
The focus of the ad is to show how tough the Volvo FMX truck is, as it withstands all kinds of terrain and obstacles on its path from explosives to water to falling off the edge of a hill and still is able to run. Emotions of “aww”/ “how cute” are evoked right away by the title “Look Who’s Driving” and then when the ad starts out, it’s this little girl in a booster seat in a vehicle talking about how she walked up and stood there and then drives it. The words on the screen say Sophie Brown/test driver. So the audience is captured by this little girl with little glasses talking in her English accent about driving the truck. The audience is also intrigued about how she is going to drive. Humor is also brought about as Sophie’s expressions, especially when the truck crashes, are one of “I’ve got control and I’m ready so watch out!” Amazement comes about with all that the truck can withstand.
The objectives of the ad are to inform the audience about the new Volvo FMX truck and display how tough it is and that it has automatic traction control.
The target market: Volvo brand buyers and truck buyers.
The action the ad wants the audience to take is to buy a Volvo FMX truck. By doing this, the consumer will be able to feel safe in the truck with its automatic traction control and will feel confident that the truck is tough enough to handle whatever obstacle might come its way.
Value proposition: The “Volvo FMX truck is the toughest truck we’ve ever built. Now with automatic traction control.” So, not only is it the toughest, it is the toughest with automatic traction control. The ad shows the truck “surviving” several obstacles, explosions, terrain, including going through water, and even falling off a hill, so it appears that there’s no match for its safety.
Cereal
The focus of the ad is cereal until the audience realizes it is actually secondhand smoke and it being passed on from the smoker to the child. At first it is a sweet moment of dad and son sharing in an eating cereal experience, but then it is a shocking feeling of disgust and danger as the cereal doesn’t turn out to be cereal…..
The objective is to bring home the fact that the tobacco user isn’t just ingesting the tobacco product, those around the user also ingest it (in this case, a child, with the assumption it is the parent’s child that is in the ad) and that there is free help out there to quit smoking/tobacco use.
The target market is tobacco users with a child/children.
The ad wants the audience to realize that the user’s behavior/use doesn’t just affect the user, but also those around them. The ad wants the audience to decide it’s time to quit, to protect their family from secondhand smoke, and to call the number listed for free support.
The shock of the child ingesting the tobacco product must tug at someone’s heart to at least investigate quitting. Calling to get the free help to quit will result in not only a healthier “quitter”, but also healthier family members/people around the user. The user will then be helping to protect their family from secondhand smoke.