Over the last couple of days, I've stumbled across some of the newest television spots for some high profile and popular brands. Some of those campaigns have left me scratching my head. So, here are just a few observations that I came away with.
Case study #1: Weber Grills "Have Fun with It".
It's really odd to see bad dancing with spatulas come together with grills. I did notice the theme and that various grills are showcased in the BACKGROUND, but the message that I got was that grills do nothing but make for good background props. No cooking, no eating, no display of any benefits or what makes Weber grills stand out as a brand. It was just dancing. The sad thing is, this spot will become popular, but only for the song. Looking into the commercial even more, discussion boards were full of questions asking where people can find that song to download. Go figure.
Case study #2: Sony's TX-7 Cyber-Shot w/ iSweep Panorama feature.
TV spots and internet advertising focuses around Taylor Swift and how she can "capture all her fans" by scanning her audience with the camera. This ad campaign feels like it's only marketed toward rock stars and the only practical application is to take pictures of the crowd from the stage. Again, the appeal to the masses is unfortunately Taylor Swift, and many a consumer will grab that camera solely on the fact that she's "endorsing" it.
Case study #3: Gatorade's "G Series".
This observation is more about the actual product and how it's basically a marketing tool in and of itself. The first time I saw this campaign I thought to myself, "So, now I have to buy THREE products in order to get the most out of my 'hydration option.'?" Gatorade doesn't need to be in the "sports nutrition" racket. That makes as much sense as 'Axe' bath products coming out with an expensive line of car care products. The idea is to be 'not thirsty'. We're not trying to turn people into the 'Million Dollar Man.' That's what protein and an active lifestyle is for.
