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February 2008

Comments

Ted Fabella @ Molecule

While I agree the Budweiser ad stood out, I personally liked the more subtle approach of Coke's parade float spot. It does seem like the beer commercials have been consistently memorable, year after year. My own Super Bowl ad post mortem resides on my blog. Enjoyed reading a brand blog from another Atlanta professional. Keep it up.

Martin Calle

Yes. The game was good. Light start. Strong finish. Can anyone remember any of the points any of the ads made to compel me to separate myself from my money for any of the products advertised? Or are the terms advertise and sales no longer the same? Has anyone reported a surge in post superbowl customer acquisition and retention? Yes, nice advertising. I liked the Bud ad as well as the Bridgestone forest critters. But this advertising relic of a marketing guru wants to know if anything sold; given not a single ad depicted a memorable USP, or what I call Special Selling Effect answering the consumer's question, "What do I get out of this?"

Branding Agency

I agree with you 100%. They don't get the connection of leveraging their brand identity with the ads. Just try and make it funny. I wrote a post on our blog on the ads as well.

http://www.brandidentityguru.com/wordpress/

003

I don't know what is wrong with the link, but here it is again: http://www.youtube.com/watch?v=31ZevWuxrNE. Hopefully, it will work this time. My apologies.

003

I thought that the Sobe LifeWater ad was a promo for Michael Jackson's 25th Anniversary Thriller release (the one with remixes from Akon, Kanye West, and several others who have no earthly business ruining a masterpiece like Thriller; Fergie's rendition of "Beat It" is likely to cause, at best, stunning indifference, or, at worst, an aneurysm.)

But no, it turns out that the ad was for Vitaminwa——wait, I mean Sobe LifeWater. Sobe got stung in the short term for having a bad commercial (which cost somewhere near $5 million to shoot and air, I would guess). They are about to get ROCKED, though, as their product release is extremely likely to tank.

Vitaminwater owns the category of "vitamin water." LifeWater is repackaged Vitaminwater (or, as I have branded it on Urban Dictionary, Vitwa).

The beautiful minds at Ries and Ries talk about the power of being opposite. Vitaminwater became the opposite of Gatorade, featuring athletes throwing sheep and riding horses. LifeWater is striving to be the opposite of such memorable hilarity with, of all things, dancing reptiles? Gag.

Now, concerning those horrific, nightmare-inducing Career Builder ads, allow me to introduce you to a brand that is representing the job search category correctly: The Ladders. They focus on only $100k+ jobs. Their ad speaks to this differentiated focus: http://www.youtube.com/watch?v=31ZevWuxrNE.

AND HOW! What remarkable brilliance (and on the red clay of a Roland Garros-esque backdrop. Wonderful.)

Erik Johnson

Great to see you on O'Reilly last night, maybe next time you will get more time to talk. Great analysis of the ads. I agree that the CareerBuilder ad was over the top. I think Monster has done a much better job conveying "finding your passion" than CareerBuilder. Commercials the last few years have been very disappointing. Companies need to convey the brand-benefit and then use humor to get that benefit across.

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By Al & Laura Ries

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