Commercial Link: http://www.youtube.com/watch?v=EvFul32xKCs
Background/Argument: Geico commercials are known for their humor and cheesy jokes. They normally always include the Geico Gecko as well as the tag line: "15 minutes can save you 15 percent or more."
Description: This commercial had the same tag line but no Geico Gecko. It starts off by showing the faces of people in line at an airport security check station while there is some high-pitched laughter in the background. It next shows a security guard while a tiny blue backpack roll through the scanner. Then, the commercial reveals that the high-pitched laughing was from the Pillsbury Dough Boy. They show his tiny rolling pin yet the main point is that he isn't able to stop laughing while being checked. The commercial ends with two men playing the guitar in front of a backdrop while one questions,"How happy are folks who save hundreds of dollars by switching to Geico?" and the answer: "Happier than the Pillsbury Dough boy on his way to a baking convention."
Thoughts: I thought this commercial was very uninformative and pointless. The commercial had no direct connection to anything related to Geico until the very end. That too, the tag line is said quickly, making it hard to understand. The creators included the Pillsbury Dough Boy making the audience confused as if this is an ad for Pillsbury or Geico. The setting of a security check only aggravated the confusion. The confusion is only cleared at the end when it is revealed that it is about Geico and that people would be happier than the laughing Pillsbury boy if they switch to Geico. However, there really is no connection between the Pillsbury or Geico that is known to the audience.
Cons: -Unrelated and complicated
-Not entertaining and random
-Voices spoken quickly
Pros: -Not too long
-Still carries a part of the Geico commercial tag line
Questions:
-Is there really any significance of the Pillsbury Dough Boy?
-Who were the two guys in the commercial and what did they have to do with the commercial?
-Was Geico trying to show some controversial aspect of pat downs at the security check or was it just a coincidence?
Background/Argument: Geico commercials are known for their humor and cheesy jokes. They normally always include the Geico Gecko as well as the tag line: "15 minutes can save you 15 percent or more."
Description: This commercial had the same tag line but no Geico Gecko. It starts off by showing the faces of people in line at an airport security check station while there is some high-pitched laughter in the background. It next shows a security guard while a tiny blue backpack roll through the scanner. Then, the commercial reveals that the high-pitched laughing was from the Pillsbury Dough Boy. They show his tiny rolling pin yet the main point is that he isn't able to stop laughing while being checked. The commercial ends with two men playing the guitar in front of a backdrop while one questions,"How happy are folks who save hundreds of dollars by switching to Geico?" and the answer: "Happier than the Pillsbury Dough boy on his way to a baking convention."
Thoughts: I thought this commercial was very uninformative and pointless. The commercial had no direct connection to anything related to Geico until the very end. That too, the tag line is said quickly, making it hard to understand. The creators included the Pillsbury Dough Boy making the audience confused as if this is an ad for Pillsbury or Geico. The setting of a security check only aggravated the confusion. The confusion is only cleared at the end when it is revealed that it is about Geico and that people would be happier than the laughing Pillsbury boy if they switch to Geico. However, there really is no connection between the Pillsbury or Geico that is known to the audience.
Cons: -Unrelated and complicated
-Not entertaining and random
-Voices spoken quickly
Pros: -Not too long
-Still carries a part of the Geico commercial tag line
Questions:
-Is there really any significance of the Pillsbury Dough Boy?
-Who were the two guys in the commercial and what did they have to do with the commercial?
-Was Geico trying to show some controversial aspect of pat downs at the security check or was it just a coincidence?
The apparent pointlessness of commercials is one I can appreciate...I get frustrated by stupid commercials all the time!
ReplyDeleteBut think about the Old Spice commercials--totally tangential, random, and bizarre, but EXTREMELY effective marketing because you don't forget the Old Spice Guy.
I think the next step for you would be to flesh out some of the questions you ask. Try to answer them. This will challenge your thinking (since you'll have to think outside of your own box) and would make any position you take on the ad stronger since you will be able to identify what the opponent was TRYING to do, and why you still disagree with the message despite understanding the how/why.