Mars Chocolate/Snickers (2019)
Agency: BBDO, New York
This radio advertisement depicts a situation where there are at least three people in a meeting discussing how they can make airport restrooms better suited for use. They used humor and sarcasm by describing things about airport bathrooms that most people find annoying at best. Being set during a business meeting, I believe the people at Mars intended to target working adults. Candy bars are not just to give out at Halloween to kids. I remember when I was a kid, receiving a full size Snickers bar was definitely a “win.” However, in this scenario, Mars wants us to understand that their candy bars are a great snack for adults. The ad suggests that the product is a great for afternoon snack when you might be a little drowsy. A “call to action” is not given, but given that the product is well known to most people, they are looking to remind the consumer about their product.
Quickrete Concrete (2018)
Agency: Fitz Company2
The advertisement produced by Fitz Company in 2018 uses humor to point out that other advertisements give you a story, and then at the end of the story leave you with the point of the advertisement. In their ad, they abruptly stop the story in the very beginning and loudly announce the name of their brand and what it is in just four words. The goal of the ad is to create brand awareness of the product by saying the one word name of the company and simply what they produce which is “quick setting concrete.” I believe the target audience is the do it yourself consumer who might not have a familiarity of different concrete brands. By making a memorable ad, Quickrete made name recognition simply for the general public.
Progressive Insurance (2019)
Agency:Arnold
This advertisement also uses humor to get the consumer’s attention. It describes a situation where a camper owner is in a precarious situation when her camper is spilling sewage. It compares the owner’s screams of worry to that of nearby elk. The point of the advertisement is that anything could happen and you need to be prepared because it is going to happen at the worst possible moment. Many people most likely view automobile insurance as well as other types of insurance as a commodity. RV and camper insurance is more specialized. The ad targets owners of non automobile products by using a camper in its example.
Old Spice (2019)
Wieden + Kennedy
This ad for the manufacturer Old Spice depicts a radio call in show where the call requests the same song about “Old Spice Pomade.” It uses humor to capture its audience’s attention. Two males and a female call to request the song. The female dedicated the song to her boyfriend. The target audience is young males, probably 16-34 years old. The company needs to fight two perceptions. For many years Old Spic was known for their aftershave. The other product that Old Spice is deodorant. In this advertisement, they utilize younger people to target the younger demographic. They also use humor to by stating the product is “for your hair, but not armpit hair.” By making this statement, they are demonstrating the fact that Old Spice produces more than deodorant products.
Motel 6 (2019)
The Richards Group
Motel 6 has always had the image of a friendly and inviting place to stay yet inexpensive. This ad uses humor to poke fun at other ads using a “radio voice.” I have never heard of a vocal fry voice before, but the ad described it well. The point of the ad is to bring back an old favorite and spokesman of Motel 6, “Tom Bodett.” Low budget travelers that want to stay at a motel that has a friendly staff with good customer service is the target market. This might be a wide range of travelers including families, truck drivers, or contractors.
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