“Winona in Winona” (2020)
This TV ad debuted during this year’s Superbowl. It depicts Winona Ryder on the side of the road in a town called Winona, Minnesota, creating a website using pictures she has taken. A police officer stops to check on her and asks some questions about what she is doing. Winona explains that she is creating a website. Although awkward, the exchange of words is friendly. The scene is reminiscent of one from the movie “Fargo.”
This ad describes how easy it is to create a website by using “Square space.” The ad neglects to show the URL, but there is a website available that presents pictures from Winona. (https://www.WelcomeToWinona.com). The number of hits on the website can be used to measure success of customer awareness.
The target market of the ad is to the middle age consumer that may want to create a blog to display some of their photographs. Square space is marketing to individuals that may own a small business or want to tell a story. In either case, they are emphasizing simplicity to attract a consumer that did not necessarily grow up in the digital age.
The ad gives value to the product by describing the availability of websites to the ordinary person that desires to tell a story about an event or promote their business online. Creating a website can be done quickly by using Square Space.
Square space is telling the consumer that wants to create a website that is not only something they can do, but it is well worth the effort by being able to create a professional-looking website with relative ease.
“Pure Hockey TV Commercial: Tyler Ennis”
The ad depicts several scenes where an NHL star works at a store that sells hockey supplies in the off-season. The ad uses humor to engage the audience as Tyler Ennis states, “canned” phrases that would be used during a press conference when a customer asks a question.
Pure Hockey is informing the consumer that if you have a specialized request, they are the proper to source of the product. I would say the commercial is telling the consumer that their retail store is where any hockey enthusiast should go to purchase their equipment
Adult, amateur hockey players are the target audience for this advertisement. Although Pure Hockey is a national retail chain (and online as well), it promotes the local store in the market served. They also use a professional athlete that is recognizable to most in that market, but not necessarily elsewhere.
Pure Hockey is attempting to create foot traffic in the store. When somebody is looking for a specific product as the customers in the commercial are, many might search online. By informing their audience that their stores have a wide selection, the customer might stop by the store instead of ordering online, which creates that opportunity for additional add on sales and relationship building by the staff.
Many people would like to purchase from a store if they can. By creating an ad that shows a well-stocked store with personal service, the customer would be more likely to shop locally rather than online.
Burger King: Moldy Whopper Comercial (2020)
Burger King presents an ad that has their signature sandwich, the Whopper, on a table as the days pass. The song “What a Difference a Day Makes” by Dinah Washington is playing. It starts on day one. After day one, the Whopper begins to mold. It ends at 34 with a completely moldy, disgusting-looking Whopper.
At the end of the ad, it is written on the screen, “The Beauty of No Preservatives.” The ad is conveying to consumers the fact that the Whopper does mold, and this is a good thing. Despite using an old, moldy burger in their ad, they are saying the Whopper is fresh and better than what you might get at other fast food establishments.
The target audience for the ad is McDonald’s customers. McDonald’s is Burger King’s most significant competitor. They are attempting to differentiate themselves as a healthier, fresher alternative.
Burger King would like the viewer to make a change from their usual buying habit and try something different. They will experience the same fast customer service experience and get a fresher meal.
Proctor & Gamble: My Black is Beautiful (2018)
This ad does not mention a product but depicts three scenarios where
African-American parents are discussing racism with their children. It appeals to the emotions that we, as a society, need to fight against racism. Two of the scenes suggest the parent is concerned about their child being stopped by the police without cause.
Proctor & Gamble aired this ad to create social awareness of bias that exists in society today. Proctor & Gamble wants the general audience to be aware of the racism that exists today.
The target audience is all people. One could say that there was more appeal to a younger generation because of the request to continue the conversation on social media. They created “#TalkAboutBias” to have a public forum on social media about racism.
Proctor & Gamble believes that our entire society will be better by fighting against racism. By talking about how racism has impacted individuals, others may understand their struggles.
“Five Gum” (2015)
This short commercial (approximately 15 seconds) depicts a teenage girl about to sneak out of her room window to meet someone waiting for her in a vehicle parked on the street. It makes the viewer feel the adrenaline rush that she might have been feeling as she looks back at her room. Interestingly, the ad states in writing at the bottom, “Do Not Attempt” to avoid any potential blame they may take for someone attempting this same act.
The objective of the ad is to give the audience the feeling of chewing “5 Gum.” They describe it as being like the five seconds before beginning an adrenaline rush activity like the one shown in the commercial. Measurement is not possible with this ad, but it does create brand awareness.
Young people probably under the age of twenty four are targeted in this ad. They want their target market to be part of a larger group which is adventurous. Many people want to feel like they are part of something “larger than themselves” and believe the ad makes its consumers feel like they are part of a club.
The ad calls the viewer to use their product if they want to feel some sense of adventure. It also asks them to share through social media what their “#five.” The individual would describe their five seconds before doing an adrenaline rushing feat.
Buyers might purchase this product to feel like they belong to a group and like they are experiencing life in an adventurous way.
Master of Entrepreneurship Website for Mike Weimar 