Classic Advertising Can't Go Wrong

Recently I was driving down the highway and encountered a truck similar to the one pictured above. Though there is a great chance that Tootsie Rolls were the farthest thing from the actual contents of the truck, I had to think about Tootsie Rolls. I was thinking, what a wondering advertising technique, it is so simply - and looks like the product as well. With such a rich background and company profile, the classic Tootsie Roll really doesn't have to deal with brand awareness or peopling not knowing what the product is. Instead, they simply need people to remember that they are the classic brand that has always been there for them, and always will be. I think this truck advertisement does a great job of that, by making the drivers around the truck have to stop and think about the classic candy. I immediately started thinking of going to parades in my childhood, and gathering tootsie rolls from the floats and other members of the parade. The fact that so many people have such a connection with the product, is really going to help them continue to build on their brand and stay such a prominent force within the candy market. By not being flashy, and staying true to what they are and always have been, consumers can get a sense of security that their longtime standby candy will always be there. The ad forced me to think they analogy, Coca-Cola is to soda, as Tootsie Rolls is to candy.

OK Go and Chevy Team Up

http://www.youtube.com/watch?v=9Op9owJiujY&feature=related

This ad apparently played during the 2012 Super Bowl, however I don't remember seeing it at anytime during the game. When advertisements have seemingly gotten stranger and stranger over time, this one might be among the strangest. Nothing is said about the car, and the vehicle is almost unidentifiable other than being a Chevy, due to all of the equipment mounted on both the outside and inside of the car. I have a feeling that people will get the impression this car is best suited for stunts and trashing, rather than being a legitimate car to purchase and use.

The ad is in sync with a new music video produced by OK Go, a band that has thrived from odd viral videos. To watch the music video, click the provided link: http://www.youtube.com/watch?v=MejbOFk7H6c&noredirect=1 I think that this is an odd partnership over all, and I fail to see what Chevy gets out of this bargain. The music video could have become a sensation, and that would have made it worth while for Chevy, but months after the release, the viewings are only at eighteen million, which is far below other viral sensations, especially other videos by OK Go.

Chevy will have certainly learned a lesson from this, that as abstract as they may want to be in their advertising - the product does need to be addressed, and this is just too much right now. The model of the car was not even mentioned in the ad. I'm not trying to be too harsh, however I do feel this was just a miss all around, and Chevy's wonderful advertising team should have known this. If anything however, perhaps Chevy put very little into this ad - and if that's the case, it may be worth the little buzz allocated towards it.

New Coke Zero Ad a Miss

http://www.youtube.com/watch?v=BnjoBc_MRPc

I truly hate having to criticize my "lovemark," however, this ad was a real mishap and came off incredibly unclear. After viewing this ad - all I could gather from it is the word "and." Now this could be a good thing depending on the objectives at hand from the Coke advertising committee. Though the ad really left me saying "what??" after it was over - it was not mistaken that Coke Zero is the classic Coca-Cola flavor, and zero calories. I have a feeling that was what Coke was shooting for, and in that regard it did work to their objective.

However, there had to be a better way to convey this message without confusing the audience so much. I observed others watch this commercial and they seemed stunned that such an advertisement came from Coca-Cola. Though the typical audience probably doesn't realize that they are now completely informed about Coke Zero's zero calorie formula - it has raised negative discussion about the brand because of the commercial.

There should be a tradeoff, between negative hype and whether objectives were meant. I feel Coke did what they wanted to get accomplished in this ad, but at the risk of critical remarks and commentary both within viewings by families, or discussion around the water cooler at work. Coke could have cleared this up - or come up with a more concise and clear way to address their point.