This week, graduate students in the Innovative Leadership and Entrepreneurship program at WCU were challenged to analyze five different television advertisements using the same criteria from last week’s blog post regarding radio advertisements. In case you missed my blog posting last week, I’ll repost the criteria below for your convenience.
The deliverables for the assignment analysis are composed into 5 different sections listed in the following order (Lahm & Lockwood, 2022):
- Describe the advertisement by product/service, company, brand, etc., and the focus. What was the appeal or technique that was used to evoke an emotional response? Include a link to the ad selected.
- What were the objectives of the campaign? To sell more? To inform customers about a new product feature? Were the objectives attainable and measurable, or were they time-specific?
- Describe the target market that was the focus of the advertisement.
- What action does the advertisement want the audience to take? If action is taken, how will the audience member benefit from using the product?
- Describe the value proposition of the product or service being offered in each advertisement. What are the specific reasons (product features and benefits) that would drive customers to purchase the product or service being sold in each advertisement?
I really enjoyed this assignment as I got to take a trip down memory lane, remembering some of the more pleasant aspects of childhood, like the holidays and enjoying treats. I hope you’ll enjoy these commercials as much as I did!
Snickers candy bar commercial, 2010
Two icons joined together and formed one when Snickers recruited Betty White to film a commercial! Snickers is an iconic American candy bar owned and produced by Mars, Inc.
Betty White is and forever will be an American Icon. From Golden Girls to later hits like The Proposal, which was filmed just a year before this commercial. What’s not to love about an innocent-looking, cheery, and lovable grandmother figure with a bit of a naughty comedic side? Snickers has always made memorable commercials, and this one is no exception.
The scene starts out on a football field with many young men playing tackle football on a muddy field. You see them all running around, and then suddenly, Betty White appears in a pantsuit, playing right along with them. One player goes to throw the ball at Betty, who then gets tackled. Betty lands in a mud puddle with mud all over her face and outfit, and she has this guy on top of her. After Betty gets up, one of her teammates refers to her as Mike and asks, “What’s your deal?” Betty responds, “Oh come on, man, you’ve been ridding me all day!” The teammate chimes in, “Mike, you’re playing like Betty White out there!” Betty comes back at him with a quick-witted response, “That’s not what your girlfriend says!” At this point, all the players are like, “OOOOOOOOOO,” and another lady comes up to Betty with a Snickers bar. Betty takes a bite, and the woman asks, “Better?” At this point, Betty transforms back into Mike, who responds, “Better!” The commercial ends with the tagline, “You’re not you when you’re hungry. Snickers satisfies.”
The objective of this campaign is to sell Snickers bars, particularly to have a few stashed around or with you on the go in case hunger should strike as “you’re not you when you’re hungry. Snickers satisfies (value proposition).” The commercial made me laugh at the thought of a grandmother figure playing tackle football, and it was even funnier with the quick-witted like of “That’s not what your girlfriend says!” Snickers is a classic candy bar, and there is nothing new to offer or change about it. It’s good just the way it is, and it is one of my favorite candy bars aside from a Payday.
According to the Statista Research Department (2012), Snickers came in third, holding 5.5% of the U.S. candy bar market share in 2011 and 6% in 2012, followed by M&Ms in 2nd place, and Reese’s in 1st place. According to Faria (2023), Mars, Inc. spent $630.2 million in 2010 and $652.2 million in 2012. There was no data for 2011. I could not find specific sales revenue information for the year 2010. Mars, Inc. is a family-owned private company, but what I did learn is that as of 2022, 147,000 people were employed by Mars, with an estimated sales revenue of $47.3 billion (Wunsch, 2024). They are the top global confectioner in the world, with a diverse portfolio that owns 16 separate companies, including drinks, pet food, gum, and healthcare corporations (Wunsch, 2024).
Apple Super Bowl Commercial, 1984
I chose this commercial because I was curious to see why this ad is the most famous commercial of all time, as it only aired one time during the 1984 Super Bowl game.
The purpose of this advertisement was for Apple to introduce their Macintosh computer. The advertisement is long, coming in at a minute. It starts out in what appears to be a futuristic setting with people all dressed the same, marching into a room with glimpses of a woman in orange shorts and a tank top running with a sledgehammer. There is background music playing, talking about “pure ideology.” The people are marching into an auditorium, all looking the same, all dressed the same, listening to the propaganda about ideology being spewed by the figure on the screen. It’s serving A Handmaid’s Tale and giving out Nazi vibes in the depicted militaristic manner of everyone looking the same and marching to listen to their “great leader.” As the scene progresses, this woman with the sledgehammer keeps running closer and closer to the screen. Everyone sitting down appears to be in a trance, looking at the screen. At one point, ever so faintly, you can hear, “We are white people.” The woman begins swinging the sledgehammer around and around while she is twirling in a circle. At the same time, armed guards outfitted in riot gear start charging towards her. Right as the man on screen says, “We shall prevail,” she launches the sledgehammer at the screen, punching a big hole in it. A huge explosion occurs from the screen, and everyone sitting down looks in awe as if they’re coming out of their hypnotic state. Words pop up on the screen, and an announcer starts speaking, “On January 24th, Apple Computer will introduce the Macintosh. And you’ll see why 1984 won’t be like “1984.” This is obviously a nod to George Orwell’s book 1984. The screen goes blank, and the famous rainbow Apple logo appears on the screen.
The advertisement is eerie and creepy, and overall, it gives you a bad feeling until the end when hope is presented: the Apple Macintosh, the answer to disrupt the present and future to prevent Orwell’s 1984 from becoming a reality and be different (value proposition). The goal of this ad is to sell and introduce the Macintosh by announcing when it will be available for sale. Who is the target market? I would guess working middle to upper class folks as the computer was over $2,000 in 1984, which is a cost still considered high today. To give you a better picture, adjusted for inflation, $2,000 in 1984 is the equivalent to $6,000 today. It also strikes people with a bit of fear, forcing a deeper thought process to occur. Don’t be the same. Don’t be like everyone else. Don’t do what the person next to you is doing. Don’t do what your neighbor is doing. Be different and buy something different to disrupt the present and the future.
According to Hintz (2014), Apple’s 1984 Super Bowl commercial reportedly cost half a million dollars to produce. According to Zuzarte (2024), Apple sold $155 million worth of Macintosh computers in the first 3 months following the Super Bowl ad.
M&Ms do exist commercial, 1996
I want to visit a favorite commercial of mine from when I was a child. This is a classic commercial, and I have many fond memories of stuffing my face with M&M’s during the holiday season. Mars, Inc. also owns M&M’s. As a veteran, I appreciate the origin of M&M’s, as they were developed in 1941 exclusively for U.S. service members deployed overseas during World War II.
The commercial starts out with the red and yellow M&M’s walking out to the Christmas tree at night with a bowl of green and red M&M’s while a classic and well-known song, the Dance Of The Sugar Plum Fairy by Tchaikovsky from The Nutcracker, plays in the background. The yellow M&M asks the red one if he thinks Santa will enjoy the green and red M&M’s. The red one says, “I have no idea,” and suddenly screams as they encounter Santa putting presents around the tree. The M&M yells, “He does exist!” Santa, looking back at the M&M’s in awe, says, “They do exist!” This is a hilarious moment of irony. Both the red M&M and Santa faint, and the words “Happy Holidays” appear on the screen, followed by “Always Fun” and the yellow M&M asking Santa if he is okay,
I like the feeling of this commercial as it is a little mysterious, with Tchaikovsky playing in the background. I love The Nutcracker, and I saw it many times while growing up during school field trips. This commercial is hilarious for adults if you understand the irony of three fictional characters meeting each other at the same time and mesmerizing for children who have thoughts of Santa coming down the chimney with presents. The commercial suggests putting out red and green holiday-colored M&Ms instead of traditional milk and cookies for Santa. However, with the use of “Happy Holidays” instead of something like “Merry Christmas,” the commercial is inviting people who might have different religious beliefs and backgrounds (target market) who don’t celebrate Christmas in the traditional sense to also enjoy the red and green candies (value proposition). M&M’s are inclusive with their word usage even though they depict a traditional Santa with a Christmas tree.
As previously stated, Mars, Inc. is a privately family-owned corporation and is the top global confectionary producer.
Share a Coke commercial, 2018
When I think of Coca-Cola, I think of America. Coke is a part of American culture and history, as is McDonald’s and other well-known food brands. Like the previous commercial, I have many fond memories of different Coca-Cola advertisements. Some of my favorites growing up were the Coca-Cola polar bear commercials. Coke was so smart with their Share a Coke campaign, as you could buy drinks with your name on them, friends, family members, and so on, gifting them a Coke in a gesture of kindness, love, and friendship.
Coca-Cola is a publicly traded company owned by thousands of shareholders. The largest shareholder of Coca-Cola is Warren Buffet through his company Berkshire Hathaway.
The advertisement starts out with two men on a train, one younger and one older, with foreign background music playing. There is one bottle of coke on the table, and it belongs to the older gentleman. The younger man tries to grab the bottle, and the older man slaps his hand away and slowly starts turning the bottle of coke around towards the young man. The bottle has the words “Friend” written on it. The young man looks at the bottle intensely and grabs his phone to text the older man. Once again, the young man goes to grab the bottle, but his hand is slapped away. The older man picks up his phone and reads the message, “Friend request accepted.” The older man smiles, and the young man takes the bottle of coke, twists off the top, and begins chugging it. He takes the bottle from his mouth and smiles, and the camera cuts to the bottle of Coke with the word “Friend” front and center. The words “Share a Coke with” appear next to the bottle, and the word “friend” changes to “Dad, Bro, Dude, etc.” Both the men start laughing and chatting with each other, and the words “Taste The Feeling” appear on the screen.
I like this advertisement for several reasons. It shows how two strangers can be brought together with the clever use of the word “friend” combined with a technological era where more socializing happens online than in person, depicted by the “friends request accepted” text message. The advertisement also displays how Coca-Cola, an American Brand, can bring anyone together, regardless of what language they speak or where they’re at (value proposition). It can be assumed that these two know each other since the young man has the older man’s cell phone number. Presumably, it’s his father or grandfather, but it isn’t explicitly obvious, so that’s up to interpretation. The ending is particularly clever: “Taste The Feeling.” It’s impossible to taste a feeling, but the feeling of making a friend and sharing laughs with each other is a good feeling, which is what it feels like to drink a Coke; good. The target market could be anyoe, as the cost of a bottle of Coke is inexpensive to share as a gift.
According to Ridder (2018) sales revenue for Coca-Cola in 2018 was $34.3 billion and has since increased to $45.7 billion in 2023. According to Ridder (2023) Coca-Cola spent $4.1 billion on advertising in 2018, and that number hasn’t changed much over the years, coming in at $4.32 billion in 2022.
De Beers A Diamond is Forever commercial, 1996
For my final television advertisement analysis, I wanted to dive back into my childhood with another classic, a De Beers diamond commercial. Known as the “world’s largest diamond company,” De Beers is owned 85% by Anglo American, a British company, and 15% by the Government of the Republic of Botswana.
The song that everyone knows because of the famous De Beers commercials is Palladio (1st Movement) by Karl Jenkins, the Smith Quartet, London Philharmonic Orchestra. The commercial starts out with Palladio playing and a couple holding hands, walking in the park, being viewed through the mesh pattern of a fence in all black and white. A narration begins, “The last time we were here was when I proposed 10 years ago. It seems like only yesterday. Now, the camera turns to a wall, projecting the shadows of the man and woman; it quickly cuts to the eyes of the man, and then, back to the wall, you can see him placing a ring on her shadow hand. The ring is not a shadow, so you can clearly see it in the advertisement. The narration starts again, “I told you then how much I loved you, and nothing has changed.” All the while, the glistening diamond ring sparkles intensely in the background. The camera cuts to the woman’s eyes, which look filled with love and joy, and back to the shadow figure of them giving each other a passionate and intense French kiss. On the screen, the words “The Diamond Anniversary Band. On your 10th, show her you’d marry her all over again” appear, followed by, “A diamond is forever. De Beers.”
This advertisement makes you feel passion and love for the special someone in your life. The over-exaggeration of the diamond sparkle makes the ring appear almond-magical. It is aimed at long-term couples who are celebrating their 10th anniversary, encouraging men (target market) to purchase the diamond anniversary band to “show their love they’d marry them all over again (value proposition).”
According to Behrmann (1996), De Beers for the first half of the year are up by 8% from a year earlier, coming in at $2.75 Billion for diamond sales. An article by Bergenstock and Maskulka (2001) suggests that De Beers spends $200 million annually on advertising.
References
Behrmann, N. (1996, June 20). The Wall Street Journal – Breaking News, business, Financial & … De Beers Diamond Sales Hit A Record in the First Half . https://www.wsj.com/
Bergenstock, D. J., & Maskulka, J. M. (2001, May). The De Beers Story: Are Diamonds Forever?. GALE ACADEMIC ONEFILE. https://go.gale.com/ps/i.do?id=GALE%7CA75645899&sid=googleScholar&v=2.1&it=r&linkaccess=abs&issn=00076813&p=AONE&sw=w&userGroupName=anon%7Ee46b7721&aty=open-web-entry
Faria, J. (2023, December 19). Mars: AD spend in the U.S. 2019. Statista. https://www.statista.com/statistics/463074/mars-ad-spend-usa/
Hintz, E. (2021, April 1). Remembering Apple’s “1984” Super Bowl Ad. Lemelson Center for the Study of Invention and Innovation. https://invention.si.edu/remembering-apple-s-1984-super-bowl-ad
Lahm, R., Lockwood, F. (2022). ENT 610 Entrepreneurial Creation. Master of Entrepreneurship Degree Program: “Greatest Marketing Campaigns” Analysis.https://www.canvas.com
Ridder, M. (2024, March 18). Coca-Cola Sales figures 2023. Statista. https://www.statista.com/statistics/264423/revenue-and-financial-results-of-coca-cola/
Ridder, M., & 26, S. (2023, September 26). Coca-Cola Co.: Advertising Budget 2022. Statista. https://www.statista.com/statistics/286526/coca-cola-advertising-spending-worldwide/
Statista Research Department. (2012, September 20). The Statistics Portal. Statista. https://www.statista.com/
Wunsch, N.-G. (2024, February 19). Top confectionery companies by net sales 2023. Statista. https://www.statista.com/statistics/252097/net-sales-of-the-leading-10-confectionery-companies-worldwide/
YouTube. (2010, June 26). Apple 1984 Super Bowl Commercial introducing Macintosh computer (HD). YouTube. https://www.youtube.com/watch?time_continue=62&v=2zfqw8nhUwA&embeds_referring_euri=https%3A%2F%2Fthesparkhouse.com%2F&source_ve_path=MzY4NDIsMjg2NjY&feature=emb_logo
YouTube. (2013, June 26). 1996 De Beers a diamond is forever commercial. YouTube. https://www.youtube.com/watch?v=iigEiW8abJk&t=5s
YouTube. (2016, December 27). M&M’s – they do exist! (1996). YouTube. https://www.youtube.com/watch?v=9hMAHqp9FNw
YouTube. (2018, April 12). Coca-Cola’s new “share a coke” ad 2018. YouTube. https://www.youtube.com/watch?v=8xCqmYbXH9w&t=34s
YouTube. (2021, October 22). Betty White Snickers AD (2010). YouTube. https://www.youtube.com/watch?v=5syJjBQ_k6o
Zuzarte, R. M. (2024, February 15). 40 years later: Lessons from Apple’s 1984 as we reflect on the celebrity-driven ads of Super Bowl 2024. LinkedIn. https://www.linkedin.com/pulse/40-years-later-lessons-from-apples-1984-we-reflect-ads-zuzarte-imhoc
Innovative Leadership and Entrepreneurship: A Graduate Student's Perspective 