Week 10 EOC: What Makes a Good Campaign

It endears the brand or group to the public.

There are many women in society who look up to celebrities. It's understandable. They're gorgeous, wealthy, and have all the best clothes and boyfriends. What makes them just like us is the fact that their thousand dollar heels can kill them just as much as our fifty dollar heels can to us. My Dr. Scholls For Her ad puts the celebrity idol on the same playing field as the everyday woman. It creates a commonality that makes the everyday woman think “Hey, they’re not that perfect after all…”. Dr. Scholl’s For Her is the factor that evens the playing field. It gives comfort to those who live glamorous lives and to those who just want to enjoy a night out in their special heels.

 

It will surprise people.

It is expected for celebrities on the red carpet to be at their absolute best. They MUST have the best designer gown, perfect hair, flawless makeup, and the most dazzling 6” heels. Very rarely does a celebrity hit the red carpet and have a complete and utter wardrobe malfunction. Even if they do, it is always unintentional. My ad will throw a curve ball by creating a dialogue that the celebrity intended to cause the commotion of walking barefoot on the red carpet. She would rather have all the bad press than spend one more minute in her terribly painful heels. Magazines will run the pictures of her bruised and blistered feet and it will be so shocking a black bar has to be placed over her feet. The whole notion of publicity is turned upside down. Dr. Scholl’s For Her becomes the only product that can save the day.

 

It strikes a chord in its target audience.

What woman hasn’t bought a pair of heels they absolutely love just to find out it is INCREDIBLY UNCOMFORTABLE? A night of dancing becomes a nightmare to get through. This experience unites women from all backgrounds and social classes. My ad for Dr. Scholl’s For Her will strike a chord in women from LA to NY and start a dialogue.

Week 9 EOC: For Those Who Think Young

   A young audience is an incredibly large demographic brands try to market to. There are increasingly more and more advertisements that feature men and women in their early twenties or even teens for products that are geared toward improving some aspect of their life. This is in essence what the agencies want: to tap into the aspect of their lives that they are not happy with and that can be greatly improved by their products. It is easier to market to a younger audience because there are more insecurities and uncertainties about their lives and appearance. What girl doesn’t pine for a boy that might not notice her, but perhaps, if she wears a certain perfume, he might finally one day take notice of her and they will live happily ever after.  There are insecurities in every age group, but for a younger demographic, it is easier to exploit and use it as a ploy to entice them to make a change by using their brand. Take for example the advertisement for Primus beer. An end of the world scene is being depicted, but a small group of friends are still gathered around a table enjoying each other’s’ company and some beers. This exploits the fear that some young men might not have that group of buddies that they could call on when the world is falling apart. Buying Primus beer will change all that. Suddenly the friends you have will become closer and a tighter relationship with form because of the nightly gatherings at the local bar. Sometimes ads geared toward a younger demographic like to appeal to what their interests are and expound on it. The advertisement for Diesel Jeans is geared for the young men and women out in the world “having fun” with many different partners. The brand already is geared for a younger age group so they try to expand on the fact that men and women should just be out there having fun in their jeans. “Smart has the plans, Stupid has the stories” appeals to many young people who have done not so smart things but have had an interesting story to tell everyone afterwards. Marketing to a younger generation is smart. They have more disposable income and are more involved with different types of media. The ability to influence them is greater and more profitable in the end.