This was an advertisement created
by HoneyMaid snacks on March 10, 2014. The original advertisement called, “This is Wholesome” was a celebration of all
families no matter the sexual orientation, race, gender or color. HoneyMaid
took a stand with what they believe in. They knew when they aired the
commercial that the ad was going to receive a lot of criticism. The ad showed a gay couple and their child,
as well as an interracial couple. The ad received hundreds of hate messages on social media
sites across all platforms. How HoneyMaid responded to the negative comments they received is what is truly
powerful. HoneyMaid hired two artists to create a collage using the negative
comments and turned them into a symbol of love. With all the positive messages
they received after their response, over ten times as many, they added to the
collage to show that the positive comments prevailed over the negative. It was a very timely response by HoneyMaid, which can be one
of the most powerful advertising tactics if done correctly. Although the
commercial provides very little information about the actual snacks that honey
maid is trying to sell, it shows that they aren’t afraid to make a stand.
We are beginning to see more and
more companies begin to take a stand for what they believe in. Along with HoneyMaid, Cheerios and Swifter Sweeper have created similar commercials that
received similar backlash. I think that it is a good thing that these big
companies are starting to take a stand in what they believe in instead of just
doing it for the money. That being said, It made me wonder whether or not HoneyMaid had already planned their response before airing the original commercial.
The company knew that they were going to receive hate mail because this is such a
controversial issue. Who’s to say that they didn’t already come up with the
response before they even received the hate mail? Either way I think it was a great campaign
and I think it deserved to win a Gold Lion at the festival.
This advertisement was created by
the New Zealand Traffic Authority to show drivers that other people on the
roads make mistakes and it is important to drive the speed limit so that when
others do make mistakes they don’t pay the ultimate price. This commercial tugs
at the consumer’s emotions. Anyone that drives a car or has a child can put
themselves in the position of either the father who made the mistake with the
boy in the back seat or with the man who was driving a too fast.
The advertiser uses very powerful
images throughout the entire commercial. The first is when the driver pulls out
thinking he has enough time and time suddenly freezes. He looks at the steering
wheel as if he has no idea what he’s done. The first thing he does is check
back to make sure his son is ok and then steps out of the car. The two men
approach each other as everything around them is at a stand still. As the two
men converse, the cars inch closer and closer together which hints that there
is no way a collision can be avoided. The father begs the man for fear of his
son’s life. As he turns away, he puts his hands on his head and winces at the
thought of what is about to happen. Once
he gets back in the car he looks into his sons eyes. Any parent can relate to
the feeling of helplessness the man feels when he realizes there is nothing
else he can do.
Another very important element to
this commercial is that there is no music. It is very powerful and raw because
the silence adds a realistic feel to the commercial. I think that although this
ad is very emotional, it is also very effective. Sometimes you need to see an
advertisement like this to make people realize how dangerous driving a car
really is and how quickly something like this can happen. The whole point of
the video is to show drivers that this all could have been avoided if people
would just slow down and avoid distractions when driving.
This is an advertisement for
Marmite Jam created by adam&eveDDB Marmite’s new campaign is called, “Love
it. Hate it. Just don’t forget it”. Personally I think the ad is very creative.
The advertisement takes us into the homes of everyday people where a team of
professionals whom resemble animal control are asking questions. After going
through and inspecting each household they find a jar of Marmite in the back of
the kitchen cupboard. They the proceed to take the Marmite from the home and relocate
it to a shelter for Marmite where other loving families can pick up the jars
and get good use out of it. The commercial attempts to mimic the relocation of
neglected animals in a funny parody.
After doing some research on the
commercial I discovered that it received over 250 complaints that the ad was in
bad taste and is offensive. It is accused of being offensive towards animal
welfare charities and child protection agencies. Many complained on Facebook that the ad was in
“poor taste” and “makes a mockery of animal rescue. The judges at The Cannes
Lions awards seemed to think otherwise and awarded the campaign with two gold
awards in the press and outdoor categories.
Personally I think that the ad was
fantastic. It was very funny and I didn’t find it distasteful. I thought that
Marmite did an excellent job taking a product that most people care nothing
about and creating a campaign that people find amusing and will most like share
with friends and family. I applaud them for their work and think they deserve
the awards they won.
No comments:
Post a Comment