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Dancing Babies

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Evian. Live Young. 

With this campaign, Evian reasserts its vision of youth as a positive, universal value that everyone shares. Babies have been used in Evian’s work ever since BETC's first campaign for the brand, Waterbabies was created in 1998 featuring babies performing water ballet. Rémi Babinet, the chairman and global creative director at BETC, says: "Babies are still at the heart of the new execution, but this time, they share the stage with their adult selves. For a simple and joyful moment, adults can rediscover their inner youthful self. Babies and youth have accompanied Evian’s successful development around the world. But it is important to remember that the Evian babies are not an advertising gimmick, but a genuine expression of the brand’s heritage, and of the universal values of youthfulness that it represents."

The concept behind Evian's Live Young has most certainly been a success. It is the third most searched ad campaign on the internet. Along with Waterbabies, BETC also produced the mega hit commercial Roller Babies in 2009, and just this past week Baby and Me was released. Which has yet again gone viral. In this commercial we see a man walking down the street when he catches his reflection in a bus window, but the reflection shows a baby version of him. Surprised and excited he starts to dance, to discover that his baby imitates his moves and expressions. People around him on the street join the dance. This playfulness reflects the idea of living young.

Drink Evian-naturally pure and mineral balanced water that supports your body's youth. 

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Black&Decker Fire Storm 

Black&Decker has a newer line of products called FireStorm. These tools claim to be the most powerful, durable, and innovative. They're tough and heavy duty, which is kind of what I get based on their FireStorm print ads. It's interesting to me how personification always seems to be the method of approach when creating ads for appliance companies. Although these tools don't exactly appear personified, the tag lines used create this idea of personification. "Don't just finish the job. Nail it." "Use it. Abuse it. You know the Drill." And, "Take one down. Pass it around." These actions are suggestive to the product, giving it human capabilities. The language used also reflects the brand's promise of tough and heavy duty tools. I think the language is slightly crude, but it's also masculine and seems appropriate since they're promoting tough and heavy duty. I'm glad that the tools are left in a natural environment, rather than photoshopped and placed on a white backdrop. They look very rugged. I also like the use of all caps type, and the white pops against the images. 

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Jantzen Swimwear 

The 1950s are notorious for their advertising. This decade was known as the Golden Age for America because of all the incredible innovation and growth. The United States came out of WWII on top, and the people living during that time enjoyed life and all it had to offer. At least, that is how it is portrayed. Especially in advertising. In these Jantzen Swimsuit ads, the models appear to be carefree, playful, leisurely, even a little racey  (which I'm sure was uncommon in the 50s.) But never the less, these ads are charming and pleasant to look at. I like the use of color, as well as the typical 1950s airbrushed styled illustration. What I find humorous though is the copy in all of the ads. As subjects to advertising, we've become so much more intelligent in comparison to the selling approach Jantzen uses. They try making the audience think their life will be forever changed if they purchase a Jantzen Swimsuit. Were people really that gullible in the 1950s? 

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State of Nostalgia 

I laugh every time I see this commercial. This is a perfect example of misdirection because in most other commercials for life insurance, we're used to seeing an elderly couple sitting at their kitchen table preaching to the us why life insurance is so important to them. However with State Farm's misdirection approach, we see a woman sitting alone, speaking in past tense about her wonderful husband. The woman is very sentimental and says, "If I could say one thing to Hank, it would be thank you." Hank then enters the frame, still living and says, "You're Welcome." 

The way this commercial is executed builds up this idea of nostalgia and reminiscence. We hear sad music, and see family photos, home videos, and a woman sitting alone still wearing her wedding ring. As viewers we're preparing ourselves for a sad ending, and then there's a major humorous twist and we end up laughing. Nicely done, State Farm. 

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Tylenol 

The validity behind this print ad makes it effective and relatable for viewers. Most of us have all dealt with the usual airport pains: security, two bag maximum, middle seat, and ticket agents. Nothing is simple. The hassle and stress may lead to a splitting headache for some. However, not if you're smart and carry Tylenol Extra Strength.

This ad demonstrates problem and solution advertising by stating the problem: airport troubles, and the solution being Tylenol Extra Strength for the headache that's sure to arouse. The way this ad is done is also effective. The top half of the ad looks like a handwritten checklist done by the man in the bottom portion of the ad. The man appears distressed, and the environment itself looks white, cold and sterile. The tagline says, "Life is a contact sport. Not Playing is not an option," emphasizing that Tylenol is the solution here. 

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Tell Mom, By Hallmark

Hallmark excels in slice of life advertising because of how they connect with the audience on an emotional level. There is no exaggerated acting, or any added drama for effect. In this commercial, Hallmarks promotes their “Tell Mom” idea, reminding viewers of Mother’s Day. The mothers are captured in everyday settings, preforming real life activities such as watering the garden, changing diapers, and spending time with children. These real life portrayals add to the SOF quality, making it easy for viewers to put themselves in the setting. Not only are the settings believable and real, but the dialogue is also very real. The mothers say lines such as “‘Tell me I taught you something,’ ‘Tell me you like spending time with me,’ and, ‘Tell me you miss me.’”  These words emphasize the emotions and feelings associated with the relationship between mother and child. If this commercial had been portrayed any differently, such as dramatize entertainment, it would not have received such a heart felt response.  

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Kashi

For the health nut junkie and crap food lover in-betweeners, look no further, Kashi has the answer. Kashi promotes the idea that a healthy snack can also taste great. The brand’s ads display the natural foods of Kashi formed into unhealthy snacks such as a doughnut, a Hershey Kiss, and piece of pizza, with the caption “embrace your guilt.” The visual metaphor paired with the “embrace your guilt” slogan conveys a message that Kashi foods are okay to consume as a “guilty pleasure,” without the guilty after effect. Because of Kashi’s indulge as you eat well concept, I am led to believe that Kashi’s products are so delicious that they have the power to replace the need for blameworthy and unhealthy pleasures. The design qualities of the ads also reflect the idea of eating clean. Crisp white backgrounds, with a green trim, and very little text show off the brand’s fresh identity and take on food. 

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Travel Belize 

When I look at this poster, I am instantly transported to somewhere tropical. How could you resist Belize? The country’s tourism logo had not been updated in 26 years. The Olson agency turned to Belize itself for inspiration to put together this modern take on the Belize identity. The many circular forms found across the nation inspired the new typeface, and a local artist added his own touch to the logo with a painting of the national bird, the toucan. Each color used in the logo represents a part of the culture: blue-the sea, sea blue-the reef, green-the canopy, yellow-the sun, orange-the earth, red-the core. Textural brushstrokes showoff the craftsmanship of the country’s artists. Together, these elements bring a contemporary yet classic and cultural look to represent Belize tourism. According to Olson Chief Creative Officer Dennis Ryan, "We wanted it to feel non-commercialized. A lot of times, tourist destinations try to create images that cater to the traveler, versus what the destination wants the traveler to experience." The Olson agency succeeded in conveying Ryan’s message by combining cultural elements, as well as adding the tagline, “discover how to be.” 

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The Coca-Cola Commercial 

In 1969, The Coca-Cola Company and its advertising agency, McCann-Erickson, ended their popular "Things Go Better With Coke" campaign, replacing it with a campaign that centered on the slogan "It's the Real Thing." Beginning with a hit song, the new campaign featured what proved to be one of the most popular ads ever created. The song, “I’d Like to Buy the World a Coke,” was written for the advertisement in 1971. The commercial first appeared in Europe in February of 1971, and made it’s way overseas to the United States later that year in July. The advertisement was such a success, people were actually calling radio stations and requesting them to play the commercial. A rememberable jingle, paired with a catchy slogan is crucial when making an advertisement breakthrough. "I'd Like to Buy the World a Coke" has had a lasting connection with the viewing public. This breakthrough commercial serves as the foundation for how todays’ consumers view the product. Today we associate the product with happiness, wonderful people, and beautiful moments in life. The company’s slogan urges people to “open happiness,” share a Coke, and “look at the world a little differently.” I think this association can be credited with one of the most iconic television advertisements, “I’d Like to Buy the World a Coke.”

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Elsie

Elsie the dairy cow made her first appearance in the advertising scene in 1936 for the Borden Dairy Company. She started out as one of four cows (Mrs. Blossom, Bessie and Clara were the others) in a cartoon series featured in medical journals. The ads were a major hit and doctors ordered reprints for their offices. By 1939, Elsie was being featured in her own magazine ads and her campaign was voted the best of the year by the Jury of the 1939 Annual Advertising Awards. Elsie was created to symbolize the “perfect dairy product.” At one point, Elsie was better known than some human celebrities. Her looks have remained unchanged since she was first created in the mid thirties. Today, the picture of the bright eyed cow with the sweet, playful face and the daisy necklace still remains among the most recognizable product logos in North America. Elsie the dairy cow represents the traditional American culture of farming, home cooked family meals, and hospitality. 

http://adage.com/article/special-report-the-advertising-century/elsie/140179/

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The Target Everyday Collection 

What makes Target so irresistible? Target knows how to market groceries and “everyday” items while maintaining a chic store image. The Everyday Collection excels in poking fun at high-end good advertisements by using ordinary objects in the same setting. Ultra sleek colors, white and silver, as well as a professional looking woman make this commercial scream HIGH QUALITY! It’s just oatmeal though. Competitors’ advertisements would probably show a mother feeding her children Quakers Instant Oatmeal for breakfast, then look directly into the camera and gush about the product. It’s oatmeal, nobody cares. However, Target’s approach to selling oatmeal gives the product a new light. The woman in the commercial looks very polished and she’s blasting the oatmeal with an oversized water hose. Way cooler. The only words said in this commercial are “just add water,” emphasizing the concept of the woman and the water hose. The Target approach is more appealing to a broader audience. We’re busy people, not necessarily moms, and all we have to do is “just add water?” To reenforce the “Everyday Collection” idea, the oatmeal is shown sitting on a platform at the end of the commercial. As if it should be a glamorous pair of heels instead. Target’s quirky and innovative way to market these ordinary, everyday home good products is spot on and contemporary. Oatmeal deserves its 15 minutes of fame too.