I simply love suspense when it comes to tv commercials. That moment of imagination would allow your viewers’ minds to go free and crazy. For Goodness Shake has done up a commercial which is entertaining and hilarious. They emphasize that urge for a really good protein shake and the awkward moment for the silly gesture that follows. Nice way to emphasize how the product would resolve this embarrassing moment. With for goodness shake, its all ‘shaked’ up!
Take your time.
If you have seen enough of beer ads, you would have realize the abomination of these ads are the creation of bad scripts, dull storyline and the portrayal of lame male masculinity. While all these still holds true, there are exceptions. Amstel Lager created this TV spot that features quite an inspiring story of a chef on his stride to becoming a great chef. We see the huddles he overcame, the nights he had to burn and the long painful learning process which he endure through. The enervating transformation from a dishwasher to a chef illustrates the perpetual attitude of the male lead. Throughout the video, we see scenes where Amstel Lager is well celebrated. At the end of the commercial, the copy runs across: “Take your time. Slow brewed. Extra matured.” The commercial brings forth the message the importance of quality preceding quantity.
More space more fun
When it comes to furnitures, space has always been a constrain for most people. IKEA recently launched some really interesting work that creatively illustrate how you could bring more space to your home through the use of IKEA home furnitures. “One Room Paradise”, is a short TV commercial that would bring forth this point. They adopted a rather cute and interesting approach to convey this messaging with the use of dolls. The story revolves around a little girl playing with her toy house. The camera pans into the toy house and we see the dolls come to life. It effectively portrays the life of a doll and her son making out the best of their space in that small confined toy house set. Unusual yet appealing.
Designed by Apple in California
“Designed by Apple in California”. Big deal? That was the question I had for myself towards the end of the commercial when this liner slaps across the screen. There wasn’t any new tech nor content in the commercial. Not even the slightest amusement can I derive from this commercial. It is simply dull.
Apple’s commercial, “Designed by Apple in California” seem to have garner more attention than it expected. But not in a really pleasant manner. The commercial received a low score of 489 out of 900 based on the Ace Metric scale. Apple commercials never used to be boring nor sterile in any fashion. I still remember the Apple vs Microsoft commercials featuring the Mac talking to Windows with lots of quips, barbs, sight gags, and one-liners. The recent commercial has been a flop by many and haven’t been getting a lot of healthy publicity.
In fact one of the reasons attributing to the commercial’s bad reviews was the lack of information as well as the tonality depicted. While Apple remains a tech giant in it’s league, it has given viewers great disappointment by delivering a commercial that focus solely on it’s branding. Recently, Apple has been going under a lot of fire by the general public as well as their fans for the lack of unveiling great technology. People are starting to see a drop in the company’s standards in terms of their products and business operations.
As a solution to the lost of market share, it is natural to adopt an approach to regain consumer confidence by taking up the branding option in your marketing communications. This could be a desperate attempt to revive the spirits of their dying fans. I have to say, too much of these is not going to work. I theme these commercials as ‘fillers’. They aren’t exactly the kind of commercials you want to show to your viewers at this point of time. Your fans want ‘gamechangers’, new tech that would awe them. An arsenal of new equipment to let them stay amazed and keep their faith in the brand. Definitely not some rapport building brand commercials during such dire times.
Strides made by Apple towards their goal of regaining confidence has been futile. I hope to see more amazing work from Apple that would rekindle my love for the brand. Do you like the new Samsung commercials? What do you think of them compared to Apple’s new commercials?
Zack Chia 