P1 Memorable adverts

Memorable advert 

This is a Pepsi advert from December 2001 directed by Patrick Sherman in which a kid uses two cans of Coke so that he can reach the Pepsi button to buy a Pepsi, leaving without the two cans of coke. 

This was banned because it was too blatantly stating an advantage over direct competition without backing it up, I'm also not sure how they got away with copyright issues. This ad is memorable because it's a brave statement by Pepsi, not pulling any punches. It lulls you into thinking it's a Coke commercial at first which I think makes it more memorable as a Pepsi ad. 

Making a product appeal more to young audiences 

A service that is typically advertised through very dull and matter of fact advertising to older generations is life assurance. It typically features a person presenting facts or guilt tripping the adult into getting life assurance so their family can afford a funeral. To make life assurance appeal to a younger target audience maybe around 20 yrs old I would instead make the advert very action packed, with people doing lots of extreme sports such as skydiving, surfing, motocross etc without even mentioning any facts or guilt tripping - just a logo at the end. I think this would engage the young target audience a lot more and make them see this service as a less 'grown up' and boring thing to have, allowing them to have more fun conscious free. This would also offer the opportunity to have action sport celebrity endorsement to make the product seem more youthful and desirable. Obviously this would never happen because this is one of the most heavily regulated industries in terms of advertising and marketing, but if it were allowed that could be effective. 

Celebrity Endorsement 

Ed Sheeran (Celebrity) Heinz endorsement

Sheeran was chosen to be in this advert because of his renowned and vocal love for tomato ketchup - because he apparently messaged Heinz with the ad idea. He is on of the largest UK celebrities and is very popular among the older TA who are most likely to be purchasing condiments. The aim of this advert was clearly to promote Heinz ketchup and get the consumer to purchase it next time they're choosing between ketchups, because the product has been reinforced into their decision.  I think that this advert was very useful in it's use of the celebrity because it appeals to the working class audience by making it relatable through Ed. His storyline is funny for middle class people which gets them engaged, whilst also being appealing for the working class as it shows an anti-wealth standpoint. 

Mr Beast (youtuber/influencer) honey endorsement 

In this advert which was featured as a little 53 second extract in one of the youtuber's videos, he installs Honey (a browser extension) onto his Mum's computer to show the ease of use. Mr Beast was chosen as he is one of the largest and most relevant channels on YouTube with a very consistent and young viewership. His videos typically have high engagement due to the large ideas which means that many people will watch through the ad. In addition, his followers are typically quite young and easily impressionable, often buying whatever he says. The aim of this advert was to increase awareness for Honey and increase their downloads, which it did successfully. I think the advert was successful in its use of the celebrity but only because he has a very large following so they are guaranteed increased sales, there is no correlation between Mr Beast's brand and Honey like with Ed and Heinz. Although much like Ed with Heinz, Mr Beast has now endorsed Honey multiple times. 

Shock advertising or 'shockvertising' 

Shock advertising is a from of advertising that "deliberately, rather than inadvertently, startles and offends its audience. This is done by violating norms for social values and personal ideas. This is done by using taboo subjects, this generates a more memorable brand/ cause awareness. It can be wildly successful or backfire terribly. 

The first advertisement in this compilation is an example of shockvertising used to raise awareness for house fires killing children, called "On your child's life". It features a young boy directly addressing parents to swear on their Childs life that they will test their smoke alarms to give their family a better chance of surviving a house fire. The direct address in this advert is part of the shock factor involved as well as the boy fading away at the end to infer his death to add to the already intense sense of guilt this advert effectively creates. "You did promise didn't you?"