Mountain Dew S Bad Cheetah Commercial Media Essay

Mountain Dew S Bad Cheetah Commercial Media bear witnessThis is a campaign that has confined itself to b bely three commercials. The common thing in all these commercials is the group of boys out on a safari. They are largely roaming about shouting Do the DewThe commercial shows a cheetah running in all its gusto, and unitary of our models following it on a bicycle. Finally, the lad jumps on the cheetah and traps him. Then he puts his hand inside the cheetahs mouthstraight down to his stomach, and pulls out a can of Mountain Dew. Bad Cheetah he says. The other guys observation him say to each other Cheetah bhi peeta hainThen they show the cheetah with all the spots g star except for a few spots which fleck out Do the Dew.The commercial fails to follow some vital rules of publicizing. There is absolutely no sword positioning. Which bracket of people is it targeting? What benefit is it givingyou?Secondly, their models seem possessed, running around jungles with colourful c circ lehes, jumping on cheetahs and shouting at the top of their voices. The viewer shave no point of reference work to key out themselves with either the carrefour or the advertising tone.Thirdly, there is no advertising message at least nothing that makes some(prenominal) sense. Why would anyone want to drink something that a Cheetah allegedly drinks? How did the Cheetah get hold of the can of Mountain Dew in the first place? In fact, this advertise ment has much environmental and wildlife ramifications than any connection with the yield.Fourthly, it is a real paltry hand at humour. If the intention of the advertisers was to excite the audience and make them laugh, they have failed miserably. This advert has induced to people solitary(prenominal) to switch channels because of its senseless advertising message, theme and conception.Fifthly and most importantly, the ad says nothing at all about the drink, except, of course, to extol its endearing feeling it to Cheetahs. What is the taste? Does it quench your thirst? Does it make you feel cool? Is it refreshing?If this advertisement is remembered at all, it is remembered for all the wrong reasons. From the very first base of the Mountain Dews ad campaign, it has come under some very serious firing. When they launched their first ad featuring the infamous slogan Do the Dew, other aerated drink manufacturers immediately saying its potential by piggybacking on the fame and releasing a parody. The parody achieved what the original never did. Today, viewers instantly relate this slogan to No do here, go dojhaadi ke peeche.The Mountain Dew advertisement failed at the ad mantra AIDA. Although it did catch the watchfulness of the viewer the first time it was aired. It did not generate any recreate or desire. It crashed so dreadful that not only was the ad campaign scrapped, sowas the harvest. Even if bottles of Mountain Dew line the shelves of stores today, itssales barely make a dent in the bread of t he company.Advertisement 2 kinetic Blaze IntroductoryAdvertisementThe Blaze is part of Kinetics Italiano series of scooters, comprises seven bestselling true-blue European scooter designs that Kinetic bought from Italian manufacturer Italjet. With its aggressive and glamorous Italian design, generous proportions and majestic presence, the very special Blaze makes an instant celebrity of its rider. The high-spec Blaze also has sufficient go to match the show with a powerful 165cc, 4valve engine that pumps out 11.6 bhp, coupled with automatic transmission.Kinetic Blaze was launched in 2006. The following is an analysis of the previousadvertisement.In this advertisement, a group of girls are seen going crazy in front of a house. A guy seeing the fight of girls asks a close shopkeeper if Abhishek or John were around. The shopkeeper says it is Rohit Verma. He has Kinetics latest scooter and this is the source of all the commotion.This advertisement is clearly targeted towards the yo uth. Not only are the models used in the age group of 20-30, the entire look and feel of the advertisement is young and hep. This commercial s tickers on some points while it fails at others.First of all, the advertisement develops attention and generates interest. Viewers are kept in the dark as to the source of the commotion. Interest is heightened when the shopkeeper answers in the negative to the name of celebrities. When the name Rohit Verma is mentioned, viewers are all ears (and eyes) to find out more abouthim.The presentation of the product, in this case the scooter, is also well done. It looks glamorous, and the difference in size and shape are also highlighted without words, heightening the impact. The product and the check off are not lost in the advertisement, and viewers not only identify the product, but also remember it.Its market targeting and brand positioning are clearly defined. The target is the middle income male youth. It is positioned as a scooter for men an d the first in ushering in a new market segment for scooters with its innovative design and targetmarket.However, the advertisement itself fails to generate a desire for more information or for purchase. This desire is evoked by the fact that the scooter is new and innovative. If the same advertisement was broadcast for a scooter that had already been launched in the market, it would not have done well. So, in a way, this advertisement works for the product since it is new, but considered solely from the advertising point of view, it does not make a big impact.The advertisement also fails to answer some of the basic questions that consumer shave while watching the commercial. What sets this scooter apart from the other scooters in the market? It is transparent that the look and feel of the scooter is definitely innovative. However, all new products sport a new appearance, in fact, it is imperative that they do so. So in wrong of performance, how does it differ? What is its USP? Wh y should the consumer choose to buy this product, when he can be sure of the performance of tried-and-tested scooters?From the advertising point of view, the commercial lacks originality and creativity. Showing a crowd of screaming girls to enhance the psychological value of a product is not new. Many advertisements for motorbikes, furniture, cars etc., showcase models to give the product an oomph factor and increase its appeal. Also, from a logical standpoint, why would the girls favour a guy based only on the fact that he has this scooter? How does it award him star status?The advertising message is vague and unappealing. It is understood that the product is organism positioned as your Shortcut To Fame. But, how? virtually motorbike advertisements try to project their product as one that forget give the owner an edge with the ladies. The advertisement says much, but tells little.Advertisement 6Surf Excels Advertisement(Brother Sister Duo)Hindustan Unilever Limited introduced Su rf in 1959, introducing the first detersive powder into the country. At the time, housewives used laundry soap bars to wash clothes. Surf offered them significantly better clean, with much less effort. The promise of superlative whiteness the articulation of a great clean at the time, connected with consumers and boostered to establish the brand.Surf was the first national detergent brand on TV the brand used TV to effectively educate their consumers on how to use detergent powders in a bucket for a betterwash.Surf Excel do a big splash with their Daag Achhe Hain advertising campaign.The following is an analysis of the first such commercial.The advertisement features a brother and sister duo walking theme from school, when the little girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother gets an idea and starts beating up the puddle of mud, demanding an apology. After a time and a lot of mud on his uniform, he stands up and says, Sorry bola. Th e narrator then removes all apprehensions of dirt and stains and says,Daag Acche Hain.This advertisement is universally well-loved. This is so because it does a lot of thingsright. It makes use of childrens appeal to get the advertising message across.The advertisement does what seldom others do cater to the emotions and sentiments of the viewers and succeeds with it. Not only do the children lower your condom to the advertisement, but the story, too, warms the heart of the viewers.The advertisement generates a sense of bonding. Viewers without siblings, too, can relate to the advertisement and the actions of the little boy. The advertisement also exudes certain warmth that reflects itself in the viewers.The advertising mantra, AIDA, is strictly adhered to. This is one of the reasons for its success. By showing a little boy and girl, the advertisement draws the attention of the viewers. When the little girl falls into the puddle and starts to cry, it creates interest in the minds of the viewers. When the tagline is spouted, it builds, in the viewers, a desire to know more. This desire often leads to action.Although there is no obvious targeting, it is done so through indirect means. Mostmothers are concerned when their children come home in dirty and messy clothes.This advertisement, not only sends out the message that Surf Excel will help you wasthem out, but that also there is no need to fear stains.Although the advertisement does not centre on the product or brand, both are remembered. The product and brand are subtly introduced to the viewers such that it sub-consciously enters their minds without any jarring highlights on the product orbrand.This advertisement also does what the majority do not. It focuses on the people rather than the product. The sentiments, actions and emotions of the people are highlighted and showcased throughout the advertisement in one form or another. The product is kept discreetly tucked away(predicate) and does not overpower the commercial.Although Surf Excel is a premium brand, this advertisement caters to all the income grades and all classes of people, across age groups. The brand and product are positioned as accessible to all people, whoever and however they may be. The brand image created through this advertisement is phenomenal.The advertisement leaves people with a warm feeling. This feeling also transfers to the product and brand. Thus, this advertisement can definitely be called and advertising success.Advertisement 4Orbit White Chewing Gum CowAdvertisementOrbit is one of the worlds largest selling chewing gum brand. In India, the brand shares the market leadership with Center Fresh brand. Orbit was launched in India in2004. This was Indias first Sugarfree chewing gum and together with Perfettis Happydent, this brand has rejuvenated the chewing gum segment in India.Orbit can be termed as a functional chewing gum. The brand when launched differentiated itself from the vivacious chewing gums with its sugar free property. Globally the Orbit brand adopts the tagline For a good clean feeling no matter what in India, Orbit uses for vigorous teeth and prevents tooth decay as its main message.Orbit White launched their most popular advertising campaign with the Cow series.The following is an analysis of the first advertisement in this series.The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, who speaks in Butler-English. He expounds the special quality of Orbit White Chewing Gum that whitens the teeth of a cow that previously had yellow teeth. His conclusion is that if it works for the cow, itll work for you too.This commercial tries its hand at humour in drawing attention and generating interest.It succeeds to quite an uttermost in this intention, but also fails at few places.The caricature of the doctor succeeds exceedingly well. Viewers immediately recall the product, the brand and the entire advertisement on any reference to Dr.Bhatawdekar.The produ ct and brand are duly highlighted. They are not lost during the telecast of the advertisement. The commercials message is wound around the product, making the product and brand as much a part of the advertisement as the rest of the characters and the concept.The advertisement also successfully plays to the sense of humour of the viewers. Any reference to the product results in immediate association to the doctor and his cow volunteer.This gives viewers a light-hearted view of the product.Nonetheless, there have been instances where the sentiments of viewers have been hurt. In such cases, it seems that the concept that starts out as funny, turns out to be a gross miscalculation of the sense of humour of the viewers.The characterization of the doctor and the way he speaks in English can be construed as offensive by many viewers. Since the doctor is a deliberate attempt at making fun of bad grammar, viewers who are insecure of their oral abilities may find the advertisement offensive.O verall, the advertisement has no class. Viewers can be put off by the commercial on grounds that it displays no sophistication. The attempt at humour can be seen as tending towards slapstick comedy and a very poor attempt at that.However, the advertisement does not fail completely. The product and brand are imprinted in the minds of the consumer. Any reference to the product brings remembrance of the waggish advertisement. And consumers purchase the product, even if only out of a sense of absurdity.Advertisement 5visas Pierce Brosnan Advertisement indorse Inc. operates the worlds largest retail electronic payments network and is one of the most recognized global financial services brands. Visa facilitates global commerce through the transfer of value and information among financial institutions, merchants, consumers, businesses and government entities.Visa gained the attention of television viewers in 2003 with a Tuk Tuk, featuringPierce Brosnan in Bangkok. The following is an ana lysis of the advertisement.A limousine drives through the streets of Bangkok, only to be preclude by a trafficjam. Pierce Brosnan winds down his window and catches the eye of a tuk tuk driver.The driver, delighted to have jam Bond in the back seat, revs the engine and pullsa wheelie, beginning a stunt-filled and effects-laden ride through the alleyways, restaurants and shops of Bangkok. The tuk tuk arrives at the hotel just as Brosnans dining partner pulls up in a limousine.Zhang Ziyi steps out and apologise for being late. The tuk tuk collapses, totally exhausted by the trip across town. Brosnan reaches for his jacket pocket and throws his VISA card to the driver.Later in the evening, the tuk tuk driver pulls up with a brand new tuk tuk, revving his engine and beckoning for Brosnan and Zhang Ziyi to join him. The tagline Visa All it takes.This advertisement can be considered a success. It does a lot of things right and gains not only the attention and interest of the viewers, but also builds a strong brand image and remembrance.The product is clear and highlighted. The brand, too, is not lost during the course of the advertisement. The product and brand is the core of the advertising message. Any attempt to analyze the commercial otherwise would prove fruitless.The advertisement retains a dashing air, quite literally. The commercial successfully draws on the innovative action of James Bond and highlights it exceedingly well in the tuk tuk mad-dash through the city.The advertisement stays true to the image of James Bond. The commercial maintains the charm of James Bond. It also includes a lot of stunts that can be immediately associated to James Bond. This succeeds in drawing the attention and generating interest among the viewers.The brand, VISA, is associated with sophistication and quality. With this advertisement, they reinforce this image and subjoin to it a certain panache and active participation.If the advertisement comes under any criticism at all , it is from a purely logical standpoint. When Brosnan hands over his VISA card to the tuk tuk driver, the driver returns with a new and better powered tuk tuk. However, there are those who argue that anyone would have disappeared with the card and spent all the money.Nevertheless, for those who appreciate honesty, this advertisement succeeds. The commercial generates good feelings in the minds of the viewers. The product and brand are remembered. Additionally, the brand image is improved and remembered.