The Decades Best Commercials 1980's
Content Overview
COMPANY: FEDERAL EXPRESS
PRODUCT/SERVICE: OVERNIGHT DELIVERY
Strategy
Create Awareness Of Service
Create Corporate Identity-Who Are We? We Are Fast?
Tactic Novel Or Unusual-Rapid Speech
Tactic Alliteration
Tactic Humor
Tactic One Liner
TEXT
"In this fast pace, get it done yesterday world aren't you glad there is one company that can keep up with it".
"When it absolutely, positively has to get there overnight"
COMPANY: APPLE COMPUTER
PRODUCT: MACINTOSH COMPUTER
Strategy - Identify Management
Create Corporate Identity
Create Product Identity Differentiate Product/Company Form Competition
Tactic - Literary Allusion Or Frame (The Book 1984)
Tactic - Visual Imagery-Light-Dark Metaphor
Light (Apple Computer)
Dark IBM
Juxtaposition-Activity And Innovation
Vs
Slow, Pondering, Mindless Conformity
"On January 24 Apple computer will introduce MacInTosh, and you will see why 1984 isn't going to be like 1985."
COMPANY: NYNEX
PRODUCT/SERVICE: YELLOW PAGES
Strategy: Increase Awareness
Reinforce Product Position In Face Of Competition
Tactic - Humor
Tactic - Word Play
Dumb Waiters
Rock Drills
Furniture Stripping
Tactic - One Liner - "If It's Out There, It's In Here"
Why Would Anyone Need Another"
Tactic - Repetition
BARTLES & JAYNES CO
PRODUCT-BARTLES & JAYNES WINE COOLER
Strategy: Create Product Identity
Tactic - Link Product With Small Town Values
(Mom And Pop)
Director Of Marketing Will Begin Distribution Of Product In 1950's Pickup Truck
Tactic - Talking Head (Dialogue With The Audience)
Tactic - Politeness (Thank The Audience For Their Time)
"Thank You And We Hope You Enjoy Your Bartles And Jaynes Wine Cooler."
Tactic - Audience Involvement (Ask Audience To Help Name The Product)
Tactic - Down Home Vs Slick
Tactic - Humor-"Buy This Product Because Ed Here (Ed Jaynes) Took Out A Second On His House And He Has Got A Big Balloon Payment Coming Up"
COMPANY: LEVI STRAUS
PRODUCT: LEVI'S 501 JEANS
Strategy - Altercasting
Create Identity For Type Of Person Who Uses Product
Dramatic - Urban American, Music Background, "The Blues"
Setting
Dramatic - "Quality Never Goes Out Of Style"
One-Liner
Dramatic - The Street
Scene
Plotline What Do People Do Who Wear 501's?
Roller skate, Paint, Hang Out Waiting For Action
Get Together With Their Peer Group
Wash Cars
Compose Music At The Piano
Hero - The Rugged Individualist Who Is Part Of A Group
Values - Simplicity-Jeans/Athletic Shoes/T-Shirt)
Conformity
Activity/Action
Ruggedness (People Who Wear This Product Are Like The Product)
COMPANY FEDERAL EXPRESS
PRODUCE/SERVICE OVERNIGHT MAIL DELIVERY
Strategy - Create Awareness
Tactic: - One-Liner-"When It Absolutely, Positively Has To Be There Overnight"
Tactic: - Humor
Make Fun Of Those Who Have Made It To The Top Of The Greasy Pole
COMPANY - NIKE
PRODUCT - ATHLETIC SHOES
Scene: Male And Female Riding In Convertible
Cruising California Urban Area
Musical Lyric
"Rolling Down Imperial Highway, Big Nasty Red At My Side, Hot Santa Anna Winds Playing Hot From The North, We Were Born To Ride, From The East Side, To The West Side, Everybody Standing Happy, Cause The Sun Is Shining All The Time, Looks Like Another Perfect Day, We Love It. We Love It. I Love LA.
Hollywood Hills,
Breasts/Swimsuit
Theater Marquee
Nike Baseball Hat
Palm Trees
California License Plate
Couple Driving 1950's Candy Apple Read Buick Special Convertible
Woman In Special, Sunglasses, Heavy Lipstick
Silver Hubcap
Two Surfers Heading Out Into The Surf
Urban Street Scene
Neon Jesus Saves Sign
Late Model Corvettes Corner Into The Camera
Street Mural On Complete Side Of Building Of A Runner (Nike Logo)
Shot Of Women In Buick Special-Hair Flying In Breeze
Billboard Black Athlete Wearing Nike Socks Warming Up
Four Dark Colored Automobiles In Some Type O Procession
Urban Rollerskater (Male/Long Hair) Wearing Only Short Cutoffs And Skates
Two Surfers Walking Beach (Nike Logs On Surfboard)
City Skyscraper
Female Road Runner (Smiling And Waves)
Street Mural Professional Trackster (Female) (Nike Logo)
Black Worker (Hard Hat)
Same Palm Trees
Black Athlete On Billboard Hurdling Or Broad Jumping (Nike Logo)
Two Women Jogging On Beach-Two Surfers In Foreground Waxing Boards
Black Athlete Playing Basketball With Kids (Wearing Nike T-Shirt)
Female In Buick Special Kisses Male Driver On Cheek
Nike Street Mural Advertisement(Individual Foreground/City Skylight Background)
White 1950's Convertible Driven By Female With 5 Silver And Black Uniformed Football Players
One Black Silver And Black Uniformed Down Lineman (Nike Billboard)
Bikers In Front Of An Urban Ethic Restaurant
Los Angles Dodger Tipping Hat At Pubic Presentation Of Some Sort
Sidewalk Evangelists With Placard "No Sex"
Kiwi-like Bird Racing Into The Surf
A Toddler Running In Nikes Athletic Shoes (View Of Shoes Only)
Black Athlete Broad Jumping
To Female Butts In Bikini's Walking On Beach
Black Broadjumper Flies Into The Picture And Lands
Black Broadjumper Takes A Double Take When He Sees "Butts"
Don't Walk Sign Foreground, Billboard Runners After A Race Perhaps Background
Black Family
John MacEnroe Driving Mercedes Receiving Citation Form California Highway Patrolman
(Wearing A Shirt With Nike Logo)
Couple In Buick Special Convertible
Female Roadrunner After Race (Drinking, Sailing, And Waving)
The NIKE logo (Large Letters, White On Black) This Summer
PRODUCT CALIFORNIA WINE COOLER
Strategy: Create Product Identity
Create Product Differentiation
The Music Papa Uh Mao Beach Boys
Give Me Some Lovin
Tactic - Altercasting
"Meet The People Who Invented Wine Coolers"
Rabbit, Quesimodo, The Chairman (Beach Bums)
Dramatic - The Beach
Setting
Dramatic Make An Original Beverage Called "Cooler"; Plotline Party; Surf
Dramatic California Cooler-The Real Stuff,
One-Liner "Now In Bottles"
Tactic - "Now The Original Blend Comes In A Bottle"
Couldn't Get Previously, Can Get Now
Tactic - Visual Imagery
SURFING
Surfers Wiping Out
Reading Surf Magazine
Holding Surfboard
Sleeping On Beach
PARTYING
Guy Carrying Two Blocks Of Ice On Shoulders
Guy Riding Cow On Beach Carrying Surfboard
Women Running Carrying Fresh Tropical Fruit
Dog Wearing Shades
Dancing
Guy Hitting On Girl
Girl Splashes Drink On Guy
Dancing At Beach Bar
COMPANY: MILLER BREWING
PRODUCT MILLER LIGHT
CAMPAIGN "TASTES GREAT/LESS FILLING
Strategy: Create Awareness (Brand Recognition)
Dramatic Bars
Scene
Dramatic Scene The First Miller Lite Camping Trip
"Manly Men, Doing Manly Things"
Tactic - Famous Talking Heads
Mr Butkus And Mr Smith
Bob Uueker, "Mr Baseball"
John Madden, Football Coach
Bob Ueecker, "Mr. Baseball"
Mickey Spillane, Mystery Writer
Carlos Palomino, Welterweight Boxer
Rodney Dangerfield
Tactic - Antithesis
(Division Into Two Parts Contrary To One Another)
Two Professional Football Players Attending And Discussing The Opera
Tactic - Humor
Out Of Role Behavior-Football Players Talking About Opera And Ballet
Cliche-Making Fun Of Umpires Who Can't See
Football Coach John Madden Becomes Hyperkinetic In Bar Talking About Miller Beer As He Does On The Sidelines During A Game
Tactic - One Liner
"Everything You Always Wanted In A Beer And Less"
Tactic - One Liner "Word Play"
"If You Come To America, Drink Light Bear, But Don't Drink The Water"
Tactic - Suggestion
"She Poured, We Drank, To Be Continued"
Motives (Needs For Intimacy, Sex, Or Companionship Met By Drinking Light Beer)
Tactic - Conflict-Juxtaposition
"Tastes Great.............Less Filling"
Tactic - Emotional Hit (Fear/Suspense)
"Waiting For The Creature Which Stalks The Woods And Only Comes Out When The Moon Is Full....."
Tactic- Emotional Rollercoaster-Fear/Suspense Than Humor (Rodney Dangerfield Is The Creature)
COMPANY: WENDY'S
PRODUCT: HAMBURGER
Strategy: Product Differentiation
Dramatic Scene - The Competitors Store
"Home Of The Bit Bun"
Tactic - One Liner, "Where's The Beef"
Tactic - Repetition - Where's The Beef?
Tactic - Dramatic Persona Tied To Product (Clara)
Tactic - Statement Of Product Advantages
At Wendy's You Get More Beef And Less Bun"
Tactic - Altercasting
"You Want Something Better, Your Wendy's Kind Of People"
COMPANY: COCA-COLA
PRODUCT: SOFT DRINK
COMMERCIAL: NOT SO MEAN JOE GREEN
Strategy- Make The Audience Feel Good
Evoke Positive Emotional Response To The Product
How Does Using The Product Make You Feel?
Tactic Music
"Coke Makes Me Feel Good, Coke Makes Me Feel Nice,
It's The Way It Should Be"
"I'd Like To See, The Whole World Smiling With Me,
Coca Cola Adds Life,
Have A Coke And A........Smile
Tactic One Liner "Have A Coke And A Smile"
Tactic Talking Heads
Mr. Green, Mr. Green,
Yeah.
You Need Any Help?
No
I Just Want You To Know, I Just Want You To Know, Your The Best Ever
Yeah,sure.
Want my coke, it's ok you can have it.
No.
Really, It's Ok.
Ok.
(Joe Drinks Coke)
See ya around (Kid begins To Walk Away Dejected)
Hey Kid (Joe tosses jersey to kid)
(kid exclaims)
Gee thanks Mean Joe Green.
Tactic Heroic Persona (Professional Football Player)
Tactic Dramatize The Childhood Fantasy
(Children Of All Ages)
COMPANY: FEDERAL EXPRESS
PRODUCT/SERVICE-OVERNIGHT MAIL DELIVERY
Strategy Product/Service Differentiation
Tactic Altercasting
Create Negative Identity For Competition
Dramatic The Consequences Of Relying On "Dingbat Express"
Scenario Instead Of Federal Express
Dingbat Express Delivers Ordered Product Days Later And Pulls Up To Business Which Placed Order Only To Find Them Out Of Business
The Consequences Of Relying On Doofuss Air Express Instead Of Federal Express
Tactic Humor-Executive Who Fails To Receive His Slides For A 10 a.m. Presentation The Next Day
Tactic One-Liner - "When It Absolutely Positively Has To Be There Overnight"
COMPANY MAXWELL
PRODUCT CASSETTE RECORDING TA
Strategy Counter-argument
Cassette Tapes Don't Last
Cassette Tapes Don't Sound As Good
High Cost Tapes No Different Than Lower Cost Tapes
Tactic Humor (Out Of Role Behavior) Butler Waiting On Long Haired Leather-Clad Person Listening To Classical Music
Tactic One-Liner
"After 500 Plays, Our High Fidelity Tapes Still Produce High Fidelity"
"Maxwell, It's Worth It".
Tactic Merge Visual And Vocal
Hair Blowing In The Wind With Wagner piece
"Flight Of The Vycaries"
COMPANY LEGO
PRODUCT/SERVICE CHILDREN'S BUILDING BLOCKS
Strategy Create Awareness (Brand Recognition)
Tactic Humor
Tactic Personification (Giving Human Like Qualities To Inanimate Objects)
Tactic Point-Counterpoint And Conflict
Tactic One Liner - "Lego, It's A New Toy Everyday."
COMPANY: GENERAL ELECTRIC
"BASEBALL UNDER THE LIGHTS"
Basis Of Influence Symbolic-Dramatistic
Strategy: Identity Management
Create/Recreate Corporate Identity
Tactic: Mythic Story
The First Night Baseball Game
(America's Pastime)
Tactic Altercasting-Create Heroic Persona
"A Group Of GE Engineers Ushered In The Era Of Night baseball...
"Band Of GE Pioneers Made Possible For Us The Brilliant Nights To Come...."
Tactic One-Liner "GE We Bring Good Things To Life"
COMPANY: CLUB MED RESORTS
PRODUCT/SERVICE VACATIONS
At Club Med You Can Water Ski
Picture Of Couple Sitting On Beach Not Waterskiing
Play Tennis
Picture Of Tennis Player Lying Prone On Bench
Snorkel
Picture Of Snorkler Prone On Air Mattress
Sail
Picture Of Couple Prone On Sail Boat
Windsurf.......
Volleyball......
AT Club Met You Can Exercise Everything Including Your Right To Not Exercise At All.
"Club Med An Antidote For Civilization."
Tactic Point-Counterpoint
Tactic Repetition
Tactic Emotional Hit (Relaxation(
Tactic Motivational Hit
(Freedom, Choice And Autonomy)
COMPANY: MCI
"THE NATION'S LONG DISTANCE COMPANY"
PRODUCT/SERVICE LONG DISTANCE
Strategy Create Awareness
Statement Of Product/Service Advantages
Tactic Talking Heads (Simulated Conversation)
Tactic Emotional Hit (Happiness)
Tactic Emotional Rollercoaster (Tears Of Joy Than Humor)
Tactic One-Liner "True Reach Out And Touch Someone, But Do It For A Whole Lot Less"
COMPANY MILLER HIGH-LIFE
PRODUCT/SERVICE ALCOHOLIC BEVERAGES
Campaign:
"He Might Become As Good As He Thinks He Can Become"
"Lets Win The Games Again"
Strategy Identity Management
Altercasting-Create Corporate Identity
Basis Of Influence Symbolic Dramatistic
Dramatic Setting The Olympic Training Center
Dramatic The Track, The Ski Jump
Scene
Dramatic "Practice Makes Perfect"/Chasing Dreams
Scenario "Boy And His Dog Heading Off To Practice"
Tactic Emotional Hit (Uncertainty) Hazards Of The City
"That Kids Out There Again"
Tactic Motivational Hit (Patriotism)
Tactic Emotional Hit (Altruism) We Feel Good When Others Do Well
Tactic Altercasting
By Supporting The Olympic Training Center, The Miller High-Life Corporate Is Partly Responsible For The Performance Of Olympic Athletes
"Miller High-Life Fulfill Dreams"
Tactic The Symbolic Cue
Crowd Changing "USA, USA, USA
Tactic Redefinition-"This American Dream Is Brought To You By Miller-High Life, Sponsor Of The American Olympic Training Center
Tactic Motivational Hit (Faith In Technology)
Tactic Repetition In Different Contexts
(Track, Skying, Shot putting)
Tactic Motivational Hit (Patriotism) Let's Win The Games Again
COMPANY: BMW
PRODUCT/SERVICE HIGH END LUXURY AUTOMOBILES
CAMPAIGN: BMW: THE ULTIMATE DRIVING MACHINE
Strategy: Identity Management
Create Product Identity
735i Luxury sedan
Tactic: Altercasting
Everyday BMW Presets A Comprehensive Report On The State Of Automotive Technology
One-Liner "Translating The Intricacies Of Technology Into That Illusive Commodity Called Fun."
"BMW Allows Those Who Take Driving Seriously To Peacefully Coexist With Those Who Don't.
Tactic: Motivational Hit (Faith In Technology)
Tactic; Altercasting
All Senior Managers At BMW Are Engineers
Tactic: One Liner
When You Buy A Car What Your Really Buying Is The Company Who Build It
Tactic: Motivational Hit (Safety, Need For Control)
Visual BMW Breaking To Avoid Accidents Flawlessly
Tactic: Emotional Hit (Fear/Anxiety)
That Your Care May Not Furnish The Safety Of A BMW
COMPANY: JOHN HANCOCK INSURANCE
PRODUCT/SERVICE: FINANCIAL SERVICES
CAMPAIGN: REAL LIFE, REAL ANSWERS
Strategy: Problem-Solution
John Hancock Provides Real Answers To Real Financial Problems
Tactic: Emotional Hit (Fear/Anxiety} Buying A Home
Tactic: Negative Altercasting
Your making 30 and you have no financial investments, what do you think your 18 years old or something.
Tactic; Emotional Hit
"Father And Son Talk" (Mano On Mano)
Tactic: Altercasting
How Do You Want To Be Remembered?
Good Husband, Good Father. That's It. That's Life. And That's What Life Is.
Tactic: Altercasting
Good Husbands And Fathers Provide Financial Security For Their Family
COMPANY: PEPSI CO.
PRODUCT: SOFT DRINKS
Tactic: Mythic Fantasy (Time Travel)
Tactic: Humor:
A Person Is Send Back In Time Inadvertently Carrying A Pepsi
Tactic: Movie Parody: Back To The Future-All The Coke Product/Machines/Companies Begin To Disappear
Tactic: One Liner "Pepsi-The Voice Of A New Generation"
Tactic: Famous Talking Head, Actor Michael J. Fox
Tactic: Humor
Michael J. Fox At The Library, Does Not Have Change For The Pepsi Machine, Finds Book Titled Power Of Suggestion, Uses Photocopy Machine, And Creates A Pepsi