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VIDEO HIGHLIGHTS
THE DECADE'S BEST TELEVISION COMMERCIALS
INFLUENCE STRATEGIES USED IN TELEVISION COMMERCIALS
COMPANY: FEDERAL EXPRESS
Product/Service: Overnight Delivery
Strategy: Create Awareness Of Service And Create Corporate Identity-Who Are We? We Are Fast?
TACTICS: Novel Or Unusual-Rapid Speech/Alliteration/Humor/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: Introduction Of The MacIntosh Computer
Strategy - Identify Management Create Corporate Identity
Create Product Identity Differentiate Product/Company Form Competition
TACTICS: Literary Allusion Or Frame (The Book 1984)
Visual Imagery-Light-Dark Metaphor-Light (Apple Computer) VS Dark IBM
Hero Vs Villain Story-Often Used Strategy In Symbolic-Dramatistic Persuasion
Juxtaposition-Activity And Innovation Vs Slow, Pondering,Mindless Conformity
TEXT: "On January 24 Apple computer will introduce MacInTosh, and you will see why 1984 isn't going to be like 1984."
COMPANY: NYNEX
Product/Service: Yellow Pages
STRATEGY: Increase Awareness Reinforce Product Position In Face Of Competition
TACTICS: Humor Word Play-Dumb Waiters/Rock Drills/Furniture Stripping
One Liner - "If It's Out There, It's In Here" Why Would Anyone Need Another"
Repetition
PRODUCT-BARTLES & JAYNES WINE COOLER
STRATEGY: Create Product Identity
TACTICS: Link Product With Small Town Values (Mom And Pop)
Talking Head (Dialogue With The Audience)
Politeness (Thank The Audience For Their Time)
Audience Involvement (Ask Audience To Help Name The Product)
Down Home Vs. Slick
PRODUCT: LEVI'S 501 JEANS
Strategy - Altercasting
Create Identity For Type Of Person Who Uses Product
TACTICS: Dramatic Setting - Urban American, Music Background, "The Blues"
One Liner-"Quality Never Goes Out Of Style"
Dramatic Scene - The Street
Dramatic Scenario-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
TACTICS:
One-Liner-"When It Absolutely, Positively Has To Be There Overnight"
Humor-Make Fun Of Those Who Have Made It To The Top Of The Greasy Pole
COMPANY - NIKE
Product - Athletic Shoes
Dramatic Scene: Male And Female Riding In Convertible Cruising California Urban Area
TACTICS:
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.
BARRAGE OF VISUAL IMAGES (Over 150 Images In A One Minute Commercial)
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 Corvette Corners 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 Of Procession, Urban Roller skater,(Male/Long Hair) Wearing Only Short Cutoffs And Skates,Two Surfers Walking Beach (Nike Logos 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,Two 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 Mcenroe Driving Mercedes Receiving Citation Form California Highway Patrolman (Wearing A Shirt With Nike Logo),Couple In Buick Special Convertible Female Roadrunner After Race (Drinking, Smiling, And Waving),The NIKE logo (Large Letters, White On Black) This Summer
PRODUCT CALIFORNIA WINE COOLER
Strategy: Create Product Identity
Create Product Differentiation
TACTICS: The Music Papa Uh Mao(Beach Boys),Give Me Some Lovin
Altercasting "Meet The People Who Invented Wine Coolers"
Rabbit, Quesimodo, The Chairman (Beach Bums)
Dramatic Setting - The Beach
Dramatic Scenario - 1.Make An Original Beverage Called "Cooler" 2.Party 3.Surf
Dramatic One-Liner -California Cooler-The Real Stuff, "Now In Bottles"
"Now The Original Blend Comes In A Bottle"
Couldn't Get Previously, Can Get Now
Visual Imagery
Surfing,Partying,Surfers Wiping Out,Guy Carrying Two Blocks of Ice On Shoulders,
Reading Surf Magazine, Guy Riding Cow On Beach Holding Surfboard, Sleeping On Beach,Woman 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
TACTICS: Famous Talking Heads-Mr. Butkus And Mr Smith/Bob Uecker, "Mr Baseball"
Antithesis(Division Into Two Parts Contrary To One Another)
Two Professional Football Players Attending And Discussing The Opera
Humor-Out Of Role Behavior-Football Players Talking About Opera And Ballet
Humor-Cliche-Making Fun Of Umpires Who Can't See
One Liner -"Everything You Always Wanted In A Beer And Less"
Dramatic Scene - The Bar
COMPANY: WENDY'S
Product: Hamburger
Strategy: Product Differentiation
TACTICS: Dramatic Scene - The Competitors Store "Home Of The BiG Bun"
One Liner, "Where's The Beef" Repetition - Where's The Beef?
Dramatic Persona Tied To Product (Clara)
Statement Of Product Advantages-At Wendy's You Get More Beef And Less Bun"
Altercasting-"You Want Something Better, Your Wendy's Kind Of People"
COMPANY: COCA-COLA
Product: Soft Drink Commercial: Not So Mean Joe Green
Strategy-Emotional Management- Make The Audience Feel Good
Evoke Positive Emotional Response To The Product
How Does Using The Product Make You Feel?
TACTICS: 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
One Liner "Have A Coke And A Smile"
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."
Heroic Persona (Professional Football Player)
Dramatize The Childhood Fantasy (Children Of All Ages)
COMPANY: FEDERAL EXPRESS
Product/Service-Overnight Mail Delivery
Strategy: Product/Service Differentiation
TACTICS: Altercasting-Create Negative Identity For Competition
Dramatic Scenario-Dramatization Of Consequences
The Consequences Of Relying On "Dingbat Express" 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
One-Liner:"When It Absolutely Positively Has To Be There Overnight"