Competitive Analysis

My two biggest competitors are Burts Bees and Chapstick. The advertisements that they both offer are on two completely different spectrums. Burts Bees advertisement isn’t really appealing. It says, “Bee spit never taste so good.” I understand and know what the ingredients are in Burts Bees products, but that advertisement is kind of repulsive. It is one of those scenarios that you know and get where a product comes from, but you don’t want to hear about it. My other competition is Chapstick. Chapstick is a classic that has been around for awhile. Their advertisements however are more humorous then informational. The advertisement that they have is, “Never let your lips go naked.”The product is then dressed in an outfit created from the label itself. It's cute and funny, and yeah it makes you want to try a new flavor of Chapstick, but if you haven't tried Chapstick already or don't like it then it isn't intriguing at all.

“Advertising takes many forms. From the earliest days of radio and television, there have been commercial sponsorships of broadcast programming.” Advertising by Design pg. 5

“Product placement, in which brands are embedded into television or web programs, banks on the same cachet, hoping the viewer associates the brand with the characters on the show.” Advertising by Design pg. 7

“Once an idea is chosen, the art director is responsible for the art direction (the overall look and feel, the visual style, and the selection of photographer or illustrator) and the visualization and design, and the copywriter is responsible for the writing.” Advertising by Design pg. 11

“Creative solutions are produced by a keen and imaginative mind or by a team of keen, imaginative minds.” Advertising by Design pg. 14

EOS Lip Balm -Your Lips Are Amazing

My slogan for my project is, “Your lips are amazing.” The concept of the company is that “EOS fits a woman's sense of style and also lets her have fun in the process of getting more beautiful.” Even while being in the dry heat the woman is still having fun with her male companion and feels beautiful with her incredibly smooth lips. The point of the slogan is to get across the long lasting moisture, added shea butter and the vitamin E that are all benefits of the EOS lip balm. It is unique because despite being in strenuous heat, the male model and the female model had an amazing time due to the moisture of her lips.

The Pitch

The product that I am going to do an ad campaign for is the EOS (Evolution of Smooth) Lip Balm. EOS lip balm is 95% organic and 100% natural. It also has long lasting moisture with shea butter and vitamin E. The advertisement will take place in a desert setting with both a male and female model. The male will be lying across the cracked desert ground and the woman will be sitting up in front of him. Their skin is dry and cracked from the lack of moisture, but the woman has soft and smooth lips from her EOS lip balm. She has a smile on her face as the man is looking up at her; the caption on the bottom will say, “Your lips are amazing.” The concept of the company is that “eos fits a woman's sense of style and also lets her have fun in the process of getting more beautiful.” Even while being in the dry heat the woman is still having fun with her male companion and feels beautiful with her incredibly smooth lips. 

EOC Week 5 Superbowl Ads Best & Worst

One of the worst commercials that I saw during the Super bowl this year was the HomeAway.com commercial. It was so terrible because it touched on different hotel issues but ran borderline inappropriate. Baby being flung against the wall? Uh hello, child abuse? It just made me realize that I will not be using the site for finding a place to stay during vacation. I guess it would be hard to follow up to last year’s commercial with Chevy Chase as his infamous character, Clark Griswold. That is what I noticed a lot this year for the commercials, it was a sequel to last years but it flopped instead of flipped.

The Volkswagen commercial with the little kid as Darth Vader was extremely adorable! You could only imagine how much George Lucas was banking off of this. I think it was a good way to promote the new car that they have because it not only reached the leisure consumers, but also the consumers who buy for their family. Not only can this new innovative car be luxurious, but it could also be a family car. It’s like a whole new spin on the family wagon is what I got out of it. The commercials this year were not as good as last year, which is not really a surprise to me. Of course we saw sequels of last year’s commercials, because they did such an amazing job but following it up isn’t always the easiest thing to pull off. Hopefully next year these companies figure something out, or they are blowing a boat load of cash on 30 seconds that will probably not lead to any profit gain.

There were a lot more commercials that were good and extremely bad, but Volkswagen and the HomeAway.com commercials were the two that stood out the most to me.

Week 4 EOC : Bob Isherwood

Bob Isherwood is the former Worldwide Director of Saatchi & Saatchi. He was responsible for the communications ideas that were created for some of the world’s major corporations. He pushed the idea that Saatchi & Saatchi is an ideas agency, rather than being an ad agency. He is regularly invited to deliver keynote speeches and to contribute to books and articles. He is the co-author of the book “World Changing Ideas.”  While working at Saatchi & Saatchi, Bob Isherwood won almost 8.000 significant creative awards. Right now, he is also teaching a course entitled “Creative Advertising” at Vanderbilt University. He was the Global Creative Director that was responsible for the launch and mass marketing of Toyota’s Prius.

The Prius commercial was sensational and so creative. In one of my other classes we watched the making of the commercial. It was so immensely creative, that it sucked you into the commercial. Initially watching it, I was a little creeped out by the children being flowers and clouds, but after watching what went into the process of making the commercial, it helped me better understand the concept and appreciate it. Bob Isherwood’s work has been documented in books which are endorsed by the advertising industry’s most prestigious national and international award shows. 

 

“He pushed the idea that Saatchi & Saatchi is an ideas agency, not an ad agency.”

 

"Now I've reached a point where I feel a need to reinvent myself." Just by reading how well respected he is by his fellow colleagues, it makes me appreciate his work so much more."

"If you want to be the best in the world, you need to surround yourselves with those who already are".

EOC Week 3 Tobacco Ad

The tobacco advertisement that I found was a vintage ad for Philip Morris cigarettes. Just by looking at the picture you can already tell that it is being aimed towards the young and the beautiful. Which is exactly what they also mention in the caption right underneath. “Follow Young Americas Lead.” The settings and conditions are the details they give you about the delicate flavor. Then it mentions that those are the reasons why they have “so many friends among younger smokers- with their fresher, unspoiled tastes.” The people are the young, trendy people who smoke to look good. The point of view around this experience is that since the younger generations of this time are so hip, the rest of America needs to follow in their footsteps. The goal is to get the rest of America to smoke Philip Morris cigarettes. They are assuming that everyone wants to feel and look young again, so they have the perception that with this advertisement everyone is going to go out and buy these cigarettes. The conflicts are that smoking doesn’t make you feel or look any younger or cooler. The outcomes are that the company hasn’t faltered at all with the advertisements because they are still a large corporation to this day.

I will admit that this particular advertisement is gorgeous. It has great color and the caption underneath is pretty catchy. It feels like they are trying to sell you more than just their cigarettes. They are trying to sell you an entirely new lifestyle. It’s like they are saying, “BUY OUR CIGARETTES AND YOU TOO COULD BE YOUNG AND FABULOUS LIKE THIS WOMAN HERE.” If I was alive in this time and I didn’t smoke, this advertisement would probably convince me that I should probably start. The rest of the advertisements that they put out at this time are equally beautiful, so with their consistency of their ads were probably a huge factor in their success.