Are iPods on their Deathbeds?

Remember when the first few iPod commercials came out and showed the silhouettes of people dancing around with the white iPods in their hands and the white headphone cords swinging around the screen as they moved? Of course you do. They were awesome and something we had never really seen before. Sure, we had models of MP3 players floating aroung the market but no one quite had a grasp on how functional and useful they could be until Apple came along.

Well, times are a changin' and since the introduction of the iPod, dozens of products and variations of those products have been available to consumers, each one just being a little better than the last. Although Apple just came out with new lines of the iPod nano, shuffle, and touch, it leaves me wondering if it is too little to late. It seems to me that the iPod, in this race to consumer and market domination, is the hare. It came out of the gates fast, but now these new products are closing in on the finish line and leaving the iPod in the dust. Im my opinion, Apple will need to soon come to a conclusion about the continuation and fate of the iPod product line. Apple is clearly a goliath in today's electronic world; the sales revenue of the iPhone alone is greater than all of Microsoft's sales revenue combined. But again, what about the iPod?


What is the iPod's problem?

With the rapid advancement and improvements of the iPhone, with more memory and functionability, consumers are beginning (if they haven't already) to listen to all of their music right on their phones, rather than having a separate device to pay for and carry around. Consumers strive to have less "baggage" and desire all of their entertainment needs in one location, and that is the iPhone.

What are iPod advertisements trying to accomplish?

Apple wants to bring back the fun and excitement of using an iPod. They are showcasing new colors, new screen sizes and layout, new apps and features, and better screen resolutions, as seen in the new iPod touch.

Who is the target for the new iPods?

I think that Apple is trying to focus on the younger generation for their new iPods. Kids who listen to music regularly but are not allowed to have a phone that allows them to listen to music. An iPhone is very expensive and for those parents who do not want their children to have a phone that is that expensive, the iPod is the product that will solve their music-listening dilemma.

Why should you still buy and iPod?

For those with a diverse taste and an expansive music library, they will need all of the memory that they can get. If you would purchase an iPhone with 16GB or 32GB of memory and you load it up with apps, take a lot of photos and videos, or do anything else that will fill up that memory, it doesn't leave much extra space for that large library of music. IPods offer a single and uncontaminated space for you to store your music. So, instead of having 3 or 4GBs of scrap memory left on an iPhone to cram in your music, you will have an entire device and all 16 or 32GBs of memory to fill with all of your favorite artists and tracks you can think of.

 



Mercedes: The Best or Nothing

This Mercedes Benz commercial from last year still resonates in my mind today, despite the myriad of car commercials that float around today's ad space. It stuck in my mind because it went against the image of a Mercedes that had formed in my mind, even without giving its formation any cognitive thought. When I see a Mercedes Benz out on the road, it is typically an older man (believed to be successful) with distinguished attire and features and that seems to be a bit smug and ignorant to the world around him. Now, this is a generalization but an overwhelming reoccurance in my experiences. My attitude towards the typical "Merc" owner, I would think, would and should be alarming to the Mercedes Benz brand. I have pondered about this idea for some time and after seeing this commercial, some of my questions and concerns, I feel, were addressed.

 

What was/is Mercedes Benz's problem?

 

With the prestigious name, iconing styling, unmatched technology, and premium prices that go along with it, Mercedes is still beginning to become old-fashioned. They have lost touch with the days of creating racing machines and symbolizing power and excitement. They have become solely a status symbol. They need to create an image that they make driving fun and adventurous again, rather than just being the end of the road of success.

 

What was this ad's objective?

 

This ad exudes power, and a lot of it. Mercedes has been around long enough and has decades upon decades of experience that back up its supremacy, but it is time to bring something new (or what they once stood for) to the table. While obviously keeping the iconing lines and design features, as expected, Mercedes is now a symbol of power and strength, rather than solely a status symbol for the adventure-less.

 

Who is the target and what are they thinking, feeling, and saying?

 

Success will always be a prerequisite to owning a new Mercedes Benz, and this is something that Mercedes is proud to say. They are after all a luxury brand at the core. But what about the successful consumers that never grow up, never settle, and never outgrow adventure and excitement? Mercedes needs to grab these people and never let go. They can't afford to become Buick. Our society has an "anti-aging" mentality and will go to extreme lengths to hold on to their youth and material items such as automobiles help them slow down the aging of the mind.

 

What is the main idea? The big picture?

 

Owning a Mercedes Benz is more than a status symbol, it's a way of life; a life of excitement, adventure, sophistication, power, and bold statements.

 

 

 



5...Hour...Nap

 

What's the first sport that comes to mind when I say the word energy? GOLF! Right? In almost every case...wrong. This ad from 5-Hour Energy is a complete and utter shank (speaking in golf terms). Now I may have a slightly unique perspective on this commercial because it features professional golfer, Jim Furyk. He is from Lancaster, Pennsylvania which is about 40 minutes from my hometown. Being a obsessed and passionate golfer myself, I had the pleasure of going to the 2011 U.S. Open in Bethesda, Maryland and had the honor of meeting and talking to Jim Furyk. Of course I brought up where I was from and that I knew one of his best friends, who was a long-time basketball coach at a neighboring high school in my school district growing up. Jim Furyk is one of the nicest and well-respected guys on the PGA Tour, however he has a somewhat somber and unaltering personality when he is on the course. He may crack a few smiles here and there and may give the ocassional waist-high fist pump after a clutch shot, but that's it. To this point, I am completely flabbergasted as to what 5-Hour Energy was thinking when they selected a golfer, let alone Jim Furyk, to represent their product.

 

5-Hour Energy claims to give you a surge of energy that makes you alert and more focused. Well, that may be true but how the heck are we supposed to get that message from Jim Furyk? A large number of athletes that play other, contact sports do not even view golf as a sport at all but more of a hobby and being a golfer all of my life, I can attest to that. So if are a football player, boxer, wrestler, or baseball player and you watch this commercial, a smile and a chuckle are going to be impossible to hold back. This commercial seems like a 5-year-old wrote it to be perfectly honest. It's almost like it was a contest to see how many times they could say "energy" in 30 seconds. We know that the product is about energy; it's in the name of the product! 

 

 

Now, maybe this ad was aiming for those that lack the necessary amount of energy to get through their day, athletic challenges, or other bodily demands. I get that. But I think that it would have been much more effective to show the benefits of the product rather than simply stating them, and lets face it, coming from someone who speaks in a bland monotone isn't cutting the cake. Using an athlete that is in the middle of a tense situation or that is about to attempt a record-breaking feat would showcase the effects of this product much more vividly and more believably, rather than someone standing and hitting a golf ball or sitting in a meeting. Even though this product can apply to those occasions, it is all about image and sticking out in the consumers' minds.

 I agree that 5-Hour Energy needs to target those people who work long hours, who are constantly going and those who may lack the motivation to get through the day. But the main idea that 5-Hour Energy needs to communicate here is that this product will give you a boost to get you through those painstaking days that seem to never end. I still think that this product is the root of many skeptical attitudes and saying that it gives you energy over and over again does not build trust in the product. Jim Firyk, or any golfer for that matter, was simply not the right choice for 5-Hour Energy, who is still trying to find that niche in the market for themselves. Slowly but surely they may get there, but as for now, if they come out with another commercial like this one, they will have to change their name to 5-Hour Nap.

I Can't Hear You, I'm Too Busy DOING IT

 

 They always say, "if you can't beat 'em, join 'em." Right? Well, what if you can beat them? Nike suggests leaving them in your dust. I stumbled upon this commercial advertisement from Nike and was honestly moved by it. It really hit home for me because I have had a longtime friend that has a disability and have witnessed first hand all of the abuse and torment that is a part of my friend's everyday life. More importantly and even more discouraging, I have had the painful exeriences of seeing what happens to him emotionally behind the scenes as a result. Let me tell you, if you don't already know the feeling, I hope that you never do.

 

This commercial is described by one word in my mind:  Nike. It is the epitome of what Nike stands for and tries to inspire within each and every one of its consumers. What do words like pride, triumph, dedication, silencing the critics, the pursuit of perfection, and relentlessness all have in common? They are what Nike strives to possess and inspire. A typical Nike commercial in the past had used a star athlete in a popular American sport. While this commercial shines a spotlight on Oscar Pistorius, a South American "blade runner" who has broken his own world records in track and field over 30 times, it has a different feel and message than most other Nike spots. Oscar may be in top physical shape and condition, he has a serious and restrictive disability:  he has lost both of his legs. I have viewed this video numerous times and have been thinking about the conversations and objectives that may have inspired its origin. 

 

 

Nike's possible decription of their target for this ad may go a little something like this:  A young, determined athlete that has ever doubted themselves. They sit on the sideline just hoping they could be like the ones that get the playing time.They often tell themselves, "I'll do it tomorrow," or, "it can wait." Those who believe that they don't deserve the spotlight or that it is unattainable. A young, aspiring athlete who hears others over themselves.

 

What is the main idea that Nike is trying to drive home with this ad? Everyone can achieve greatness. Everyone can experience triumph and victory. Everyone can jump the hurdles in their path to the finish line. Everyone has the desire and dedication within them, but need to find their reason to bring it out. Everyone needs to be a "bad listener" in order to only hear the beating of their heart, the fire in their souls, and the dreams in their minds. If it was easy, everyone would do it...JUST DO IT.

 

While I am a firm believer that anyone can do anything that they set their mind to, we all have to admit and be realistic in saying that not all kids or young adults, Nike's main targets, have the same opportunities to do something great in their lives. That power lies within the individual. Nike is saying in this ad, to put it bluntly, screw the people that bring you down and tell you "no." Screw the people that use the word "can't" in their vocabulary. Screw the people that write you off because you "aren't like the rest." Speaking to young kids and young adults that may have to overcome obstacles in their lives, Nike is telling you to make your own success, silence those who doubt you, push yourself and ultimately, JUST DO IT. Only you can determine what you can or cannot do. That's it. Nike nailed this. Exterior powers have no effect on the strength of what is within you. Only YOU can set your alarm before the sun tells you to get up. Only YOU can feel the rewards of your aches, pains, and sweat. Nike tells its consumer that only they have the control and power of their minds, bodies, and futures.

 

Now this is something to listen to. Just do it.

Life's A Beach

 

Who doesn't love beaches? No, I said beaches, not...well, nevermind. Of course I'm talking about Corona and their "Find your beach" campaign. To me, it is brilliant. Beer commercials can be so monotonous and redundant, showing dudes in sports jerseys watching a game and chest-bumping because they are so manly and drink a manly beer. Well, what about the people that just enjoy their beer and use it (responsibly of course) to briefly get away from the stresses and pains in the ass that every day life seems to always throw at you? That's the image that Corona tries to pop their top and consume in the minds of the consumer. As a college student, I admit that maybe I do not have ALL of the stresses and worries that my elders do, but who can say that they don't enjoy popping open a Corona at the end of a long day and just unwinding? No one that I know.

 

I recently saw this commercial for Corona and I think that it makes my point perfectly. It shows the man sitting on the beach enjoying a Corona and looking at the blue ocean. Soon into the commercial, a stewardess on an airplane pushes her beverage cart up to the man while the shot is still showing the beach. When it quickly switches to showing the man sitting on the crowded airplane, you realize that the beach was just the man's imagination. The woman across the aisle also orders a Corona and joins the man on his "beach." This is a simple commercial but the message is strong and consistent with Corona's image. As a consumer watching the commercial, we automatically start to compare the feelings of sitting on a beautiful beach or sitting in a crowded airplane, and all of the hassles that go along with flying these days. I think it is obvious which place we would rather be, and Corona uses those real-life, everyday struggles and hassles that we have to go through to their advantage by providing us with an escape:  their beer. Also, a subtle difference that Corona provides that many consumers may not notice is that instead of the redundant and cliche saying, "Drink Responsibly," Corona puts a twist on it and makes it their own by urging its consumers to "Relax Responsibly." So relax, don't stress, slice some limes, and find your beach.

 

 

 

Old Spice Trying Not to be Old News

"P-P-P-P-P-P-POWER!" I would be shocked if there was a guy out there that has never exclaimed this quote at the top of their lungs while trying to look as masculine as possible, which may be harder for some than others. But that's beside the point. Of course this is the old tagline of the more than muscular Terry Crews in the long-lasting Old Spice camapign. A more recent campaign, starring Isaiah Mustafa, was famous for being random a funny, but also for using the motto, "The man your man could smell like." But wait a minute, if they are advertising body wash for men then that motto does not quit work...or does it?

Researchers at Old Spice had found that even though deoderant such as Old Spice is mostly a man's product, in the majority of circumstances, all purchases regarding hygiene and personal care products were made by the woman or women of the households. So, with this valuable nugget of information, what did Old Spice do (and do perfectly in my opinion)? They produced a line of commercials that appealed to both males and females. First, the males react to the advertisements because they see a manly, macho, and smooth man using the product and reaping all of the benefits with an extrardinary amount of confidence. On the other hand, females that view these ads will respond to the muscular and smooth talking man, but in maybe a slightly different way. The men want to BE that guy, and the women want to be WITH that guy. It created the perfect storm for Old Spice, which led to an amazing 107 percent increase in sales in the first month following the ads alone, according to AdWeek. This kind of number makes it hard to find a flaw in Old Spice's strategies. Without extensive research and thorough understanding of the consumers' behaviors, I don't think that Old Spice would have ever seen this kind of growth, at least not as rapidly.

As a guideline for any advertisement, even the best and most effective campaigns have their breaking point. To avoid wearing out this brilliant idea, Old Spice had to move in a different, but still similar, direction with their ads. With their new line of "Champion" body wash, Old Spice is using Green Bay Packer star and 2011 Super Bowl champion, Greg Jennings. A Super Bowl champion promoting a body wash called "Champion?" Genius. It probably was not a hard connection to make for Old Spice and in my opinion, it won't be tough for the consumers either. The new line of commercials show Jennings making a movie about himself, helping a young and attractive woman ride a jet ski on him back while doing pushups, and also one that shows him in the middle of an NFL game while being in bed with a woman. The common message in these commercials is being able to mix business with pleasure. While it is extremely tough to top Terry Crews or Isaiah Mustafa, I think these the use of Jennings and the new direction of these ads are good and will be successful for Old Spice. After being at the pinnacle of the advertising world for a year or two, Old Spice must try even harder to stay on top because when you are on the top, the only way to go is down, and Old Spice does not want to have their name changed to Old News.

A 'He Said, She Said' Type of Election

Am I the only one that is getting tired of the ins and outs, ups and downs, and arounds of this year's presidential election? What ever happened to honesty, fair competition, and integrity...you know, the types of attributes upon which this country stives to build itself on? For me, watching all that goes along with this election has caused me to have less faith and belief in those attributes than ever before. Specifically concerning the most recent debate on October 3rd, as I listened and looked into the faces of the two candidates I felt a sense of unrest and discomfort, which by the way, are not feelings that you want to have while listening to what your future President is saying he will do for you and your country. I don't know what it is exactly, maybe there is just too much media attention and publicity about each candidate's every move for there to ever be a single, positive story about them. Every time you look in the news or view a commercial about the election, it is so negatively focused and the entire purpose of the information is to find what is wrong with what each candidate does or says, not about the good. I find this very tiring; tiring to the point that I am slowly giving up interest in watching the election's coverage. The debate on October 3rd was immediately followed by the "fact-checking" show where people have tirelessly checked every single fact about what the candidates said and then tell the public about every little mispoken word or hole in their debates. While I am a reasonable person and completely understand that these tactics are in the attempts to inform the voting public about the truth behind what is being told to them, but come on, are we ever going to hear anything positive coming from the media?

The campaign commercials are also a bothersome topic for me, so much so that I have come to just instinctively change the channel when one of them comes on. These campaign messages are also littering every media outlet online, most specifically, YouTube. You can no longer simply view a video on YouTube without having to sit through 15 to 30 seconds of a sponsored campaign ad. And these ads are more times than not devoted to lack of integrity of the opposing candidate and about how screwed our country would be if he were elected instead of the one sponsoring the ad. It has turned into a "he said, she said" kind of election process, which can most be comparable to, in my opinion, a group of middle schoolers arguing over who has less acne and who will have the smoothest skin in the future. I believe that these candidates are beginning (and forced) to direct there efforts towards saving their image due to the beating that it takes from the media and the opposing candidate rather then putting those efforts towards running their own race and trying to connect with the American people on an emotional and personal level. I think that this alone is what is taking away from the honesty, integrity, and fairness of the current election process and I, for one, am not a fan of this undeniable truth.