we think the intent of this ad is to be cute and amusing, then after that to be memorable to build a brand image for nestea. but on the road to achieving those goals, we stopped way ahead of it – we didn’t understand the TV ad.
we did not get the ad after seeing the ad once for the first time. it took us a few more times watching it to understand what was going on in the ad.
ads that you don’t get on the first time you watch it are weak ads. good ads work even after seeing it only once. that didn’t happen for us on this ad. and even after seeing the ad several times more and being able to finally get what the ad is all about, we still didn’t get the ad.
there was too much leap of logic in the ad. layers and upon layers of them.
what we didn’t understand was why did the male lead who was making the presentation break into song on top the table after the boss who was seated at the end of the table saw a picture of his daughter with the male lead on the screen?
we got it that the male lead mistakenly showed a picture of himself and a girl on the screen who turned out to be the daughter of the big boss.
why did the male lead break out into a “say yes” song? and even the people around the conference table also broke out into song?
nestea a tea drink positioned here as having the ability to cool things off in “hot situations” apparently led the male lead to sing.
forcing ourselves to understand the tv ad, we think the story in the ad was that to save himself from the embarrassment of accidentally showing a picture of himself and the daughter of the big boss, the male lead led him to propose marriage.
yes, propose marriage not to the big boss who was a male but to the daughter of the big boss who was in the picture with him. but the daughter was not in the conference room, just the dad and his office mates. since the girl was not in the room, to whom was he proposing marriage to? the song had the lyrics “say yes” which we are thinking it meant “say yes to my marriage proposal”. marriage proposal to whom? the dad? nope. to the daughter. but she is not in the room.
the above explains why we did not get the TV ad. the ad has layers and layers of leap of logic. the ad is asking the audience to accept too many things and not only that, to make their own conclusions not only once but many times about the story in the ad.
TV ads are usually just 30 seconds. it is such a short time that effective ads are those that deliver the story of the ad, the message in a memorable way and finally to impress or capture the audience in just 30 seconds. this ad fails right at the very first stage of the process.
we are wondering if this ad was tested. we think this ad will fail miserably on understandability and recall. it will probably come at par or score close to likeability but its over-all score will be bad.
the likeability score will be its best score because of the song. while the production value of the song is poor, it’s obvious the male lead was not singing the song, the melody is interesting enough to make it okay on likeability,
we also think the ad was made because of the song. we are guessing the creatives and the client liked the song a lot, and when they fell in love with the song, they somehow convinced themselves it is a good ad.
and then propose marriage just to save yourself from embarassment of showing a picture with the girl? come on! they were not even naked in the picture!
it is not a good ad. it is a WAWAM! (what a waste of ad money)
~~mindscape landmark ~~
all pictures picked up from twitter feeds.
in the past two months, my globe mobile has been charged with “data charges”, P80.00 for one month and the other P90.00.
we had called Globe’s customer service hotline to have the charges reversed. we argued that the owner of the mobile phone is my son, a high school student and spends most of his time in school. he wakes up at 5 am and is in school by 630 am and stay in school until 4 to 5 pm on most school days, he reaches home from 5 pm to 6 pm. use of the cellphone is not allowed in school. not only that, in this particular school, Globe signal is often very weak for calls and text and getting an internet signal from globe is almost impossible. given the prohibition in use of the cellphone and weak Globe signal, data usage in school is an impossibility.
when the student reaches home, we have wi-fi that runs 24/7. at home he has his laptop, an iPad and an iPod Touch that he uses to connect to the internet via wi-fi. it does not make sense that he will use his mobile phone to connect to the internet at home when he has a laptop or an iPad to use. definitely using the laptop or iPad to connect to the internet is much better than his mobile phone.
in net – use of his mobile phone to connect to the internet has no possibility at all in the two places he is often in – his school and his home.
we gave this explanation to the Globe customer service personnel (ID #351759) and he gladly reversed the charges. and just to make sure the same problem does not happen again, we had asked that data connection be disabled on the mobile phone. we did not want to keep calling Globe for the same problem in the future. he told me that data connection was disabled with reference #48438xxxx.
fast forward to the latest month’s bill and what do we find – a new data charge of P85.00!!!
this was shocking! just the previous billing month, we had called Globe to complain and had the data service disabled. we had to once again call Globe customer service (ID#ZTM9xxx) to complain and have the charges reversed! it was precisely the aversion of having to call Globe to have charges reversed that we had the data service disabled and yet here we were needing to do it again. we asked the customer service personnel how that happened and she could not give any explanation.
i have a cousin who had complained about the same data charges on her Globe mobile service. i posted a tweet about it and some told me they had the same problem with Globe.
it has made me think – how many subscribers have Globe charged with unused data charges and got away with it?
let’s do the math – a P90.00 charge per customer for just 1 million subscribers will give Globe an additional P90M in revenues that will go straight to profit! these are “errors’ in billing, no expense for Globe as the subscribers have never used Globe’s data services.
there are so many things wrong about this. it is plain and simple dishonesty on the part of Globe and victimizing their own subscribers. how many Globe subscribers have ignored these unauthorized charges in their bills allowing Globe to get away with it? what if Globe made this “billing error” to 2 million subscribers? Globe would be earning at least P180M, a windfall!
there ought to be a law to punish companies like Globe for things like this.
bench is a local clothes brand that sell a complete wardrobe that cater mostly to the young. they have very good clothes at affordable prices for the pinoy teen. it is also known to have one of the most engaging outdoor advertising, mostly on EDSA with giant billboards of local and sometimes international celebrities.
they have this annual fashion show. well we are calling it a fashion show for lack of another term , where underwear is modeled by local celebrities and models. the idea for the event we suppose was picked up from the popular Victoria’s Secret annual fashion show that feature super models in really sexy and skimpy underwear with all types of wings making them out as beautiful and sexy angels.
the bench fashion show started very close to the Victoria’s Secret concept – local celebrities modeling bench underwear also with wings. that has evolved over the years and this year it is called “The Naked Truth” .
we do not know how much of Bench’s sales are from their underwear lines but we are guessing they do not command the majority of their sales. in fact, we think its very little, maybe less than 10%? but that is not the point. Bench does not hold an annual underwear fashion show to promote the line to generate sales but to get buzz, to get publicity for the brand. the prospect of seeing celebrities in underwear has a certain appeal to consumers, at least that is what we think Bench thinks.
they are no longer angels and we struggle to find where is the fashion in them and even where the underwear has gone. surely the pictures are showing that the there was a clear attempt to not show underwear.
these two pictures from the “fashion chow” got the most attention at social media and for all the wrong reasons. there was outrage and sharp hatred for these pictures. the first picture of the left shows coco martin on stage with a leash and at the end of the leash is a female model on all fours just like a dog. this is exactly what we do not want our men and specially our women to be – master and salve relationship with the women being treated like a dog.
the other is another actor, jake cuenca wearing something we cant figure out what it is or what it is called. we do not think it has a name except its obscene and horrendous.
we are wondering – are these brand images that Bench wants to have? and are these brand imaged appropriate for the youth, the market segment that comprice the bulk of Bench consumers? Bench may have achieved their goal of getting attention but we are wondering they think the kind of attention they are getting from the event is worth it. these things whether they like it or not will affect its brand image.
with these pictures, Bench now took for itself a brand image of poor taste, crass and vulgarity – adjectives that a fashion brand will not want for itself, s;pecially poor taste. good taste is certainly one of the top brand attributes any fashion brand would want.
victoria’s secret’s annual fashion show of supermodel angels in underwear are hardly criticized for such things. the supermodels in their show do wear very skimpy underwear but they never cross the line to vulgarity. victoria’s secret is a brand that sells mostly underwear, hence the underwear fashion show they hold every year is a direct match to what the brand is all about. bench on the other sell the complete wardrobe and holding an underwear fashion show does not make sense as they probably sell much more jeans and t-shirts than underwear. the sales of underwear in Bench stores being so minuscule and a fashion show supposedly featuring them and taking the brand image to the gutter makes no sense to us.
marketing efforts, even fashion shows, are supposed to do something positive to the brand, to be able to contribute to brand building. this fashion show did a lot more destruction and deterioration than building anything.
good strategic thinking is all about using what you have – the market, the competition, consumer insights (psychographics) and your objectives and putting all those together and funnel them into a coherent action that gets you what you want. it is not at all random but it is placing all the elements, sometime a few often numerous into a certain sequence that leads to getting your goals achieved.
that is essentially what Calvin did,