neastea’s layers upon layers of leap of logic TV ad that fails – “say yes”
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 ~~