by Heath Nicholson
Based on the concepts from Unit 2 (see
Concept Book Unit 2) or from the textbook (for example, see page 300), explain
why your most favorite or hated ads had an influence on you. What was it that
worked – or didn’t work?
My favorite ads came from Old Spice – specifically, the “Believe In Your Smelf” commercials with Greg Jennings. There are several things Old Spice did right to make these commercials so successful. First, they picked a great person to build the commercials around. Greg Jennings is phenomenal on the field, but he also conducts himself very well off the field – his actions over the years have tremendously built his fan base.
Second, they picked one of the largest audiences in the nation: NFL fans. According to Nielsen Research, the top ten most viewed broadcasts in 2011 were:
Top 10 TV Programs – Single Telecast Rating Total Viewers (000)
1. Super Bowl XLV FOX 2/6/2011 37.7 111,041
2. Super Bowl XLV Kickoff FOX 2/6/2011 23.6 69,666
3. Super Bowl Post Game FOX 2/6/2011 22.4 66,030
4. AFC Championship on CBS 1/23/2011 18.6 54,850
5. NFC Championship FOX 1/23/2011 17.6 51,884
6. AFC Divisional Playoff-SU CBS 1/16/2011 14.8 43,463
7. AFC Championship Pre-Kick on CBS 1/23/2011 13.4 39,473
8. NFC Wild Card Game FOX 1/9/2011 13.3 39,274
9. Academy Awards ABC 2/27/2011 12.9 37,922
10. Super Bowl Pre FOX 2/6/2011 11.9 35,136
The NFL has stolen the show, as they took all but one of the top ten spots (Academy Awards – 9th). There has been a surge in recent years of the “manly-man” advertisements. Trucks, deoderant and body wash, shaving cream and razors, burgers, beer, suits, motor oil – all certainly are manly products. Well, at least products used by men. When will the manly-man themes come to an end? The end remains to be seen, but there is one thing we know for certain: no product is off limits.
Greg Jennings – http://www.brandingmagazine.com/tag/old-spice/;