The advertising agencies demonstrated in 2020 amazing creative force. This commercial for WeatherTech, last seen running a bizarrely superfluous Super Bowl commercial about the company owner’s formerly cancerous dog, is a good example.
Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube. The evidence these ads marshal is rarely convincing, but flawless logic isn’t really what these ads are going for; treacly sentiment is. I like this Sprint commercial, which spends a mere four seconds genuflecting to our troubled times before breathlessly detailing all of the exciting deals that await you if you switch wireless carriers this very minute. Please include at least one social/website link containing a recent photo of the actor.
We’re hiring! To help remind parents of Life Cereal’s great taste, they launched a search for the “next Mikey.” After multiple rounds of auditions and evaluating over 100 kids with great talent, Caroline Hughes was selected to be part of the new ad launching on TV August 12.
“We’re committed to helping you put food on your table,” the ad concludes, and as long as that food isn’t a steady diet of Domino’s pizza—don’t do that!—I can get behind the sentiment.
The advertiser wants you to associate their product with some activity that is more fun than just sitting at home watching television, such as driving a fast car around tight mountain roads or chasing after a cartoon character who has just stolen your cereal. The inescapable takeaway: America will beat this virus with a steady regimen of dumbbell curls, social distancing, and 2.6-carb dishwater beers. The pizza probably tastes like it always did, but, you know, it is now conspicuously clean.
The cereal company unveiled the newly designed Toucan Sam in a commercial on Tuesday, May 5.
The ad features footage of exclusively nonmasked people frolicking on sand dunes, embracing lustily on driveways, and removing a cello case from a car trunk. WeatherTech makes automobile floor mats and other stuff that “have always protected your vehicle … but they’ll also protect you,” the narrator boasts. Under these circumstances, how in the world do you get people in the mood to go out and buy? It’s an empty promise either way—especially now that two recently reopened Ford plants have closed temporarily after some employees there were diagnosed with COVID-19. Together, they’ll give you a televisual sense of what it means to market and consume these days—and underscore that not even the grammar of TV advertising is equipped for the anxieties of these unprecedented times.
According to Reuters, Kraft Heinz has offered factory employees an additional $100 per week during this crisis—but the bonus is tied to attendance, which means that if you stay home because you feel sick, you’re not getting the extra money. We’re back, baby! Production values have never been lower, the case for discretionary consumer spending has never been weaker, and very few advertisers have a handle on what they should be saying right now. I guess that makes Grubhub akin to your shifty cousin from out of town who refuses to repay the money you lent him in 2007? A good example is this McDonald’s spot from April, which purports to honor first responders while also serving to honor the fast-food chain for offering these everyday heroes one free meal per day for a limited time only.
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