"It is better to be truthful and good, than to not..."

Print Ad for the Reebok Easytone Campaign

Reebok has been ordered to pay $25 million in a settlement agreement with the FTC for using deceptive ads for the Easytone product line. The Easytone products are a line of running and tennis shoes that claimed to tone your muscles and give you a workout while you walked. A representative from Reebok released a statement saying, “In order to avoid a protracted legal battle, Reebok has chosen to settle with the FTC. Settling does not mean we agreed with the FTC's allegations; we do not."

However, the FTC found that Reebok did not have actual scientific data to support these claims and instead used "junk science." This ad is proof that people will check if you use numbers in advertising. If you have facts, you have to back them up, and they have to be repeatable. This is a harsh hit to the well-known Reebok brand that may damage the brand’s reputation, and cause other brands carrying similar products to reconsider their product line. 

The negative impact that Reebok has faced from this campaign may also damage the credibility of the celebrities that participated in the campaign. The Easytone campaign used well-known celebrities such as Eva Mendes and supermodel Helena Christensen. Typically, celebrities should have a belief in the product they are advertising and a basic knowledge of the product's strength and weaknesses.

http://www.nydailynews.com/lifestyle/health/2011/09/28/2011-09-28_reebok_must_pay_25_million_for_easytone_sneakers_based_on_junk_science_ftc.html?r=sports

Part of the Swipe File...

http://www.adweek.com/adfreak/25-epic-ads-pantene-chrysalis-93997

I thought this ad was very emotional and well written; however, I think it's a bit much for hair care products. Initially, I thought this would be an ad that is positioned like the Foundation for a Better Life ads... but, this was showcasing the girl's pretty hair, not her talent or any other element that is prominently displayed in the ad. It ranked as number one on the 25 Epic Ads that aren't Apple's 1984 list.

Additionally, as a violin player, your worst nightmare is to have your hair get in the way of your bow and strings... the sound that results from that is comparable to a cat being run over with a lawnmower.

Enjoy!

I'm not sure what the background information on this ad is, but if nothing else, it's a good way of motivating people. I saw this video when I was in a Kiwanis Club workshop that talked about how to get new members and how to motiave people to become more active members within the club... This got the message across.

Creative Ads: Guinness

Since we've been discussing creativity in ads this week, I thought that this ad would be appropriate. In 2007, Guinness launched the most expensive ad in the brand's 80 year marketing history. The "tipping point" ad cost 10 million euros, which equates to a little more than $13 million in American dollars. I think it is a bit excessive to spend over $1 million on any ad, especially when that kind of budget could be used to produce multiple ads. Furthermore, it exploits the advertising budgets and is only good for 90 seconds.

This commercial illustrates that simplicity and unexpectedness in advertising can create a "sticky" ad. The ad is sticky in the sense that this commercial stays in the consumer's mind after they have seen the ad. Arguably, this ad probably succeeded in the sense that it holds the viewer's attention and it is an ad that consumers would enjoy viewing again.

The AMV group based out of the UK undertook this massive project filming in Argentina. Digital enhancements were not used, except from inserting the Guinness logo as the commercial ends. The AMV group has only been in business for 14 years. AMV is also part of the BBDO network, which according to their website, is the third largest Agency network in the world. BBDO is consistently ranked in the Gunn Report (the major independent audit of creative achievement) as the most successful creative network in the world. BBDO is part of the Omnicom Group.

http://www.adweek.com/adfreak/25-most-epic-ads-arent-apples-1984-130551?page=2
http://www.amvbbdo.com/about/

Print Ads: “Concrete that’s tougher than you think.”

Because I work in an industrial field, I can appreciate Propex’s print ad for thinking outside the box to illustrate an uncommon product effectively. Propex is a concrete company that uses different types of reinforcements for cement. Fibermesh® is one of several concrete reinforcement fiber brands that is supposed to prevent cracks and strengthen the concrete…This may have limited appeal among a mass audience that only appreciates the humor of the ad. However, to the target audience of engineers, construction workers and trade workers, this message successfully communicates the product’s strength.

Additionally, the textbox within the ad explains the product, the product features and two locations where this material has been used; however, the only criticism I have for this ad is the fact that you have to zoom in about 150 percent before the text is legible. In physical print form, this may not be an issue, but the ad may be more effective in communicating what the product is if they made the text and contact information a little easier to see.

Making a successful print ad is challenging, as you have limited space to get your message, product, pictures and contact information in. However, I think this ad succeeded in terms of memorability and displaying the product in a unique way.

*Inside the textbox:

“If you’re not specifying Fibermesh ® fiber reinforcement for your concrete applications, consider this: nothing can reduce plastic shrinkage cracks, resist impact shattering and abrasion, or reduce water migration like Fibermesh ®. With 20 years and 20 billion square feet of concrete in every conceivable application from Disney World to O’Hare International Airport, you can be sure our fiber will work for whatever you’re working on.”

http://adsoftheworld.com/media/print/fibermesh_concrete_reinforcement_karate?size=_original
http://fibermesh.com/

Aspen Heating & Air Conditioning "Let it Snow" :30 Radio

Apen Heating & Air Conditioning “Let it Snow” :30 Radio

And the 2007 Radio Mercury Award Winner is....Subway

http://www.radiomercuryawards.com/rma2009/audiodetail.cfm?id=15

Since we are studying radio ads this week, I thought it'd be fitting to find a radio ad that was relatively unique and had an interesting spin. Although the ad is four years old, I still think the point that it makes is still relevant today. Using radio ads for fast food restaurants is a great approach, as many people are in their cars thinking about where they can get the next meal. However, I like the approach this commercial uses by spoofing the traditional fast food items before moving into “Here’s why you should eat at Subway...”

Generally, fast food chains begin their ads with a sales promotion or by highlighting a new item on the menu. However, by starting off with the options the competition provides to consumers before explaining why your (or in this case, Subway’s) product is better is a great way to get the consumer thinking about their choices and making comparisons for themselves.

I think this commercial demonstrates an interesting use of dialogue and draw listeners in because it sounds like an actual conversation, making the consumer think twice about their dietary choices. As a frequent consumer of fast foods, the ad was successful in making me think twice about my personal meal choices.