Television Advertisement Analysis
TurboTax – Humpty Dumpty
The ad pulls from a nursery rhyme classic.
“Humpty Dumpty sat on a wall, Humpty-Dumpty had a great fall, all the king’s horses and all the king’s men could not put Humpty together again.”
In this ad, Humpty Dumpty is in the hospital frustrated with the king’s men patchwork ability and looks into being able to file his medical bills on taxes via the Turbo Tax Intuit app. The appeal for a humorous response was to use a popular nursery rhyme character with real life issues.
The objective of this ad was to bring more awareness to the user-friendly app that includes a tax expert that TurboTax makes accessible when filing your annual tax return.
The target message is aimed at employed individuals who think they cannot file their tax returns. It is not gendered specific and but I think is was sent an underlying message to older adults that are not necessarily tech-savvy. I say that because of the period clothing of Humpty Dumpty and the king’s men. It’s likely not to be age specific, but that was my observation.
The action Turbo Tax wants to the viewer to take is using their software to file annual returns. The value proposition is not clearly stated in this ad but their tagline, “Relax, there’s TurboTax” which eludes that filing your tax return will not be as complicated as one may think.
Mr. Clean – Men Can Clean To
This is by far my favorite commercial, maybe not for the right reasons but it catches and holds your attention (at least the ladies anyway). This video begins with the wife finding a dirty spot on her stove, frustrated in walks the handsome Mr. Clean. He immediately cleans up the mess with some killer dance moves and moves from room to room while keeping the wife completely enthralled. The commercial ends with the wife being overcome with desire Mr. Clean which is actually her husband.
The objective of this ad is to appeal to men that cleaning is a trait that women find extremely attractive (this is TRUE by the way). The technique used to elicit an emotional response was desire and relatability. Desire because the husband “Mr. Clean” was thoroughly cleaning the house, assumingly without being asked, which ignited his wife’s desire for him and relatability because the home dynamics are changing in this generation. Instead of the wife being a stay at home parent, men are now entering into this phase. Or maybe both parents work and cleaning now needs to be a shared responsibility.
The target market is definitely men. The ad’s tagline is, “You gotta love a man that cleans.” Mr. Clean demonstrates how effective the products are in the home and how it could impact your wife. The action the ad wants the viewer to take is buying the many products that Mr. Clean offers.
Mr. Clean Cleaning Supply wants the viewer to buy their line of products, and the value proposition is that it takes less time to clean with the cleaner of your dreams.
Audi – Daughter
This commercial opens up with a father watching his daughter about to compete in a race car derby. The daughter is in a race with nothing but male competitors the dad questions what he tells his daughter about her value in the world. He questions whether he will have to tell that she has less than a man despite all she achieves. The daughter wins the race despite the fierce competition, and as the father and daughter walk to the Audi, he states, “Maybe I will be able to tell her something different.” At the end of the commercial “Audi of America is committed to equal pay for equal work…Progress is for everyone.”
The objective of this ad is Audi showing their support for the Equal Pay Act to be further enforced. They aren’t selling per se, but they do show one of the new luxury sedans before the commercial ends. This is more so focused on solidarity in the fight for equal pay despite gender.
The really isn’t a set target market, but I think drawing on the emotion of a father and a daughter would be aimed at women. How a father sees his daughter can impact a woman for a lifetime.
The value proposition would be that Audi is loyal to standing up for women’s rights
Alfa Romeo – Riding Dragons
The Alfa Romeo commercial begins discussing the aspirations “we” had as children, our dreams, and what “we” believed to be true. The focus of this ad how imaginative and hopeful we were as children while highlighting to the sleek new 2017 sedan from Alfa Romeo. The emotion this ad wanted to provoke was nostalgia.
The objective and the value proposition of this campaign were to get you to remember your dreams as a kid and remind you that they could still come true. Driving an Alfa Romeo could be one of those dreams coming true.
The target market is definitely gear toward those who love foreign cars or even those who are into luxury sports cars.
Febreze – Bathroom Break
To eliminate or not eliminate that is the question when watching a very important game. The Febreze commercial opens up with women running to the restroom and explaining how she enjoys the “half-time bathroom break.” The narrator informs the viewer that, “New Febreze with clear odor technology can eliminate the bathroom break smell like never before.”
The objectives of this ad are to inform the viewer of the new product they have on the market, and it’s just in time for Super Bowl festivities.
Febreze the desired action is for the viewer to stock up their new products before the big game so that can be prepared for “half-time bathroom breaks.” The value proposition for the viewer is we have all had our fair share of smelly bathrooms when company comes to visit or visiting someone else’s house so to be able to eliminate nasty smells it can create a blissful experience.
TurboTax. (2017, February 5th) TurboTax 2017 Big Game Commercial “Humpty Hospital” (Official: 45) TV ad – Humpty Dumpty Commercial [Video File] Retrieved from https://www.youtube.com/watch?v=i5i-p1miRNw
Mr. Clean. (2017, January 26th) Mr. Clean | New Super Bowl Ad | Cleaner of Your Dreams [Video File] Retrieved from https://www.youtube.com/watch?v=GDzMxlw2Fgo
Audi USA. (2017, February 1st) Audi #Drive Progress Big Game Commercial – “Daughter” [Video File] Retrieved from https://www.youtube.com/watch?v=G6u10YPk_34
Alfa Romeo USA. (2017, February 5th) Official 2017 Alfa Romeo Super Bowl Commercial | Riding Dragons [Video File] Retrieved from https://www.youtube.com/watch?v=ySBY1OpvNrY
Febreze. (2017, January 30th) Febreze 2017 Super Bowl Commercial | Halftime #BathroomBreak [Video File] Retrieved from https://www.youtube.com/watch?v=7gLjYrEDoxw