Husk vi også servere tørvejr – this Danish ad says to remember that McDonald’s also serves in dry weather. So…we pair a miserable day, and a woman who looks totally miserable with a product you want people to feel good about. MISSED IT
Belvedere Vodka flubbed it big time. How anyone could have looked at that ad and approved it for publication is anyone’s guess. Let’s see, okay, the vodka goes down smoothly. BUT WAIT! They show a woman refusing to ‘go down’ at a man’s demand. He is grabbing her. She is frightened. Okay….wait….how is that supposed to make me think their vodka is smooth? How is that supposed to make me think of the vodka at all?? Oh yeah…I am thinking of it. So are a lot of people. And in advertising any publicity is considered good publicity because we, the unsuspecting masses, never remember that an ad was bad. We just remember that we have heard of that product before..so since we have heard of it…it must be good, right? So if you found this ad offensive you need to stop right now and repeat at least ten times “Bad Belvedere”. Then you might remember what you heard about it.
So, for offensiveness, lack of understanding of how to treat women, inability to ‘get it’ even after public outrage was directed at them, and for approving this ad, Belvedere vodka AND its ad agency get the award:
Missed It By That Much!
Sometimes an ad should just fail, and doesn’t. McDonald’s new ad campaign comparing anything great to being ‘the egg mcmuffin’ of it’s category. Such as “Wow, that song was the Egg McMuffin of rock!” I laughed when I saw this commercial. No really. Not in derision. It made me laugh for real.
And then, this morning I knew McDonald’s had a winner. I was taking my 15 year old daughter to school and we stopped (not at McDonald’s) to get a breakfast sandwich to eat on the way. Turkey sausage and eggwhite scrambled egg. My daughter commented on how great her sandwich was and in a moment that makes marketers weep with joy, we looked at each other and said “You mean it’s the Egg McMuffin of breakfast sandwiches!” Ironic since we were eating someone else’s breakfast sandwich. But the point was, the ad had not only stuck in our head, but we used it in a similar context.
This shouldn’t have worked. But, most of the best ads fall into that category. So McDonald’s, you nailed it!
Stinky! Stinky! Stinky! Hefty! Hefty! Hefty!
That’s the audio for a new Hefty trash bag commercial. Wow. Do they really want that association? Everytime I think of Hefty I should think stinky? I get the point. Hefty takes care of the worst trash. But that commercial is so obnoxious that we mute it when it comes on. And guess what Hefty folks? If we muted it, we aren’t watching it either. Auditory memories are strong. You just associated your product with an extremely negative auditory memory. Wise up. When people go shopping for trash bags they don’t buy the one they have a negative association with.
For coming up with the worst possible association for a trash bag, Hefty gets the “Missed It By That Much” Award