| We have reached the halfway point in the 2006 | | | | there’s one generation that can stand |
| season of commercials. We kicked the season | | | | to laugh at itself, it’s the MTV |
| off with the studs and duds of the Superbowl | | | | generation.The accents will immediately get |
| commercials where we all loved the FedEx | | | | your attention and then you’ll laugh at |
| cavemen and the Budweiser Streaker. But this | | | | the hilarious antics they use to destroy the |
| season also featured the duds: the Nationwide | | | | cars (they even haul out a trebuchet to |
| Fabio parody, the Diet Pepsi and Sierra Mist | | | | launch one). “Representing |
| ads, the H3 Little Monster, the Sprint | | | | Deutscheland, ya!” You can’t help |
| commercials, and the annoying Taco Bell | | | | but talk about them. Even non-VW enthusiasts |
| guy.Moving into the second half of 2006, the | | | | are caught quoting the |
| ads have somewhat rebounded with plenty of | | | | commercial.They’re also targeted |
| studs; but there are also plenty of duds | | | | correctly. The ads sell the GTI – one |
| still out there. Here are your Best and Worst | | | | of VW’s sportier cars. And all of the |
| of 2006:Best – Sublymonal Advertising | | | | other VW ads are well targeted. The Passat |
| from Sprite The latest ad from Sprite has | | | | and Jetta commercials where the cars get into |
| quickly become an issue of debate on many | | | | accidents are very memorable. It’s one |
| online forums. People are loving it and | | | | thing to say that your car will let you walk |
| others are hating it. Hit or miss advertising | | | | away from an accident, but it’s another |
| is very dependant on what demographic | | | | to actually show it. Great ads.Worst – |
| you’re in. If you hate it, it means you | | | | Subservient Chicken from Burger King |
| probably aren’t in their target market. | | | | Originating at the end of 2005, these |
| The people who are loving this ad are teens | | | | commercials carried over into 2006 with the |
| and young adults who see it as a very new and | | | | “Big Buckin’ Chicken” ads. |
| creative type of commercial. The people who | | | | Like the VW commercials, these were done by |
| are hating it are the people who think it is | | | | Crispin Porter + Bogusky. But I guess you |
| offensive and repulsive (the eye turning into | | | | can’t win them all right?Granted the |
| a mouth and the “Obey” slogan | | | | website Crispin Porter did for Burger King |
| slapped across the screen while someone snaps | | | | was hailed as one of the best viral marketing |
| their fingers in your face).But you know | | | | websites ever created, the entire |
| what? The people who hate it are talking | | | | “Subservient Chicken” ad campaign |
| about it. The ad does its job with its target | | | | was a failure. The commercials of the rock |
| market and is extreme enough to get the other | | | | band dressed in chicken suits, the guy on the |
| markets talking. It’s generating great | | | | couch telling his chicken to change clothes, |
| buzz. And when you have a soft drink that | | | | and the “buckin’ chicken” |
| already sells, you want the buzz.Best – | | | | commercial didn’t get the message |
| Jimmy Fallon/Parker Posey Dance from Pepsi | | | | across. I don’t even know what message |
| Continuing with the soft drink theme, we move | | | | that was actually! It strayed completely away |
| to Pepsi. This ad came out at the very start | | | | from the “Have it Your Way” theme |
| of 2006 and features the song Streamline by | | | | that has been part of Burger King since the |
| Newton. The ad was done by the same guys who | | | | 70’s and tried to include some shock |
| did the FedEx caveman commercial. | | | | value. Only, it fell short on the shock and |
| There’s no dialogue. All they do is | | | | did not get anyone talking about the ads. |
| dance. So why is it a great commercial? They | | | | Bring back the Lunch Break commercials!Best |
| cast the right people, they used the right | | | | – Gecko Interviews from GEICO How can |
| song, and Pepsi plastered it everywhere. The | | | | you top the old car insurance commercials |
| song became a hit in pop culture almost | | | | from GEICO? “I just saved a bunch of |
| immediately. Critics of the commercial simply | | | | money on my car insurance by switching to |
| dislike Jimmy Fallon and are immediately | | | | GIECO.” It was drilled into our brains. |
| turned off by his humor. They do not see the | | | | Kids made punch lines out of the catch phrase |
| straightforward advertising methods used.Do | | | | on playgrounds around the country. You |
| you know the test to see if a commercial is | | | | can’t top that kind of advertising.The |
| really doing its job? When you see people | | | | new GEICO commercials are going back to |
| walking down the street whistling the tune | | | | advertising fundamentals: English accents and |
| that’s featured in the ad.Worst – | | | | funny animals. The Gecko has always been the |
| “Brilliant!” from Guinness Paper | | | | mascot for GEICO, but the Martin Agency is |
| cut outs with European accents. I get it. But | | | | capitalizing on the iconic value the Gecko |
| they try to appeal to low calorie beer | | | | brings to the company by making him the star |
| drinkers while trying to be funny. It’s | | | | of their commercials. Sometimes you |
| tough to deliver a message and be funny at | | | | don’t even realize what he’s |
| the same time. Few ad agencies pull it off, | | | | saying. Sometimes you just focus on how real |
| and, when they do, they don’t use paper | | | | the computerized Gecko looks. And sometimes |
| cut outs.Their low calorie message is also | | | | you just laugh at his accent. We’re |
| wasted. It’s an attempt at staying | | | | Americans. We love funny animals with |
| competitive amidst the explosion of lite | | | | accents.But there’s also strategy |
| beers. Why are they trying to be competitive | | | | behind it. We all know the brand because of |
| there? Guinness is synonymous with very stout | | | | the past commercials with the catch phrase. |
| drinks. No lite beer drinker is going to be | | | | Now GEICO is focusing on selling the benefits |
| persuaded by this.Best – Unpimp Your | | | | of the company. They’ve built the Gecko |
| Auto from VW Featuring two German engineers | | | | up, and now they want us to follow him. |
| (one of which starred as the crazy German guy | | | | Genius advertising.Heather Loftiss is |
| in Armageddon), these commercials are from | | | | President of Water Design Studio ( a Houston |
| Crispin Porter + Bogusky and parody the | | | | based advertising agency. She also publishes |
| latest MTV generation craze of | | | | The Customer Connection ( online newsletter. |
| “pimping” your car out. If | | | | |