Ad Analysis: “Sad Glad Bag” Radio Commercial

Link to the ad: https://aef.com/ad-campaigns/sad-glad-bag/

1. Description of the Ad

The ad that I selected is a radio commercial for Glad Bags, specifically titled “Sad Glad Bag,” which was produced by Miami Ad School in 2019. The ad uses a clever technique of parodying a song, creating a catchy jingle that initially sounds like a typical pop tune. As the ad progresses, the lyrics reveal the product—Glad Bags—and how it effectively handles tough messes. The humor and surprise element come from the unexpected turn where the lyrics shift from what seems like a regular song to a commercial for a garbage bag. The tagline at the end, “The bag that suffers so you don’t have to,” is especially memorable as it cleverly highlights the strength and durability of Glad Bags, which are designed to withstand tears, rips, and leaks. 

2. Objectives of the Ad Campaign

The primary objective of this ad campaign was to promote the durability and strength of Glad Bags, emphasizing how they handle challenging messes. By focusing on the idea that these bags “suffer” (i.e., don’t tear, leak, or break) so consumers don’t have to deal with a mess, the ad aims to reinforce Glad’s reliability in a humorous and engaging way. The objective is measurable, as the ad’s success can be evaluated through brand recall, consumer understanding of the product’s features, and potential increases in sales. While it may not have a strictly time-sensitive goal, it aligns with the company’s long-term positioning as a reliable, tough brand for waste management (Campaigns of the World, 2018).

3. Target Market

The target market for this ad appears to be everyday consumers who are familiar with the frustrations of household messes. The humorous and light-hearted nature of the ad speaks to people looking for a practical solution to daily chores, particularly those who value ease and reliability. The jingle-based style likely targets a broad demographic, including busy families, millennials, and anyone who values both practicality and humor in advertisements. The fact that it’s a radio ad suggests the target audience likely includes drivers and commuters who may engage with content on the go.

4. Desired Audience Action

The ad encourages the audience to purchase Glad Bags to make their daily life easier by reducing the hassle of dealing with messy or leaky garbage. The action the ad wants from the audience is to choose Glad Bags over other brands because they promise to prevent unpleasant cleanup and ensure that consumers don’t have to deal with tears, leaks, or odors in their waste bags. The audience benefits from using the product by not having to worry about bags ripping or leaking, making their trash disposal more efficient and less stressful.

5. Value Proposition

The value proposition of the Glad Bag, as presented in this ad, is its superior durability. The product is marketed as the “tough” solution to everyday messes, which is made clear through the jingle that humorously details all the things the bag withstands, from tears to leaks. Glad Bags are positioned as the ideal choice for consumers who need a reliable product that can handle tough garbage without breaking or causing further messes. The key product features and benefits that drive consumers to purchase include the bag’s resistance to tearing, leaking, and unpleasant odors, making it a practical and dependable choice for waste disposal.

References:

Pope, D. (2003, June). What else do you need to know to analyze an ad?. Making Sense of Ads. https://historymatters.gmu.edu/mse/ads/question5.htm

Campaigns of the World. (2018, March 1). Glad’s Forceflex Bag can face any “torture” at the airport and this “toughest” ad proves it. – best advertising campaigns & marketing strategy. https://campaignsoftheworld.com/digital-campaigns/glads-forceflex-bag-torture-tests/ 

Ad Analysis: “Elk County” Radio Commercial

Link to the ad: https://aef.com/ad-campaigns/elk-country/

1. Description of the Ad

The “Elk County” ad for Progressive Insurance, created by Arnold in 2019, begins with an atmospheric, nature documentary-style introduction. The listener first hears what seems like the sound of an elk call in the wilderness, setting the stage for a serene, nature-filled scene. However, the ad quickly turns comedic when it is revealed that the second “elk call” is actually the sound of a woman named Karen, who is experiencing an RV mishap involving a faulty sewage hookup. The ad humorously compares her loud, distressed reaction to the call of an elk, and concludes with the tagline, “When it gets too wild out there, Progressive has you covered.” The humor, paired with the practical message of Progressive’s insurance coverage, makes this ad both entertaining and informative (Vaughan, 2024).

2. Objectives of the Ad Campaign

The primary objective of this ad is to communicate that Progressive Insurance is prepared to help in situations where things go “wild” or unexpected, like the chaos of an RV mishap. By using humor and an unexpected twist, the ad highlights Progressive’s reliable coverage in the face of unpredictable and stressful situations. The objective is measurable through the effectiveness of the ad in increasing consumer awareness of Progressive’s services and reinforcing the brand’s reputation for being there when customers need it most. The ad’s goal is attainable, as it focuses on showcasing the brand’s ability to provide peace of mind when things go wrong, which is a clear, measurable benefit.

3. Target Market

The target market for this ad includes RV owners, campers, and drivers who are likely to experience unexpected situations while on the road. These individuals may be particularly attuned to the challenges of managing a vehicle or RV, where things can go wrong—whether it’s car trouble, breakdowns, or other incidents. The humor and lighthearted tone also suggest that Progressive is aiming to appeal to consumers who appreciate clever, relatable advertising that addresses the real-life concerns of vehicle and RV ownership. The broad, general tone of the ad could also resonate with anyone who enjoys camping, outdoor activities, or long road trips, and values insurance that can handle the unexpected.

4. Desired Audience Action

The ad encourages the audience to consider Progressive Insurance for their coverage needs, particularly when dealing with “wild” or chaotic situations like the one depicted in the ad. It aims to assure potential customers that Progressive will have their back in the event of unexpected incidents, from car troubles to more specific cases like RV malfunctions. By using humor to convey this message, the ad attempts to make the audience feel more confident and at ease about choosing Progressive. If the listener takes action, they will benefit from knowing that Progressive provides reliable, comprehensive insurance that can handle even the most unexpected and stressful situations.

5. Value Proposition

The value proposition of Progressive, as showcased in this ad, is their reliability and readiness to cover the unpredictable, messy situations that can arise in daily life—especially while on the road. By comparing a woman’s distress to the call of a wild elk, the ad humorously communicates that when things get chaotic, Progressive will step in and provide the necessary support. The specific features and benefits emphasized in this ad include Progressive’s broad coverage options that extend to all kinds of unpredictable scenarios, providing peace of mind for customers who might face accidents, breakdowns, or other unforeseen events while traveling or driving.

Ad Analysis: 3pm Brainstorms by Snickers

Link to the ad: https://aef.com/ad-campaigns/3pm-brainstorms/

1. Description of the Ad

The “3pm Brainstorms” ad from Snickers, a Mars Chocolate brand aired in 2019. The campaign was created by BBDO New York. The ad features the humorous theme of “world-changing ideas that were unfortunately conceived during the hungriest time of the day,” focusing on a relatable scenario that many people can identify with: brainstorming during a time when hunger strikes, specifically around 3 PM. The ad humorously highlights a flawed idea conceived when the person was hungry, more specifically, the design of airport bathrooms that include inconvenient features like confusing sensors and jet-engine-strength hand dryers. The ad concludes with the message “Don’t brainstorm hungry,” tapping into the brand’s signature slogan: “You’re not you when you’re hungry,” implying that hunger impairs one’s ability to think clearly. The ad is funny and relatable, appealing to the audience’s own experiences with hunger-induced frustrations. It cleverly uses this idea to reinforce the message that Snickers can help you return to your normal self by satisfying your hunger.

2. Objectives of the Ad Campaign

The primary objective of this ad campaign is to promote Snickers as a solution for hunger-induced irritability and mental fatigue. The campaign cleverly builds on Snickers’ well-known slogan, “You’re not you when you’re hungry,” encouraging consumers to snack on Snickers bars to restore themselves when hunger strikes, particularly at times like 3 PM when energy dips. The campaign’s objectives are measurable in terms of brand awareness and consumer engagement, as it aims to increase sales by positioning Snickers as the go-to snack for restoring mental clarity and improving mood during hunger-induced lulls. The ad also aims to make Snickers more top-of-mind when consumers are experiencing low energy or frustration, leading to increased impulse buys. The objectives are attainable, given Snickers’ established brand identity, and they tie into a time-specific moment — 3 PM — that aligns with energy slumps common in the afternoon (Alhamwi, 2023).

3. Target Market

The target market for this ad is broad, but it specifically caters to busy professionals, students, and anyone who experiences mid-afternoon slumps when energy and focus are low. The campaign speaks to those who feel the effects of hunger during a stressful time of the day when they are trying to remain productive, such as in work or study settings. The ad resonates with people who can relate to the frustration of dealing with poorly designed systems (like malfunctioning airport bathrooms) and those who need a quick solution to regain their energy. The humor in the ad also appeals to a younger demographic, particularly those who appreciate light-hearted, relatable content.

4. Desired Audience Action

The ad encourages the audience to take action by purchasing a Snickers bar to alleviate hunger and improve their mood and focus. By doing so, the ad suggests, consumers will be able to get back to their normal selves and think more clearly. The Snickers bar is positioned as a simple, accessible solution for anyone needing a quick snack to refuel and regain mental clarity, especially during the 3 PM hunger slump. The action the ad encourages is to buy and consume a Snickers bar, with the benefit being a return to normalcy — consumers can stop feeling cranky, irritated, or distracted and can refocus on their work or brainstorming sessions.

5. Value Proposition

The value proposition in the “3pm Brainstorms” ad centers around the idea that Snickers provides a quick and effective solution to the mental and emotional challenges caused by hunger. The ad promotes Snickers as a product that not only satisfies physical hunger but also helps restore the consumer’s mental state. The specific reasons for purchasing the product include its ability to provide a boost of energy and a more balanced mood, allowing individuals to return to their normal selves. The benefits of eating Snickers include alleviating the irritability and lack of focus that hunger causes, making it a convenient and enjoyable way to recharge during a hectic day. In summary, Snickers positions itself as a practical and accessible snack that helps people overcome hunger-induced frustrations, offering them a brief moment of relief during a stressful part of the day. The ad leverages humor and relatability to reinforce this message, making Snickers a brand that resonates with consumers looking for both enjoyment and practical solutions in their busy lives.

Ad Analysis: Watches by Zippo

Link to the ad: https://aef.com/ad-campaigns/watches/

1. Description of the Ad

The “Watches” ad for Zippo aired in 2016. The campaign was created by Bravo and won the Radio Mercury Award in 2016 for Agency/Production Spot. This ad is unique due to its sensory approach, using sound to evoke a visceral experience for the listener. It begins with the sound of a hand-held lighter being turned on, followed by a voiceover stating, “More than lighters, we also do watches. Get one at Zippo.com.” Then, another distinctive sound is heard, this time of something being sprayed, followed by someone inhaling deeply. The voiceover then adds, “More than lighters, we also do fragrances. Get one at Zippo.com.” This sensory approach engages the listener’s imagination and awareness of the product offerings in a fresh way. The sounds, such as the ignition of the lighter and the spraying sound, directly link to Zippo’s core image while introducing the new products in a memorable, immersive way. It is a clever use of audio to convey both the brand’s legacy and its expansion into new product categories like watches and fragrances, making it more than just a lighter company.

2. Objectives of the Ad Campaign

The main objective of this ad campaign is to inform listeners about Zippo’s diversification into products beyond lighters, specifically watches and fragrances. While Zippo is famously known for its iconic lighters, the ad aims to expand the brand’s image, highlighting its broader product line. It encourages listeners to explore these new offerings, with a clear call to action directing them to Zippo’s website for purchases. The ad’s objectives are measurable in terms of brand expansion and consumer awareness. It seeks to both increase sales of these new product categories and to solidify Zippo’s identity as a brand that provides more than just lighters. The ad is successful in introducing these new product lines in a unique and sensory-driven manner, which is likely to have a lasting impact on listeners. The ad’s focus on informing listeners about Zippo’s new offerings is time-neutral, as it doesn’t emphasize a limited-time promotion, but rather builds long-term brand recognition for Zippo’s expanded range of products.

3. Target Market

The target market for this ad seems to be Zippo’s loyal customers, likely those who have a connection to the brand’s iconic lighters. These individuals may appreciate the classic Zippo products, but the ad also expands the target market to include those who might be interested in purchasing lifestyle products such as watches and fragrances. The ad would appeal to both men and women who appreciate durable, high-quality products and the heritage associated with the Zippo brand. The sensory aspect of the ad, using specific sound effects, also caters to listeners who value novelty and memorable experiences in advertising. Given Zippo’s association with ruggedness and craftsmanship, the ad may particularly resonate with a demographic that values practicality, nostalgia, and a sense of reliability, but also one that enjoys discovering new and unique products (Bradford, 2022).

4. Desired Audience Action

The ad urges listeners to take the action of visiting Zippo’s website to purchase a watch or fragrance. By doing so, the audience is introduced to Zippo’s broader product line and invited to experience new offerings from a trusted brand. The ad’s goal is to increase both brand awareness and product purchases in these newly expanded categories. The benefit to the audience is the opportunity to purchase high-quality, durable items (watches and fragrances) from a brand they already associate with reliability and craftsmanship. The ad positions these new products as part of Zippo’s legacy, suggesting that these items will carry the same level of dependability and craftsmanship that Zippo’s lighters are known for.

5. Value Proposition

The value proposition of this ad lies in Zippo’s brand strength, emphasizing its reliability and craftsmanship as a selling point for its new products. The ad’s specific value proposition for watches and fragrances is the promise that they are not only functional but also embody the same high standards of quality that Zippo’s lighters have established over decades. The ad’s unique use of sensory sounds serves to intrigue and engage listeners, making them more likely to recall the Zippo brand when considering watches or fragrances. By highlighting Zippo’s diversification, the ad appeals to customers who trust the brand’s legacy and are now invited to experience its expansion into new product categories. The clear takeaway for the audience is that Zippo’s new offerings, like watches and fragrances, uphold the same quality, innovation, and ruggedness that the brand’s iconic lighters are known for.

Ad Analysis: Tecate Testimonial

Link to the ad: https://aef.com/ad-campaigns/tecate-testimonial/

1. Description of the Ad

The “Tecate Testimonial” aired in 2013 as part of Heineken USA’s Tecate campaign. This ad won the Multicultural Excellence Award. The ad begins with the sound of an iconic sword fight followed by a hawk call, immediately setting a bold and dramatic tone. The voiceover declares, “Everyone is talking about the dangerously bold cerveza.” This intro is followed by a humorous exchange between two men. One man asks the other whether he should try Tecate, to which the second man responds, “Only if you’re manly, it’s strictly for people who have a big pair of… tested and approved by lions, that’s what I heard.” This response clearly plays on a double entendre, humorously alluding to masculinity and bravery. The man then continues, “I tried them myself and there is no doubt these are as serious as a kick to the… nothing compares to Tecate or Tecate Light,” again using a humorous and bold play on words. The ad utilizes humor and an exaggerated sense of toughness to establish Tecate as a beer that is not just for anyone, but for those who possess a certain “manly” essence, which is amplified through the absurd and playful word choices.

2. Objectives of the Ad Campaign

The main objective of the this ad campaign is to position Tecate as a beer for bold, masculine, and adventurous individuals. The ad plays heavily on humor and masculinity, aiming to attract a male demographic that values strength, boldness, and a bit of irreverence. By highlighting the rugged, fearless nature of those who drink Tecate, the ad seeks to differentiate the beer from others in the market. The campaign’s measurable goals include increasing awareness of Tecate’s unique brand identity and encouraging its target audience to purchase the beer by emphasizing its distinctive “dangerously bold” characteristics. This aligns with the broader marketing goal of boosting brand recognition and consumer engagement, particularly among men who identify with the humor and masculinity conveyed. The objectives are attainable as they align with the brand’s established image and cultural appeal. 

3. Target Market

The ad’s target market is primarily men who consider themselves bold, tough, and adventurous. The humor and bravado in the ad appeal to consumers who enjoy bold, irreverent advertising and identify with messages of masculinity and strength. The ad also appeals to individuals who appreciate products that reflect a sense of confidence and empowerment. In particular, the target audience might be men between the ages of 21-45, who enjoy socializing and having fun with friends in casual settings like bars, BBQs, and parties. The ad also appeals to a Latino/a demographic, as Tecate is a beer brand with strong cultural ties to Mexican heritage, and the ad’s humorous, exaggerated masculinity could resonate well with this audience. 

4. Desired Audience Action

The ad encourages the audience to purchase Tecate, specifically positioning it as a beer for those who are “manly” and unafraid to take on bold challenges. The call to action is implied through the humor and appeal to strength, encouraging men who see themselves as tough and adventurous to choose Tecate over other beers. By doing so, the audience will benefit from drinking a beer that is marketed as not only satisfying but also a badge of toughness and boldness. The humor also reinforces the idea that choosing Tecate aligns with the audience’s sense of identity—those who want to feel part of an exclusive, tough group of individuals who appreciate bold flavors and experiences.

5. Value Proposition

The value proposition of this ad lies in the bold, masculine image of Tecate beer. The ad positions Tecate as a beer that isn’t for just anyone but for those who have the “right stuff” — a playful exaggeration of masculinity. By using humor and macho imagery, the ad appeals to men who want a product that reflects their toughness, strength, and sense of adventure. Tecate is presented not only as a beer with bold taste but as a statement of identity. The specific reasons Tecate stands out include its bold flavor and its association with a rugged, “no-nonsense” lifestyle, which is reflected in the ad’s humor and wordplay. The ad suggests that Tecate is a beer for those who take life seriously and don’t shy away from challenges, creating a strong emotional connection with its target demographic (O’Brien, 2019).