Ad Analysis: Men Have Skin Too by Old Spice

Link to the ad: https://aef.com/ad-campaigns/men-have-skin-too/

1. Description of the Ad

The Old Spice’s “Men Have Skin Too” campaign features comedian and actor Ronny Chieng. In the ad, Ronny Chieng is at a spa with his girlfriend, and when another woman compliments his girlfriend on her skin, he humorously interrupts to explain how he takes care of his skin using Old Spice’s Gentleman’s body wash. He goes on to discuss the importance of exfoliating and moisturizing, while his girlfriend is left trying to speak but unable to get a word in. The humor in the situation lies in the reversal of typical gender expectations regarding skincare, as skincare is usually marketed primarily to women, but Old Spice uses this ad to promote male skincare, implying that “men have skin too” and deserve attention to their skincare routine as well.

2. Objectives of the Ad Campaign

The primary objective of the “Men Have Skin Too” ad campaign is to increase brand awareness and promote Old Spice’s skincare product line, specifically targeting men. By showcasing Ronny Chieng using Old Spice Gentleman’s body wash and explaining his skincare routine, the ad encourages men to pay attention to their skincare needs, traditionally marketed to women. The campaign aims to sell more of Old Spice’s skincare products by breaking the stereotype that men don’t need or use skin care products, positioning Old Spice as a modern and inclusive brand. The objectives are measurable by tracking the increase in sales or engagement from male consumers who may not have previously considered Old Spice for skin care. It is also time-specific, in that the campaign would likely run around key marketing moments, such as during key sales periods or events.

3. Target Market

The target market of the ad is primarily men, particularly those who may have been hesitant to engage with skincare products in the past. The campaign appeals to a younger demographic of men who are increasingly conscious of self-care, grooming, and personal wellness but may still feel that skincare is a “female” concern. The humorous tone of the ad helps to engage a broader audience within the target demographic—men who are open to new ideas and like a more playful, non-serious approach to the traditional notions of masculinity.

4. Desired Audience Action

The ad wants the audience to take action by purchasing Old Spice Gentleman’s body wash as part of their skincare routine. By using the product, the audience benefits by improving their skin’s health and appearance, which the ad emphasizes through Chieng’s confident, well-groomed character. The underlying message is that men can achieve great skin too, and they deserve products that meet their needs. The benefit also comes with the added sense of empowerment and humor, which positions Old Spice as a fun, approachable brand for modern men.

5. Value Proposition

The value proposition of the Old Spice Gentleman’s body wash is its ability to provide men with a skincare solution that is not only effective but also aligns with their personal identity. The ad emphasizes the features of exfoliating and moisturizing, offering a product that can help men maintain healthy skin, while also offering a touch of luxury and sophistication. The humorous and relatable nature of the ad positions Old Spice as a brand that understands the evolving needs of men, making skincare a more comfortable and accessible concept for them. By using this product, the audience is invited to take better care of their skin while still maintaining a sense of masculinity and fun (Rapport, 2022).

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

Rapport, I. (2022, October 6). Old spice “men have skin too” returns, embraces diversity and inclusion on and off screen. Global Press Release & Newswire Distribution Services. https://www.businesswire.com/news/home/20221006005628/en/Old-Spice-Men-Have-Skin-Too-Returns-Embraces-Diversity-and-Inclusion-On-and-Off-Screen 

Ad Analysis: Fiber Education by AT&T

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

1. Description of the Ad

The ad features a girl who tries to perform a piano piece for her grandparents through a video call. However, due to poor internet quality, the audio cuts out, and the video is choppy and slow, leaving the grandparents visibly disappointed. The narrator then explains, “It’s not you. It’s your internet,” and promotes AT&T Fiber, highlighting its fast upload speeds as the solution to the issue. The ad also uniquely includes the Mandarin Chinese terms for grandparents, “nǎinai” and “yéyé,” which adds cultural relevance and depth to the scenario.

2. Objectives of the Ad Campaign

The main objective of this campaign is to promote AT&T Fiber’s high-speed internet service, specifically focusing on its ability to deliver fast upload speeds for video calls and other data-heavy activities. The ad aims to show potential customers that poor internet connectivity can hinder important connections and experiences, and that AT&T Fiber provides the solution to these problems. The objective is both to inform and to sell, emphasizing the product’s benefits through real-life scenarios. The goals are measurable by tracking the increase in subscriptions to AT&T Fiber and the overall awareness of its advantages, particularly in terms of upload speeds. The campaign is also time-specific, likely aiming to capitalize on the growing need for better internet connectivity, particularly as video calls have become more common.

3. Target Market

The target market for this ad is broad, including both individual consumers and families who rely heavily on their internet connection for activities like video calls, streaming, and remote work. The ad speaks to anyone frustrated by slow or unreliable internet, especially in households where video calls are frequent (e.g., families connecting with distant relatives). The inclusion of a multicultural element (Mandarin Chinese for “grandparents”) also hints at targeting culturally diverse communities, particularly those with families spread across different countries who rely on video communication to stay connected (AT&T, 2017).

4. Desired Audience Action

The ad encourages viewers to switch to AT&T Fiber for faster and more reliable internet, with a specific focus on improving video calling experiences. The desired action is for viewers to recognize that the issue of poor-quality video and audio is not their fault, but rather due to insufficient internet speeds, prompting them to consider AT&T Fiber as the solution. By subscribing to AT&T Fiber, the audience benefits from enhanced connectivity, enabling them to stay better connected with loved ones, especially when physical distance or geographical barriers make in-person interactions difficult.

5. Value Proposition

The value proposition of AT&T Fiber, as highlighted in the ad, is its high-speed internet capabilities, particularly its fast upload speeds. This is a crucial selling point for customers who use the internet for video conferencing, streaming, and other data-intensive activities. The ad underscores how AT&T Fiber can significantly improve the quality of these experiences, eliminating the frustrations associated with slow or unreliable internet connections. The product’s reliability and speed provide customers with the peace of mind that they won’t experience lag or poor-quality connections during important moments—whether that’s performing for family or engaging in professional meetings.

Ad Analysis: Dream Crazy by Nike

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

1. Description of the Ad

Nike’s “Dream Crazy” ad opens with a young skater repeatedly falling while attempting to skate down a stairwell, emphasizing perseverance in the face of failure. The narrator encourages viewers to embrace their “crazy” dreams, using the idea that “what nonbelievers fail to understand is that calling a dream crazy is not an insult, it’s a compliment.” The ad showcases a diverse range of athletes, including a disabled wrestler, a female boxer in a hijab, a wheelchair-bound female basketball player, and a male runner who has undergone significant weight loss. The ad highlights various athletes’ struggles and triumphs, representing different religions, races, ethnicities, and abilities. The ad culminates with well-known figures like LeBron James, Serena Williams, Usain Bolt, and Colin Kaepernick, who delivers the final message: “Don’t ask if your dreams are crazy, ask if they’re crazy enough.” The ad closes with Nike’s iconic slogan, “Just do it.”

2. Objectives of the Ad Campaign

The primary objective of the “Dream Crazy” campaign is to reinforce Nike’s brand identity as a champion of athletes and anyone with the courage to pursue their dreams. The ad aims to inspire and empower individuals by showcasing athletes who have overcome significant challenges and achieved greatness. It also aligns Nike with social issues, such as racial and gender equality and disability rights, by highlighting athletes from diverse backgrounds. The campaign’s secondary objective is to drive sales by positioning Nike not just as a sportswear brand, but as a symbol of persistence, passion, and social change. The ad’s success can be measured through increased brand affinity, positive media coverage, and potentially increased sales. The campaign was also likely time-specific, launched to capitalize on Nike’s ongoing emphasis on inclusivity and empowerment, particularly in the wake of Colin Kaepernick’s controversial stand against racial injustice (Nucleus Vision Digital & Design Agency, 2023).

3. Target Market

The target market for this ad includes aspirational individuals, particularly athletes and sports enthusiasts, who are motivated by stories of perseverance and success. The ad is aimed at people who face obstacles, whether they be physical, societal, or psychological, and are looking for inspiration to keep pushing forward. The diverse representation in the ad broadens its appeal to individuals from various racial, cultural, gender, and ability backgrounds. Nike’s target market for this campaign is also young, active, and socially conscious individuals who value brands that take a stand on important social issues and who identify with the message of inclusivity and empowerment.

4. Desired Audience Action

The desired action is for the audience to engage with Nike’s brand by purchasing its products, but also to internalize the message of perseverance and ambition. By using Nike products, consumers are encouraged to push past their own limits, mirroring the athletes depicted in the ad. The benefit for the audience is the empowerment to chase their dreams and achieve their goals, regardless of the obstacles they face. The ad creates a sense of belonging to a community that celebrates resilience, determination, and the relentless pursuit of greatness. Consumers may feel motivated to purchase Nike products not just for performance, but because the brand represents their own values and aspirations.

5. Value Proposition

The value proposition of Nike in this ad is deeply tied to its legacy of empowering athletes and individuals to push the limits of what they thought possible. The ad promotes Nike products as more than just athletic gear; they are tools that help people achieve their “crazy” dreams, whether those dreams involve sports or any other personal goal. The message is that Nike believes in the potential of its customers, which is why they are encouraged to “Just do it.” The specific reasons customers may be driven to purchase Nike products include the brand’s association with quality, performance, and innovation—but more importantly, its connection to a larger message of social change and personal empowerment.

Ad Analysis: Answering the Call by Verizon

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

1. Description of the Ad

Verizon’s “Answering the Call” campaign begins with a statement: “Verizon is America’s most reliable mobile network. And America’s most attacked brand.” The ad then goes on to explain how competitors spend millions annually to create negative sentiment around Verizon. In response, Verizon created a program to emphasize why reliability matters, focusing on honoring the work of first responders and connecting survivors with the first responders who saved them. The emotional crux of the ad is hearing the survivors express their gratitude to the first responders, emphasizing the powerful connection made possible through Verizon’s reliable network. The campaign also includes the hashtag #Allourthanks, encouraging others to share similar stories of gratitude on social media. The ad wraps up by sharing positive statistics about Verizon’s customer satisfaction and network reliability (NBC News, 2009).

2. Objectives of the Ad Campaign

The key objective of this campaign is to reinforce Verizon’s position as the most reliable mobile network, particularly in comparison to its competitors, who often focus on cost-related arguments. Verizon acknowledges the negative sentiment created by competitors, with some spending substantial amounts to disparage the brand, and uses this campaign to shift the narrative by emphasizing reliability and real-world value. The ad aims to remind customers of Verizon’s core strength—network reliability, which can be life-saving in critical situations. The campaign also seeks to improve brand perception and reduce negative sentiment by highlighting Verizon’s impact on society, especially through first responder support. The effectiveness of the campaign can be measured through the positive engagement generated via the hashtag, customer sentiment analysis, and a potential increase in Verizon’s reputation for customer service and network reliability.

3. Target Market

The target market for this ad is broad, but it particularly appeals to customers who value reliability and service over cost. It is especially relevant to individuals who rely on their mobile network during critical situations, such as emergency services, healthcare, and those living in areas where network coverage is essential for safety. The ad also targets individuals who may have been swayed by competitors’ cost-focused advertisements but are seeking reassurance about network quality. Verizon is appealing to both existing customers and potential switchers who prioritize emergency response capabilities and customer-centric service over low-cost alternatives. The emotional aspect of the ad might resonate particularly well with families, caregivers, and professionals who depend on consistent and dependable connectivity.

4. Desired Audience Action

The desired action is for the audience to feel a renewed sense of trust and appreciation for Verizon’s network, ultimately leading to greater customer loyalty and potentially increased customer acquisition. Verizon encourages viewers to share their own stories of gratitude for first responders through the #Allourthanks campaign, which strengthens the emotional bond between the brand and its customers. The benefit for the audience is the reassurance that Verizon’s network isn’t just for everyday communication but can also serve a critical role in life-saving situations. Verizon positions itself as a network that provides peace of mind and reliability, encouraging potential customers to see the value of these attributes when choosing a carrier.

5. Value Proposition

The value proposition of Verizon in this ad revolves around its unmatched reliability. The ad reinforces that while other carriers might offer cheaper plans, Verizon’s true value lies in its ability to connect people when it matters most—during emergencies. By focusing on network quality and life-saving communications, the ad sets Verizon apart from competitors who often focus on price and contract flexibility. Verizon offers dependability and peace of mind, particularly in critical situations, ensuring that customers can rely on its network for both everyday use and life-threatening emergencies. This focus on reliability and social responsibility adds significant brand credibility and appeals to consumers who value safety, service, and a positive social impact over cost alone.

Ad Analysis: Women in Progress by Motrin

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

1. Description of the Ad

Motrin’s “Women in Progress” ad is a powerful, emotional piece that lasts less than 30 seconds but delivers a significant impact. The ad features a diverse group of women experiencing various personal challenges. One woman talks about struggling with body image issues, another deals with a dissolving marriage and the difficulty of providing for her children, and a third woman has fractured her spine. The ad then delivers the empowering message: “Sometimes we have to take a step back to take a step forward,” showing each woman using their pain—whether emotional or physical—as fuel to come back stronger and more resilient. The ad concludes with the statement “Pain is progress,” reinforcing the idea that personal growth often involves overcoming challenges.

2. Objectives of the Ad Campaign

The main objective of the “Women in Progress” campaign is to redefine the role of pain in women’s lives and position Motrin as a solution to help women manage both physical and emotional pain. The ad emphasizes that pain isn’t something to be feared or avoided, but rather something that can drive personal progress and growth. The campaign aims to raise awareness of the brand, especially in a market where many pain relief products are targeted at general pain relief, by connecting the brand to women’s empowerment and resilience. The objectives are both emotional and functional—Motrin wants to be seen not just as a painkiller but as a brand that understands and supports women’s emotional and physical struggles. The campaign is measurable through audience sentiment, engagement, and potential increases in brand affinity, particularly among women, as well as through the social media buzz generated by the ad.

3. Target Market

The target market for this ad is women—specifically those who experience a range of emotional and physical challenges in their daily lives. This includes women dealing with body image issues, family challenges, and physical pain, as well as those who are facing significant personal or emotional struggles. The ad’s portrayal of women from different backgrounds facing relatable hardships broadens its appeal, particularly to women who value resilience, strength, and empowerment. The ad also subtly targets women who might seek pain relief but need a brand that acknowledges their struggles and supports their efforts to move forward.

4. Desired Audience Action

The desired action from the audience is to associate Motrin with relief in times of hardship. The campaign encourages women to view pain as a stepping stone to progress, and in doing so, consider Motrin as the trusted brand to help them manage that pain, enabling them to continue pushing forward in their lives. The benefit for the audience is the emotional support and reassurance that pain does not define them or hinder their progress. Motrin is positioned as a helpful tool in their journey toward overcoming challenges, allowing them to focus on their recovery and personal growth, whether physical or emotional.

5. Value Proposition

The value proposition of Motrin in this ad is its ability to support both physical and emotional healing. The product is presented as a key tool for women who face pain—whether from an injury, body image concerns, or emotional struggles—to keep moving forward. The campaign reinforces that Motrin isn’t just about relieving physical pain but is also about supporting women in their pursuit of personal progress. By focusing on resilience and empowerment, Motrin appeals to women who want to take charge of their healing process, using the product to help them overcome obstacles and continue striving for improvement. The message suggests that pain can be an empowering force when managed properly, and Motrin is there to help women achieve that empowerment.