categories: marketing
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February 4th, 2008

by Bobby Gruenewald

40 comments (+ Add)

What Caught Your Attention? Marketing

I thought it would be interesting this week to ask you in the swerve community a series of questions to see what things have caught your attention recently. It could be something from a church (or not). I look forward to seeing your responses!

What recent marketing campaign has caught your attention? (and why?)

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  1. Feb 4, 2008 at 6:13 am

    Marketing that involves humor always catches my attention. FedEx, Doritos, Bud Light…best commercials of the SuperBowl!

  2. Feb 4, 2008 at 6:14 am

    Doritos using submitted videos was not only smart but they were some of the funniest commercials during the Super Bowl.

  3. Feb 4, 2008 at 6:25 am

    Bobby, here are a few Super Bowl Ads that caught my attention; there were a bunch of good ones. You can check them all out at: http://www.myspace.com/superbowlads

    *T-Mobile- Barkley and Wade, it was silly, ridiculous and redundant.
    *FedEx- The bird delivery was just ridiculous enough.
    *Vitamin Water- Shaq in the horse race, vitamin water is the “In Thing” that is replacing energy drinks; again just ridiculous enough.

    I think “ridiculous” is key!

  4. Feb 4, 2008 at 6:44 am

    Mac’s new “Macbook Air” commercial gets me every time. A laptop that’s dwarfed by a manila envelope?? I must have it…

  5. Feb 4, 2008 at 6:44 am

    McDonald’s recent marketing with the little kid, rapping at the breakfast table with his fam? Its had all of us talking on our creative team. Hilarious, catchy, relevant marketing (on a bazillion-dollar budget, I’m sure)!

  6. Feb 4, 2008 at 7:51 am

    I agree… humor is key!

    Also, trying something OUTSIDE the box… something original… something never been done… (Can’t think of any examples!)

  7. Feb 4, 2008 at 8:04 am

    Dorittos spot with the mouse trap created a “minature” emotional movement from (are they going to have a corny digitized mouse snag the chip?) to a humurous and violent (look at the larger than life mouse rip through the wall) and beat the crap out of the would be mouse catcher. Awesome.

  8. 9Gina
    Feb 4, 2008 at 8:06 am

    I was really caught by the Pepsi Max commercial last night where everyone was falling asleep, yeah that looks like me on most days, but I won’t drink the Pepsi. It was funny.

  9. Feb 4, 2008 at 8:11 am

    Burger King. Since they reinvented their brand, by bring back The King, their design and marketing has been over the top.

  10. 11BrandonP
    Feb 4, 2008 at 8:31 am

    Ratcliffe,
    I totally agree with you on Burger King. They also put out a cheap video game for the XBox that was sold, I think, quite cheap. I am sure those bumper cars/racing games got kids hooked like the old McDonalds crew; Hamburglar et al.

    As far as the Super Bowl goes, the Terminator commercials are what stick in my mind. They were creative and well worked into the regular show.

    Plus, who came up with that goofy NFL Transformer. I’ve been waiting on someone to kick his butt….

    Brandon

  11. Feb 4, 2008 at 8:32 am

    Everything Disney. ‘Dreams can come true’. Hannah Montana. High School Musical. Disney TV. The Jonas Brothers. Radio Disney. Theme parks. They’re genious. They find gifted young people, make personalities out of them, produce age appropriate and engaging tv shows, record CD’s, create merchandise, send them on tour, and on and on. Disney really maximizes the ’shelf life’ of their product. And I’m coming out of the closet. I have Hannah Montana in my workout mix on my ipod. Why? Because it’s good fun stuff. I like how much of these shows and movies Disney makes taps into the transcendent desire we all have of dreaming to live something big. What can we learn from them? A lot I’m sure. Here are a couple of my thoughts: more weekend messages on dreaming God sized dreams, living life to the full in Christ, the gap between our childhood desires and what adulthood has become and rekindling ‘what can be’. And how about our kids? Maybe we should pour all of our marketing into reaching kids. You get the kids, you get the parents. Of course we have to have a remarkable, life changing product (ministry experience) waiting for them. As a parent we’re always running our kids to practice, recital, school events, shopping, the dentist, the movies….are our churches on that list of ‘urgent’ locations our kids keep pressuring us to bring them too? I love dreaming, I love music, I love humor, I love watching others figure out life, I love Disney.

  12. 13BrandonP
    Feb 4, 2008 at 8:36 am

    Scott,
    As a Children’s Director: absolutely GENIUS post. I have seen too many parents walk up to an empty room to check their child in, only to be disappointed by an empty, unattended room because of tardiness. If only we grasped the full impact these simple things had on the whole families’ experience with our church.

  13. Feb 4, 2008 at 8:47 am

    I laugh a lot…too much sometimes-a lot at inappropriate times. :) So I love the humor of marketing. However, last night my favorite commercial was the NFL one about the kid baggin groceries and now is a lineman for the Houston Texans.

    I think the pendulum has swung completely to the comedy side of marketing, and I think the door is open to pull the heart strings through marketing.

    If all the other commercials weren’t so funny, I would have NEVER even remembered the NFL one…

  14. 15jon
    Feb 4, 2008 at 8:48 am

    i would say bodily pain tends to get my attention…justin timberlake vs. the mailbox got me last night!

  15. Feb 4, 2008 at 8:54 am

    I think the Hannah Montana movie was new thinking when it comes to movies. Instead of pricing it like a movie, they priced it like a concert. In our theater where we do church, tickets were $15 in advance and $20 at the door. They sold out every time slot all weekend long and when we went to get tickets, the only showing left was 5 pm on Sunday. I just thought is was a great way to re-think something that could have been done the same old way.

  16. 17Joe F
    Feb 4, 2008 at 8:59 am

    I thought the gibberish-talking coffe stain at the job interview was the cleverest.

  17. 18Kevin Conner
    Feb 4, 2008 at 9:16 am

    Why is it that beer commercials are always the best.

    The Bud Light “DUDE” ads are the best I have seen in a while.

    Funny…simple…and you can’t watch them without thinking to yourself…”Dude, that is so true.”

  18. 19Kenyon
    Feb 4, 2008 at 9:55 am

    Things that are simple, straightforward, sometimes humurous, sometimes poignant (sp?). Often times these things don’t even have to be related to the product.

  19. 20Lex
    Feb 4, 2008 at 10:00 am

    I like the funny commercials too, but another thing that got me was the NFL spot about the Patriots player who was discovered in a grocery store. The oboe player (sorry, I don’t know any of their names). It was cute, and inspiring, and made me like their team more … even though I was pulling for the Giants. That little bit of insight diminished their “bad guy” status in my mind.

  20. Feb 4, 2008 at 10:06 am

    The Burger King “small hands” ad is the best I’ve seen.

  21. 22richard
    Feb 4, 2008 at 10:10 am

    The ones that grab my attention are the ones that have…

    The ‘doesn’t look right’ look:
    3-D billboards, I think chick-fil-a did several with the cow’s coming out of the board or looking like they are putting up the signage. Plus the misspelled words are always eye catching.

    Although I’m not a big fan of talking animals my girls really like any advertisement with them.

    Overall visual uniqueness:
    The Vegas look of the huge ‘tv’ screens that give you a preview. Not too many local ones like this.

    I really liked LC’s Supernatural Tease video 2 and 3.

    Humor is always good:
    Any of the ‘ratchet and clank’ commercials that have the ‘documentary’ look with the funky weapons with the not so desired results are still my favorite.

    John McEnroe NOT disputing.

    Still the best are LC’s Satan billboards.

    *
    Favorite for the SuperBowl….. The talking e-trade baby: a baby talking doesn’t look right, visual uniqueness with the web cam feel and humor with him throwing up! I’m going to open an account today!

  22. Feb 4, 2008 at 10:42 am

    I’d have to say as far as the Super Bowl, I loved the Doritos mouse ad…but overall, I was disappointed with the lack of some standout stuff.

    As far as what’s caught my eye recently, I’d have to go with Gatorade’s new push called “League Of Clutch”. I did a post on it recently you can read by clicking here.

    You’ve at least got to watch the flash open on the Gatorade site….you can get to it here. We want to be the hero sometimes, don’t we?

  23. Feb 4, 2008 at 10:57 am

    I noticed that some of the best superbowl commericials were of an unusual sort! Many of them focused on wiered, slightly gross, or uncomfortable ideas. Incredibly funny and memorable, but may were quite wierd!

  24. Feb 4, 2008 at 11:03 am

    E-Trade baby commercials super bowl night.

    Also, I’m really liking the media stuff of Northway Church in Albany. I’m from Massachusetts, so I’m not just bragging about my church. Their stuff really is good.

  25. Feb 4, 2008 at 11:10 am

    It wasn’t till this morning, on ESPN, that I saw the classic, “So Eli, now that you’ve won the Super Bowl, what are you going to do now….I’m going to Disney World.” A day late, i’m thinking Disney can get tons of milage from this one. Manning Bowl #2 was a thriller…..

  26. 27Chad Bracher
    Feb 4, 2008 at 11:17 am

    The ads or marketing campaigns that grab my attention are around “life style” - the “I can relate to that” or “that’s how life should be” kind of ads. Saturn has had a great line of ads recently about “rethink strong” and I think they have new line about commitment (don’t like your job, get a new one…whatever happened to commitment?). In my opinion, the Toyota Sequoia ad last night during the Super Bowl showing the family in the big wheel races was the best commercial. Nobody was talking about it because it wasn’t funny like Bud Light or Pepsi. Humor is great for the masses, but it doesn’t sell as well because there’s little brand recall.

    The green lifestyle is huge right now too. Everybody is going green, how green are you, gotta be green.

    I agree that the pendulum has fully swung towards the humor end of the spectrum, but I think I’m starting to see it pull back some. I see more and more touchy-feely kind of adds. Macho adds (Carl’s Jr) were everywhere, but I see it starting to turn softer.

    Seth Godin has lots of good ideas and insights too: http://sethgodin.typepad.com/

  27. Feb 4, 2008 at 2:20 pm

    I have to admit I’m a Mac addict anyway, but I love Apple commercials. The ones with Mac and PC guys always catch my attention. They’re clever, funny, a little goofy and always catch my attention. I also agree with an earlier poster that the Macbook Air ad is just amazing. It fits in an envelope people!

  28. 29Kendra G
    Feb 4, 2008 at 2:43 pm

    I watched the Superbowl at a friend’s house who owns a convenience store. My conversations with her about the business of in-store marketing always makes me think. With the right placement in the cooler or shelf, I might try a product I had not previously considered. Her distributors (especially Coke) go to great lengths to dictate how she lays out her store.

    One thing that most TV ads have in common is that we laugh and retell them in the office but we are rarely moved to buy the product. No matter how cool a Pepsi ad is, the regulars who visit her c-store still walk straight to their favorite drink without considering browsing other coolers. No matter how funny a mouse bursting through a wall is, I still won’t add junk-food Doritos to my shopping list.

    It seems like TV advertisers are spending millions of dollars to make me recognize brands I am already aware of. Most of the companies with the coin to buy national spots are ones I’ve already made a decision about.

  29. 30ChrisCrow
    Feb 4, 2008 at 3:26 pm

    Anything with witty humor. Of course that’s subjective. Recently there was a car dealership commercial where the salesman danced to Flashdance’s “She’s a Maniac” and I’ve laughed outloud every time I saw it. I remembered what they were selling, which made the commercial a success to me. If it was just funny and I didn’t recall later what they were marketing, what’s the point?

    That commercial made me laugh, made me remember what they were selling, and made me want to tell others. All key components.

  30. Feb 4, 2008 at 3:49 pm

    I’m totally in love with the new Coke commercial they’re showing here in Australia. I’m not sure if you’ve seen them where you are but you need to have a look. It’s about togetherness and it’s really quite powerful.

    Check it out at https://summer.coca-cola.com.au/ and click on the little tv in the corner for the TV ad. You’ll love it!

    It’s exactly how the church should be… overcoming barriers (not with Coke however!) and connecting with the people around us. You wont be disappointed. Have a look!

  31. Feb 4, 2008 at 10:13 pm

    A vendor walked past this morning spining a little drum with the balls on strings “tapa tapa tapa tapa” it was a new and different sound. Sure it was not as loud and direct as the typical vendor yelling out their wares, but at the same time her voice will not be gone at the end of the day.

    Such is life in India

  32. Feb 4, 2008 at 10:41 pm

    Commercials that leave an impression visually and emotionally.
    PLAYSTATION 3 commercial.

  33. 34Sharyl Williams
    Feb 4, 2008 at 11:15 pm

    Darren
    Thanks so much for the link to the Australian Coke commercial! What a great concept - I am going to show this to our creative team. Overcoming barriers - getting outside your bubble and fellowshiping - with or without the coke! Great tool to support a sermon series.

  34. Feb 5, 2008 at 8:05 am

    In thinking about marketing, i am asking myself what is actually moving me to action instead of what brand is attracting my appreciation through humor, etc.

    The hundia commercials with “think about it” are a good example of asking questions and leading to a website. I have actually done this, so i view it as a good ad.

    i personally think ‘lifestyle’ marketing is dying, and guerilla marketing is the future. I love budweiser ads but will be drinking micro-brewery dark beer for the rest of my life.

    on a side note: there is a multi-site church here that is moving near my church, and we are teaming up to do a mailer together with our church on one side and thier church on the other side. Our belief is that this will side-ways address the cynicism people feel about ‘church’ in general by providing a platform to showcase both our distinctives and unity. We are toying with having on both sides “____ church sucks, comes to our instead.” Just to be playful…perhaps.

  35. Feb 5, 2008 at 10:16 am

    Being a huge LOST fan, I was caught up by there marketing scheme to promote the new season to fans. find815.com, billboards from Oceanic Airlines in all the cities the characters are from (then graffitied by there own company with find815.com on them). Interactive marketing is very cool.

  36. 38Steven
    Feb 6, 2008 at 3:14 pm

    Wow. I’m surprised almost everyone mentioned the same thing. Superbowl Ads. I however disagree with the guy who said “lifestyle ads are dying off”. If you really want to step in the future of advertising a couple of years (and the technology is still here today folks, just not widespread), I think this “humor” thing is just the latest trend that will go and come again. In the near future, I think ads will become PERSONAL and make include “lifestyle” ads but will be customizable to the user. With the advent of biological ID’s, voice recognition (Microsoft Sync anyone?), RFID’s,holograms and other technologies, advertisers will be able to create ads visual and appropriate to certain groups, other groups will see/hear a totally different ad depending on their habits and personality. I know I’m a futurist, but go watch the movie, Minority Report folks. This stuff is already starting to creep in ads now, especially in the larger markets.

  37. Feb 6, 2008 at 4:47 pm

    What’s caught my attention in marketing has been the lack of creativity, or maybe its just the fact that I’ve seen so much that I am less likely to see something creative as much as I used to. I find that I just consume so much media (desptite not watching TV, or listening to the radio), that I am just in general less impressed, and more or less asking “what’s the point of the product?”

  38. Aug 6, 2010 at 8:55 am

    Church marketing is important as well, so we started our own blog and hope that churches are encouraged by some of our ideas. I hope some of you can check it out and get some good ideas or pass along some good ideas to help reach the world for Christ: http://blog.ncbaptist.org/creativeteam/