BMW Comedown

BMW Comedown

From “The Ultimate Driving Machine” to a crotchety back seat driver in the form of a lie-telling grandmother is a long way to fall from the image BMW has taken over the years as their strategic positioning against higher-end competition. If they want to announce a third row of seating, they could have been a lot more creative than to sully a fine image and position. Disappointing.

Coors-Convincing History

Coors-Convincing History

Being in Golden Colorado, the Coors Brewery has a legitimate claim on its history of why it’s there. The commercial shows Mr. Coors searching the Rocky Mountains for a source of crystal clear water to use in brewing his Banquet beer. He finds the source, and the rest is history.

The demo shows that their claim is based on fact. Very persuasive. 

What’s The Message Here?

What’s The Message Here?

An old couple is eating Taco Bell’s chicken sandwich in a parked car, when the woman turns to the man and “flashes” him.

Is Taco Bell implying this chicken sandwich makes her feel young?

After seeing her hanging fruit, the man winces and then smiles as he resumes eating.

If their goal is to tie old memories to chicken sandwiches, it’s a pretty vague connection. Are you ready to run out and order this sandwich because of this spot?

It’s another example of borrowed interest that doesn’t work.

A Teaser That Doesn’t

A Teaser That Doesn’t

A Phone rings. A woman picks it up and says: ”Wait? What?” The spot ends.

The viewer has to go on-line to see what happened.

The question is; ‘Why?, What do I care what happened?”

In all drama, you have to care enough for the character, to care what happens in their life. This spot doesn’t develop that interest. It is trying to trade on human interest without creating any.

                                        (John Hancock)