Welcome to my website and my first blog post! Here, I will be discussing and critiquing advertising campaigns that I encounter, mostly in the form of commercials. I hope to be able to post once a month, but maybe more, if you’re lucky! Let me explain why I decided to start this blog…
I always watch commercials and think to myself how they could have been made better, or take a moment to realize how clever they can be. Other times I just sit and wait out those commercials I feel indifferent toward; oh, you’re advertising this movie on DVD? Cool story. Many of us tend to be brand loyal for at least some products, and when I find a commercial that I like or dislike, it directly affects my opinion of the brand’s image.
For the past few years, I have been watching the Super Bowl exclusively for the commercials. That’s when you see the best all in one night, mostly due to the far-fetched ideas that the audience is amenable to. These are mostly the funniest, most clever commercials, which also tend to be more lighthearted. Since they are directed more at men, reaching the target audience who watches football religiously, these commercials emulate the manly, macho man vibe. That’s all well and good, but one day I hope to make not only creative, ingenious commercials, but also contemplative ones that keep you aware of the many worthy (non-profit) causes out there.
This first commercial critique has been a long time coming and it is actually what inspired me to start this blog in the first place. I had been at a loss about what I should write about in my blog; I wanted it to be something different and without boundaries, something I was passionate about, and something others would enjoy and want to discuss. So without further ado, let’s get to it.
The Lowdown
The Ram truck commercial, “Truck of Texas” starts off with picturesque scenes of a mountain, and you already hear the rev of an engine by the third second. “Progress isn’t about where you’ve been, it’s about where you’re going,” the announcer proclaims. We see that the ad is for a pickup truck, and the strength and ruggedness of this particular model is displayed. The announcer tells us quick facts about it, summing it up as the Truck of Texas™ in all its guts and glory as it travels far and wide. Clearly catering to the manly man group, this rugged truck can get the job done.
The opening line of the commercial is intended to be an attention-grabbing revelation. But it grabbed my attention in the worst way. Yes, progress should be about moving forward. However, the verbiage here isn’t crisp enough to be applied to real world situations. If it was written more broadly, the audience could take it to heart better, and therefore remember the commercial better, and then optimally promote it via word of mouth online – like as a Facebook status. Then again, someone could just write online about how the phrase is stupid and create negative word of mouth that way. This aside, my aim is to make commercials meaningful in the grand scheme of life whilst selling a product. To develop a meaningful relationship with the brand. To be proud to be loyal to the brand. To feel secure backing the brand even if it encounters minor setbacks. Being able to experience that feeling of pure revelation when you are watching a commercial, with advice you can put to use can make you feel more connected to it, and more prone to becoming loyal to the brand.
One reason I knew this commercial had to be the first post is because it’s the perfect starting topic. Progress. Heck, I’m making progress by finally starting this blog, about progress! What fueled me the most was that the company modified the adage in a manner that is not good advice for most every situation. I feel like they just slapped something together that sounded insightful and inception-like, relating to the simplicity of driving a truck, but which really possesses flawed meaning, and does not act as a highly applicable adage.
Let’s examine, “Progress isn’t about where you’ve been:”
Sorry not sorry this is just ridiculous. Why isn’t it about where you’ve been? How would you know how far you’ve come if you didn’t think about where you started from? I could be driving my Ram in a circle around that mountain all day, so I guess I’m still making progress? What if the driver got lost going around that mountain so many times that he gets turned around and just ends up going back home? And so it has been said, “Do not confuse motion and progress. A rocking horse keeps moving but does not make any progress.”
Another big problem I have with this ad is that although the company aims to show “progress” via the journey through the various terrains, the product itself doesn’t actually depict progress. In recent years, Ram has not taken risks on its 1500, and has stuck with a mindset of, “if it ain’t broke, don’t fix it.” Actually, the full redesign isn’t expected until the 2017 model. There is insincerity here that the target demographic would pick up on if they are brand loyal. Sure, the commercial calls out all these facts about the model being the best this and that, but is that it? Can I see the differences in the previous models and the current one or all they all the same? We aren’t provided a visual, side-by-side comparison of the previous models. Perhaps this commercial is a way of reassuring customers that the new version is in the works…it’s in progress.
Progress could also mean making a product that is appealing to a different demographic than their usual… like women. When’s the last time you saw a truck commercial with a female driver/announcer/character whatsoever? I honestly can’t even think of one. Granted, we are only trying to improve the ad, and not the product, but just wanted to call out this other hypocrisy regarding progress. It is most economical, yet least risky and arguably less progress-esque, to continue to target their same old demographic. It’s all about the revenue, and loyal customers are easier to keep than it is to gain new customers.
New Storyboard
But how can we improve not only the commercial’s starting phrase to better suit real world applications, but also simultaneously visually represent the functionality of owning a Ram truck?
Verbiage first: a better way to start off would be, “You can look back every now and then, but keep your eyes on what’s ahead.” The looking back idea can refer to two things in the new commercial: If the target demographic is older men who are already brand loyal to Ram, the commercial should start off with a man leaving his garage, giving a last look to his aged Ram truck, smiling at the thought of the adventures he had in it. It could also refer to your precious cargo in the back or watching out for other cars which could be obstacles in stopping short, changing lanes, etc. Looking ahead could represent watching out for future obstacles in the form of cars or long distances to travel while it could also represent decision-based obstacles or goals in your future.
Visuals next: going along with the ideas mentioned above, let’s take a journey through the visuals of this commercial, modifying only the beginning and the end of the original commercial. The opening scene shows a man turning on the lights as he enters his garage, his new 1500 sitting next to his older 1500 model. He gets in his new car and takes one last look at his old car before he drives off. A quick low-angle shot of his face shows him smiling in the direction of his old friend. At this moment, the announcer begins to say, “You can look back every now and then.” As the man turns to face the road and exits the garage, the announcer finishes his line with, “but keep your eyes on what’s ahead.” The man drives away from his home and you can see he has some clandestine cargo in the back of the truck. Then the commercial goes on to show his journey through the mountains, while the announcer points out the great things about the truck. We finally see the man pull up to his destination, which is an old friend’s home. The two greet each other and head to the back of the truck to unload the cargo. The next scene shows the two men lounging in the living room, while a little boy rides on a new wooden rocking horse for a few seconds. Then the boy happily runs over to join the men on the couch.
What’s your take? Let me know in the comments =]
This is just a taste of what’s to come from my blog. I would love to hear your feedback on it as a whole, including any brands or campaigns you would like me to analyze.