Recently, I saw Oreo’s whisper fight on TV, and the ridiculous content successfully made me remember what the brand tries to promote, namely Oreo with its cookies and cream. Not only was the argument in the ad so trivial that I wondered who on the earth would bother to quarrel with one another over which is better, cookies or cream, but also people’s behavior in the ad was so contradictory to common sense—set in a library, they were making a lot of noise by throwing books, chairs, and pushing one another while still tried to keep their voice down by whispering every word they said. The funniest scene was when a police car crashed the library’s wall with their car and asked everyone to calm down and stop fighting by whispering through a speaker! A speaker? Hello? Isn’t that used to amplify one’s voice? Yet it was these contradictory and funny elements that made the spot an eye-opener. And although it was kind of stupid, it indeed took me off-guard and made me remember the product. (And blog about it!)
Another important element for an ads success is, can make the targeted audience relate to the atmosphere it creates. I remembered a few years ago there was a Taiwanese instant noodle snack’s spot which had smartly aimed at parents’ pockets. The spot tried to pull audience back to the 50s or 60s’ living condition in Taiwan by making a neighborhood magistrate broadcast messages through a speaker hung on a streetlight in the middle of the community, which was an important communicative channel for local officers to announce orders or emergency evacuation. However, the broadcasting contents in the ad was not about military exercises or anything important but about a grandmother looking for her granddaughter who just got out of school, and asking her to come back home for the instant noodle snack as soon as possible otherwise it would become less delicious once it got cold and hard. As the magistrate’s voice kept going on, the audience was brought with a little girl’s run through many local shops and grocery stores which display the instant noodle snack on their shelves. There were even clerks in the-50s-or-60s-outfits selling the instant noodle snack in an old-fashioned manner, peddling on street. The nostalgic ad immediately draws our parents’ generation’s attention. Why do I think so? Because I didn’t know this ad existed until my parents asked me have I ever tried the instant noodle snack, and they were thinking of buying some for the family.
Yating C.
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