My Top 3 of 2013

Good Evening All, welcome back to Late Night Critic.

There are two reasons for this sudden Top 3 post. First I want all of my readers to know where my opinions lie about certain types of advertisements. That way if you (my lovely readers) disagree with me completely, you'll never have to read one of my posts ever again! Second, I feel if I am to have any sort of credible blog about advertising, I should probably list some actual advertisements and why I favor them. Also, with the Super Bowl today my next post will be all about the best and worst ads of the game, so consider this a warm up!

Number 1: Geico (Hump Day)

I have always felt that Geico just has the advertising business down. Lets start with the fact that they have continuous campaigns with such great success that extending the length of the campaign is easy. With multiple campaigns to fall back on Geico then has the ability to experiment with new ideas and see what their consumers best respond to.

For example, the "So Easy a Caveman can do it" ad's were a huge hit. While they aired Geico was able to tinker around with ideas for the Gecko and Flo. And as soon as the Caveman became outdated they axed the campaign and moved to the next one. After the Caveman the company used the Gecko and Flo in different settings and that worked enough. In 2013 however the "Happier than...." commercials came about and were also met with success, meanwhile the Gecko and Flo are still seen in and out of the overall advertising campaign.

To sum it up, I think the brilliance behind Geico is their ability to learn and grow continuously from their advertising as well as build their strong list of campaigns to fall back on.

Number 2: AT&T

Finally! A cell-phone provider that doesn't advertise about maps! Or is not constantly comparing themselves to their top competitor!
When AT&T finally moved to the "It's Not Complicated" series of ads I was beyond happy. No more comparison ads between Verizon and AT&T. This is one of the reasons that they earned the number two spot on my list. Verizon still to this day uses the comparison maps, year-in and year-out. Personally this raised my interest in all things AT&T, who wants to own a phone through the company that is constantly comparing themselves to others. After a certain point comparisons just feel like someone is trying to make up for a lack of something else.
The main reason for the number two spot however, was the simplicity of the ad. They take one idea, and make it seem so logical to buy AT&T's services because of that one reason, which is usually unrelated to the phone industry (the above commercial references a bunch of grapes becoming raisins and the cutest kid ever). The best part is every commercial is a bunch of kids and Beck Bennett not talking about phones. The use of logic to prove how one thing is better than another, and then relate that one thing to the AT&T service is great. And there is just enough humor or emotion (depending on the commercial) to draw in the average consumer.

Before the my third pick it should be known that I am a big dog guy. I even have a pooch of my own. Otis the black labrador!

Number 3: Google Nexus 7

When Google created this ad for their new tablet based around the idea of getting home to be with a sick dog I couldn't help but connect with the situation. I have been in the same exact place a few times, and in that moment nothing is more important than the dog, except for how you will get home to see him/her. I think it was a brilliant use of emotion, without really showing emotions. There were no tears, just the situation itself gave off a sobering sadness feeling. Also Google was able to showcase the ability of their technology to bring people together. Considering 47% of households own dogs (Humane Society) this emotional connection had the possibility to connect with a large portion of the US. And I don't know how anyone wouldn't want a Google tablet of some soft by the end, I sure did.

Runner-Up: Chipotle

It was important to include Chipotle in this list but felt it didn't belong in the top 3.
You see, Chipotle created an advertisement based around the fear of processed foods and how they are produced. How big companies lie to us about their products.
The problem with this ad to me, was there emotional connections made with the animals (the chicken being injected and the cow stuck in a box). At the end of this advertisement consumers will either completely understand Chipotle's ideals, or they will want to go vegan.
That is where my problem lies with this ad. A consumer should feel a certain way after the viewing of a commercial. Now I know all consumers are different, but these two reactions are so far apart that Chipotle may face some negative feedback for this ad. I think the commercial was beautifully done, but could have possible negative backlash. That is why Chipotle received the runner-up award!
(Have an opinion on this new ad by Chipotle? Leave it in the comments!)

Best Business Blunders

This week in BBB: JC Penney
I knew that eventually I would have to discuss JC Penney and their current identity crisis. I was trying to stay out of the mess because I wasn't sure what my own opinion was. I can safely say now that I have an opinion. JC Penney made a huge mistake, either way this situation is looked at.
First, they fired their CEO Myron Ullman and hired the man who made Apple retail what it is today, Ron Johnson. If Ron Johnson was truly who they wanted then they should have kept him to continue his work and see if progress was made. For Pete sake the apology they aired, after firing Mr. Johnson, was put together while he was still the CEO (ABC). How dare you use an apology advertisement he created for a completely different purpose, trying to make up for all of your mistakes as a board of directors.
In my opinion there are two ways to look at this problem. Option A would be to not fire your original CEO, while option B would be to stick with your new CEO. By following one of these two options JC Penney wouldn't have had to apologize for their mistakes. An apology which we all know was just awkward. Not only that but a constant shifting of your CEO, your leader, just leaves everybody wondering what is really going on behind closed doors and who JC Penney as a company.
Now what is JC Penney doing you ask? Destroying all of Mr. Johnson's work (BusinessWeek). Again showing that they don't know who they are.

So what is the lesson learned?
You should never have to make an apology to your consumers. That is the lesson I pull from this mistake, but this lesson applies to so many companies today it's embarrassing. From social media flops to quality issues to advertising misfires, companies today are apologizing so often its hard to keep track of it all. A company should think of any and all consequences before an action is taken, just simple common sense.

Thanks again for the interest!

AO