Greatest Marketing Campaign Analysis – Television Ads

Original Budweiser Clydesdale Commercial – “Here Comes The King”

The first Budweiser Clydesdales commercial aired in 1967 – and it is still one of the best. The jingle has stayed in the minds of Americans for decades: “Here comes the King, here comes the Big Number One.” The commercial is still played for fans at Busch Stadium in St. Louis. The objective of the ad back during the time could have been to introduce a beer drinker to the brand and persuade purchasers to choose this brand of beer because of their claim of being number one. The ad screams the adjectives; big, American company, we’re number one which is pleasing to current customers of the brand and makes them proud to be associated with the name.

The iconic Budweiser Clydesdales are a multi-million dollar operation, and all the horses are born and bred in-house. The animals represent the quality, heritage, and tradition of the company. The company’s horse farms take care of the needs of 175 horses around the country, and they breed about 40 horses per year. Not all of the horses are eligible to make the team. All teams horses are male and must meet stringent marking standards; white blaze, black mane and tail,  dark bay in color and four white stocking feet. Those that do not make the team are sold for about $5000 while some of the females are kept for breeding stock. The Clydesdale connection dates back to 1933 when August Busch Jr surprised his father by having the horses parade down a St. Louis street carrying beer to celebrate the end of prohibition. They have been breeding the animals since 1940.

Football – 1996 (2 Clydesdale teams playing football)

The Budweiser Clydesdales have been a part of the big game since the 1986 Super Bowl, when the Clydesdales tromped through the snow while a chorus chirped “when you say, Bud, you’ve said it all.” The Clydesdales appeared during the 1991, ’92 and ’95 Super Bowls. But the 1996 ad set a new standard by featuring the horses playing football in a snow-covered mountain meadow. Jeff Knapper, Anheuser-Busch’s general manager for Clydesdale operations, said a team of Clydesdales trained near Jackson Hole, Wyoming, for several months to prepare for the commercial shoot. The horses were trained individually to make specific moves and then in groups. “I’d say 95 percent of the stuff you see is real stuff, real horses doing it,” Knapper said. The only exception was the football being kicked by a fake hoof. “They can kick with their back legs, but that action isn’t natural.” The emotional response elicited from this ad is that of disbelief that horses are playing football until our two cowboys speak in monotone voices and that they act as if it is not that bit of a deal. And as a matter of fact, from a football fan perspective, they messed up the play and usually go for two points, not just one. The popularity of the company’s commercials was bound to solidify its customer base.

Rocky 2008

Flashback to gym class at your elementary school – everyone else has been chosen for the team. Thunder makes the team, and there stands Hank, and he’s told by one of the trainers, “Maybe next year Hank.” Dalmatian dog, the horse’s friend, enters the scene and decides to help train the horse for next year’s team. The marketing team elicits the emotions of overcoming and becoming a winner by playing the music from the movie “Rocky.” The horse is pictured in some of the most iconic training scenes; running and lifting weight together, working out in the rain, pulling large objects leading to larger objects, storytelling magic! Guess who overcomes and makes the team? Hank! And he gets a big, high-five from his friend Dalmatian dog!

Puppy Love 2013

Anheuser-Busch’s marketing team carved out their slice of the commercial arena by using storytelling in their ad development. Instead of making us laugh, they tried to make us cry happy tears without any focus on their main product – beer. Instead, the ad focuses on a heart-warming relationship between our characters the puppy, horse, and trainer. Human beings, in general, are emotional and can be led to purchase items based on those emotions, whether subconsciously or consciously. One might think that the puppy love ad is targeting women, but there are masculine undertones in the commercial with its massive Clydesdales and rugged trainer making it appealing to both genders.

 

Lost Dog 2015

The marketing team continued story telling another year, trying to build on previous years successes. In this story, we see the unity and protectiveness of the horses with the puppy. I know why people like this commercial – the warm fuzzies. I get that Budweiser was telling a ‘buds’ story utilizing their iconic Clydesdales. But the horses became secondary in the story to the cute puppy. Not until the end of the commercial does it appear they are trying to sell beer – in the closing, they show their logo, their hashtag message and their PSA “drink responsibly.” The ad continues to draw in customers who love traditional Americana, drinking beer to socialize and relax.

I’m a Miller Lite fan myself, but when that choice is not available, I will choose a Bud Light because of all their cute commercials over the years – yep, I’m a sucker!!

Greatest Marketing Campaign Analysis – Radio

I have had the best time with this assignment! I reached out to my parents, and we had a good time discussing old radio ads and their take on effectiveness and what they liked and disliked about certain ads. As far as radio and radio commercials, I haven’t listened to radio in I can’t tell you how many years (well maybe local radio with tire shop ads)!! For the past 16 years, I have lived in the western mountains of North Carolina. I live in a small town with the closest ‘city’ being 45 minutes away. FM station radio signals from the city only come in late at night (memories of being a teenager, coming to visit on vacation and thinking I was going to die without my music – thank goodness for cassette tapes!). For the most part, we use commercial free radio apps, so I have not listened to a radio commercial in forever. I hope you enjoy walking down memory lane as much as we did!!

Ovaltine – 1931 – 1940
The voiceover is a young to middle-aged man pitching Ovaltine to the young fans of the children’s radio series Little Orphan Annie. Ovaltine sponsored a few radio shows and eventually a TV series as well. The pitch would make all fans of Little Orphan Annie believe if they are fans, they are drinking Ovaltine, and they need to get one of the Shaker/drink mugs because it is ‘swell’ and convenient. Towards the end of the commercial, the pitch turns to the mothers of the household. The pitch evokes the pride emotion because when you are a good mom to your children, you want to give them something healthy and delicious. The objective of the radio ad was to sell more Ovaltine and to participate in the promotions campaign by sending in proofs of purchase. The silvered foil lids from the Ovaltine jars were proofs-of-purchase, and a user could obtain what was referred to as radio premiums, such as “secret decoder ring” badges, or pins that could be used to decode messages in the radio program.  Click on the link below to listen to the old commercial radio spot.
http://www.oldtimeradiofans.com/old_radio_commercials/Ovaltine.mp3

Armour Hotdogs – Radio and TV commercial’s mid-1960’s
This radio and TV ad is what is now known as a Jingle. Jingles were a popular form of advertising with commercial radio starting as early as 1923 with the Wheaties commercial. Jingles remained popular until the mid-1990’s. In 2011, there were only eight jingles out of 306 commercials. Jingles are catchy, and the song sticks in your head and you catch yourself singing it all throughout the day. Jingles evoke a happy response, and this pied piper of hot dogs leads the kids in song (and in the TV commercial, stomping through the hillside singing and eating hot dogs). This advertising art

Click to watch the commercial!

form is all about name recognition. When the family went grocery shopping, the kids would grab the Armour hot dogs and start singing! I am sure they sold a lot of hot dogs despite the despicable conditions and corporate culture at the meat packing plants! No one knew what was going on back then, but nowadays, it would be plastered all over social media.
http://www.oldtimeradiofans.com/old_radio_commercials/Armour_Hot_Dogs.mp3

Winston Cigarettes – brought to you by The Flintstones
In 1970, Congress passed an Act banning the advertisements of cigarettes on television and radio. But before that, the Flintstone’s pitched many products to the American public; cigarettes, beer, jelly, vitamins and shampoo, just to name a few. The following link was used in both radio and television advertising of Winston Cigarettes. Both Barney and Fred were hard working, blue collar men. And when they were not at work, they were relaxing and living the good life. That was the pitch in this ad; to appeal to the working man and their desire to kick back, relax and enjoy a Winston cigarette. Even though most of us would think about this being a weird target market, cartoon/younger kids, the Flintstones was a night time show on ABC and ran for six years (see newspaper promotion ad).
http://www.oldtimeradiofans.com/old_radio_commercials/Winston_Cigarettes_Flinstones_2.mp3  ( Another radio commercial )

Mr. Clean – late 1958
“In 1946 Advertising Age estimated that more than 200 companies were competing in the cleaning business, of which 125 advertised, 85 using national magazines and 14 using network radio.”*  In this radio spot, Mr. Clean, an all-purpose cleanser, is hailed for its ability to clean anything and its ability to do it quickly. This informative ad gave many examples of what all Mr. Clean can clean. The commercial appealed to the housewife because she wanted to get her job done quickly.

Click on the cartoon to link to the ad!

 

* The Advertising Age Encyclopedia of Advertising by John McDonough & Karen Egolf Routledge, Jun 18, 2015

Alka-Seltzer – 1950’s
Alka-Seltzer was launched in 1931 and began with print advertising immediately and sponsorship radio in 1932 with the radio show ‘Alka-Seltzer Comedy Star of Hollywood’ and ‘National Barn Dance’ in 1933 and many others until the last show ‘Alka-Seltzer Time’ in the 1950’s. Alka-Seltzer then started using its popular jingle slogan ‘plop plop fizz fizz, oh what a relief it is’ and the company still uses it to this day! The product  has always had high name recognition and who doesn’t start to sing the song when your stomach hurts, and you are walking to the medicine cabinet?

Click on this photo to listen to Radio Ad!

 

Tomorrow

The Future, our ‘Tomorrow,’ rather than ‘projecting’ the future, the author Robert Heilbroner challenges us to question is something ‘imaginable.’

Robert believes there will still be an uneasiness when it comes to science and technology. Some of the examples he shares are things already happening in our present day; our possibility to create weapons, products, or industrial processes that will threaten the fabric of our existence. Will the human race press the issue and create an environmental Hiroshimas? Or interfere with nature by cloning geniuses or participate in the chemical fashioning of our personality? Who will stop the ones who cross the line? Will the business communities monitor themselves with governmental agencies or professional self-monitoring? Is it imaginable that when it comes to an effective response to dangers, can an international cooperative come together to handle the situation?

When is comes to capitalism, commodification is a necessity for a system that must expand to survive. These days you can buy almost anything. Universities are even promoting education as a product and students as consumers. There are fewer and fewer realms of life in which the language of money does not speak powerfully. As we continue into the time period of Tomorrow, the world will experience both normal and transformational economic growth. Machines have replaced humans in the industries of agriculture and manufacturing. What will be the next industry for game-changing, transformational growth?

How do you see yourself being part of the time period of “Tomorrow?”

Today

We are moving into the time referred to as Today (1950s – 1995). We continue to have the presence of 3 forces; empowering gift of science, relentless dynamics of capitalist economics, and spirit of mass politics. These forces will continue to lead us into the future but Today’s mood is definitely somber but not black. The real difference from Yesterday to Today is the degree of trust and extent of hope the people feel in their everyday lives.

From the earliest point of this time period, the view of Scientific Technology took a downward turn because of the growing unease with regard to the application of science to technology. During World War II, the world shuttered at an altered view of science with the destructive force of the atomic bomb while others touted it as an instrument of progress. Also scientist move from studying theological implications to the application of their discoveries.

We also have a mixed bag of emotions when it comes to politics and capitalism. You need to remember, in the mid-1800’s, capitalism did not even exist. During the Great Depression (mid-1920’s to mid-1930’s) fears from the instability of this system caused slumps and insight panics. The National Output plunged and unemployment skyrocketed (GNP fell almost 50% and unemployment up 28%). The Communism conflict ended in the mid-1980’s. And in the mid-1990’s, the buying power of the American family falls 15% below the buying power of the early 1980’s. We begin to see that National outcomes remain largely beyond government control and depend on individual enterprise. Globalization due to advances in communication, transportation, and computerization allow entrepreneuners to be a continent away and run a business in another country. Many businesses that were once geographically bound can now be competitive due to the internet. Some third and fourth world countries are still considered depressed, non-capitalistic and are referred to as “Zones of Turmoil” by the NY Times.

Up next, the vision of “Tomorrow.”

Yesterday

In Visions Of The Future, the author Robert Heilbroner explains why the time period of “Yesterday” (1750-1950) is so sharply different than what is being referred to as “Distant Past.” He believes three historic forces are what set this time period apart from the previous period. Those forces are being referred to as technology and science, capitalism, and political will. These forces are said to drive what we now call “Progress.” He also explains that these “changes that now emerge are not once-and-for-all, but continuous, so the the social structure is never again stationary, its tasks constantly altering…”

These dynamics were not just playing their hand in America but all over the world; revolutionary inventions, scientific discoveries that “reveal a hidden design behind its apparent accidental order,” the law of supply and demand, transportation improvements (steam engine, canalization), the different forms of political movements; democracy, communism, socialism and Marxism.

This period of time was one of optimism, and the people were excited about their future. Lives were perceived as better; vibrant cities, longer lives thanks to medicines, widening access to education and the “gradual acceptance, even embrace of political democracy all seemed to embody a profound, unique, and irreversible change in the human condition.

What type of view do you have about your future? Believe it or not, in the subsequent chapter, the author, and other researchers label our outlook as pessimistic. I am a pretty optimistic individual, but with the country so divided, I believe I align more with the author’s perspective!

Mid-book break – Futurist

Exactly what is a Futurist? A Futurist is the professional combination of Mathematician, Scientist, and Fortune Teller who offers predictions of what the future holds. To be considered successful, an individual needs to be able to project five years into the future and predict behavior and trends within an industry.

According to my research, there are three ways to become a Futurist. There is an informal self-taught way – as a professional in a field of study you begin pursuing what is to come in the future, you read, go to conferences, join professional groups such as the World Future Society http://www.wfs.org/ with 40,000 members strong and 1200 professional members who make an active living as futurist (also Association of Professional Futurists, the World Future Society and the World Future Council). The second way is with education, and there are undergraduate and graduate studies in this field; Future Studies at the University of Houston and Hawaii Research Center on Future Studies. And the third path is one of mentorship without a formal degree.

At the time of my research, there were 142 jobs on the job posting site Indeed for Futurist. The job descriptions listed come from a myriad of industries with a variety of skill sets that are needed. https://www.indeed.com/q-Futurist-jobs.html

The Future – Are You Ready?

Click on the photo’s to link to the articles!

Click here for Story!!
Sony – Contact Records Video
Patent Approved for Gene Editing – Crispr
Click here for the story History of Wearable Tech
Oldest Wearable Technology – History of Wearable

Sources

Continuing on our Journey – The Distant Past

This author Robert Heilbroner and the other experts he has researched have an interesting way of looking at the Future from the Distant Past’s perspective. One of these oddities was how the Distant Past’s inhabitants looked to the Future; namely an afterlife theory. The two examples that are remarkable was a prehistoric 50,000-year-old burial site with food and provisions prepared for the afterlife. And the second was a 25,000-year-old clay pot with a body encased inside depicting a rebirth after death (wall art drawings). With these two examples, we can say the Distant Past did have a vision for the future but just an idea of an afterlife, and not one for the continuation of man into the future.

In this section of the book, early man is described as not just surviving but thriving! Ancient men were considered hunters and gatherers. Through our own warped perception, those hunting & gathering activities could be viewed in a negative, poor, or harsh living conditions. When in the timelines actuality, the acts of hunting and gathering were considered an affluent skill. Some groups, such as the Kalahari in Southern Africa still depend on these skill sets to this very day.

Hunting did have some issues with sustainability, such as running out of food or food going bad. This led to the development of agriculture as a means to subsidize current food sources and for it to last longer than meat and fruit. Hunters and gatherers started grouping together and shared the kill of the day. At this point in our timeline, each person had an equal economic arrangement amongst themselves. People formed groups, and smaller groups gathered into larger groups which lead to Agriculture Settlements. Allegiances started to prevail in the group, and they began to defend a designated area and water source to support agriculture. Larger groups made it possible to defend larger territories. As groups grew, they needed more land to sustain the masses which lead to military attack and conquests over nearby rural farmland. These conquests made the defeated group dependent on those people who overtook them resulting in a caste system. Poverty did not exist in prehistoric times, but with the rise of civilizations, it showed inequalities as a natural aspect in the order of things to come. The Distant Past had no Future Vision because “no such transformative energy was available throughout the Distant Past because the social dynamics needed to instill it had not yet come into being.”

And yes, in one of our future blogs, we’ll discuss the timeline period of Yesterday!

Talk about isolated peoples – can you believe this many tribes still exist? Click the photo to learn about 10 isolated tribes and this short six minute video.

Quote – Visions of the Future by Robert Heilbroner 1995
Video – TheRichest Blog Video YouTube Channel

Academia, Perspective of Future Vision and Musings

The first of the five chapters is entitled “Preview” and delves into an academic comparative perspective of how we look at the future from our past perspective and how we view it from our perspective today. According to the author, the concept of “Today’s Vision” as seen from the past and future through the eyes of science, economics & political movements are definitely different. The generation from the Yesterday perspective, looked to the future with confidence because forces were working towards the betterment of the individuals and a collective. This is a much more optimistic view than the generation of today who are jaded because of their view of how science, economics, and political movements appear to have dual, rivaling sides; i.e., threatening and supporting, ominous as well as assuring. It is the author’s perception, through his research, that many in his industry view today’s vision of the future as being marked by a new degree of pessimism.

There was a comparison of third-world, emerging countries versus western countries and how most third-world countries view their future in a positive way much like our country did back in what is being referred to as Yesterday (1800-1950 by means of science, economics & political movement).

After some decompression, I Googled “world economics and our future” and come across a great website with a collection of articles about job markets and predicted shifts in the workplace.   https://www.weforum.org/focus/skills-for-your-future

Some of my favorite articles;

  • From robotics vet to holoportation specialist,  5 jobs that could exist by 2030
  • Farewell, job title. Hello, skill set
  • The jobs of the future – and two skills you need to get them. ⃰

 

Although my book has not discussed jobs of the past, present or future, it did lead me in a creative thought process about current jobs and how easily some could be replaced by technology or robotics. I found the article titled “The jobs of the future” interesting in how it revealed, “…workers who successfully combine mathematical and interpersonal skills in the knowledge-based economies of the future should find many rewarding and lucrative opportunities.” ⃰

I wonder if any of my classmates are having similar thoughts as they go throughout their day-to-day activities; that job can be replaced, no, that job should be safe, etc… The other day,  I drove behind the water meter reader, and it dawned on me that that job will be replaced within the next ten years with a drone robot. They will fly by the house/business to inspect the unit and send back information to the server that will send out the water bills automatically. Yes, it eliminates a job, but the municipality could then put those monies towards jobs with higher skill level hence higher wages or into infrastructure improvements. What are your thoughts?

Click here to view a video about Holoportation!

“Creativity-Innovation” Book Reflection

My book “Visions Of The Future; The Distant Past, Yesterday, Today, and Tomorrow” by Robert Heilbroner written in 1995 explains how our view of the future differs from our earlier ancestors. As an overview, Heilbroner explains there are three different future visioning positions. The first is the Distant Past; which ranges from the Stone Age, through Roman times to even more modern times. The philosophy for that range of time is that things will continue to be like they are in the past. The second stage runs from the 1700’s to the mid-1950s. During this range of time labeled Yesterday, the future is driven by three forces that were unknown in the Distant Past. These three forces are science, capitalism (which could also be explained as industrialism) and lastly the human mind’s ability to be the master of its destiny. The last stage is Today where our view of the future is still linked to those three forces of Yesterday but with a little bit of an edge. Where the force of Science has both fear and hope associated with it and Capitalism, as we know it, has expanded to a global scale. We have seen some governments rise and fall and an opening of new horizons for emerging countries. Currency is changing; from the type claimed by a government, to bitcoins, electronic funds transfer and even tokenized debit and visa cards for mobile payments.

The reviews for this book on Amazon.com are a little mixed. Some state he is too dry and the vernacular used is ‘too dense to enable a sustained read.’ Why others explained that he is succinct, clear, on target and another expressing that he’s understandable, thoughtful, and compassionate.

I consider myself a Tech-Head and enjoy new electronics that enhance our lives! I love the video that Sony opened their annual conference with back in 2009. There are updated versions of the clip, but I’m going to share the original to show how fast innovation and our world is moving!

We are living in exponential times!!!