Remember when this blog used to be about advertising? Like all the time?
Today, a break from all the social media preaching for a quick look at two of the best commercial campaigns of the new year: Kaplan and Carnival.
First, let's acknowledge: These are tough products to introduce to new audiences. We all have pretty firm (and final) opinions on online degrees and cruises. They're either for people like us - or a weird choice "other people" make.
In these two decidedly-emotional campaigns, Kaplan and Carnival get us to reconsider what we think we know. They connect with us in ways that inspire camaraderie and delight.
Carnival did it with JOY. A sense of absolute playful fun - shown in moments you wish you were a part of:
Kaplan did it with that uniquely-collegiate sensation of DISCOVERY. A sense of reaching new conclusions, staking new ground, discovering new ways to think about old problems - shown in moments of heady philosophy:
I have never heard of Kaplan, but it's interesting that strong production value, good delivery, drama and a value proposition that seems to make sense, created some affinity all by itself. I thought the spots were killer.
Posted by: Pete McGinty | January 29, 2009 at 10:39 AM
Let's talk about the Carnival commercials for a minute.
We'll start with the target. We have to assume that Carnival is not out to waste its money by advertising to people who have no propensity to travel. And yet this is exactly what they are doing.
I know nothing about the cruise industry, but I'll bet dollars to donuts that people most likely to take a cruise are people who have previously taken a cruise or done other types of luxury travel.
Anyone who has done so will look at these commercials, scratch her head, and say, what planet are these people from?
Someone who has never cruised or taken a luxury vacation may be fooled by this nonsense, but no one with any experience in the travel category will.
As for Kaplan, "adalert" is right. Just because these spots are benefit-free, doesn't mean they have "emotion."
Posted by: bob hoffman | January 25, 2009 at 12:45 PM
Craig, That is Uncle Phil!
Personally I don't like these commercials (I'm talking about the Kaplan ads). Frankly, I find them slightly patronizing and I think that when attempting to create 'emotional' campaigns you really have to work harder on trying to understand the people you are speaking too.
Having said that, I'm not exactly their audience, so maybe I' wrong.
Cheers!
Posted by: Adalert | January 25, 2009 at 02:52 AM
Remember when advertising tried harder? I wish these commercials did.
Posted by: Davidson | January 24, 2009 at 11:02 PM
Really love the Kaplan spots! And is that Uncle Phil?
Posted by: craig murray | January 21, 2009 at 12:35 PM