Coca-Cola are set to roll out their latest TV ad campaign, titled ‘Grandpa’. In this latest campaign we see how the soft drink giants are attempting to promote healthier lifestyles – battling universal health issues such as obesity and stress.
Using a split-screen comparing the lifestyles of two young men, the ad suggests that the lifestyle of the man in the 1950′s – waking up earlier and not rushing, eating smaller portions and cycling to work leads to a much happier and healthier lifestyle compared to that of the 21st century man who is rushing to work, snacking on junk food in front of the computer and eating microwave meals in front of the TV.
It finishes with the caption, “Live like Grandpa did: move more, live well, take it easy, and don’t forget to enjoy life” before we realize that the two men are in fact Grandfather and Grandson, a relationship that many people can relate to.
As far as Coca Cola ads go, I think there is an extremely effective message within the ad that highlights a need for 21st century men to change their lifestyles. However, I was disappointed with the product placement in the final scene – we know it’s a CocaCola ad, do we really need to see them drinking a bottle of Coke? We are exposed to a clever ad which actually provides an important message that is unfortunately tarnished by hypocrisy - Coke is universally recognized as an unhealthy product, why bother placing it in this ad? Could they not for once be perceived as caring about the well-being of others without directly promoting their own products?
I honestly enjoyed the first 45 seconds of this ad, but in my own opinion, the last 15 seconds screams ‘we honestly don’t care about your lifestyle once you drink Coke!’
What do you guys think?
“We’re the platform, you’re the producer”
Last year comScore published a comprehensive report on the evolution of the video advertising industry entitled ‘Surviving the Upfronts in a Cross media world’ directed to those who have yet to take the leap into the age of online video advertising. Their findings were, as always, insightful and left little scope for naysayers to argue that television advertising alone is sufficient to gain maximum reach on any given campaign.
One of the most interesting comparisons made in the report was the content/ad ratio between online and television media. TV ads currently make up about 25% of all content on air while online video ads occupy a meager 1.5% of all online video content. comScore believe that there remains “immense opportunity” for online video advertising to grow and states that ad spend with online video isn’t proportionate to the engagement levels it achieves.
The reality is that many businesses don’t have the budget or in-house expertise to adopt these new technologies and therefore get left behind as the online video ad ship sails away.
ViddyAd saw this problem. As excitement spiraled around the possibilities of online video ads, we saw that many SMB’s could never afford to produce a professional video ad and some would be put off by complicated technologies. We have developed software that allows the user to make a video ad in 3 easy steps to promote their business online using high quality stock images and videos. Thus removing barriers to entry to the online video advertising world and allowing businesses to invest more time and money in the distribution of their video and less in the production.
As audiences become disengaged from traditional text and display adverts, video ads offer a solution to inspire and impress potential customers. Troy Olsen and Jeff Loquist (shopperschoice.com) once quoted that ‘If a picture is worth a thousand words, then a video is worth a million’. We agree.
Source: comScore (2012), Surviving the Upfronts in a Cross Media World
‘We’re the platform, your the producer’