Who is 'We'?

So, We Belong.....at the Sheraton. I'm wondering who the target audience is for this ad. In theory, Sheraton would like us to believe it could be anyone. I find it odd. Does anyone else notice that approximately 75% of the people showcased in their commercial would likely never afford, or choose to spend as much as a night at the Sheraton requires? Are these your target demographics - the Buddhist Monks greeting in a cave, the rural farmers, the Yanomamo (or similar appearing) tribe members, the young boy in Rio, Asian schoolchildren, surfers, and teenagers? Or perhaps I misunderstood the message about Sheraton launching a global hostel. I'm guessing not.

Ratings: 1 (low) to 4 (high)
Stickiness: 3
Quality: 4
Hit/Miss: Miss
Overall: 3
Comments: Damn their usage of a catchy Pat Benetar song, all softened up! Can't get it out of my head.

Oy, enough with the pig already...

Ratings: 1 (low) to 4 (high)
Stickiness: 2
Quality: 4
Hit/Miss: Miss
Overall: 2
Comments:
Developed by the American Institute of CPAs, the purpose of the PSAs are admirable: "...extending the reach of the 360 Degrees of Financial Literacy effort by launching a national Public Service Announcement campaign with the Ad Council. Called Feed the Pig, the campaign uses the traditional image of savings, the piggy bank, to encourage 25-34 year olds, also known as Career Builders, to find the benefits of saving for every stage of life. "

Unfortunately, the campaign is lame, the mascot is creepy, and - God help me - I may have more faith in today's Career Builders than the AICPA. I think that this message, in the way it exists today, is more appropriate for kids from 10 - 17, and maybe earlier. This message would be a good foundation for those earning allowance, maybe a little extra spending money from after school jobs, and the like. But this elemental message is aimed at persons who, by the age of 25, are ensconced in the working world, and already have developed some level of earning and spending skills in order to maintain a residence, transportation, and other independent living requirements.

Savings is a habit that must begin as early as children begin receiving money, from whatever sources.

It's Waaaay better than........something, perhaps...

Ratings: 1 (low) to 4 (high)
Stickiness: 2
Quality: 4
Hit/Miss: Miss
Overall: 2
Comments:

These new Wendy's commercials, I suppose, are better than those ridiculous ones in which men would preach the benefits of Wendy's while wearing a Pippi Longstocking wig. Ewww. This new batch of commercials is less creepy, but still problematic. First, consider the ending tagline: "It's waaaay better than fast food." Ahem. Wendy's IS fast food. Next: the square patties -whether beef, chicken, or fish. One of the ads from this new series poses the thought :that "If beef was meant to be frozen, wouldn't cows come from Antarctica?" That premise is just too ridiculous to carve up. However, that comment is layered over footage of, what at first glance appears to be a somewhat frozen, square, thin beef patty on the grill. In the attached ad, a comment is made about people being afraid to eat what they can't identify. In the image, a woman is breaking off a corner (because it's square, natch) of a mystery meat fried patty. Only later in the ad did I realize that WAS the Wendy's patty! Speaking of not eating what I can't identify - meat that comes either in stamped out circles OR squares pretty much falls into that category. Spam, anyone?

Clearblue Easy

This ad/commercial has it all. Watch and learn.




Rating (1-low to 4-high):
Stickiness 4
Quality 4
Hit or Miss? Hit
Overall: 4
Comments: Well designed, contains an "aha" moment, technology-oriented design flows well (no pun intended) with product's tech slant. One to remember.