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Mass Communication, [multi]media, methodology and much, much more!

Once was Enough

Posted by prof e on September 11, 2013

Marketing is tricky business. And creating a TV ad that strikes the right chord can be particularly difficult when sensitive issues are part of the equation. Once an effective ad is produced, the next trick is to pair it with the right audience and present it in the best possible context. One of two outstanding advertisements that seem to have hit all the right notes is the “Clydesdale Respect” spot that aired just once during the XXXVI Superbowl on February 3, 2002…just five months after the 9/11 terrorist attacks. The second is the “1984” ad for Apple Macintosh, which also aired only once. The Apple ad was broadcast during the XVIII Superbowl in 1984. Here they are in case you missed them the first time.

And the 1984 spot by Apple. This spot was directed by Ridley Scott, who also directed the scifi films Alien and Blade Runner.


16 Responses to “Once was Enough”

  1. Taylor Allen said

    Marketing is very tricky because most companies want to have their ad or commercial shown more than once so people will buy their products. For these two ads I think they must have had such a big impact on America that they only needed to be shown once. I understand the Budweiser one more than I understand the Apple one. Everyone in the world knew about the World Trade Center and the Super Bowl was only five months after the attacks. For everyone that saw this commercial, they would be talking about it to everyone and it would get spread by word of mouth. For the Apple one, I have not watched either movie so I do not know the impact of why the lady is throwing the hammer into the screen, but I would guess that with the new Macintosh they movie they were watching would be a whole new screen and better technology. The companies used market segmentation to that divided society into difference categories for that time in the country (Turow).

  2. Whitney Manchego said

    The main purpose of advertisements is to get people interested in their product enough to buy it. The Budweiser commercial in question was a very well done tribute. It didn’t exactly scream out to consumers that they need to rush out and buy a Budweiser. Given the light of the situation and the fact that millions of people nation wide watch the superbowl, the placement of the tribute was quite ideal, saying that Budweiser sympathizes with the tragedy that occurred. Obviously the visibility of both ads were placed to air during the superbowl where millions were able to view it. (Turow) The Apple ad was also well placed to get most consumers excited about the product and wait in anticipation for its arrival.

  3. Sarah Zarr said

    I think that these ads, especially the “Clydesdale Respect”, were a work of good public relations. Since the super bowl was far enough away that it was appropriate to show respect for it but close enough to still be relevant, the ad probably really tugged on a lot of heart strings. It is definitely an ad that people would remember which is probably why they chose to only air it once. They may have also chosen to air it once because it was more respectful that way than showing it over and over and making it more about the commercial rather than about showing respect and sympathy.

    Both the advertisements use branding. Branding associates a company or their product with a certain event or activity (Turow 581). Although the Budweiser ad doesn’t do it in a traditional way of identifying with an audience by showing the product with something they enjoy, it does identify with the audience by relating to an issue and hard time that people are going through which gets the audience emotionally involved with the ad. The Macintosh advertisement is also effective in branding by relating their product to a book and showing how their product will not have so many consequences like in the book. This relates the ad with something people are interested in or have read and makes it entertaining to watch.
    Sarah Zarr 12/2/2013

  4. Sarah Zarr said

    Works Cited:
    Turow, Joseph. Media Today: An Introduction to Mass Communication. New York: Routledge, 2011. Print.

  5. Vanessa M. Torrez said

    I feel as if both ads were very effective. Obviously, they’re both different in which audiences they’re trying to reach but they both had a strong impact on whoever is viewing the ad. The Budweiser ad was very simple yet effective, and touches people emotionally. Viewing it as a superbowl commercial was a smart idea, because the commercials are normally was people look forward to and most of them are very humorous, but this one really just hit home and was very sentimental and emotional. But very effective, and its purpose wasn’t to completely sell the product but to show that big companies do care and are aware of bigger things happening in the world. The Macintosh commercial was very effective in adding a story line to the product, the beginning really just grabs the viewers attention and makes them really pay attention due to the fact that they don’t know why this girl is running to throw a hammer at the screen. To me it was as if, she was destroying old technology, and the new Macintosh is supposed to mean bringing in new technology to the year 1984. It has a strong message behind it while also just selling the product to viewers. (Turow)

    Turow, Joseph. Media Today: An Introduction to Mass Communication. New York: Routledge, 2011. Print.

  6. Claudia Ricklefs said

    Advertising can be a hard and tricky business and yet both Apple and Budweiser have shown just how well it can work. Turow explains the importance of positioning in advertising. A particular group of consumers feel that the product relates to their lifestyle. Apple and Budweiser have done this perfectly. By airing during the Superbowl, the ads are seen during what one can argue is one of the most American pass times. This positioned both these ads to be honored and respected in what can be considered sensitive times in history.
    Turow, Joseph. Media Today: An Introduction to Mass Communication. New York: Routledge, 2011. Print.

  7. Graham McCoy said

    Advertising can be very tricky business, you want to reach the correct audience; however you do not want other audiences to feel left out or confused by it. Both the ads were presented in a very memoriable manor, they showed these commercials many times in order to get their points accross making people look at “actions” in a different manor. The branding aspect they used in these commercials showed a contrast between their product and the event that took place (Turow 581)

  8. Karle Cordova said

    These two advertisements are proof of what good marketing can do for a company. Both of these commercials were only shown on TV once but are still recognized as two of the best advertisement commercials of all time. The commercial for Apple has even been brought up in a few of my marketing classes. Apple was so effective because they were a small company who were challenging a huge company, IBM, and did it in a creative way that still captures consumers’ attention nearly 20 years later. Budweiser’s tribute commercial was a very tasteful and respectful advertisement that touched the hearts of many people. Both Budweiser and Apple decided to air these commercials during the Superbowl because they knew it would reach millions of viewers. These advertisement sports were expensive but considering the cost per thousand (Turow) and that it was only aired one it was worth every penny spent.

  9. Thomas Gibbons said

    These Commercials are brilliant, not only because the producers knew how to make it “strike a chord”, but how rare they were. By only airing once, these commercials are a gem and it’s almost like they were events in themselves. People probably remember where they were or what they were doing when they saw the Apple Ad, and everyone that watched the Clydesdales commercial remembers the fallen citizens from September 11th, and the heartbreak that went along with it. What they especially do the best is apply to people emotional appeals, so they use the genre Drama. These commercials make people feel emotional, such as a big breakthrough with Apple, or remembering a tragedy with the Clydesdales.
    Works Cited:
    Turow, Joseph. Media Today: An Introduction to Mass Communication. 4th Ed. New York: Routledge, 2011. Print.

  10. Holly Fransua said

    Advertisement has a way of getting to everyone’s mind. It leaves an image that most people never forget. Whether it reflects a product, movie, or maybe even food, there will always be something to catch the eye. The goal of many advertising companies is to leave a lasting effect on the consumer to make sure that the next time they are out and about to see the product and remember the commercial, picture, slogan, or even song. It seems now-a-days that advertisement companies are will to spend the extra dollar to make the extra dollar. Advertising is a large widespread operation, and the amount of money advertisers shell out is impressive. (Turow page 533) Generally, many companies could spend around 80 billon dollars in advertisements to run their product, item, or even a movie.

  11. Holly Fransua said

    Works Cited:
    Turow, Joseph. Media Today: An Introduction to Mass Communication. 4th Ed. New York: Routledge, 2011. Print.

  12. Alex Moore said

    These commercials are very intelligent because they really do draw the viewer in. They reach different audiences, but they both have to do with something that was important in our history. This is related to “branding entertainment” and “product placement.” (581,582) The Superbowl was a good time to air this because one airing during an important time was enough to make a big impression. It causes viewers to be emotionally attached to the commercial. Macintosh is clever to incorporate the book 1984 into their commercial. They probably wanted to get the idea across that their product would soon be utilized by everyone. Maybe also trying to say that the country will soon be populated with Macintosh computers and Macintosh will rule, like Big Brother in 1984. Both of these commercials allow people to connect to events or things that they are familiar with.

    Works Cited:
    Turow, Joseph. Media Today: An Introduction to Mass Communication. 4th Ed. New York: Routledge, 2011. Print

    Alex Moore

  13. Jada Ruiz said

    the two commercials that were in the ad are event marketing. ” Event Marketing involves creating compelling circumstances that command attention on ways that relevant to the product or firm” The 9/11 commercial only aired on TV once. Budweiser was trying to relate their beer to an event that impacted our country.
    Turow, Joseph. Media Today: An Introduction to Mass Communication. 4th Edition. New York: Routledge, 2011. Print.

    Jada Ruiz

  14. Patrick Schickle said

    The two ads might have started a controversy, but they were well played and well introduced. The Budweiser commercial introduced their product with calmness and respectfulness. It wasn’t rowdy or out of hand. They showed
    respect in their own way, although touching on a fragile issue. They introduced their product in a way that reflected on our country and our past. Product placement was in effect here as they portrayed an event from our past and also introducing their product in a Superbowl ad.

    Patrick Schickle

    — Turow, Joseph. “Creating Portraits.” Media Today: An Introduction to Mass Communication. 4th ed. New York [etc.: Routledge, 2011. 540. Print.

  15. Matt Marchena said

    For the first commercial, I thought that it was well produced because it got what it wanted to sell out there. There are tons of commercials out there for Budweiser and I feel like this one was one of the most successful ones. They only needed to show it once to get people talking about it and that is rare for commercials. Showing it only one time was good because it was sentimental and showing it more than once might get people a little offended.

    Matt Marchena

  16. Kami Shore said

    Of course companies will try to get away with anything to promote their product, but I honestly believe that Budweiser did their commercial on a respective way to honor, not meaning any disrespect while getting an advertisement out of it. It is very tricky for companies to be able to do this because there will obviously be people against them and supporting them on what they did. Advertisers must be very careful on how they portray such a touchy subject because they want to seem sincere, and not like they are using a tragedy to sell their product. With Budweiser, I felt that it was effective because they didn’t explicitly come out and say to buy their beer because of the tragedies, but they were honoring and just showed their logo on the carriage and pointed it out at the end. As it talks about in the book, this type of advertising is called branding, where they use certain events or even celebrities with their product just like the Budweiser commercial above (Turow). Branding also happens with famous people like when Carrie Underwood promotes Vitamin Water, or some type of face wash.
    Kami Shore

    Turow, Joseph. Media Today: An Introduction to Mass Communication. 4th Edition. New York: Routledge, 2011. Print.

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