Mr. Johson,
The Bud Light-Conan O'Brien ad that was put out during the Super Bowl has not been performing to its potential as of late. The ad starts off with O'Brien talking with his agent about doing a commercial in Sweden. O'Brien is very uneasy about Americans possibly seeeing this commercial that was only meant for the people of Sweden. O'Brien's agent persuades him to shoot the commercial, under the grounds that it will only be seen in Sweden. After O'Brien shoots the commercial, which has him crawling around on a fur rug toward the camera and saying "Vroom Vroom Party Starter," he is getting into a cab in Times Square and sees his questionable ad airing on the big screen in Times Square. He looks at his agent and his agent says, "Hey, It wasn't me." After showing the Bud Light Drinkability screen from the commercial, two people off the street make fun of O'Brien by doing the robot and saying "Vroom Vroom Party Starter" in a mimic of Conan's voice.
This commercial targets 18-25 year old males and females and viewers of Conan O'Brien's late night talk show. We felt that seeing Conan being screwed over by his agent after shooting a rather questionable commercial to American standards would hit home to his viewers and the 18-25 year old demographic. O'Brien's show is funny and this commercial is like a commercial that O'Brien would make fun of on his show. This commercial shows that our company is not afraid to be innovative and throw a little questionable humor in our advertisements. I believe the humor in this commercial is easy to understand and viewers can see that our product is the best out there, if people in Sweden will make a commercial this crazy for it. Also, this ad shows that our brand is youthfully energetic and our product really is a "Party Starter," if it can get Conan O'Brien to do a crazy ad for Sweden.
I believe the ad has not been performing due to the time and shows it has been shown during. Soap Operas do not usually attract the younger demographic to watch them. These shows are geared toward older audiences that are able to watch television during the day. I have all the confidence in the world that if we move this commercial to air from 6-12 o'clock on Comedy Central, Spike TV, or ESPN, the performance of this commercial will sky rocket and it will become as effective as I know it can be. I understand your concern, however, you must trust me on this subject, this commercial will be a hit, we just have to put it in the right time slot on the right stations.
Sincerely,
Jamie Barton
(Vice President-Advertising Department)
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