The presents have been unwrapped and the tree is down, with the holiday mayhem behind us and 2012 freshly unwrapped in front of us. Now is a good time to reflect on all the advertising messages we saw, heard and reacted to. As someone who has been in marketing for 20 years and an avid consumer, I can appreciate a “good” ad even if it doesn’t compel me to purchase. I like humor, I like messages that bring me back to a time when I was young and I like to be “wow’d”. Three holiday commercials stand out in those categories for me were: Hershey’s, Target and Lexus.
My favorite was the Hershey’s kisses commercial where they are in formation of a Christmas Tree and they ring like little bells. They play We Wish you a Merry Christmas and when the last kiss finishes it says “phew” like he had so much work to do. The simplicity of the song and message is wonderful. It takes me someplace in my mind that says “hey its really Christmas”. A heritage company with an abundance of delicious product on the shelves, needs only to remind us they are there and are all dressed up for the holidays. In an age of abundance, keeping it simple really works with me.
It was a pleasant surprise to see the return of the Target lady in the red jump suit this holiday. I find the satire of this commercial just terrific. Poking fun at all the people we know, who truly view holiday shopping as an olympic event. I have always enjoyed shopping at Target and this new creative character helped me remember to shop there more. When properly done, humor is a great advertising tool to lure in new customers and refocus your old ones too.
Lastly, “the December to Remember” by Lexus. First off, I am not in the position to buy someone a brand new luxury car for Christmas, and I think Lexus knows that. They did however brand a musical theme in the minds of millions with this campaign, which will help with recall in future advertising. They were also successful in creating a huge “buzz” around their products. I remember scrolling through Facebook in December and many of my friends were complaining or commenting on these ads. Many thought it was “crazy” to suggest someone could afford to buy a Lexus for Christmas. However, remember the old saying “any press is good press”. So while some people lamented that they would not be seeing a giant red bow on a shiny new Lexus in their driveway, Lexus got everyone talking about them. Car manufacturers want you to come sit in their cars. If all the “buzz” seeps into your mind and when you ARE READY for a new car… maybe you will go sit in a Lexus..just to see “what’s so great about them anyway”.
Happy New Year..may 2012 bring us all new advertising messages that make us laugh, make us remember and most importantly make us BUY!