The Jameson Whiskey marketing team have been consistently increasing the legend of the founder of the Irish whiskey through funny and entertaining ads. In the most recent Jameson Whiskey ad John Jameson uses one of his old whiskey barrels to lure a giant hawk to capture him so he can save a local woman who was captured by the hawk. Jameson goes on to attack and defeat the hawk, which was a giant dinosaur size bird, and bring the woman back to their town. Only increasing his myth Jameson also brought the butchered bird back for a feast for the town.
Once again the TBWA\Chiat\Day team, which is the creative advertising firm behind the ads, has increased the myth surrounding the man behind the top-selling whiskey in the world. Starting with Jameson fending off a sea monster in order to save a barrel of his whiskey, the advertisements for the whiskey have kept viewers entertained and the brand name at the top of their minds by using creative and humorous advertising techniques. By having catchy and entertaining commercials and advertisements the marketing teams are keeping their target markets wanting more, and are rewarded by consumer awareness of the product which could lead to more sales.
Jameson Whiskey is just one of many brands now using over the top, comical advertising to keep audiences laughing and wanting more from the companies advertising departments. Old Spice, Dos Equis Beer, and Allstate have all been part of this campaign of hysterical, far fetched ads featuring characters that are memorable, and easy for consumers to idolize. This recent trend will continue to grow as we see more and more marketing campaigns featuring comedic approaches, and far fetched heroes. Not only are these characters used in television and internet advertising, these ad campaigns are being carried over into other IMC techniques. For example, Old Spice's Twitter account features hilarious tweets on how one can become more "manly" by using their products. So not only is Old Spice catching your attention while your watching television, but they are also utilizing the hottest marketing strategy right now, social media. These companies are doing a great job of finding new innovative ways to attract consumers loyalty by using advertisements that stick in an individual's mind. According to research they are on to something as well.
According to Pew Research group comedic videos are the most watched online, and this is exactly what these companies want. Viral videos are exactly what marketing companies are aiming for, and funny videos are the ones most likely to go viral online. Allstate's "raccoon mayhem" ad has over 700,000 views which is on the lower end compared to millions of views of Old Spice commercials. The proof is in the pudding as one could say that these advertising campaigns are getting the job done in terms of getting millions of people to see their product, and keep it in their memory. Look for more and more companies to keep coming up with over the top, slapstick comedy advertisements that aim for not only purchases, but also for the ad's characters to be stuck in the heads of people regardless of if they purchase the product or not. Looks like we can thank John Jameson not only for great whiskey, but also great commercials.
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Comedy is becoming a way to be remembered in advertisements. It not only makes us laugh but we remember the commercials pretty well. We then go on to tell our friends about it. If the commercial is funny enough, then it can become the talk of the lunch table, the work place, or anywhere else. It gets retold, therefore, remembered.
ReplyDeleteWhen we think about the Superbowl, most think of football and funny commercials. After the Superbowl, these commercials get talked about for weeks. People are disappointed if they were not funny enough but that is what we expect in advertisements today. We want comedy and if we do not get it, we are disappointed. I agree with Alex in saying that comedy is becoming very popular in commercials. It is becoming expected.
This marketing plan works well with this company because they have created a niche in their industry. Jameson’s Whiskey already has a strong image and, it helps increase brand awareness when ads create a humorous and memorable moment. This marketing approach is not as affective for a company that is fairly new to the industry because, viewers would not be aware of the features and benefits of that product. This is not to say that some new companies do not use humor in their ads to create brand awareness. It must be understood that humor in ads do not convey an immediate call to action in most cases. It is typically used to create brand awareness so that it could lead to an increase in sales down the road.
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