Got Milk? has been a staple advertisement since 1993, about as old as we are. The slogan has been put on buses, written on tee shirts, and plastered on many different building. Not to mentioned the hundreds of celebrities both cartoon and real that have said either "got milk" or have sported a milk mustache.
But this new campaign from this last July in absolutely amazing. They have truly outdone themselves. The ad centers around a guy who assumes or knows that his significant other is on her monthly pre-menstrual cycle. The add presents the 'fact' that milk helps to relieve some of the symptoms of PMS, and then offers some sort of apologetic or sarcastic remark.
The type of approach here is the plain folks appeal. It shows an average boyfriend that is worried that because it is 'that time of the month', she is agitated, and he might get eaten alive. So he gets some milk to help her relax. It attaches milk to PMSing, and another reason to go out and get milk at least once a month. Funny advertisement for guys, but kind of has a negative connotation. With this negative attachment, a bit of fear tactics might also be in play due to the fear of not having milk and being attacked by a hormonal raging girlfriend.
However, not all people might find this ad funny. Some women might be offended by the ad and therefore actually work against getting the consumer to go out and buy milk. The target audience would most likely be men and younger people.
The only place we found this ad was online both as pictures and a microsite that has a lot other funny content geared toward helping men during this time of month, but neither of us could get on too the site. If you have better luck, just Google: everythingidoiswrong.org.
This commercial is a somewhat new approach to the bluntness of talking about PMSing, although it has been touched before by certain tampon commercials.
It does stereotype woman as raging monsters during their period, and guy as helpless, but in our opinion shouldn't be too upsetting to someone with a bit of humor.
We definitely think this message is memorable due to the humor. We already do buy milk, but this doesn't do anything to change opinions about milk or how much we will buy. It should hit the target audience to a degree, but we think it should be put out there more and better target those out there who aren't buying milk and those who would find it funny.
Not only does this ad have a bit of awesome hilariousness to it, it also turns out to be true! Studies that were reported in the link below to the New York Times, show that it actually does help.
However, closely tied with this new campaign we also found another campaign designed specifically to get the voice of the women out there as to a reason why the man should go out and get the milk. We found these just as hilarious, however, a little more offensive. Enjoy!
No comments:
Post a Comment