In last class, we watched some successful ad campaigns. They include Apple, iPod, Budweiser, I Love NY, Clairol, Nike, Got Milk?, MTV, Braniff International Airline and and ad campaign for President Ronald Reagan. Most of these campaigns didn’t follow the tradition. And they also showed that great advertising always starts with something true.
The Got Milk? ad impressed me the most. In California, the sales of milk was dropping year by year, so they created the Got Milk? campaign to tried to in crease the sales again. What they did was to remind people not to be run out of milk, because milk is a daily product for everyone.
The campaign was showing a boy eating peanut butter sandwich and listening radio. The radio asked a question, whoever answer it right would get a big prize. The boy has the right answer in mind. But he can’t say it clearly because the peanut butter sandwich is in his mouth. So he try to get some milk so the he can swallow the sandwich. But then he finds out that their home is run out of milk.
This campaign successfully showed that the importance of starting with something true for an ad. What happened in this campaign might happen to everyone. They made the connection with the audiences. They showed that they are not just selling the product but the feeling and life style.
So what I learned the most is to find the connection with my target audiences. I should understand what they think and what they might experience. The true thing is always the most touching thing.
