Mercedes Benz Less Doors Commercial

Again, maybe my ears are just tuning into these things lately,
but a recent Mercedes commercial confuses the proper use of
the words less and fewer.

The commercial shows a chained car so powerful that the doors
are being pulled off. It is a dramatic commercial, but it ends
with a phrase that includes the words "less doors".

Grammatically, the script should have read fewer doors. Anything
that can be counted should use the word "fewer" when referring to
quantity, whether the use is with the word more or not.

Just saying...seems a little off for a luxury brand to do this on purpose.

Bugged by the Lack of Good Grammar in Ads

I know,casual conversation trumped correct grammar long
before now in commercials. [Winston tastes good like a
cigarette should is a classic example.] I can even
rationalize that the writer or client really wanted to
link the word like to the brand.

A case in point now is Ford's use of further instead of
farther. I can appreciate the play on words and the
corporate side message that Ford goes further or the
extra mile in quality, advancements and engineering.
However, when attached to a brand message directing
the consumer to go further,to me it looses something.

As a consumer, I do not want Ford to take me further,
I want them to take me farther, which I consider to be
the bigger benefit.

Commercials Airing During the Olympic Games

Watching any big event on television such as the Super Bowl or the Olympic Games always draws my attention to the commercials. I've been in advertising too long not to notice the good and the bad. A couple of BMW spots caught my attention. I think the first one I saw was the one that drove home the slogan: We only make one thing the ultimate driving machine. Good commercial, fast paced. Loved the woman's pearls blowing out the window. My question is why run the other commercial with the dog that jumps out of the SUV window after hearing the word neutered. It is funny, which may be reason enough. However, the only thing that went fast in this commercial was the dog jumping out of the SUV window. I don't even remember the car moving an inch so how is this reinforcing or even giving a nod to their slogan? Granted the parent driving the BMW SUV is probably not taking many joy rides, but the commercial could have implied that at least the dog was taking a joy ride with its head out the window. Maybe they were just trying to appeal to two very different markets in the same timeframe and hoping that the message in one of the spots would by association influence the other.

Looking at My Own Soft Drink Preferences

In examining my own soft drink purchasing habits I've found that I'm loyal...kind of.

I will say that I prefer Coke to Pepsi, but if the beverages are self-serve and no Coke is available, I'll push the Pepsi tap.

I would always however choose a non-diet Pepsi to a diet Coke or a Coke zero. I want the taste and if it has a few calories, so what! I am having the drink as a small enjoyment.

That brings me to size and how it influences my purchase, because I prefer the small cans of Coke or Pepsi to the large cans. [That's how I manage calories.] I don't drink a full size can or a full size bottle. And once a bottle has been opened, to me the flavor is never the same.

I really don't think the design on the can could ever sway my personal purchase for myself as long as I knew what was inside. Having said that my husband only drinks diet colas and I find it easier to put Coke zero in the grocery cart than diet Pepsi. So in that sense the sophisticated Coke zero can does influence my decision, but I do not personally drink it unless there is no other choice in the fridge.

The only diet soft drink product, in my opinion, that tastes anything like its non-diet counterpart is diet A&W root beer. However, I don't prefer root beer to cola, But if I had to choose a diet cola versus a diet root beer, I would choose the latter.

In general, I choose ice water with a slice of lemon in preference to diet colas or any diet drink. The exception is if I am having chips, I prefer any cola to no cola. Go figure.

If price is a factor say on a six-pack of small Coke vs. a six-pack of small Pepsi I am Scottish enough to choose the less expensive, if there is a big difference. I consider this a blip and not a long time choice.

I have never worked for any soft drink company. This reflection was inspired by the fact that I just took a sip of day old Coke zero, which was still on my desk. Yes, I was out of other choices and yes I was having Cheetos, a bad habit occasionally indulged.

Advertising: Bravo Chrysler TV Commercial

Okay it isn't often _when was the last time_ that an American car commercial brought some emotion to the flat screen?

Chrysler's "Imported From Detroit" gets my vote for a commercial that does, no doubt, do just what it set out to do: elevate the consumer brand response to Chrysler products.

It's advertising that commands attention, creates mood and is memorable cinematically.

Adorable Kids in TV Commercials

I don't know about you, but the commercial for Jif peanut butter where the little boy makes a peanut butter sandwich gets my vote for a memorable emotional commercial. How likely is this to touch the heart of every mom? On a scale of 1 to 10it is off the charts in my book.

And if there is any chance in the world that her child might actually do something this nice for her on a crazy busy school morning, Mom is reaching for the Jif peanut butter and placing it in her grocery cart.

It's a perfect slice of life for emotional branding this product. See more blog posts at http://www.andersonandcompany.biz.

Newsonomics

I just finished Newsonomics by Ken Doctor and really enjoyed his review of what is happening in the news industry. As someone who majored in journalism, but segued into advertising copywriting, I enjoyed the time that he gave to both sides. His subtitle "Twelve New Trends That Will Shape the News You Get" sums up the content of the book. People in the media know these things but perhaps not with the perspective and scope that Doctor gives them.

Although digital news is here to stay, niche magazines and, I daresay, some newspapers will hold their own in the future. There is so much information out there, I perfer to take mine in both digital and printed servings. As a person who spends a great deal of time in front of a desktop computer screen and a laptop, I still like to interface with real print publications. Magazines and books are a habit that I'm not likely to break.