More Gimmicks

There’s a trend in recent TV advertising in which what you see onscreen does not necessarily have any significance to what the delivered message is. And Geico Insurance is using it. I believe there are a few other advertisers using a similar gimmick, although right now I can’t recall them specifically.

The ads run like this: two people in the space (scene 1 above is a commercial gym while in scene 2 below we have a painting classroom) are talking about the benefits of Geico Insurance, but in succeeding camera cuts there are changes occurring to the point of ridiculousness.

The ad at the top ran during much of 2016 and 2017, while the ad at the bottom is running currently. Most viewers have seen these two ads and probably have the same reaction I have—that what you see has no bearing on the message being delivered.

It’s just a gimmick.

My college roommate Howard often cited gimmicks in advertising. He would point one out as soon as he saw it.

Mascots are one such gimmick and have long been a staple in advertising since early in the 20th century. Morton Salt has had a girl walking with an umbrella while pouring salt (“when it rains it pours”) on their cardboard canister since 1914. Speedy Alka-Seltzer, the little character made from an antacid tablet that everyone saw on ’50s and ’60s TV is another. Mascots made the TV ads memorable because each mascot was different. Tony the Tiger for Kellogg’s Frosted Flakes cereal is still being used today.

But of course times change. And sometimes advertisers will now take chances that they would not have done decades ago. Take for example the mascot used by Diet Dr. Pepper—the miniature character who comes on in any given scene, uninvited, to proclaim that whatever you’re doing can be aided by the sweet taste of Diet Dr. Pepper, saying in a falsetto sing-song, “It’s the sweet one.”

Why is he so small and why the falsetto? We don‘t know. But you remember it. And that‘s all that some advertisers really care about. It works for a soft drink because the product has little else going for it but taste, and because there are so many different ones to choose from, a little differentiation here goes a long way toward your memory of it.

In Geico‘s case, insurance is a pretty dry subject. Why not a gimmick?

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Owls for Now

    

Mascots. They’ve been with us almost as long as slogans have (see article from June 16). Whereas slogans probably came from a remark that someone made offhandedly about a product or service, mascots came about in an entirely different way.

Advertisers began introducing characters to represent their products, knowing two things would happen: one, it would distinguish their product from the rest, and two, it would also make it more memorable. Around World War I, we had the girl on the Morton Salt container (1914), Planter’s Mr. Peanut (1916), and Sailor Jack and his dog Bingo on the Cracker Jack package (1918).

In the advertising world, mascots are important for endearing products to the buying public. So like my old design school roommate would tell it, it’s a gimmick. Call it what you will, but it worked back in the day and it still does. Otherwise, advertisers would’ve abandoned it long ago. Advertisers have to be timely and current.

After World War II, animals came to the fore in the ad world. Cartoons came of age in the ’40s, and ad agencies began to see a way to incorporate lovable characters into ad campaigns. Kellogg’s Frosted Flakes started using Tony the Tiger in 1951. Bucky Beaver was the spokesperson for Ipana Toothpaste in 1957. There were other characters besides animals just as cuddly: “Speedy” for Alka Seltzer (1952), Pillsbury’s Poppin’ Fresh doughboy (1965), and Keebler’s elves (1968), for example.

Right now we have owls. One for America’s Best eyewear; one for Xyzal, an allergy OTC pill; and a third for Trip Advisor, a vacation helper on the Internet. Two of them are well-animated, the third not so much.

America’s Best is the best owl by far. He looks real—within most parameters—and he’s articulated very well. Plus he’s wearing glasses, which is of course a necessary tie-in with what he’s hawking (sorry). The fact that he appears out of nowhere—on a roof or park bench—is of no real consequence. And there’s no segue into his sales pitch, telling the unsuspecting and bewildered person that she’s paying too much for eyeglasses.

You’d ignore or turn away from a stranger doing the same direct confrontation. But this is an owl, and you listen to him because owls don’t speak and also, because he’s an owl, he’s wise. That’s the shtick.

Xyzal’s owl is much more stylized, but he’s just as wise. Even professorial. He’s not accosting people in the park—he’s in a library, wearing a monocle, a bow tie and a smoking jacket. Plus, he’s got a British accent, which we’ve noted before implies intelligence.

Then we have a third owl, the Trip Advisor mascot. He’s not as qualitative and not nearly as articulated. He’s more a stuffed owl in an oversized white robe. But the implication of you making wise choices for your vacation or business trip can be associated from dialing up Trip Advisor on the Internet.

Note that none of these owls has a name. But then neither does the Geico Gecko (1999), the Aflac duck (2000) or the garden gnome for Travelocity (2003).

Do you think it’s necessary that these characters have a name?

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