The Lunchtime Ad Challenge

The concept:

 

Simply guess the product being advertised

 

A little lunchtime fun: we Brits love our TV commercials to entertain and tease. Unlike our Atlantic cousins in the American market we have a low tolerance for ads that sell, but don’t engage. Sometimes that means that the ads that follow the mantra “let me entertain you” also follow the mantra “let’s hide what we’re selling until they’ve watched for a while”, this game as about those ads:

The rules:

1. Nine TV commercials – be the first to get what is being advertised in each
2. The first person to correctly guess the product gets 2 points and 1 point extra for the brand.
3. If you already know the ad and are honest enough to say get 1 point (but lose the chance to guess).
4. The winner – the person with the most points at the end of nine ads.
5. The prize – bragging rights, lunch tomorrow…

For the quiz master only –  scroll right down for the answers they’re below the ads & text

The TV Commercials:

1.

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2.

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3.

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4.

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5.

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6.

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7.

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8.

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9.

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The thoughts:

You can tell the ideals of a nation by its advertisements – Norman Douglas

We think in terms of globalization, but national advertising styles still vary as much as the rich cultures that produce them. Although every country has a variety of advertising and copywriting you’ll still see that that some types of commercial are more prevalent, for example:*

  • In the US – information rich commercials with the repetition of branding and the core marketing message
  • In the UK – ads that entertain and use lateral thinking to get the marketing/brand message across containing less information (compared to equivalent ads in the US)
  • In Taiwan – testimonial style advertising with a piece to camera or another actor taking the role of the target, commonly with a single selling point
  • In Japan – short (15 second) atmospheric ads focused on developing brand and product image, little need for decoding, less focus than US on actual buying action.

*Based on academic research & papers in The Journal of Advertising some of which are openly available here at All Business

Understanding these national styles is important in global marketing, whether you, like the copywriters from Convince, mainly write websites and print ad, or are in the more romantic world of TV. What remains true is that despite these differences all marketing uses the same underlying range of psychological techniques and has the same financial aims. Although sometimes I wonder about British ads…I mean they get attention…create interest…have retention, but even in the UK, how many of the ones we’ve just watched created action? How many products were sold as a result of these particular adverts? In the end it’s still all about the sales isn’t?

The origins of  UK ad style:

For those of you curious about origins of the British ad style let me give you one fact:

98% of adults in Britain use a BBC service each week – ComScore from the Economist Magazine

In other words we’re used to changing over to a 100% ad free channel if the ad doesn’t interest us, so entertain us or else.Jim Edwards has an interesting article US vs. UK ad style here : Why British Ads Are Better Than American Ones . In it he cites the 98% fact, although don’t totally agree about his suggestion of homogeneity as a factor. The Black Widow advert is also from his article.
 


The Answers:

1. Credit card – Barclyacard RFID, after 45 seconds

2. Beer – Guinness Stout, shown after 1 min 29 seconds (no beer or drinking shown)

3. Car – Renault Clio, shown after 33 seconds

4.Mobile network – 3, the 3G network, shown at 0.56

5. Chocolate – Cadbury Flake, starts looking like a bar 48 seconds, product shown 57 seconds

6. Soft drink – Dreanch, at 0.57. Did you guess whiskey because of the grouse?

7. Beer – John Smiths Extra Smooth, after 52 seconds

8. Yogurt drink – Yakult 24 seconds, but it does use a logical link

9. Car – Audi Quattro after 37 seconds but bits of car in other places

 

Thanks for playing and enjoy the rest of the day.