First, the ad is hilarious and shocking, especially for an ad the made its debut during the family friendly Olympics - so it without a doubt will clearly breaks through and gets noticed. There is also likely good brand recall, because it is is very unique, has solid branding, a catchy little jingle, and the drama at the beginning of the ad keeps you watching all the way through. However, it doesn't exactly make me want to buy pasta sauce - if anything it makes me lose my appetite a little bit. The big question is does the ad go too far? Also does light and funny humor go with a thick and chunky pasta sauce? Maybe I'm over thinking this one.
New research by ad-testing firm Ace Metrix proves that while funny ads may get high marks, funniness had little correlation with effectiveness and in fact, funny ads were slightly less likely to increase desire or purchase intent than unfunny ones
Ragu's other adds this year also have a bit of spunk and humor . . . but clearly not the same level of shock value.
Now I'm clearly not the target consumer and the ad will definitely get a lot of social media buzz so it will be interesting to see how it plays out in terms of driving the business . . .in the meantime at least it gets people talking
No comments:
Post a Comment