http://www.youtube.com/watch?v=uEKa6AjVrPM&feature=related
Here are two Starbucks commercials which are about the same product. First commercial opens with a guy, Hank, drinking a new Starbucks canned coffee in the morning on the way to get his interview. Once Hank drank the coffee, a mascot and some people who wear t-shirts which are printed Hank’s name appear. The mascot play music and the people keep calling “Hank!” to cheer his up on the way to an office like on a street, on stairs in a building and even in a waiting room. Hank is getting ready to be called his name for his interview.
http://www.youtube.com/watch?v=14qeu7JRwt0&feature=related
Second commercial is also similar situation. It opens with the band Survivor who parodies their song "Eye of the Tiger". While they are following a man named Glen on his way to work, they sing “Glen, Glen Glen Glen!” to cheer his up. They follow Glen while he is shaving, in a bus, even in an elevator in his office. We can tell with Glen’s face that he is calm and satisfied his morning. When the elevator opens, he is ready to see his advisor with something like confidence and energy.
Both commercials are promoting Starbucks’ new double shot coffee, however they don’t have any information about the new product. That is the key of these commercials. They make the viewers curious about the product and let them try. They start with nice tempo of calls and music. Even though viewers sometimes don’t have attention during commercial, they make the viewers to attract and get attention. So, if we drink this coffee, we might be like Hank or Glen who is fresh and ready for the rest of his day. This coffee is the key of making their daily life to splendid days.
I actually read some comments for the commercial on Youtube, and some of them are like “An applause for the makers of this ad. It is brilliant.”, “I will never forget this commercial rest of my life.” And so on. These comments are how much these commercials made the viewers interesting and make them buy the product. The strategy of Starbucks, I love it !
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I absolutely love Starbucks. I remember when these commercials first came out. I had never tried a doubleshot and immediately wanted to go try one after. They turned out to be pretty gross, but I still love Starbucks. I think if a commercial can make you go try a specific product the next time you go out, it is absolutely a success. This commercial did that. The best part of the commercial was the “Eye of the Tiger” song. That song is so vintage; everyone knows it! I believe it is little details like the blending of the old with new that make that commercial such a success. Thanks for reminding me of this commercial!
ReplyDelete-Kaila