One of the ads I definitely don´t like because it doesn´t works for me and I think for almost anyone is the Colgate ad that was printed in some magazines a few months ago in Mexico. In this ad, I guess that the marketing advertisers wanted to design a humorous ad, but at the same time they wanted this to conduct some type of fear. Colgate´s advertisers might have thought that by printing an old woman without teeth they were going to be able to at some point “scare” people because they will think that in the future they will look the same way if they don´t brush their teeth. However, I think the message they tried to transmit is totally contradictory to the product they are selling, because Colgate stands for whiteness, cleanliness and strong teeth. Indeed, the brand is the number one recommended by most dentists, and this fact is undermined by this ineffective advertisement according to my point of view. Moreover, I think that if it was really the objective of Colgate to create fear, they should have printed the ad on any outdoor advertisement instead of printing the ad in well recognized magazines, which were ineffective vehicles to transmit the message.
On the other hand, one Colgate ad that I really like because it is kind of original is the one in which Mona Lisa is smiling and it is carrying her toothbrush. In this we can see how Colgate´s advertisers used some kind of humor in a moderate way to enhance the product. In this advertisement, humor is used in an effective manner with the objective of attracting attention to the brand. For me the message is clear, and that is why I like it. Because when I see the big Mona Lisa I can center my attention on her red lips and on her white smile that obviously Colgate created. Therefore, I think the ad is creative because famous Mona Lisa is used as a portrait to create knowledge about Colgate by making a comparison between the real pictures of this famous celebrity with this obviously edited picture.Moreover, one of the ads that I considered very interesting despite the fact that I don ´t really like because I can´t completely catch the messages that the brand advertisers want to send us are the ads from: UNITED COLORES OF BENETTON. I think that the message of this retailer doesn´t work for me, because even if I think their ads are really interesting and very eye catching, I think their messages are totally awkward and they do not transmit any information about their clothing. And even though if I recognize that the strategy of the store is mainly attention grabbing to keep people talking about their company, I will suggest that for reaching people just as me they should change the strategy and they should adopt another type of advertisement in which they show their product characteristics and not just odd things. Because even if I know that the different skin color of the people in their ads represent the “United Colors” of the brand, the ad doesn´t show the garments you can find at the store. Therefore, anyone who doesn´t know about the store or who doesn´t catch the message just as me won´t be attracted to go to the store to buy their products because obviously their advertisement doesn´t show anything about their brand.
Finally, one of the most interesting marketing campaigns for me is the one that was launched weeks ago by Coca-Cola for its newest product: Coca- Cola Zero. In this campaign the company´s main objective was to transmit the idea that their new product tasted the same as the original Coca-Cola. I think this ad was really appealing for me because the ads and commercials of this campaign are really creative and original. We can see in this campaign how Coca-Cola´s advertisers used the humorous appeal to get people´s attention. Specifically, the ads that I liked were the ones in which an eye tries to convince two tongues that what they are drinking is Coca-Cola Zero and not just normal Coca-Cola. The message for me is so clear: “Authentic flavor, no Sugar”, so definitively this type of advertisement works for me because the message is simple and well conducted.
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