I have chosen Snickers 'You're not you when you're hungry' to tear apart and really delve into for this brief. I think that it will be an interesting campaign to look into as it's an international campaign with a lot of information behind it.
SO to start off, here is the UK version of the Snickers 'You're not you when you're hungry' TV ad.
The use of Joan Collins and Stephanie Beacham in this ad as the diva's is where the humour starts, it's important to see that this whole campaign is based on humour and making the 'reader' laugh. The slogan 'You're not you when you're hungry' is meant to show that you make out of character decisions and act like a totally different person when you're hungry, which I think is an incredibly clever angle to selling a chocolate bar. It also gives them a wide range of ideas and scenarios to act on, meaning that this campaign has had the chance to use all the following medias; Ambient media, Online display, Magazines, Newspapers, Out of home,
Public Relations, Radio, Social media, Viral, Website / Microsite, TV,
Word of Mouth. I will find all examples of these over the course of the next week or so, and deconstruct them, to help me really find their main target audience with this campaign, giving me the chance to then direct my own campaign at them.
The actual UK TV advert itself is pretty interesting when it comes down to ideologies and how they are representing certain types of people, which really helps me in narrowing down the target audience. Before I even start I think it's pretty safe to say everyone can see this advert is aimed directly to the male population, but there are signs within the advert that make this even more apparent. In virtually all of the TV ads made internationally for this campaign they have only used male characters portrayed as DIVA women, never the other way round. These irritated 'hungry' men are shown as naggy, whiney divas, this implies that this is what women are like pretty much all the time, which is sure to make their target audience laugh, because who doesn't enjoy a little bit of humorous sexism. It's quite clever in that way, because if you really want to draw your audience in, why not try a bit of a light hearted attack on the opposite sex. Getting back to what the advert is implying is that men are really only diva-ish and complaining whenever they're hungry, which dis-empowers the hungry man, making him seem foolish and something to laugh at, and also disempowers women at the same time. It's a very interesting concept which works very well across the board. You can apply the same advert to different nations just tweaking a few things here and there, such as the job type of the group of men, or perhaps the scene in which it takes place. This makes it such a strong idea, which has, according to (http://www.ipaeffectivenessawards.co.uk/Entrant.aspx?id=500),
The actual UK TV advert itself is pretty interesting when it comes down to ideologies and how they are representing certain types of people, which really helps me in narrowing down the target audience. Before I even start I think it's pretty safe to say everyone can see this advert is aimed directly to the male population, but there are signs within the advert that make this even more apparent. In virtually all of the TV ads made internationally for this campaign they have only used male characters portrayed as DIVA women, never the other way round. These irritated 'hungry' men are shown as naggy, whiney divas, this implies that this is what women are like pretty much all the time, which is sure to make their target audience laugh, because who doesn't enjoy a little bit of humorous sexism. It's quite clever in that way, because if you really want to draw your audience in, why not try a bit of a light hearted attack on the opposite sex. Getting back to what the advert is implying is that men are really only diva-ish and complaining whenever they're hungry, which dis-empowers the hungry man, making him seem foolish and something to laugh at, and also disempowers women at the same time. It's a very interesting concept which works very well across the board. You can apply the same advert to different nations just tweaking a few things here and there, such as the job type of the group of men, or perhaps the scene in which it takes place. This makes it such a strong idea, which has, according to (http://www.ipaeffectivenessawards.co.uk/Entrant.aspx?id=500),
'resulted in Snickers’ most successful period of growth, increasing sales by 15.9% in one year, capturing market share in all but two of the 58 markets in which it ran, and growing global market share by US$376.3m.'
Pretty impressive campaign.
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