This van in Austria intends to shock and awe, gaining attention from the use of a slogan that normally would never be seen. The outrageousness of the slogan not only gains attention, but also helps with retention. I remember this ad because it almost pokes fun at the serious issue of drinking and driving, while at the same time offering an alternative to driving while drinking alcohol. The main point that drew me to this ad was the fact that it would never be seen in America. Our government spends large sums of money placing educational ads warning of the dangers of drinking and driving, so an ad such as this would probably be seen as tactless. I would not even be surprised if it caused protest from such groups as MADD for laughing at a serious matter. In America, this ad could very well be seen as controversial, even though it is clearly asking people to drink fruity Chiquita Smoothies while driving, not alcohol. Why is it that other countries advertising can be so much less restricted? Do you find this ad to be too much?
I find the shock and awe aspect to be clever and entertaining. At the end of the day, I am left wishing that American ads were a little less politically correct and a little more controversial in order to see entertaining and original advertising.
I think there's something to be said about the fact that the company's main message is written in English but the rest of the ad is written in German. Either this ad is meant to grab a broader audience (since many Europeans speak English) or America has pushed so hard against drinking and driving that the message/words are recognized globally. If it is the latter, I think this ad is definitely "poking fun" or making light of a situation that others take very seriously in order to achieve that shock and awe.
ReplyDeleteI agree that the fact that the largest line on the ad is written in English is a little confusing. I guess they are trying to reach more people, but it makes the ad seem inconsistent. Also, I don't know if you have done any research on ad campaigns in America, but the U.S. actually has some of the most controversial ads in the world. You may miss out on some of them, because when groups challenge the campaigns, they are often successful in either getting the ads pulled or at least getting the company to voice an apology and change their future ads. Groups like AXE, PETA, Calvin Klein, Abercrombie and Fitch, and many more have all created highly controversial ads in the United States. If you want to see some United States advertising that is very controversial, you should look some of the ad campaigns by these companies up... you will be very shocked!
ReplyDeleteIn terms of grabbing the attention of potential consumers of their product, this advertisement is successful. I don't see it as being controversial- the product being advertised is non-alcoholic. However, I do think that if this ad was used in America then it would receive a plethora of negative feedback from activist groups.
ReplyDeleteI agree Rachael. The irony of this advertisement is undoubtedly attention getting. While the general association of drinking and driving is of alcohol consumption and collectively the act of doing something wrong, this van is advertising smoothies; a product that is typically correlated with good health and fitness. While this advertisement does indeed successfully grab my attention, I also think it would receive negative attention in America.
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