Feast!
For my comment I chose the new Snicker's commercials.
http://www.youtube.com/watch?v=hEYEFfAbB5g
The first time I saw this commercial I couldn't help but laugh. The underlying message that Snickers is trying to create (like all their commercials) is that a Snickers bar makes for a filling snack. The characters in this series of commercials are established in an earlier one where the word "Feast" is shouted as they recklessly drive around in what looks like an older model Ford Taurus, picking up different character from scenes of feasting.
http://www.youtube.com/watch?v=Yt9xrsRyvOk&feature=related
What I find entertaining about these commercials is how they relate the different characters to eating hearty meals. Vikings are often portrayed in movies gorging themselves after a plunderous day and the pligrim looking guy comes from Thanksgiving, etc. All the while these characters, who are otherwise unrelated, are put together in a present setting eating a Snickers. This, to me, is saying that Snickers satisfies all forms of hunger no matter who it is.
I find that last notion of pilgrims and vikings in present day situations to be particularly entertaining and I believe that if your commercial entertains then it is already effective to an extent. You've managed to get me to watch with certain interest and I'll be sure to pay attention to the next one that comes around because I will be able to recognize it easily. After that, all that is left is to send the desired message and commercial's job is done.
Commercials like these always get me thinking and hungry.
They are the kind of commercials where you have to shake your head and rub your eyes and really ask yourself if that really happened.
On the second commerical you have
King Henry
Viking
Pilgrim
Hawaiian Fire Dancer
And the thing they all have related is that they are all men and type of destructor. Yes, even the pilgrim was a destructor. The Viking keeps on saying "Feast" making the snack seem heavy enough to be a feast and not just a snack.
Snickers = a Feast. There audience could be college students who don't have time or can make a meal. Showing these characters in a rebellious loud setting sets the mood that it is cool and fast to eat this candy bar.
Submitted by CatTail1986 on Wed, 02/27/2008 - 08:36.The Snickers commercials really are a great example of layered (blatant) context choice. You have figures commonly associated with grand banquets that suggest Snickers as a viable equivalent who are all in agreement of this. The choice of portraying a random Caesar, viking, and so forth rather than clearly identifying them as a popular historical figure are left out on purpose with good reason. There are also underlying messages of masculine hunger satisfaction clearly targeting a male audience.
In terms of visual presentation, I agree with you that the choice of combining all of these figures together while warping them around a modern urban setting is enough to grab the attention of many. It may not be clearly evident as to exactly what is being advertised at first, but it hooks the audience long enough to deliver that message, and even allows them to relate to the obscure context they are presented with by the conclusion of the commercial.
Something modern drug commercials would do well to learn from.
Submitted by bfawaz on Wed, 02/27/2008 - 12:21.I love these commercials! Henry VIII rocks! "This is so filling, I could behead 40 scalawags!" I've only seen a couple of these actually aired: at the gas station and when the bar falls. I wonder why.
One thing that I don't get is that they clearly portray 2 historic figures, and then the other 2 are stereotypical of a class of people. I guess it would be really hard to portray a specific pilgrim or viking though.
Submitted by twykoff on Wed, 02/27/2008 - 12:24.I hadn't really thought much about these commercials before. Now after watching them, I'm finding these are great. I think Part 6 ( http://www.youtube.com/watch?v=EKQ-Nfa8rww&feature=related ) does one of the best jobs of the series ( of 8 ) at showing that a Snickers is a feast. I think they catch your attention and most people would enjoy them. Its something simple, but interesting and funny.
Submitted by zmcnulty on Wed, 02/27/2008 - 12:30.