P1 M1- Describe an existing media advertising campaign
Nespresso - In The Name of Pleasure Analysis
The main aim of the Nespresso What Else campaign is to increase sales. One objective of the campaign is to sell a lavish lifestyle to consumers. The way this is done is through the feature of George Clooney who is an affluent movie star.
The primary target audience of the advert is men, aged between 18 and 45 because younger people tend not to drink coffee. Another reason I feel this is the target audience is that once the main protagonist, George Clooney has the coffee, he also gains the confidence to speak to a beautiful woman on a city building balcony. The secondary audience for the advert is women because of George Clooney being a symbol of a handsome man. Women will engage with the advert because of this. The target audience is encouraged to buy Nespresso product to achieve the same lavish lifestyle as George Clooney. This is because the advert says by buying Nespresso products you can gain the confidence to speak to women, drink the same drink as a movie star and will be desirable to women.
At the beginning of their video advert, there is a voice-over of an American woman, who says "experience the quality of Nespresso, and you'll let no one compromise your pleasure". She speaks in a relaxed tone, which gives the audience the idea that having a Nespresso coffee is a relaxing, pleasurable experience. Following this, the next person to speak is the main protagonist of the advert, George Clooney, who speaks in a relaxed tone to a beautiful woman sitting alone saying "May I?". This shows the audience that Nespresso coffee will make you relaxed and gives you the confidence to speak to beautiful women. Again, this tone reinforces the tranquil experience consumers have from purchasing and enjoying the coffee.
The first use of text in the advert appears in the establishing shot of George Clooney walking into the Nespresso lounge with the Nespresso logo visible on the door. This has been done to show the audience straight away that they are watching a Nespresso advert and serves as an introduction to the premise of the advert. The next use of text in the advert is right at the end, where the words "Nespresso. What else?" can be seen in a handwritten font. One reason this may have been used is a reference to George Clooney being famous, and the use of a handwritten font is a reference to autographs. The phrase is also a rhetorical question, which means that other than Nespresso, there is no other option for coffee. The question also makes the audience think about what coffee they drink, and how if it is not Nespresso, it is inferior.
The advert begins with an establishing shot of a waitress holding a silver tray with coffee on it, walking away from the camera towards a luxurious rooftop seating area. This shows the audience that Nespresso is a product intended for those who live a lavish city lifestyle. The cut after this shows George Clooney walking into the same chic rooftop cafe which gives the audience the idea that Nespresso is a luxurious, exclusive brand, adding to its appeal. Another technique used is an ultra close up shot of a drop of coffee. This shows the audience that the focus of the advert is the coffee, due to the fact this is the only ultra close up during thing the advert.
The only social media connection in this advert is right at the end when we can see a link to Nespresso's Youtube channel in the bottom left corner. The link reads "The pleasure continues on youtube.com/nespresso". This allows the audience to interact with the advert, therefore creating a call to action.
Nespresso also released a print advert to accompany the "What Else" video. The print advert is very similar to the final cut of the video advert which gives the campaign continuity across different mediums. George Clooney is also the main subject of this print advert which also shows continuity.
This print media advert is consistent to the What Else video, with the same elegant aesthetic, the same celebrity feature, George Clooney, and the same font reading "Nespresso. What Else?".
There is not much representation within this campaign other than that George Clooney is a rich and famous white man. The fact they have used a white man, dressed in an expensive suit conforms to white power. Nevertheless, they have purposely chosen an older individual to sponsor their product, which challenges the stereotype as they are usually seen to be incompetent.
Is there one other media product that you can discuss? E.g. --> a billboard?
Another key message portrayed by Nespresso's What Else campaign is functionality. Nespresso products are of high quality, much like a barista-style coffee, but are accessible to the everyday working person who doesn't know a lot about coffee.
The approach that Nespresso has taken in order to gain attention in their What Else campaign is through the use of celebrity endorsement. George Clooney is a famous movie actor who is the figurehead of the What Else campaign.
The logistics of the What Else campaign starts in 2006, when the campaign was first launched. The first piece of material came in the form of a TV advert.
Evian Live Young Campaign
The purpose of the Evian Live Young campaign is to promote the brand by associating the bottled water with health and youthfulness. It also advertises the product itself, creating brand awareness,
I think that the target audience for the Evian Live Young campaign is men and women between the ages of 20 - 45. I think this because the campaign plays into people's insecurities around ageing, and this is the age where men and women become more conscious of ageing, but still have a youthful sense of humour. The campaign features babies doing adult activities such as rollerskating.
Evian uses a consistent, easy to read font for both the logo and the slogan "Live young". The font is usually a matte grey colour which makes it visually appealing while not being too loud. This is also the key message of the campaign, implying that drinking Evian will rejuvenate you.
Evian also uses lots of celebrity endorsement to promote its products. They usually choose athletes to promote products such as tennis players. This is because athletes are healthy and being youthful is commonly associated with being healthy and active. In this picture, Kyle Edmund, the number 1 British tennis player is next to his baby double. This is showing the audience that healthy people are young people.
Evian also uses a range of different media outlets such as television, Youtube, Facebook, Snapchat and more. Interestingly, Evian has produced more Snapchat promotional material than TV material in recent times as stated in an article. This could be because they are trying to target a demographic considering Snapchat is predominantly users between the ages of 13 - 20.
The regulatory body for advertising is the ASA who make sure that businesses follow advertising rules. Fortunately, Evian's Live Young campaign is within all of the advertising rules although it could be considered false advertising in that they are implying drinking Evian will make consumers younger.
Evian also makes sure that their Live Young campaign is consistent across all media platforms from contemporary advertising methods such as Snapchat ads to traditional advertising such as billboards. Conventions of the campaign include a consistent font for both the logo and the slogan "Live Young", a consistent narrative that Evian water rejuvenates its drinkers and the feature of a famous athlete.
Representation in the Evian Live Young campaign does not apply racial stereotypes but rather represents all races with an athlete or model. An example of this is a young black model, Luka Sabbat being a recent face of the Live Young campaign. This is done because it shows that Evian wants to represent diversity which is positive for a good reputation.
Sources
https://www.thedrum.com/news/2017/05/23/evian-marketer-why-its-ditching-tv-snapchat-live-young-babies-return-latest-campaign
https://www.adforum.com/talent/81768247-nathalie-gruselle/work/34497200
https://golin.com/uk/work/evian-babydoubles/
https://www.dailybillboardblog.com/2011/03/trio-day-evian-water-live-young.html
https://www.w--a.net/what-else/
The main aim of the Nespresso What Else campaign is to increase sales. One objective of the campaign is to sell a lavish lifestyle to consumers. The way this is done is through the feature of George Clooney who is an affluent movie star.
The primary target audience of the advert is men, aged between 18 and 45 because younger people tend not to drink coffee. Another reason I feel this is the target audience is that once the main protagonist, George Clooney has the coffee, he also gains the confidence to speak to a beautiful woman on a city building balcony. The secondary audience for the advert is women because of George Clooney being a symbol of a handsome man. Women will engage with the advert because of this. The target audience is encouraged to buy Nespresso product to achieve the same lavish lifestyle as George Clooney. This is because the advert says by buying Nespresso products you can gain the confidence to speak to women, drink the same drink as a movie star and will be desirable to women.
At the beginning of their video advert, there is a voice-over of an American woman, who says "experience the quality of Nespresso, and you'll let no one compromise your pleasure". She speaks in a relaxed tone, which gives the audience the idea that having a Nespresso coffee is a relaxing, pleasurable experience. Following this, the next person to speak is the main protagonist of the advert, George Clooney, who speaks in a relaxed tone to a beautiful woman sitting alone saying "May I?". This shows the audience that Nespresso coffee will make you relaxed and gives you the confidence to speak to beautiful women. Again, this tone reinforces the tranquil experience consumers have from purchasing and enjoying the coffee.
The first use of text in the advert appears in the establishing shot of George Clooney walking into the Nespresso lounge with the Nespresso logo visible on the door. This has been done to show the audience straight away that they are watching a Nespresso advert and serves as an introduction to the premise of the advert. The next use of text in the advert is right at the end, where the words "Nespresso. What else?" can be seen in a handwritten font. One reason this may have been used is a reference to George Clooney being famous, and the use of a handwritten font is a reference to autographs. The phrase is also a rhetorical question, which means that other than Nespresso, there is no other option for coffee. The question also makes the audience think about what coffee they drink, and how if it is not Nespresso, it is inferior.
The advert begins with an establishing shot of a waitress holding a silver tray with coffee on it, walking away from the camera towards a luxurious rooftop seating area. This shows the audience that Nespresso is a product intended for those who live a lavish city lifestyle. The cut after this shows George Clooney walking into the same chic rooftop cafe which gives the audience the idea that Nespresso is a luxurious, exclusive brand, adding to its appeal. Another technique used is an ultra close up shot of a drop of coffee. This shows the audience that the focus of the advert is the coffee, due to the fact this is the only ultra close up during thing the advert.
The only social media connection in this advert is right at the end when we can see a link to Nespresso's Youtube channel in the bottom left corner. The link reads "The pleasure continues on youtube.com/nespresso". This allows the audience to interact with the advert, therefore creating a call to action.
Nespresso also released a print advert to accompany the "What Else" video. The print advert is very similar to the final cut of the video advert which gives the campaign continuity across different mediums. George Clooney is also the main subject of this print advert which also shows continuity.This print media advert is consistent to the What Else video, with the same elegant aesthetic, the same celebrity feature, George Clooney, and the same font reading "Nespresso. What Else?".
There is not much representation within this campaign other than that George Clooney is a rich and famous white man. The fact they have used a white man, dressed in an expensive suit conforms to white power. Nevertheless, they have purposely chosen an older individual to sponsor their product, which challenges the stereotype as they are usually seen to be incompetent.
Is there one other media product that you can discuss? E.g. --> a billboard?
- key messages
- approach
- campaign logistics
- relevant legal/ethic issues
- regulatory bodies --> Did they break any ASA codes?
One of the key messages portrayed through Nespresso's What Else campaign is the quality of the product. This is because Nespresso is an expensive brand and is advertised in a way that appeals to affluent people. An example of this is in the video advert where George Clooney is seen in a city rooftop cafe.
Another key message portrayed by Nespresso's What Else campaign is functionality. Nespresso products are of high quality, much like a barista-style coffee, but are accessible to the everyday working person who doesn't know a lot about coffee.
The approach that Nespresso has taken in order to gain attention in their What Else campaign is through the use of celebrity endorsement. George Clooney is a famous movie actor who is the figurehead of the What Else campaign.
The logistics of the What Else campaign starts in 2006, when the campaign was first launched. The first piece of material came in the form of a TV advert.
Evian Live Young Campaign
The purpose of the Evian Live Young campaign is to promote the brand by associating the bottled water with health and youthfulness. It also advertises the product itself, creating brand awareness,
I think that the target audience for the Evian Live Young campaign is men and women between the ages of 20 - 45. I think this because the campaign plays into people's insecurities around ageing, and this is the age where men and women become more conscious of ageing, but still have a youthful sense of humour. The campaign features babies doing adult activities such as rollerskating.
Evian uses a consistent, easy to read font for both the logo and the slogan "Live young". The font is usually a matte grey colour which makes it visually appealing while not being too loud. This is also the key message of the campaign, implying that drinking Evian will rejuvenate you.Evian also uses lots of celebrity endorsement to promote its products. They usually choose athletes to promote products such as tennis players. This is because athletes are healthy and being youthful is commonly associated with being healthy and active. In this picture, Kyle Edmund, the number 1 British tennis player is next to his baby double. This is showing the audience that healthy people are young people.
Evian also uses a range of different media outlets such as television, Youtube, Facebook, Snapchat and more. Interestingly, Evian has produced more Snapchat promotional material than TV material in recent times as stated in an article. This could be because they are trying to target a demographic considering Snapchat is predominantly users between the ages of 13 - 20.The regulatory body for advertising is the ASA who make sure that businesses follow advertising rules. Fortunately, Evian's Live Young campaign is within all of the advertising rules although it could be considered false advertising in that they are implying drinking Evian will make consumers younger.
Evian also makes sure that their Live Young campaign is consistent across all media platforms from contemporary advertising methods such as Snapchat ads to traditional advertising such as billboards. Conventions of the campaign include a consistent font for both the logo and the slogan "Live Young", a consistent narrative that Evian water rejuvenates its drinkers and the feature of a famous athlete.
Representation in the Evian Live Young campaign does not apply racial stereotypes but rather represents all races with an athlete or model. An example of this is a young black model, Luka Sabbat being a recent face of the Live Young campaign. This is done because it shows that Evian wants to represent diversity which is positive for a good reputation.- What DOES the snapchat ad look like/what does it do?
- Target audience - break down in more detail how the different target audiences are targetted. The use of imagery is different/language 'wanna'
- Approach
- Legal/ethical issues?
- Is there a video ad?
Sources
https://www.thedrum.com/news/2017/05/23/evian-marketer-why-its-ditching-tv-snapchat-live-young-babies-return-latest-campaign
https://www.adforum.com/talent/81768247-nathalie-gruselle/work/34497200
https://golin.com/uk/work/evian-babydoubles/
https://www.dailybillboardblog.com/2011/03/trio-day-evian-water-live-young.html
https://www.w--a.net/what-else/
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