Most men are hardwired to respond a particular way to certain circumstances. ‘Male bonding over a drink’, ’forgetting an anniversary’, and, of course, ‘losing complete control over oneself trying to win over an attractive lady’, are just a few of them. Needless to say most men also take pride in being ‘Men’.
Not fair to generalize, one would say. Forgive the pun, but this is not about ‘fairness’. What harm is generalizing, if it is only meant to inspire a few more men to be more of a ‘man’.
The “Men Will Be Men” series of Ads from Seagram’s works exactly on this premise. By showing hilarious situations that most men can empathize with, the Ads find an immediate connection with the target audience.
The message is clear too. “Now that we agree how men are, let us also tell you that Men prefer Seagram’s Imperial Blue (did we say CDs?) for a drink. If you think you are a man, you know what to prefer”. An excellent psychological ploy to invoke the male ego and position the product on ‘Desirability’.
Verdict: Very creative and humorous set of Ads. Excellent portrayal. Precise psychological messaging.
However: As per the website, "the Brand is Targeted at young males 25-30 yrs and is positioned as confident, ambitious, youthful and fun loving”. Do you think the characters and situations in these Ads are congruent with this Brand Positioning? Do you think it makes any difference to the effectiveness?
If you have not already seen these Ads on the telly, watch them here. They are indeed quite hilarious.
4 comments:
The ads are funny but they do not show men in a positive light. Hmmm... I think they are banking more on establishing a connect with men than boosting male ego.
@Divya, Positive light from whose perspective? :-) See the Ads as a man would and you would know.:-D
The real question is did it make you buy Seagram's Imperial Blue? or should i say the CDs? :)
@Dilip, that's a good question. The ultimate test for the Ad I suppose. :-)
Three reasons that I didn't buy:
1. Any other product I probably would have. What would someone with no taste for music do with CDs?
2. The brand is targeted at 25-30 yr olds. No point crying over ......well, broken CDs.
3. Once you see through the intent you resist being persuaded.
Any views on positioning?. In the Anniversary Ad the protagonist says it's his 10th Anniversary. That surely does not make him 25-30?
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