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Every week, msnbc.com entertainment producers Gael Fashingbauer Cooper, Denise Hazlick, Paige Newman, Kurt Schlosser and Anna Chan weigh in on topics ranging from TV commercials to movie hype to the latest celebrity blunder. We're not ashamed to admit our love for bad TV or reveal what's on our iPods, and invite you to join the conversation via your comments.



Tough economic times reflected in ads

Posted: Monday, July 06, 2009 6:00 AM by Gael Fashingbauer Cooper
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Times are tough all over, and even TV commercials reflect that. I'm seeing fewer ads for diamond baubles (annoying "he went to JARED" couples, you are not missed) and more that try to subtly present the message: Hey, we know your wallet is lighter these days, and our product can help.

I actually appreciate this idea. Too many commercials live in some wackadoo fantasy land, where everyone is beautiful and apparently independently wealthy, and the only tragedy is when Junior's toast lands jelly-side down on the white carpet. This isn't my world, and I doubt that it's yours.

Commercial-makers, however, have to walk a weird line. If they're too blunt and negative, we could create bad associations with their products. But at least now they're realizing that acting as if we all could run out and buy our spouse a Lexus with a giant bow on the hood was perhaps a bit unrealistic.


Target's new series of ads smartly target the bad economy.

Even in better economic times, Target ran some pretty good ads, and the store is nicely positioned to roll out ads reminding us of their low prices. I like their "Brand New Day" ads, which include a catchy song by Tim Myers featuring Lindsey Ray. The ads show people using Target products and caption them to imply that you can replace expensive activities with them. "The new gym" shows a woman using a Target-purchased yoga ball, and "the new movie night" shows a couple watching Target-purchased DVDs. The ads also show the prices of each item to try and drive home their point. Cute and classy ads that are perfect for this tough time.

We've already talked about the Liberty Mutual insurance ads featuring the fictional Marlowe family (and directed by "Gummo" and "Kids" director Harmony Korine). I kind of thought these ads would grow on me, but they really haven't. I think it's because they're meant as a series, but commercials don't work that way. You may see one without ever having seen another, and so whatever flow the ads are attempting gets lost. And I can't decide if the dad's gravelly voice ("As of right now, we gotta kinda tighten the belt")  is endearing or kinda grating. You can watch the series here.  

McDonald's is another company that already had low prices, and now wants to remind us of that fact (sodium content? don't know ya!). This dollar-menu ad, in which a husband tries to squeeze every drop of toothpaste out of a tube, and uses a jackhammer to break up the sidewalk just to get his money's worth from the rental, isn't hilarious, but it makes its point. And I find it so much more tolerable than the smarmy voiceovers in McDonald's McCafe ads ("Commu-TAY!" "Cubi-CLAY!") Serious-LAY, these ads are horri-BLAY. (Note: Apaprently the McCafe voice does NOT belong to Jaime Andrews.)

I didn't even mention those GM ads that attempt to put a positive twist on their bankruptcy. Feel free to discuss those and any other commercials, economy-focused or not, in the comments.

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Comments

I kind of like the "dig deep" ads that McDonald's has had recently (or at least I hope it was McD's, otherwise it wasn't branded very effectively). It's clever without being over the top.

Chad N., Lancaster, KY. (Sent Monday, July 06, 2009 9:52 AM)

Do you find that you view the Billy Mays commercials differently now that he's gone? After hearing all the wonderful things about him from his close friends and family, I find that I actually watch his commercials, and he seems different to me now. Maybe it's guilt for all those times I changed the channel because he annoyed me. Maybe it's just me.

Traci, Houston, TX (Sent Monday, July 06, 2009 11:05 AM)

Yes, it's somewhat refreshing to see commercials that come from a normal world instead of one where everyone is beautiful, happy and rich, but don't forget -- it's just a sales pitch. Bottom line, they want you to spend YOUR money on THEIR product and they will use whatever hook they can... even if it means pretending to care about your budget.

KCS, Chico, CA (Sent Monday, July 06, 2009 11:21 AM)

The ad that I've loved the most recently is the Traveler's Insurance ad that features a dog agonizing where to safely keep his bone. Hiding it under the rug (then staring at the bump), burying it in the backyard (only to stare with worry out the window at it), hopping a bus to drop it in a safety deposit box (ducking down on the bus when he sees another dog walk by), and then having a wonderfully acted (by a dog!) nightmare until he picks up the bone again. He finally has peace of mind and can play when he has a Traveler's Insurance umbrella hanging over it keeping it safe.  That dog is truly adorable and I usually do not enjoy insurance commercials.

Rachel, Minneapolis, MN (Sent Monday, July 06, 2009 11:28 AM)

I hope this is the right place to nominate an ad, but the Dos Equis ones with "The Most Interesting Man in the World" crack me up.  Just the line, "He Lives Vicariously... Through Himself" makes me giggle every time.

Kari, King of Prussia, PA (Sent Monday, July 06, 2009 12:09 PM)

The GAP/OLD NAVY ads with the mannequins talking...at least we know they're plastic bodies instead of real plastic bodies!  Probably a lot cheaper too...

Dinana, Wilsonville, OR (Sent Monday, July 06, 2009 12:40 PM)

I really like the T-Mobile (?) series where the mom saves all the rollover minutes- now those are cute!

Angie, Red Bank, NJ (Sent Monday, July 06, 2009 1:07 PM)

Am I the only one who finds something oddly depressing about the Target ads?

Catherine Smith, San Francisco, CA (Sent Monday, July 06, 2009 1:13 PM)

While I am not a fan of WalMart. I do find their new advertising clever. I have always been a visual person. They started showing the amount of food and other items you can buy from walmart for a certain amount say $100. Then often times will show what you can buy for that amount at a high priced grocer or store. They are even starting to run ads on eating healthy on the cheap too.

Beverly, Columbus, OH (Sent Monday, July 06, 2009 1:21 PM)

Hey, I have an idea, why don't we tone down all T.V. ads, and not just from a recessionary standpoint.  That way my pre-teen son doesn't have to see some sexually explicit girl eat a Carl's Burger while she's falling out of her bikini top.  

Dan Jeffs (Sent Monday, July 06, 2009 1:22 PM)

I agree abut the target ads -- they make me want to say "is that all there is..." after the old song...after working hard this is all that's left.  Shopping at target and playing video games in the living room, something like that.
I like the ads with the kids an the guy, particularly the one where the little boy has the red truck, and when he is given the cardboard truck he says "This is junk!!!"  However, I have no idea now what the ads are selling.

cperry, philadelphia, pa (Sent Monday, July 06, 2009 2:12 PM)

The first commerical I thought of is the one for Allstate where they are trying to get people to focus on the smaller, more important things in life.  Like it's not how big your TV is but who's around it.  It doesn't hurt that their spokesperson is Dennis Haysbert.  He has a strong yet calming tone to his voice and I remember him as President Palmer from 24 a few seasons back so now I always associate him with positive things like trust and honesty.

Julie, Portland, OR (Sent Monday, July 06, 2009 2:14 PM)

Ok. My feelings on economic ads is that I am relieved that some of them are a little more realistic unlike those sappy "he went to Jared ads" they had on around the holiday season last year. I am so sick of those commercials because thats "money money money is so funny in rich man's world" ads that are all plastic and out of touch. What the heck happens if he didn't go to Jareds? Is the female character going to kick him to the curve or file for a divorce? Or plant a bullet in him? Plus even though the economic friendly commercials are reminding us there is a silver lining by buying their products and keeping our wallets a little fuller, their still playing the ad game of survival to keep their heads above water.  

Nate, Knoxville, TN (Sent Monday, July 06, 2009 3:51 PM)

I love the Dunkin Donuts commercial with the guy in the elevator who has tightened his belt to the point where he is wasp-waisted--makes me giggle every time!

Kim, Virginia (Sent Monday, July 06, 2009 4:08 PM)

I've noticed several food commercials that include the cost per serving.  Like, pilsbury frozen biscuits for .25 per biscuit, or grilled cheese with kraft singles and a bowl of soup for .xx per serving.  I actually like these b/c they seem to provide a good incentive for people to stay home and cook instead of going out for fast food.  

JCR (Sent Tuesday, July 07, 2009 12:23 AM)

All successful advertising in this economic downturn are trying to communicate one of two messages. I've advised my own customers of this. One message is the "more value for less money" advertising as noted (Target, Wal-Mart, JC Penney in print). The other message is one of reassurance - "we know it's rough out there, and we'll be here for you, all the way through it." Some examples of that are the Allstate and Traveler's Insurance ads, but also the current buyer protection program from Hyundai. I'm curious if anyone else has noticed this in their regional advertising, in addition to the larger national campaigns.

Don Speirs, Everett, WA (Sent Tuesday, July 07, 2009 1:53 AM)

I must second the Dos Equis commercials with "The Most Interesting Man In The World." I think they're so funny. The best line is: "He once taught a dog to bark....in German."

Laura R (Sent Tuesday, July 07, 2009 9:24 AM)

I have two comments:

1.  I, too, like the ads with the mom and the roll-over minutes.  I know it isn't T-Mobile, however, that has those ads.  My favorite one is the garage sale ad - I just love where she says to the kid, "Beat it, kid".  Makes me laugh every time!

2.  My favorite ad right now is for Bridgestone Tires.  There is a couple driving down a country road when a squirrel darts in front of the car.  Everyone starts screaming - the squirrel, a deer, a turtle, an owl...my favorite is the grasshopper!!  Then it cuts to inside the car where the woman is screaming too - her face cracks me up EVERY TIME - it's cartoonish, but not in a creepy way.  Very well done ad - and I even noticed who it was advertising for!  I actually stop and watch this ad when it comes on - if only to hear the tiny scream of the grasshopper.  LOVE this ad!

Andrea, San Antonio, TX (Sent Tuesday, July 07, 2009 9:54 AM)

I think Wal Mart has some great ads about trying to make healthy food choices...at a lower cost versus the expensive route of joining a weight loss company like Jenny Craig.  I know it's often harder to stay on the diet without the support & accountabilty that those services provide, but when you are struggling to pay your rent who can afford those costs?!

Susie - Elkhart County, Indiana (Sent Tuesday, July 07, 2009 7:20 PM)

cperry, those are the alli or ally (not sure which spelling) commercials.  I love them.  The little girl on the bike, and he offers to let her ride it, but only in the predetermined square, the boy with the cardboard truck, and the girl with the pony.  They're great.

toni, southern california (Sent Wednesday, July 08, 2009 11:08 AM)

Happily, I record most of the TV shows I like and watch them when I get time. That means I can fast forward through commercials. I speed it up faster when I see that Wal-Mart commercial where the women with the shopping carts pass the blue bags to each other. It seems to run pretty much constantly. I don't shop at Wal-Mart and this one isn't going to get me to start. I just find it annoying.  

Jeanne (Sent Wednesday, July 08, 2009 2:56 PM)

This ad has nothing to do with the economic downturn, but I had to mention it.  The newest Dawn commercial with the animals from the oil spill being washed and asking you to buy a bottle (1 bottle = $1 toward wildlife) are so cute!  The duckling, penguin and otter being washed are just adorable and make you forget your troubles, if only for a moment.

Patti, CT (Sent Wednesday, July 08, 2009 4:13 PM)

I find the new Allstate ads ("We've learned that meatloaf and Jenga can be better than box seats") condescending.  It's as if Mr. Rich Star is lecturing us on "the simpler life."

Yevgeni (Sent Monday, July 13, 2009 11:37 AM)

I see way too many auto dealer ads on local TV, at least in my area.  Dealer, dealer, furniture store, dealer, is how the local 2-minute breaks are going, especially on the news.  

Jeffrey Knight, Miami, FL (Sent Monday, July 13, 2009 1:10 PM)



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