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Krystal Restaurants takes a Page from Weird Al Yankovich

It’s not often that a TV commercial is compelling enough to make me stop the DVR, back it up and watch it over again. It has to be funny, memorable, shocking or just plain ingenious. Today after watching a new ad by Krystal Restaurants, I think that I will add “Really?” to the list.

“Really?” as in “oh, no you didn’t,” or “what’s up with that?” One could insert “WTF,” but I typically try to avoid hints of vulgarity. After all, there are plenty of clever adjectives that deserve their place in the sun, if implemented properly.

So what was the offending ad? (Not that I was actually offended.)

The Krystal Burger

The ad begins with two men eating Krystal Burgers—you know those small square burgers with a beef patty as thin as a nickel. They appear to be eating while outdoors, looking a little sweaty, a little shiny. They also appear to be wearing shirts that resemble a Holstein print. The one man says to the other man, “Do you feel guilty?” The second man answers in the negative. Then they stand up and say, “Let’s go back to work.”

And then the punch line is delivered in its visual satire.

Here is the recent Krystal television commercial:

As you can see in the video, they are wearing Holstein cow costumes, spoofing the famously successful Chick-fil-A cow billboards. Here’s a photo of the decade-old Chick-fil-A billboard:

The Original Chick-fil-A Billboard

With no disrespect to Weird Al Yankovich, it’s a spoof about food. But is it a Brainworm?™ No, I don’t think so.

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Posted by on February 28, 2011 in advertising, Brainworm™, Food, TV

 

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Super Bowl Ads Brawl it Out in Social Media ‘Brand Bowl’

Smart and Nostalgic Super Bowl Ads Pass Test

Super Bowl XLV lived up to its promise of a memorable clash of the titans. The World Champion Green Bay Packers and Pittsburgh Steelers, each with a storied history of memorable wins, slug it out in a game for the ages. Each team dominated different quarters with the most dominating team edging it out for a win showing a great game from start to finish for the average spectator.

During the big game, Social Media marketers and advertising aficionados were providing the play-by-play through the Twitter hashtag, #BrandBowl. As the Super Bowl ads were broadcasted, participants in the Brand Bowl offered their color commentary on the creative elements and branding genius, if any.

The good, the bad, and the ugly were revealed during the big game. Most of the ads simply were average in creativity and message, but a few standouts were very compelling. A few were simply bad—very bad.

So here’s my personal picks of the top three Super Bowl ads:

1)      Volkswagen—The Force. This by far is the best Super Bowl commercial of 2011. A young boy dressed up as Darth Vader is trying to use his imagined Jedi powers to move objects like the treadmill, the dog, and his sandwich to no avail. The dad comes home with a new Volkswagen Passat. The young Darth tries to do a Jedi mind trick on the car while the dad chirps the car with the remote totally surprising the boy—probably to the point of wondering if his attempts to use The Force actually worked. This is a very clever and sweet ad—very high on the emotional factor. The concept was creative and original with beautiful cinematography. I was particularly amazed at how the young actor could convey expressions and emotions through a Darth Vader mask. The pantomiming skills surely were exceptional in accomplishing the task of telling a story. Volkwagen closed the ad with the Das Auto slogan reinforcing the position of German manufacturing.

2)      Volkwagen—Fast Beetle. In my opinion, this commercial for the new Volkwagen Beetle is among the best of the best, ever. The ad shows a computer animated beetle adorned with racing stripes racing through the forest, leaping over fauna to the amazement of various other bugs like praying mantis, ants and centipedes. The most amazing fact is that Volkwagen doesn’t even show the redesigned 2012 Beetle. VW alludes to the sleek new design by comparing the bug’s profile to the new car’s silhouette in the final frames. Considering that the sleek redesign is considered to be controversial by many Beetle enthusiasts, the theme of the redesign is branding genius by Volkswagen.


Video courtesy of Spot Bowl

3)      Bridgestone—Carma (Friendly Beaver). Many times, commercials will use animated animals and random happenings to create a catchy ad, although many fall short on delivering the brand. Not so with this Bridgestone spot with a friendly beaver securing the Number 3 spot in the Best Super Bowl Ads of 2011. A guy is driving along on a rural road on a clear day when a beaver crosses his path. The computer generated beaver is shown waving his arms frantically to signal the driver to stop and not hit him. The car swerves in time to miss and the beaver signals his gratitude. The next scene is a rainy night, six months later, and a tree falls in the road in front of the same driver and car. The driver applies the brakes and stops just in time. Bewildered, the driver gets out and looks to the left in the direction of the tree stump to find the same beaver that had just cut down the tree. The driver looks ahead and notices that the bridge had just washed away a few moments earlier. All is realized when the beaver bumps his fist to his chest, signaling that he is grateful for the driver stopping six months earlier. The driver bumps his own fist in acknowledgement. Karma… spelled “carma” for the spot. The Bridgestone brand signifies the quality of the tires in hazardous situations. Very creative and memorable.


Video courtesy of Spot Bowl

Resources: #BrandBowl, #SuperBowlAds

View all of the spots here, courtesy of Spot Bowl. http://spotbowl.com/

Be sure to check back later. I will be updating this blog with the worst of the Super Bowl ads.

 

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Dude, Where’s My Snuggie?

It’s Tuesday, January 5, 2010. It’s 33 degrees in Orlando tonight with a wind chill in the low 20s. It’s cold! After 3 days of this bone-chilling weather it’s just hard to get warm.

Yes, I can already hear the Northerners brag about the minus 30-degree blizzards during my lament; but in case you didn’t know, warm clothing is a rare commodity to a Native Floridian like me. No London Fog, no argyle sweaters like Cosby used to wear, no Parke, and no Beane boots. My typical warm wear consists of blue jeans, a printed T-shirt, a sweatshirt and a leather jacket. I can also top it off with my best ball cap. I can add a long-sleeved Oxford to the mix; but it is still hard to get warm.

While watching the playback of my beloved Tampa Bay Buccaneers on TiVO Sunday night, I just could not get warm. To keep from sounding like a pathetic wimp, I hollered out to my bride:

“Dude, Where’s My Snuggie?”

Snuggie. The blanket with sleeves.

You’ve seen the Snuggie—the blanket with sleeves. Those tacky TV commercials remind me of the Chia Pet and Clapper during the Holiday Season. Fortunately, the Snuggie did not make my list of the 12-Tackiest Christmas Gifts, so I guess that it’s OK to have one—even though it doesn’t sound like a macho thing to wear.

Do I have a Snuggie? No. Do I want one? I think that I can manage without it. When the cold snap hit us in Central Florida, it was hard to get acclimated. After tons of hot chocolate, space heaters and layers of clothes, it was hard to warm my core. My thin Florida blood is made for the humid summers, not the cold. Fortunately, I’m starting to get used to this Arctic air. It only took four days.

With this nationwide cold snap extending beyond the Holiday Season, I’m sure Snuggie is laughing all the way to the bank. What a warm feeling the owners of Snuggie must be feeling right now.

 
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Posted by on January 6, 2010 in advertising, Brainworm™

 

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