Michael R. Eades, M.D.

Well, I just have to take a shot at the Ad trivia. I remember that mother nature commercial and I remember it was about margarine, foul substance that it is, no wonder Mother Nature was unhappy. But which brand... well, since the only one I can remember is Parkay Margarine, I'll have to guess that.

Oh Oh! I remember! It was margarine!

Can't remember the brand, though. Blue Bonnet? Fleishmans?

Viral marketing campaigns are big and will get bigger. The point is these days not so much about winning awards as it is creating a clever ad which will then be spread around the world to millions of people ... for free Yes the ad might be, but isn't necessarily big budget. But this can easily be recouped by savings on broadcast fees - the first Honda ad is a good example as it has been circling the net for over a year.

Do they have an effect - well yes, certainly in terms of brand recognition and perhaps (in Honda's case) brand association with quality.

Here are two Australian examples - the first was so successful (sales rose 27% - with massive amount of free net access) that the opposition were almost forced to come up with the second.

http://www.bigad.com.au/
http://www.fortheloveofbeer.com.au/home.html
(Watch the Love)

Cheers (literally!),

Malcolm Scott

The Honda ads *are* brilliant. But I'm probably not going to buy one because I have this perfectly good Chevy S10 pickup that I just paid off yesterday...not because the ads don't do their job.

As for fooling Mother Nature--that was Chiffon margarine trying to pass itself off as butter.

Those ads were good, but I always liked the *butter* ads that asked the question, "does anyone ever say, 'tastes just like...margarine?' "

I'd guess Parkay margarine.

Chiffon Margarine

http://www.tvacres.com/admascots_mothernature.htm
http://www.wavsource.com/snds_2006-02-13_1692280743568/tv/commercials/chiffon.wav

I beleive it is Chiffon Margarine.

Hi Dr. Eades! I must say I remember the ad, but not the product. I had to "google" it to find it out! It is for Chiffon Margarine (gah!). Although some ads do have a definite link to their product (ie. Where's the beef? for Wendy's and You deserve a break today for McDonalds), so many more I cannot link their "hook" to the product. Notice the ones I remember are for fast food? Not so good! I wonder what special technique fast food ads have that seem to make them memorable?

Very clever ads, but no, they don't make me want to buy a Honda, either. However, I'd never buy a Honda anyway because I plain don't like them and my 6'4" husband with the long, stork-like legs doesn't fit into them.

As for fooling Mother Nature, wasn't that Parkay Margerine? Or some sort of margerine?

My last comment was incorrect, the correct brand was Chiffon. "If you think it's butter, but it's not, it's Chiffon".
http://dt.prohosting.com/70s/adulttv/chiffon.au

Chiffon Margarine is the answer you are looking for. :)

Also, I think the Honda ad is much like Coke ads, they don't necessarily make you want to run out and drink Coke or buy a Honda - they just keep that brand in your head. Just think of the nail analogy you posted on here not too long ago. This Honda ad is just trying to get that nail a little farther in.

I Can't Believe It's Not Butter.

The purpose of ads is to make you remember either the company's name or the product. Honda's aim is to get you to rememeber 'Honda', so that when you are ready to buy a car, you will have 'Honda' still in your memories.

I don't remember the brand but I think the product was margarine. Couldn't pass up your offer of a free subscription!

Thanks for the links. These were pretty spectacular ads, too. Especially the one with all the people swarming across the plain (or is it the outback?). I can't imagine how much that cost.

Ta Da!!! The winner is Malcolm Scott! A free year's subscription to this blog is on its way to you.

You are correct. The product was New Chiffon margarine, which is no longer around. The ad campaign was an award winner and everyone remembers it, but it failed to sell much New Chiffon.

Second place goes to BD! You get a two year subscription to this blog.

Thanks for the links.

Perhaps a little unrelated is the fact that the car advertised, a Honda Accord Wagon, is unavailable in this country, the US. It is available in England and probably in several other countries where HOnda does not have to jump through as many hoops to pass safety and emission regulations. I say this because I have a 1996 Honda Accord wagon. It was replaced by CRV and some other even more gas guzzling SUV's. By the way love your column, alright Blog, can't get used to these new expressions.

"Ta Da!!! The winner is Malcolm Scott! A free year's subscription to this blog is on its way to you.

You are correct. The product was New Chiffon margarine, which is no longer around. The ad campaign was an award winner and everyone remembers it, but it failed to sell much New Chiffon."

Gee thanks Mike!! And even when I didn't have a clue about the margarine - but I guess I can be excused on the grounds of geography - mind you when we spent a year in your country in the (sigh) very early sixties, we (that is us kids) came back singing jingles from TV ads - one in particular I remember was for 'Wonder Bread' - hmmm how times have changed, we meet up to discuss low carb and never eating Wonder Bread or margarine ever again!

BTW I am sorry to say I think the 'Big' ad for Carlton Draught (Australian beer) was shot in New Zealand (oh the shame, the shame!!). You might recognise some of the backdrop from Lord of the Rings.

Cheers,

Malcolm

I know this is an old thread, but I just had to add...there is a commercial out now for something (maybe a car- maybe some sort of internet thing) that features snakes and spiders. Lots and Lots and Lots of spiders bursting out of a nest. To those of us who don't like spiders and there are a few, this add will never sell anything - it is just too horrible! *shudders*