No joke, every single time I meet someone named Jake, it takes all of my strength to not say, “Jake… from State Farm?” Every. Single. Time. What this proves is two things:
- I had no idea how many people I’d meet with the name Jake
- The State Farm ads are funny and memorable
The campaign started with this one…
It’s since been updated to include a new Jake, but the original Jake still peaks out from the next cubicle in the new commercial. These ads are effective for two reasons:
- They’re funny
- They’re consistent
Another good example of consistency are the commercials from Progressive featuring Flo and Jamie. They’re funny and don’t stray from what’s working, which is the smily and funny Flo and the comedic enigma that is Jamie. Information about Progressive is weaved in nicely as a secondary part of the ads.
An example of ads I don’t understand comes from KFC. Whoever came up with the bizarre idea to have a different “Colonel Sanders” represent KFC over the course of various ads probably wasn’t thinking how confusing it would appear to consumers. Lots of comedians, actors, and even the beloved Reba McEntire portrayed Mr. Sanders over the years and I still don’t exactly understand why. These ads (if you haven’t seen them I’ll include one below) need explanation and in my experience it’s like having to explain a joke. If you have to explain it, it’s not funny. Here’s one of the ads with Jim Gaffigan as Colonel Sanders…
So back to the ads we understand, like these from GEICO, it’s important to be consistent and in the case of State Farm, be funny like “Jake… from State Farm.” I hope they can keep playing off the original ad. Maybe they can even bring the wifey back because she was great with her suspicion… and her perfect use of air quotes, of course. I’d love to see her featured in a follow up ad in some circumstance where the husband is caught talking to an agent again. Good stuff!
Thanks for stopping by!
-Out of the Wilderness
Am I the only one slightly confused and slightly annoyed by the new KFC commercials?
Well, evidently not. Even the brand CEO revealed that 1 in 5 people don’t like the new ad campaign. He’s OK with that statistic, and more power to him for sticking with it, but it’s a swing and a miss. Because 1) Everyone exaggerates, so that 1 out of 5 is probably more like 2 or 3 out of 5. And let’s say it is 1 of 5, that’s 20%. Pretty hefty lot of folks, don’t you agree?
And 2) They’re making the Colonel out to be a clueless senior citizen that would definitely be the one you get stuck behind on a 2 lane road, driving 20 in a 35 mph zone.
And 3) If all a viewer comes away with after seeing the ad on TV is the question, “Why?” …that’s a failed marketing campaign, which is how history will remember this one.
What throws me even more is why they started with Darrell Hammond as the Colonel, then without any warning subbed in Norm Macdonald. Why? If they don’t get a more clear direction, then it’s time cut bait. But I don’t like to point out problems without also offering solutions. So…
In the day and age we find ourselves– more people having genuine concerns about what’s in their food, eating healthy, and being exposed to some of the gross practices of the fast-food world– let’s come up with campaign that addresses those concerns. Show the viewers a glimpse into the soul of the company. Why did Colonel Sanders create KFC? What should I, as a human that eats food, love about eating there? There’s so much talk about GMOs, growth hormones, and the link between diet and behavior, what is KFC doing to calm people’s fears?
If I could tell KFC one thing, it would be this: use humor as a compliment your product, not a distraction from it. That is, unless all your meals look like this one posted on Reddit… Yummy!
-Out of the Wilderness
So I finally caught the first episode of the Bachelorette starring Desiree Hartsock. Anticipation had been building for weeks, but mostly for the Bachelorette Fantasy League I’m involved in! In almost any form, I love competition. Anyway, from shirtless guy to the knight in shining armor, these guys should just be called “future former contestants” because they have no chance. I wish future Wesley (The Baby Bachelor) would time travel back to 2013 and slap us all in the face for watching these shows. Kasey (social media guy contestant) is hashtagging everything in sight. So how long does it take for “business” to make something popular unpopular? No, no State Farm Insurance, I will not like you on Facebook. And thanks but no thanks, Kentucky Fried Chicken… I will not tweet anything about #iatethebones. If you’re reading this in 2035, I promise we did cool stuff back in 2013 besides tweeting and tumblring.
-Out of the Wilderness