How Bai and LiftMaster Sizzle while GEICO Fizzles in Latest Crop of TV Ads
Wrangling Up and Celebrating Ads
Liftmaster has a great new ad. One of the beauties of it is that it avoids all copyright issues while also giving a wink and a nod to the 1986 classic Ferris Bueller’s Day Off. The secrets to its success are casting Alan Ruck and licensing the music “Oh Yeah,” making for a witty commercial. And, instead of a Ferrari, the two boys are coveting a red Jaguar. Watch the Liftmaster ad on YouTube.
Have you seen John Legend plying his pipes in the new commercial for Bai? It’s a joy because new lyrics have been swapped from the song “Pure Imagination” from childhood favorite Willy Wonka and the Chocolate Factory without losing any of the melody. The fantasy-filled images of fruit make for a beautiful 30-second escape. Watch the Bai ad on YouTube.
Now, compare Mr. Legend’s consistent image in the ad above with Idina Menzel hawking insurance for GEICO. It’s a fail because she’s haphazardly inserted into a woman’s living room belting out the company theme song. There’s no stage, background, or costumes – just Idina singing and then correcting herself. Here’s a woman that sold 3.5 million copies of “Let It Go” and in this ad, just sold out. Watch the Geico ad on YouTube.
The lessons? Look for consistency in all your marketing messages. Celebrities must be relevant to your product and they must be leveraged in a way that is consistent with both of your brands.
What’s your fave celebrity ad? Let me know in the comments below.