Famous Marketing Campaign – Where is the beef?
I will analyze a very famous marketing campaign today. Name of this marketing campaign is Where is the beef? You can look at the commercial on the bottom of this article. I would suggest you to take a look at it before reading the analysis, becouse it will be easier for you to understand what I want to say if you’ve seen the advertisement.
Now that you’ve seen it, let’s talk about it. Why is this commercial so good? Well to be honest, it is not just good, it is perfect and that is why this became a very famous marketing campaign. The most important thing that made this campaign so famous is the paradox of grandma’s buying a burger. Why? Well becouse it is unusual and becouse it is unusual, people noticed it. But we do not have just the paradox of grandma buying a burger. This calm and peaceful character (grandma) is not just buying it, she got really mad becouse there was not enough beef in it. The whole commercial is like a big joke and people love jokes. If the same commercial was made with students buying a burger and getting mad becouse there was not enough beef in it, it would not get so famous for sure, becouse that would be “normal”. It’s the paradox of grandma doing it, that made it famous.
But is commercial good the moment it becomes famous? NO! The commercial has to sell. So what is it about this marketing campaign, that makes this commercial so good/perfect. It is a very short one (30 seconds only) and it brings out the main point very well. The point is, that burgers at Wendy’s have more beef and everything else in them in comparison to burgers at McDonald’s for example.
Also very important aspect of this commercial is, that it gives out the main message even if you have the sound off. Why? Becouse video is mostly about image, sound is only like 20 % of it and picture is sooo important. Every good commercial should give out the main message with sound off as well. If you want to test this out, show this commercial to your friend or familly with sound off and then ask them what is the main message of this ad. You will see that they got it for sure!
Here are some funny facts about this commercial. They invested 7 milion dollars in advertising Wendy’s with this commercial. Becouse this commercial was so funny, they actually got it on youtube and many TV shows, where it was roled for free. The total worth of all advertising was estimated on 32 milion dollars! But they only had to pay 7 milions for it and they got the other 25 milions for free when people showed this ad to their friends.
So to summarize it all. A good commercial should be understandable with no sound as well, it should give the main message out very clearly, it should be funny so people don’t mind seeing it and it has to be short so people don’t get bored.
Written by: Matt
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