Wii would like to play:
Wii would like to play is a 2006 advertising campaign across North America to promote the new Nintendo home console at the time, the Nintendo Wii. The advert has a run time of 2:06 and revolves around two Japanese business salesmen travelling across the country in a smart car introducing families and groups of people to the new console and letting them play with it showing off the consoles USP (unique selling point) which is the motion play.
I noticed that there were a couple of audiences being targeted throughout the advert. One such is for the standard American household. This is because we see various families joyfully playing the Wii including parents, children, teenagers and grandparents. This is appealing to the audience as it shows how simple and accessible the Wii is for everyone and that you can have a pleasant time without having to worry about being left out since parents are the ones buying the console but not playing with it. Another target audience presented throughout are close groups of college/university friends who we again see having a positive time playing the Wii. This is appealing to the target audience as it shows even with the stresses of work, studies and rent, you can still find time to gather with your mates and forget about any struggles you may have for even a few hours. This is also appealing to this audience as it shows that Nintendo can provide quality gaming and enjoyability to its more adult and mature audience without having to be concerned of its reputation as a kid friendly company. One last target audience I was able to find is quite simply, Nintendo fans. I know this as the advert contains many references to Nintendo franchises such as a sign with the Triforce from The Legend of Zelda and a canvas with the Fire Flower from 2d Super Mario games. This is appealing to Nintendo fans as it shows how this is still a console dedicated to them and how they should still expect to see their favourite series even if the Wii is branching out to new consumers.
Further to this, the advert appeals to the explorer as it demonstrates the Wii is not your typical home console as the ad’s central selling point is the motion play which for a while will have you playing standing up rather than sitting down. This is appealing for the audience as before this, no leading video game company had made a console where you felt like you were physically part of the game. However, you could also argue the advert appeals to the mainstreamer as the advert also indicates not every game revolves around this control style, you can casually sit down and play many games. Many of Gillian Dyer’s advertising appeals have been presented throughout including the adverts use of happy families to show the Wii will bring families closer together whether this is with their children who are usually the main target audiences for video games/consoles or the parents who may have played one of Nintendo’s earlier consoles when they were children. The advert also uses humour with the entirety of the advert revolving around two salesmen knocking on people’s doors asking telling them, '’Wii would like to play.'' This shows the audience that the Wii isn’t for serious gamers, rather for families or friends who want to have some long-lasting fun with one another instead of playing formulaic board games. The advert reinforces Maslow's love needs, family and friends need, to show how beneficial it is to maintain a healthy/close relationship with the people that matter to you the most in life.
You're not you when you're hungry:
You're not you when you're hungry is a marketing campaign ran by Mars starting from 2010 to increase sales of Snickers as a result of a low market share. The campaign features many celebrities under-performing in tasks where they are given a Snickers only to reveal they’re good looking/competent at their job and were lacking due to hunger.
The specific advert I have chosen to write about is the 2014 UK advert featuring Rowan Atkinson reprising his iconic role as Mr Bean as a Kung Fu ninja as he accidentally falls through the roof of a building with dangerous ninjas trying to land a jump where he saves himself after taking a bite from a Snickers. The adverts slogan uses the term ‘you’re,’ to target anyone who is a consumer of snacks unless they have a nut allergy because nobody is themselves when they’re hungry and similar to Mr Bean, we are at our most clumsiness since the most basic tasks can become the most problematic. Therefore, Snickers is a delightfully perfect option to replenish yourself and continue thriving in life. Since the advert doesn't exclude anyone of all race/ethnicity shows diverse brands like Snickers are becoming and how accepting/aware they are when it comes to whose buying their product.
The advert reinforces Maslow’s physiological needs, the need for food, to aware the audience on how important and natural it is to maintain an appetite, as even a sugary snack like a Snickers is important to keep you staying active and well. Furthermore, the advert may also be targeted towards the struggler as this may be one of the reasons as to why they are struggling in life. The advert comes across as relatable in order for them to realise how important it is to stay active so that they can try to succeed in life.
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