O’Reilly Auto Parts
This advertisement starts with O’Reilly’s notable jingle, then goes on to state the current sales of products that the store was offering. The appeal of the ads started out as a catchy jingle to get the listener’s attention, but over time it became almost nostalgic for listeners. Many people can remember being in the car with their families or other memorable moments accidentally creating an emotional response.
The ad campaign aims to tell listeners about the offers and promotional sales in the O’Reilly Auto Parts stores. The objectives were measurable and time-specific, O’Reilly can measure how much their sales were affected throughout the promotion. O’Reilly Auto Parts’ target market is car owners and people who work on cars. O’Reilly Auto Parts wants to inspire customers to come to their stores for any auto need a car owner may have. The value proposition O’Reilly Auto Parts offers is that they have quality products at a lower price than going to an expensive retailer or auto shop (Trainer, Forbes).
Bud Light’s “Real Men of Genius”
Bud Light Beer created a radio ad campaign in 1998 called “Real American Heroes” that lasted until a rebrand in 2002, changing the campaign to “Real Men of Genius”. The ad campaign then expanded to other advertisement mediums after 2002. The technique used to evoke an emotional response from the customer was to use a sense of humor, taking everyday masculine activities and over-dramatizing them with over-the-top 80s-themed vocals and music. Each advertisement starts with the narrator saying “Bud Light presents, Real Men of Genius. Today we salute you, Mr…” and into whichever everyday guy they are talking about. These ads are meant to make listeners laugh, Bud Light is saluting “silly” things such as the guy who plays the guitar in a wedding band.
The ad campaign’s objective was to get the customers’ attention and sell more Bud Light beer. The ads were very well received by customers and eventually became the most awarded ad campaign in history. The target market of this campaign was young, average men or an everyday average guy. Bud Light wants viewers to hear their commercial, relate to the “Real Men” and buy Bud Light beer. The objectives were measurable by the change in sales and advertising awards. Bud Light products’ value to consumers is that it’s a widely accessible product, consistent in availability, taste, and price. Bud Light’s brand identity is often associated with socializing with friends or family and is fit for all occasions.
WWF “Nature Calling for Help”
The first advertisement starts with the audio of a firetruck, then the narrator tells the listener that it’s not a firetruck. It’s an Australian Magpie imitating the sounds of the firetrucks that were putting out bushfires in the Magpie’s habitat. The narrator goes on to say that in 2019 alone, over 4.5 million wildfires destroyed the wildlife in the fire’s path. The second advertisement starts with a chainsaw, the narrator says that the sound is not a chainsaw, but a Lyrebird mimicking the sounds of logging companies deforesting the bird’s habitat. Both advertisements state that these birds are known for imitating the sounds around them and that this is nature calling for help. “Wunderman Thompson Chile created Nature Is Calling for Help, a radio campaign made with real bird songs, recorded while their forests were being destroyed – to raise awareness and make the planetary impact of bushfires and deforestation more visible” (DanDad).
Wunderman utilized an emotional response from listeners to meet his objective of raising awareness and getting listeners to do something to help fight against deforestation and climate change. The target audience is people, people need to want to make change happen. This was aimed at people who want to impact the world, people who may not know what is going on and the effects of those things happening. Wunderman wants people to “join the action”, fight against these negative planetary impacts, and help the World Wildlife Fund. The value proposition of this advertising is that if more people join and help bring more awareness to the planetary impact on things like deforestation, bushfires, climate change, etc. Then they can help make a difference and change their impact and the impact of where they spend their money.
Greenpeace “Repeaters”
Both advertisements start with friends having a conversation, and as soon as one of the friends asks for a single-use plastic, cup or straw, the word keeps repeating over the conversation. The narrator states how annoying the repetition of these words is but imagine the words straw or cup repeating for 350 years up to 420 years until the plastic broke down. The objective of the campaign is to bring attention to the increased use of single-use plastic in Turkey and Europe since the COVID-19 pandemic (Ads of the World). People don’t really know how long it takes for plastic to break down, so Greenpeace used the annoyance of the repeated words to invoke an emotional feeling from listeners to be more aware of the impact of the single-use plastics they use.
The target audience of this ad is all single-use plastic users, but specifically the people in Turkey, the country with the most single-use plastic being used. The advertisements want people to reduce their use of plastic waste, and overall help reduce/counteract climate change by making more eco-conscious choices. The value proposition of these advertisements is to be able to live comfortably on Earth and for people’s grandchildren and great-grandchildren to continue to occupy planet Earth without destroying the planet.
References:
“John Immesoete.” Filmmaster MEA Productions – Directors – John Immesoete, web.archive.org/web/20140221160027/www.filmmastermea.com/en/productions/directors/john-immesoete. Accessed 27 Mar. 2024.
O’Brien, Kyle. “Bud Light’s ‘real Men of Genius’ Returns as ‘Internet Heroes of Genius’ for Digital Age.” The Drum, The Drum, 18 June 2019, http://www.thedrum.com/news/2019/06/18/bud-light-s-real-men-genius-returns-internet-heroes-genius-digital-age.
Trainer, David. “O’Reilly Automotive: Value Stored for the Road Ahead.” Forbes, Forbes Magazine, 14 Apr. 2022, http://www.forbes.com/sites/greatspeculations/2022/03/21/oreilly-automotive-value-stored-for-the-road-ahead/?sh=115c3b487775.
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Meaghan,
These are great ads, and I appreciate your level of detail recounting each one. The O’Reilly Auto Parts jingle still haunts me from time to time, it’s painfully catchy. In fact, the O’Reilly Auto Parts, Safelite Repair & Replace, and State Farm Like a Good Neighbor jingles will usually get stuck in my head if I happen to hear them. I agree that the O’Reilly jingle has become a nostalgic appeal. Most of the time, I’m not tracking the deals they’re advertising, but still reciting the predictable end of the ad.
The Bud Light “Real Men of Genius” Ad series was a genius rebrand. I agree that they were targeting the average and everyday man by citing funny male characters that we can all think of and say, “I know that guy” or “I am that guy”. I think it also struck a chord with the rambunctious college crowds by citing humorous examples of men who don’t take themselves too seriously.
WWF’s ad struck a chord with me reading your recount of the ad. Personally, it invokes a sense of sadness to know there are animals mimicking the sounds of heavy machinery destroying or responding to destruction of their homes. Of course, we are generally aware that we are doing a poor job of taking care of our planet. However, it hits home a little harder to think of a living creature adapting to their unfortunate reality in this way.
The Greenpeace ad is interesting. I can imagine the annoyance of hearing a skipping CD, a broken record repeating lyrics, or a younger sibling repeating the same thing several times. The ad appears to invoke that same annoyance emotion and then turn it on the audience to reflect on quantifying the number of times they’ve asked for single use plastic products. I think it’s a smart way to trigger a moment of reflection for those who don’t consider the weight of their consumer behavior.
Great work!
Taelor
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Thank you Taelor!
I felt like my ads were a little on the sappy side, so I tried to balance the emotions with some humerous ads as well. I truly think those ‘annoying’ ads are the advertisements that stick with me most. Even if I don’t catch or recall their promotion, I can almost always remember whatever catchy song that is haunting me hours later. I found it quote interesting to see the Greenpeace ads use that tactic in a non-humorous way, I don’t remember hearing another advertisement doing that in a similar fashion.
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Meghan,
Thank you for posting and I see some similarity in our sense of humor, as I too selected a few of the same spots. That said, I thought your summary of these various ads was very well thought out and extremely thorough. First, The O’Reilly Auto Parts jingle is likely one of the most underrated spots of all time in terms of radio (and TV) play. I say this due to the sheer power the tune has to stick in your head and serve as a constant brand recognition reminder. In that regard, it reminds us of the power of melody on the human brain and while we often shoot for visual effect, radio and audio advertisements still have a place in this world.
Moving on, the “nature calling for help” spot was interesting and the emotional play likely resonated with audiences. Once again, the use of melody and sound was instrumental in landing with the audience and drawing their attention. You’ve selected two spots now that have reminded me not to overlook the impact audio can have on the human brain and subconscious decision making. Likewise, your point regarding the target audience is a valid one, where planet conscious listeners can all find themselves drawn into this particular piece.
Finally, your analysis of the “repeaters” ad was also very interesting and its a tactic I have seen used with other planet conscious brands or organizations in the past. The key here is to have the listener visualize or openly comprehend the sheer amount of waste that is regularly produced by our use of plastics. There is an inherent fear component used in these spots, while education also comes into play. You did a really nice job here calling out the value proposition being improvement of the lives of our children and the next generation. There is no greater motivator for parents than the thought of their children being exposed to the mistakes of our generation! Nice job putting this together and I look forward to more discussion!
Cheers,
Zane Breeding
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Thank you for your comment Zane!
I agree that our humor is very similar based on the ads you chose as well. I tried to balance out the emotional/heavy ads with some of the funnier options.
Finding the 4 ads about environmental impact was not where I was planning on going with this assignment, but they had such impactful objectives and an effect on me, so I had to share. I really think audio plays such a key role in decision making and even feelings. I always think of how much the audio in a movie can cause me to change how I feel before the viewer knows what’s happening, and often times has a bigger impact than the visual counterpart.
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Meaghan,
Great job on your analysis! It was fun that we both selected the Bud Light, Men of Genius, and Greenpeace campaigns. Those ads resonated with me for their commitment to humor and action.
I have one question regarding your Bud Light analysis. Do you think the company was targeting young men or mid-lifers? Now that I am at midlife and reflecting on those ads, I feel like the 40 – 50-year-olds who have been there, done that, and seen a lot could relate to the humor – and perhaps more than the young guys. I’d love to hear what you think, and I wish I had pondered this question more in my analysis of these exact ads.
Cheers,
Coral
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I honestly feel like they can target both the younger market and the older demographic. Typically when you’re young you’ll drink anything as long as it’s cheap, but a lot of times older demographics have more of a brand loyalty for this type of product. It seems like Bud Light puts more into the basket of the younger target market if that makes any sense. They definitely appeal to consumers of all ages so they met their goal there!
Thank you for bringing that question up, I wish I would’ve pondered the thought of “why not both” in my analysis. But we can always learn for the next analysis venture!
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Hi,
I can remeber the jingles I have heard from O’ Reilly Auto Parts growing up. This advertisement did indeed invoke nostalgic memories. I think you really summed up the purpose of the ad here. Bud lights commercials to has always appealed to the working man, friend socializing, and good times. Cracking opens a cold crisp beer to celebrate or relax has always been what they capitalize on. Obviously here, they want men to buy into the “real men” club and buy their brand. I found the WWF ad very informative, and it made me feel an urgency to help the animals that are affected in the ad. The ad wants you to feel how the animals are affected by mimicking sounds during tumultuous times. My first thought was “those poor sweet babies”. Once you feel like that, the next response is anger at the horrible people destroying their homes, and the feeling of a call to action. I agree that Greenpeace used wordplay as an annoyance to bring awareness to recycling issues. They were trying to give an analogy of the size of the footprint single use plastics bring to the waste dilemma, and how long the footprint exists. Great job on your ad analysis.
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Thank you Tonya!
I had the same reaction the the Nature is Calling for Help ads, and I honestly think that reaction is what helps get people to act. Playing on the heart strings is a definitive way to inspire action, and I really think that ad nailed it.
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Really good work! Your evaluation of the “repeaters” advertisement delves into an intriguing strategy frequently utilized by environmentally conscious entities. It revolves around prompting viewers to vividly imagine and comprehend the extensive waste generated from our reliance on plastics. These advertisements strategically integrate elements of fear and education to drive their message home effectively. Your astute observation underscores the central value proposition of these campaigns: the enhancement of our children’s lives and the safeguarding of the next generation. This resonates profoundly with parents, for whom the well-being of their children serves as a powerful motivator. Your insightful analysis sheds light on the nuanced approach employed in such ads, emphasizing the potency of their messaging
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Thank you for your comment Curtis!
I think fear can be utilized in advertisements if carefully done. You don’t want to push too far and tell people their actions are wrong, but you want to utilize it just enough to have viewers realize what’s happening and being open to change.
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I am so glad you chose these ads, first the O’Reily ad. O’Reily does an amazing job with a catchy yet short jingle that is memorable and impactful. The brand also keeps up with the original voice actors who voiced this famous jingle and made them celebrities in their brand. It was a great way for them to take the voices and tie their brand with three people who actually exists and were not replaced by AI.
As a council member, I find government to be very repetitive, and radio ads to be as well. I personally, despise reptation as I am a very get to the point type of person. The repeaters ad, while although would aggravate me, grabs the attention of the listener through the ‘annoying’ aspect. This allows their ad to stay with a person and create memory for the brand or cause.
These ads among your others do great in outlining what Radio ads should do and I think your analysis made these ads clear without even listening, great work!
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It blows me away how O’Reily Auto Parts kept the same three people working on advertisements together for so long. I saw something recently about how their was a reunion at a wedding of the 3 that did those infamous advertisements.
I don’t enjoy the annoyance part of the Repeaters ad as well, but I feel like that advertisement has kind of stuck with me anytime I’ve seen straws or cups since hearing it. So they definitely made an impact with their ad tactics.
Thank you for commenting Ivan, I appreciate your input!
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Meaghan,
I, among others, also noted Bud Light’s “Real Men of Genius” advertising campaign. The usage of humor was great and a total of over 200 advertisements were produced within this campaign. This campaign paid mock tributes to ordinary men doing ordinary things, giving the audience a good laugh.
Through my research, I also found that this advertisement series won over 100 awards throughout the time it ran. Although the original advertisements produced in this campaign are still widely recognized as the best, they were eventually made into television advertisements for Bud Light’s UK audience.
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