Lipton Tea Commercial Analysis
Individual Assignment #2
Lipton Ice Tea Commercial – Tokyo Dancing Hotel
For this assignment I picked a popular TV ad made by Lipton Ice Tea, which was a part of their Drink Positive campaign. I find this commercial to be quite successful, funny, entertaining, effective and memorable, because the first time I saw it was several years ago and I still remember it very well and I like it a lot. Here is a list of factors contributing to such a perception of this ad in my particular case:
1. Celebrity advertising
2. Creativity
3. Composition
4. Music choice
5. Exposure
1) Celebrity advertising (using attractive models)
In this ad, and in the campaign as a whole, Hugh Jackman is the representative of the brand. The decision to have a well-known person in an ad has been right pretty much all the time – it does usually cost a lot of money for the company, however it also makes consumers feel good about the brand, which is being represented by a celebrity they like. Being a famous Hollywood actor, in this commercial Hugh Jackman is shown to the audience as a joyful ‘normal’ person, not as ‘serious’ Wolverine or Van Helsing like in his popular movies. This makes consumers think positively both about the celebrity and the brand he is advertising – commercials may make some people think that if they use the same brand as Hugh Jackman does, they will reduce the gap between them and him, especially when the product is so affordable and can be purchased pretty much on the daily basis. Another good thing about celebrity advertising is obvious brand awareness – there is much more probability that consumers will remember a certain product or brand if a celebrity is introducing it to them. I personally like Hugh Jackman a lot, so I am a part of the case in this situation.
2) Creativity
Here’s another important factor of a successful commercial. In this particular case, Lipton Ice Tea ad is really creative and by means of this qualification the
Lipton Ice Tea Commercial – Tokyo Dancing Hotel
For this assignment I picked a popular TV ad made by Lipton Ice Tea, which was a part of their Drink Positive campaign. I find this commercial to be quite successful, funny, entertaining, effective and memorable, because the first time I saw it was several years ago and I still remember it very well and I like it a lot. Here is a list of factors contributing to such a perception of this ad in my particular case:
1. Celebrity advertising
2. Creativity
3. Composition
4. Music choice
5. Exposure
1) Celebrity advertising (using attractive models)
In this ad, and in the campaign as a whole, Hugh Jackman is the representative of the brand. The decision to have a well-known person in an ad has been right pretty much all the time – it does usually cost a lot of money for the company, however it also makes consumers feel good about the brand, which is being represented by a celebrity they like. Being a famous Hollywood actor, in this commercial Hugh Jackman is shown to the audience as a joyful ‘normal’ person, not as ‘serious’ Wolverine or Van Helsing like in his popular movies. This makes consumers think positively both about the celebrity and the brand he is advertising – commercials may make some people think that if they use the same brand as Hugh Jackman does, they will reduce the gap between them and him, especially when the product is so affordable and can be purchased pretty much on the daily basis. Another good thing about celebrity advertising is obvious brand awareness – there is much more probability that consumers will remember a certain product or brand if a celebrity is introducing it to them. I personally like Hugh Jackman a lot, so I am a part of the case in this situation.
2) Creativity
Here’s another important factor of a successful commercial. In this particular case, Lipton Ice Tea ad is really creative and by means of this qualification the