John, the current Intel ads have one major objective: to increase market awareness of the Intel PII chip (to say the PII chip has arrived!), and to do so in a entertaining, humurous manner. The words 'intel' and 'PII' are spoken or written in the commercial several times, so you can't help but notice this is the Intel PII commercial after a few witnessings. Then, when you walk into the computer store, wham!, those same bunny-men. Intel wants to make the brands 'Intel' and 'PII' ubiquitous with the AVERAGE consumer (who may or may not be computer literate) and I think this is an effective means.
To us, it may seem ridiculous or silly to watch these commercials, since we know that PII is the fastest, most effective chip. At the begiining of the year, when Intel was pushing MMX, they had these same bunny-men commercials and they also had the Seinfeld guy showing the benefits of videconferencing (also in a humourous manner). Apparently, Intel must have done their marketing surveys/research and found the bunny-men commercials to be very effective or else they wouldn't have continued this theme for PII! I also read somewhere that these commercials were seen as very successful. You can't argue with results.
As for Apple commercials, I do agree its very inspiring (plus, i'm a big lennon fan). But, do you think the average consumer knew it was an Apple commercial after the first few listens (since the apple logo appears only at the end of the commercial)? Would it cause people to rush to the store to buy a Mac? Agreed, it takes a more low-key, intellectual approach, but is it more effective in increasing brand awareness and selling more computers? I don't have the answers, just posing some questions.
joey |
