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Aqualisa Essay

1014 words - 5 pages

Hunter Lee

Mountain Dew Case

10/16/12

For Pepsi Co. and BBDO to choose a specific advertisement to place into a slot during the super bowl; there has to be a varying degree of analysis on different aspects to decide which ad’s to place in the slots. Certain criteria need to be satisfied by the ad that is selected; it needs to hit the target audience, get across the correct brand image, have the correct brand symbolism, needs to be a “Story” in a sense, have a good product integration, and be in line with the campaign extension. If one of the ad’s can fall into line with these certain criteria all while “symbolizing that drinking Mountain Dew is an exhilarating experience” ...view middle of the document...

|energizing. The |helicopter and then |energizing and up |
| |from chasing Cheetah. |Music gives feeling |father is |the snowboard drop |beat music. Mountain|
| |The thirst-quenching |of invigoration. |intensified by this.|in. Then drops off |Dew keeps the actors|
| |factor is satisfied by|Also there is the |This ad does not |in the cabin scene. |stamina and thirst |
| |three dudes drinking |thirst-quench at the|have the | |is quenched. |
| |at the end. |end. |thirst-quench aspect| | |
| | | |though. | | |
|Brand Symbolism |No fear |Irreverent in |This was a |The dudes do not |This appeals to a |
|Filter |of Cheetah and |rewording |different, |know what there task|wider audience than |
| |reaching inside his |“Bohemian |enthusiastic and |are, or forget them.|the target. The |
| |mouth. Gives the |Rhapsody.” Focus |edgy take on child |There is also the |directors are not |
| |Viewer the risk-taking|on slacker |birth. Having |time on the cabin |concerned with the |
| |action in a |counter-culture. |children is not |with the ladies. |“Take two". |
| |exotic location. | |something slackers | | |
| |Communicates to those | |would do. | | |
| |who enjoy adventure | | | | |
|Brand |Strange action that is|Connects with the | This ad will not |Older audiences |This shows how dudes|
|Resonance | |target group that is|resonate with the 18|identify more with |take something un |
|Filter |Followed by the |most likely over 18.|yr olds. Because |this because of |cool like Broadway |
| |cheetah taking the |Comic relief from |cant identify with |serious situation |and accompany it |
| |Dew. This is |video parody. |birth. |paired with a little|with extreme sports |
| |connecting with the | | |of twisted humor. |to make it appeal to|
| |target audience. | | | |the target audience.|
|Story |This ad is simple to |For...

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