Week 7: The Pitch

The car brand I am choosing to work with for this project is Hyundai. I think they represent quality for an economical friendly price for their customers. “Hyundai models range from the Accent, a small three-door hatchback, to the Veracruz crossover SUV. The Hyundai Motor Company is the eighth-largest and the world's fastest-growing auto maker” (2017, TRUECar). Even though they have a wide range of vehicles diffracting in prices of $10,690 and $39,700, their advertisements highlight the benefits owning any Hyundai branded car with their 10-year/ 100,000-mile warranty “which helped sales increase dramatically by 2004. Hyundai is now one of the top 100 most valuable brands worldwide” (2017, TRUECar). The car I am using for this project is the 2017 Hyundai Sonata (competing vehicles include Toyota Camry, Chevrolet Malibu, Nissan Altima, and Ford Fusion).

The direction I would like to go in with Hyundai is to be simple but leaves an impact on the consumer. Everyday humans are looking to get a car that has good gas mileage and stylish design qualities. "For a deeper understanding of how the Sonata delivers rewarding ride and handling performance on the road, consider these suspension and chassis upgrades. Front and rear aluminum suspension components offer weight reduction and strength, while a dual lower arm rear suspension enhances braking and stability during high speed maneuvers. In addition, road noise has been reduced through improved vehicle chassis rigidity and soundproofing materials" ("2017 Hyundai Sonata Performance | HyundaiUSA." Hyundai. N.p., n.d. Web. 22 Mar. 2017). I believe the slogans I have come up with embodies those qualities along with other needs of potential and current customers.    

Week 6 EOC: Fake Vs. Truth

In 2005, Anna Aayala was dining at a San Jose Wendy's restaurant when she claimed she chomped down on a partially-cooked segment of human finger. The fast food chain suffered an estimated $21 million in lost business. "I cooked it," Ayala said of the severed digit. During the interview, she said she prepared the piece of ring finger at her Las Vegas home then drove it to San Jose, where she dropped it into the chili" (https://www.google.com/amp/www.nbcbayarea.com/news/local/Wendys-Chili-Finger-Lady-Comes-Clean-87386747.html%3Famp%3Dy?client=ms-android-hms-tmobile-us). "Wendy’s offered a $50,000 reward for information on the origin of the finger as sales at Wendy’s outlets (particularly in the San Francisco-San Jose bay area) dropped off significantly in the weeks following the incident” (Finger Found in Wendy's Chili?" Snopes.com. N.p., 05 June 2013. Web. 22 Mar. 2017). Her husband, Jaime Plascencia, got the severed finger from a co-worker, who lost it in an industrial accident. Both Ayala and Plascencia pleaded guilty. Aayala was sentenced to nine years in prison but was released after four years on good behavior. There's one condition to her release: She's not allowed to step foot back in the place that made her famous.

I know this story sounds wild but I kid you not this really happened. I was actually still living in Oakland, CA when it happened and I was quite disgusted when I heard what happened at Wendy’s and yes I was one of those people who would step foot in one. It was also quite entertaining to hear about how the woman and her husband went to such great lengths to scam Wendy’s for some money, that takes real dedication.  

Week 5 EOC: The Brand Idea The Big Idea

During Super Bowl 51 Tiffany and Co showcased Lady Gaga as the spokesperson for their new HardWear collection. They are now the first luxury brand to participate in a Super Bowl advertisement, which is believe to be fitting considering they are the oldest fashion label having started in 1837.  "This campaign celebrates Tiffany's rich legacy and the modernity of Tiffany style. Lady Gaga, and her originality, creativity and courage, reflects the spirit of the collection." (http://adage.com/article/special-report-super-bowl/tiffany-taps-lady-gaga-super-bowl-ad/307747/) The commercial is geared to show case their new modern approach to jewelry and advertising style. We can thank Grace Coddington for this new advertising look, now that she has embarked on her independent creative journey after 50 years with Vogue magazine, she has the freedom to work with the brands of her choice. Lady Gaga is channeling old Hollywood glamour very reminiscing of the late and great Audrey Hepburn, who was the face of Tiffany during her career. Since the airing of their 60 second Super Bowl 51 commercial 1,781,692 people have gone to YouTube to watch it again (me being one of those people). As a 25 year old expressive fashion lover of course I love Tiffany but their products never matched my current everyday style. I believe Lady Gaga was picked to bring a new customer to the brand by way of their new collection. “HardWear — one of the last design projects overseen by outgoing creative director Francesca Amfitheatrof — is due to hit stores worldwide on April 28, and will launch on Tiffany’s web site on May 2. A limited selection of designs will become available for pre-order on Feb. 5 — Super Bowl Sunday. They are comprised of 18-karat gold and sterling silver, and are inspired by archival unisex bracelets originally designed by Tiffany in 1971. The range will include rings, pendants, earrings and necklaces”. (http://wwd.com.ai.libproxy.edmc.edu/fashion-news/fashion-scoops/tiffany-lady-gaga-super-bowl-commercial-10771070-10771070/) 

Week 4 EOC #2: Role of Women in Contemporary Advertisements

To understand the brand Curls Unleashed you have to know their history. Namaste Laboratories L.L.C. was founded in 1996 by Gary Gardner. This company was founded to address the health-conscious, multi-cultural consumer market. They created their first line of olive oil products called Organic Root Stimulator and in 2012 they changed their name to ORS, and expanded product offering to include its first natural hair styling line, Curls Unleashed. In 2016 “#NoSterotypes Campaign Launches as an empowerment movement to encourage woman of color to embrace who they are, and share unapologetically with the world. We believe Beautiful Hair Comes in All Types. Not Sterotypes.” (http://curlsunleashed.com/).

Dating back all the way to the 60s black women have been advertised that they should perm their hair and “free themselves” from their high standing afro. The reason I believe this is a great example of women in contemporary advertisements is because it is empowering African American woman to free themselves from chemical hair products because “nature got it right the first time”. This ad was a national campaign to launch the new ORS line and spread a natural beauty image of African American women. Watch the inspiring ad below. 

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This Under Armour ad features ballet dancer Misty Copeland. She is the inspiration behind the empowerment of the advertisement. “Born in Kansas City, Missouri and raised in San Pedro, California, Misty Copeland began her ballet studies at the late age of thirteen. At fifteen, she won first place in the Music Center Spotlight Awards. She studied at the San Francisco Ballet School and American Ballet Theatre’s Summer Intensive on full scholarship and was declared ABT’s National Coca-Cola Scholar in 2000. Misty joined ABT’s Studio Company in September 2000, joined American Ballet Theatre as a member of the corps de ballet in April 2001, and in August 2007 became the company’s second African American female Soloist and the first in two decades. In June 2015, Misty was promoted to principal dancer, making her the first African American woman to ever be promoted to the position in the company’s 75-year history” (http://mistycopeland.com/about/). She is an inspiration to African American girls /women from all walks of life because of her determination to break the glass ceiling. Under Armour has recently released their third season of Misty Copeland clothing. View the advertisement from 2015 below.

Week 4 EOC #1: Who is Jerry Della Famina

Jerry Della Damina was born July 22, 1936, in Brooklyn to Italian immigrant parent. He got his first copywriting job with the Daniel & Charles Agency in 1961. After years of disagreements with other agency superiors, Mr. Della Femina, Travisano, & Partners, in 1967. The 70s their agency had become one of the industry’s biggest revenue makers by stressing creativity. “Throughout the 1970s, Mr. Della Femina was at the forefront of a movement to transform advertising from an industry favoring reverence and hierarchy to one promoting humor and casual openness, just as U.S. society was changing in much the same way. This meant breaking some rules and creating controversy” (http://adage.com/article/adage-encyclopedia/della-femina-jerry-1936/98433/). The first controversial ad was in 1986 for Ansell-America’s Lifestyles condoms. The campaign highlighted safety but did not ignore sex; it featured a young woman saying, “I’ll do a lot for love, but I’m not ready to die for it.” The ad was rejected by The New York Times, Time and three TV networks. Once he explained that the ad was a public service in the fight against AIDS the ad gained quality air time. “But when Ansell President John Silverman was quoted in Time as calling the AIDS epidemic a "condom marketer's dream," Mr. Della Femina quit the account” (http://adage.com/article/adage-encyclopedia/della-femina-jerry-1936/98433/). He created more controversy that year, being the first to use the word “fuck” in advertising, in a print campaign for Perry Ellis cologne.

Jerry’s Voice

“I don't like to work for politicians because I hate to work on anything that you can't give back if it doesn't work. I sell products. I do a commercial for, say, Meow Mix, and you don't like it, you get your money back. You can return it. Politicians, you can't return. You're with them for four more years. And that's scary”. 
(https://www.brainyquote.com/quotes/authors/j/jerry_della_femina.html)

In 1999, Advertising Age recognized Mr. Della Femina as one of the top 100 advertising people of the 20th century for his determination, sense of humor, dedication and love of advertising.