Around the world, the advertisers of television resort to Famous and Stars to persuade the attention or interest of the consumers and to provoke actions favorable to their brands.
But, does it really works?
Some people says it does, but others, such as David Ogilvy and his book "Confessions of an Advertising Man" claimed that the principal problem using this practice is that consumers usually remember the Famous but not the product.
An example is Davidoff's Cool Water perfumes. Two years ago they decided to contract Josh Holloway, who plays "Sawyer" in the acclaimed show LOST.
This is the commercial:
As Ogilvy says, who does remember Josh Holloway acting in a commercial, and who does remembers the name of the perfume?
As a LOSTie*, I will admit that I have though buying this perfume every time I watch this advertisement... but what about the rest of the people? do you really buy a perfume depending on the Famous that promotes it? Can you even say which Famous is promoting the perfume that you are normally using? Is it true that we do remember the Famous, but not the Product?
To be finnishing... the scriptwriters of LOST decided to use Davidoff's advertisement in a chapter as a "cameo". Concretly at the end of the 4th season. How many people remembered the name of the perfume when they saw this image?... probably not too many.
Does it means that Ogilvy was right?
*LOSTie: Fan of LOST, best TV show ever :-)
Comments
Jo encara recordo un anunci protagonitzat per la Carmen Sevill, just en els temps del seu famós Telecuponsito.
L'anunci mostrava el propi "making off" de l'anunci, en el que un suposat director creatiu li demanava a la Carmen que es posés davant de la càmera i digués el nom del producte, només això. Però ella, fidel a la seva fama de desmemoriada, només aconseguia recordar la primera sil·laba correctament, i canviava les últimes. Així es succeïen les tomes.
Estava curiós doncs veies que els creatius (els de debò, no l'actor:-) bolien no només fer servir una imatge pública, sinó aprofitar aquesta característica manca de memporia per fer que fos l'espectador/a el/la que omplís els buits i completés el nom de la marca en el seu cap.
El millor de tot és que, comentant-ho amb uns companys uns dies després...cap de nosaltres recordava el nom de la marca (però sí a la Carmen Sevilla :-)
Crec que és més fàcil recordar la persona que la marca... per tant no entenc com hi han marques que sempre utilitzen als mateixos... Quants anuncis feia el Fernando Alonso l'any passat???? al menys per 4 o 5 productes diferents... pero quins!!!!
Santander o ING? ara quin banc? Movistar o Vodafone? quina companyia ara?
Això és massa pasta per gastar pero molt poca idea...