Every once in a while, an ad just hits you that is "spot on". I have to say that I stop every time that the Post Shredded Wheat commercial runs on TV. It just cracks me up. This one specifically asks the question "Where has progress taken us?" Featuring an executive who points out that progress didn't get the Romans or the Egyptians any where, he's proud that his product has remained the exact same for since 1892. Well, they did make it spoon sized in the 60's...and perhaps that was going too far.
Created by the Ogilvy Group, this ad pokes fun at a well established product while using all of today's media tools to promote the product. A website called "Palace of Light" is a landing page of all of the ads featuring Frank Druffel, Midwest executive for Shredded Wheat, who sees progress as a well, a menace. It's guaranteed to make you laugh. Making fun of a product that doesn't change in over 100 years is what makes this ad a success. Not too many products would have chosen this strategy. Too bad for them. The site - while tongue in cheek - also includes all of the "share this with your friends" social networking hooks even while appearing old fashioned in it's creative treatment.
Ultimately, while ads can win creative awards, it's the ability for an ad to drive sales that really makes it a success. While I'm not privy to Post Cereals sales numbers, I have to think that this ad wouldn't be run as frequently as it is since last April (at least on the shows that I watch), if it wasn't a success. Here's to putting the "NO" in innovation.
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Posted by: logo design | August 04, 2009 at 12:54 AM