Every year the Super Bowl attracts numerous audiences.
Besides the exciting game, ads shown during the game are also an eye-catching
part. Based on the topic “promotion” our group chose before, we want to share
our feeling and understanding about the Sexiest Super Bowl Ad of 2012: The Teleflora Super Bowl 2012 Ad.
The Ad begins with a hot scene, a beauty is putting on
her stockings slowly, accompanying with teaser music. Then she gets
dressed and puts on make-up. It seems like that she is preparing for a date. At
the end of commercial she offers advice by saying “Give and you shall receive”
with sexy eyesight and voice. After that, “Happy Valentine’s Night” and the
iconic flower bottle appear on the screen, followed by the coupon number and
the website address.
The target customer of the Ad is obvious: guys who have the intention to buy gifts to
girls they love. Valentine’s Day is coming, if you are still scratching
your head about the choice of gift, you can just consider ordering a gift from
Teleflora. Meanwhile, we can also suggest that some girls who wish to receive
wonderful gifts from boys would share this Ad with their boyfriend, implying
them to make a purchase through Teleflora.
We were moved by the heroine’s charming smile, voice
and hot figure. We believe many male audiences are likely to stop watching TV,
visit the website address and make an order as soon as possible.
This
Ad delivers sexy delusion to its
target customers. Just as what heroine says: “Give and you shall receive”,
the Ad intends to imply that if you buy delicate flowers from Teleflora, your
wife or girlfriend will be touched and the relationship between you could
become much closer.
The whole story is quite
perceptual, but in the end, the Ad doesn’t forget propagating its website and holiday coupon. It
combines both emotional and reasonable factors perfectly. First, it enlightens
customers’ desire and need—yeah, I really need such a gift like that; then it
utilizes some promotions to confirm their purchase decision—oh, 20% off, that’s
the one I should choose right now without considering other alternative items
or other shopping channels.
We believe the Ad communicates its messages effectively.
The commercial is showed just at the right time and right place, and it used
the right celebrity. Right Time-To
an internet flower retailer, Valentine’s Day could bring huge sales. To its
target customers, Valentine’s Day’s tradition is to give gift to wife or
girlfriend. The commercial was showed just one week before Valentine’s Day.
It’s the perfect time to increase the awareness of the firm and satisfy
customers’ need. Right Place-The
commercial is showed during the Super Bowl, the best platform to covered huge
number of potential buyers. Right
Celebrity-The charming model, brilliance red dress and her foreign accent
in the commercial successfully build a delightful and sexy atmosphere. It makes
the girls what to become her, and men want to data a girl like her. And the commercial
implies that purchasing flowers from Teleflora.com would make your dream become
true.
Teleflora, the name of the store, only appears once by
the end of this Ad. According to our text book, it is the right time to present
the link of the store. The beautiful young lady, Adriana Lima, attracted
audiences’ eye balls at the very beginning. People would get a very deep
impression of the link of the store later on for their attentions are all
caught by this lady.
Adriana Lima, the celebrity who endorses this brand,
is a world-known model. She is sexy and charming. We believe even girls were
attracted by her. She hasn’t endorsed many brands. According to her biography,
she only endorsed Victoria's Secret and Maybelline. This also made her
endorsement of Teleflora becomes valuable and effective.
In a whole, this Ad of Teleflora is perfectly designed
and placed at the right time. Their choice of celebrity is very careful and
wise. We like this Ad and believe it will bring a big rise of the selling of
their products during the period of the coming Valentine’s Day.
Here is the link of the Ad: http://www.youtube.com/watch?v=uWrJgFjxlS0
I was watching the Superbowl which include my two boys along with 6 other children. I think this commercial went over most of their heads, but it didn't seem appropriate for an event that millions of children will be watching. -MCarroll
ReplyDeleteI quite agree with you. This Ad is fit for grown-ups, not fit for kids. Kids like to imitate what the adults do. So I believe commercial designers should put this into consideration.
Delete--Xiaowen Wu
I have to admit, I'm curious to hear what your thoughts are on at least 30% of the other Superbowl commercials, because I would consider many of them more provocative or inappropriate for children than this one (the Sandman Kia commercial, the Beckham commercial, the M&M commercial? to name a few...) Historically, the Superbowl has featured some provocative ads (Go Daddy ads?) and many beer commercials.
DeleteFestivals are always big opportunities to promote your products, especially Valentine's Day.
ReplyDeleteAnd sexual commercials appear frequently this period, which shows an intimate clue to target market of those who want to cater their lovers. Just worried about what is the line that should
not be crossed.
Beilin Wu
I personally have a negative feeling about this commercial after watching it, because it me feel like the man who sent me flowers just wanted something about sex, rather than mutual communication and sharing happiness and sadness and exploring life together .I would do a totally different commercial if I was the Marketing Manager.
ReplyDeleteThrough years, we humans have showed emotions through flowers-love, hate, pain, friendship, sympathy and so much more. Valentine's day is the best date that men can express their deep feelings for the women they love, it’s not about sex but about your strong willingness to know more about this particular woman about her attitude towards life, values that she hold still, and personalities she possessed. However before that you need to express yours. And Flower is a perfect media. I would like to picture different scenes of different relations.
Scene 1: There a couple who have been married 50 years. He wanted to show his lover for her and want to thank her for love and the good memories that she gave him. In this case, He sent her FORGET-ME-NOT, meaning true love, hope, remembrance and memories. Viewers can be touched by this scene given the fact that winkles fill of their faces but love remains.
Scene 2: A men who’s shy in nature falls in love with a girl, but he doesn’t know how to say it, so he bought GRADENIA for her and she showed her sunny smile to him after receiving the flowers.
Wencai(Carol) Lu
Carol you did a good analysis. But there are one point I hole my opinions. The Scene you suggest is really sweet and may be used on other time. But for Super Bowl, remember that most of this game's audiences are young guys. They are passion and hot blooded. They need a scene can catch their eyes quickly. Maybe the scene you suggest is too slowly for them. So I think maybe "hot girl" is more suitable.
DeleteNBai
Add one points. Carol, I like your ideas about the commercial. However, I personally think that this kind of commercial will touch girls' heart deeply than guys. The ones actually buying these flowers are mostly men. And this Ad shows during the Super Bowl which makes the target audience definitly lean to male customers. Btw, I think this commercial is a lower budget one by presenting so directly.
DeleteI said that this commercial didn't resepect women and had sexual delusion. And your girls said I was a feminism.
Delete---Xiaowen Wu
I have to agree with Nan and Jiefei here. Carol, I think your proposed ads could be successful, but not as Superbowl commercials. The way the ad is packaged, is targeting men who need help with Valentine's Day gifts and I would say it is a safe assumption a lot of those males are watching the Superbowl.
DeleteSex is an important part of love, isn`t it? So nothing is wrong about it. I like your idea of scene 2. But the first scene, I would consider it is risky. Because if you put two people who have been married 50 years. Young people would think it is such an old fashion that they won`t go the website. Young people( below 35 years old) are the target customers in Valentine's Day business.
DeleteWow! I am so glad I got so many feedbacks on my comments and thank you for that. You all did good job on providing me with another perspective of Superbowel commercial.
DeleteI agree that male is maybe the majority of the audience and we’d better cater to their need. However, I have my concerns here: for one, since the football game is intense by nature and easily get people excited, plus many car commercials there for male, therefore I feel something missing, something soft, something romantic. Just like a piece of music, the melody has its beginning and highest part and ending, a commercial that present in a form more romantic and more slow can perfectly fit the whole picture. It’s just like we go to a garden full of trees and grass, but we know deep in our heart that without flowers, without completeness.
Wencai(Carol) Lu
yeah…the model in this ad is smoky hot.But this is all the impression i have on this ad, if anything else, her silk stockings…actually i had little impression on what this ad was about until i saw it again. The model's sexy figure had dwarf the theme of "buy our flower online" down.
ReplyDeleteShiyun Feng
topmarketers5
I agree that by using sex sell, Teleflora targeted its market to guys who want to give their girlfriends gifts on Valentine's Day. However, I also believe that Teleflora also targeted to female market. The super model is well-known because she is "the Angel" of famous lingerie brand Victoria Secret. Most of the women want to be sexy and attractive like her. By receiving Teleflora's gift, they may start feeling this way. So they may ask their boyfriends to purchase gifts from this website.
ReplyDeleteM.Wang (Mengting Wang)
There is a section in the book that talks about how when 'sex' is used to sell something the message is sometimes lost on the male consumer because he is so involved it the sexiness of the commercial. This commercial specifically reminds me of that. It only mentions 'flowers' in the end and the name 'Teleflora' could be lost easily on the unknowing consumer (flora vs. flower).
DeleteThis commercial successfully attracts audiences' eyes. But as my point, when I am watching this commercial, I focus too much on that hot girl, watching her putting on the stockings and making up herself. I even didn't notice the flower on the table during the commercial until at the end the commercial told me. So I just think this commercial focuses too much on such a hot girl. ---Chenlu Lou
ReplyDeleteAs the comments above, the commercial did target to the men markets who wanted to buy a gifts to their girlfriends. " The Valentine's is not so complicated!" told these men that it would be easy to make girlfriends happy if they bought a gift from teleflora. The sex woman was very attractive, not only to men but also to women. It reflected a message to the women that if they used teleflora's products, they would be as hot as the woman on the commercial. I think this commercial is very great, cause if i was a man, i would definitely think about to buy teleflora's products. And as a girl, i also have the eager to ask my boyfriend to buy teleflora to me as a gifts. However, i think the hot woman also let us pay too much attention to her, but not the brand" teleflora".
ReplyDeleteYisa Zhou
After watching this commercial, the first thing that came to my mind was not sex or something seductive. It depends on our maturity and what people think while watching this and the ad tells that when we give something, we will receive as well, and it can be friendship, love, affection or etc. It’s more of giving love to receive love, trust for trust. So it always depends on person who watches this.
ReplyDelete- S.Pothiraaj
In my personal opinion, I don't like this commerical. When I watch it, the only thing attracking my eyes is just the super hot girl. After finishing it, what left in my head is also the hot girl!! Forgive me...
ReplyDeleteI think there is no central point in this ad. I'm really not able to connect the hot girl with the Valentine's Day. Do other general girls not celebrate Valentine's Day?
Kuo Zhong
Personally, I do not like this commercial so much too, even I am also impressed by the super model. However, there is no doubt that this commerical is an effective one to deliver promotion message to its target customers--men.Just like Fan Bai said, for Super Bowl, most of the audiences are guys. They might be busying talking to their friends about the game during the commercial time. The super model will definitely call their attention back. For the Valentine's day part, guys always feels headache to pick a gift to their girls and sending flowers never gonna be a wrong choice. They will notice the promotion code after the Hot scene attracting their attentions back.
DeleteActually I do not think this ad is effective. For most audience, they will not pay much attention to the ads. When they see the hot girl and here the teaser music, they will think this is an ad about clothes or shoes by conditioned reflex. Then they would not interested to and concentrate their attention to appreciate this ad. Moreover, just like Kuo said before, for many audiences, they could only remember the hot girl! That is a terrible thing for advertiser.
DeleteKaiyu Xiong
Good analysis. I agree with your analysis about RIGHT PLACE, RIGHT TIME, RIGHT CELEBRITY. It is clear and catch the point. For Teleflora, all they need to do is catch people's eyes and let people know their web. Use this hot girl can let guys remember their commercial quickly and clearly.
ReplyDeleteNBai
I like your way of analyzing! Especially, you utilized the knowledge in our book to the analysis.
ReplyDeleteAnd you list the good sides of this commercial clearly, help us understand it deeper and clearer.
BTW, this is a good commercial, quite effective in conveying its idea to audiences. Impressive！
Bingying Chen
B Chen
Good choice! As what we learned in class, sexy ads can easily get noticed. During this year's super bowl commercial, many commercials choose to use beauty as an important element, such as the KIA, Go daddy and so on. Here the Teleflora.com commercial uses beauty thoroughly and directly. The performance of this commercial is very successful. I think the reason is as what was analyzed above,it caters the target market perfectly.-----L.Ge
ReplyDeleteThis ad's intention is extremely clear and to the point. It attracts the attention of its target audience very effectively and gets the message across with just a few simple words. I personally had no idea what it was advertising at first but once I did I found it to be very clever but borderline inappropriate.
ReplyDeleteC. Kelley
Yeah,at first I had no idea about what its product is. But when I see the address and coupon I searched teleflora online instantly. I think this kind of effect is quite essential for a unwellknown brand or company.
DeleteShixin Yu
As I girl I have to admite that I was attracted by this commerical . As the begining of the comerical, I was though it is commerical of high-heeled shoes or the dresses. At the end , I finnally figure out it iS website that man can order gift for ther girl friends. I think I will like the gifts my biy friend order form this website. Because the model in the commerical is so beautiful and sexy. I definately hope to be a girl like her.
ReplyDeleteNa Li
I agree with them that this commercial build a concept that if you want to buy some gifts for your girl friend, you should go to teleflore.com. They build a connection between the web and valentine's day. It is a concept marketing and really works.
ReplyDeleteRuicheng Xu
This comment has been removed by the author.
ReplyDeleteBased on the commercial itself, I think it is great. As a guy who always struggles with what should be sent to my girlfriend, this commercial is like a light. Besides its sexual information would attract guys to take a click on the website, I am also very glad I could find a decent website to order some nice presents to my girlfriends. I am not the only one, I believe a lot of guys have the same problems as me. Great commercial.
ReplyDeleteY Miao( Yongqiang Miao)
I love this one. It just hit the point directly. Hate it or love it, you remeber it. It is not like the chevy ones, have that kind of depth. But for a small, low awareness online flower retailer, this one is just fit.
ReplyDeleteJane (YUHAN HUA)
This comment has been removed by the author.
ReplyDeleteHa! Finding Lima in one more ad. No matters comments here or comments on Youtube about this ad, both affection and aversion could be found. From my point of view, this ad does a very good job in promotions, which is your selected topic. It provides coupon right after the ad. This is direct and effective. However, in a PR view, which is our selected topic, you could see that people have developed negative opinions about this ad, this model and even this company. Lima is one of the sexiest model of course. But the ad seems to be too sexy to attract all people's affection. However, I do believe it would boost its sales in Valentine's day as it reminds people a good choice as a gift.
ReplyDelete--Xiaoting Wang
WOW, I should say this flower company's idea is really clever and seduceable! It makes me imagine that by simply give out flowers, you can recieve a beautiful girl. This must be sex sale!
ReplyDeleteYAN LI