The hilariously funny Superbowl 2012 commercials are rated here! But I’m harsh in my opinions, because I rate them as to how well they will sell product.
The first commercial I’m going to rate is the “Chevy Happy Grad” commercial, a film by Zach Borst, which chronicles the hilarious moment when a young man receives the best graduation gift ever –or does he?
First, watch the commercial:
Will this Commercial Sell Cars?
The answer in my opinion is “No.”
This commercial falls directly into the “funny trap” that I talk about in the book Emotional Copywriting Revealed. It seems that the purpose is to gain notoriety just by being funny. That’s it. How do we know? Because we see a yellow car in the commercial, and we know it is from Chevy. But what model is it? I’m clueless about that.
This commercial is full of mistakes:
Major Mistake #1 – Who is the customer?
The commercial is woefully inept on this account. They don’t have a clue as to what kind of customer would be buying this yellow car.
But I’ll give you a hint – it is the male with the Warrior personality. That should be the person that they should be selling to. But that is not the owner of the car at the end of the commercial, is it?
The guy that drives off, is a bald fat guy. From the looks of him, I’d say he was of the Logistical personality. Logisticals don’t normally buy sports cars, so what people will assume is that he was trying to make up for his “small manhood.” Really, isn’t that what people say when they see an old guy driving a sporty car?
The question you have to ask is how many Warriors (the potential car buyer) will want to be associated with the bald fat guy? I can’t think of any.
OK. Lets assume that the potential market for the car was the young graduate shown in this commercial. Would you want to be associated with him? What kind of person is he that you’d like to associate youself with?
Just graduated from school. Probably high school, because his parents got him a refrigerator for his college dorm room. If his parents got him a refrigerator for him as a college graduation gift, then what does that say about the kid? He must have got a degree in something so lame, that he has no chances of ever getting a job.
- The kid is clueless – For starters, he has no peripheral vision. He can’t see the big red bow tied to the refrigerator his dad is standing next to. And why the heck is the refrigerator standing out in the lawn? Wouldn’t it be more realistic to have it sitting in the house or in the garage? The apple doesn’t fall too far from the tree, does it?
If you were a Warrior personality type, would you want to be associated with this geeky kid? Nope.
The law of association is killing this commercial. I wouldn’t want to be associated with either the kid or the bald fat guy.
Major Mistake #2 – What emotion is being induced by the commercial?
I think the producer is trying to say the emotion of surprise. And you certainly get that feeling by watching the face of the kid. For him, it then changes to happiness, which is abundantly apparent.
I think what they are trying to assume, is that it will be the happiest day of your life when you buy this car.
I can buy that message. So I’ll give them a bonus for that.
But there is another powerful emotion that is coming through loud and clear here. Can you guess which one it is?
It is “embarrassment.”
The parents, and everyone of us that is watching this commercial is embarrassed by the ineptitude of the screaming student. He is so pathetic, that the parents are telling the neighbors that the kid is out of his mind.
I really feel for the parents. I can only imagine the constant embarrassment they must feel about raising such a bone-headed kid. This is probably the 999,999 stupid thing he’s done in the last year alone.
This would have been a great commercial if it ended by being about some remedial tutoring service. It would have been the cure to the problem of having a stupid child like the one shown here.
This commercial is killing the sales of Chevy products. It is funny, but painful to watch. It is no wonder that they had to take a bailout from the federal government.
If you want to see a good Chevy commercial, one that makes you want to buy one of their cars, I think this one from the 2011 Superbowl was much better:
If you want to know why it was better, get a copy of my 99-cent kindle book: “Emotional Copywriting Revealed.” I dissect it there, and show you how it hits all the right emotions in the customer it is targeted at.