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Real Life, Real Results

We asked our youth community about the coolest advertising that has captured their attention recently and what the most important elements are in connecting with people their age.

There were many responses but all centered around four common themes:

1. A running theme or constant spokesperson is a great way of promoting a product
One respondent cited the Snapple lady as a real attention-getter. "I really love how she reads people's letters about Snapple and then makes their Snapple dreams come true." In the most recent ad, Snapple sends a guy to India to meet the people who grow the tea leaves (http://www.adcritic.com/content/snapple-young-guy-from-oregon.html).

Other popular ads cited were the famous Molson 'I am Canadian' ads, Labatt's "shopping carts out of the blue' and of course Bud's 'Wazzup' ads.

A good example of a running theme is the endless supply of Gap commercials done in the big flashy Broadway musical style (http://www.adcritic.com/content/gap-khaki-cool.html). "The new holiday commercials, especially the 'decorate yourself' ad creates a young, weightless and fun feeling." Respondents weren't always sure they liked these Gap sequels, but the songs and people get stuck in your head and you remember them.

2. Have famous people endorse the product
According to our responses, commercials with famous people, whether they are sports stars, rock stars, movie stars, etc., almost can't go wrong. "If you get Run DMC to rap about your product a lot of people are going to listen, or at least remember it in the future. I guess that has something to do with our general obsession with fame, but whatever it is, it works and I don't think that it will ever get old."

3. Make 'em laugh
If you can make people laugh, or at least smile, you're on to something. "Recently this advertisement made me smile and then giggle a little (http://www.adcritic.com/content/aiwa-another-one-bites-the-dust.html). It's made by AIWA, a company that makes stereo equipment that I had personally never heard of, but after seeing this commercial I remembered them."

4. Make an impact
According to our community, the most effective commercials make an impact and affect you emotionally by making you happy, scared or even upset. A couple of respondents cited the 'Anti-smoking' ads with real stories about victims of cancer allegedly caused by cigarettes, told by the victim or their family. "The images and stories are very moving." The commercials have an effect on both smokers and non-smokers. Smoking is an issue that is very relevant for young people as most smokers begin smoking in their teens. "These commercials work because they are not cheesy and it is not a lecture about why one should not smoke, they're just simple, direct and true the qualities needed for a good ad."

The best alternative media promo one respondent noticed recently was the Guess Jeans "peepholes" on the Yonge and Dundas construction boards outside The Eaton Centre in Toronto. It's a white plastic circle attached to the wall, with "Guess" printed on it, and "peephole" printed below that, with a little peephole in the middle. There is an ad in the peephole - like looking into a kaleidoscope. "It's just really cute and piques your curiosity."
In terms of movie previews, the sequel to Silence of the Lambs was named as an effective commercial that had a huge impact without using music or a single scene from the movie. The marketers sparked fear in viewers by using the words "Don't approach the glass, don't tell him anything, but most of all don't let him in your mind."

Many respondents regularly check out new ads on AdCritic.com. "I like going there to see the newest ads and the top ten and sometimes I'll search out others." This comment reveals the changing nature of advertising. Advertising is officially becoming entertainment. The Internet is creating its rebirth and kids are all over it!

Youth have a lot of opinions about advertising, what's good and what's not. Our recommendation is to be edgy, inject humor and if you are trying to be hip and young, make sure it's authentic.