Creative Brief Template- Joe Boxer Ad

The Ad....
One of my favorite commercials is from a store that could be described as a "loser" in the competitive market. This commercial was aired during the Christmas season about 2 years ago and featured Vaughn Lowery. The commercial is set in a modern looking living room, with a silver tree adorned with shiny blue ornaments. The commercial begins with a closeup of a shiny silver box, wrapped with a blue bow. The bow then begins to untie. An attractive, muscular black male is smiling and dancing wildly wearing nothing but the silver box around his waist. He then rips off the box to reveal red and white "Santa looking" boxers and continues to dance. The ad then reads "Get More Boxer Spread More Cheer" "Joe Boxer" "Only at KMart".
The following is a link to the Joe Boxer Ad:
http://www.youtube.com/watch?v=L6NDXYrzioA

Background...
The program was most likely to attract women and gay males shopping for their partners. The success of this program would be measured with an increase in sales of Joe Boxer.

Audience....
Young women (18-35) Young Gay Men (18-35) most likely unmarried, but in relationships. In talking to this audience the goal is to change the perception of KMart. This is probably why KMart is not mentioned until the end of the ad. The goal is to show that KMart can be sexy and fun. Preconceptions include a bad perception of KMart, a familiarity with Joe Boxer for quality merchandise, a familiarity with the model used. Things to avoid when talking to this audience would be family-oriented or nostalgic Christmas scenes. This cohort is looking to have a good time and give a fun present. The secondary audience is men, who are looking at the model and perhaps wishing they too could look like that in JoeBoxer underwear.

Objectives...
KMart is trying to generate awareness that they carry the well known JoeBoxer brand and increase sales revenue with a younger demographic.

The Message....
KMart is young, sexy, and fun, with a bit of a wild side! This commercial proves this because it is a little more risque than traditional Christmas commercials featuring ties and underwear for your Dad.

The Medium...
TV is a great way to reach this audience. This audience probably would respond well to Internet ads or print ads in bars or clubs. This audience probably does not read a daily newspaper but most likely reads style magazines, so that would be another great way to advertise.

Anything Else...
A special circumstance is the barrier of having to destroy preconceived negative connotations associated with KMart.

The Deadline....
This commercial is encouraging people to shop for Christmas so for maximum effectiveness it would need to begin to air no later than Thanksgiving.

Effective Outdoor Advertising

Many Americans, including myself, hold the belief that advertising does not affect them. Many will argue that they do not even notice the billions of dollars companies spend to secure them as consumers. It is for this reason that I found a billboard advertising billboard space effective and appealing. This particular outdoor advertising campaign featured a white billboard with large black lettering. The billboard read "Think you don't read billboards?-You just did". This was effective because the company is telling the consumer that everyone reads billboards, even if they may think otherwise. Someone might be more apt to consider advertising on a billboard because this campaign has essentially proven billboards as an effective technique to reach consumers. I think irony is a very successful billboard tool. I enjoyed the campaigns for housing that read "If you lived here you'd be home". This campaign identifies with consumers who are commuting and wishing that they were home, which encompasses pretty much everyone!

Another tool that I find effective in outdoor advertising is repetition. A great example of repetition is the campaign that South of The Border "theme park" does from Raleigh to Myrtle Beach. The South of The Border campaign begins maybe an hour outside of Raleigh and continues for about 3 hours toward Myrtle Beach. The Billboards for South of The Border are colorful, intriguing, and appear seemingly every quarter mile. The billboards are so obnoxious that you cannot help but notice them. By the time you reach South of The Border, the billboards have established a feeling that it has somehow become your destination and you MUST go. South of The Border is run-down and hardly the destination it claims to be, but it still manages to attract thousands all through a crafty billboard campaign.