Alpha and the Bear

Hat-tip to David Keen who has pointed out to us all the new Alpha promo.

Nick Baines thinks it’s a bit silly and confusing (and he might have a point), but let’s stop and ask ourselves what advertising is all about. Is it just telling people the details about the product? For example, what about this famous offering?

Ask yourself this question – in the past minute how much have I learnt about the technical specifications of the Clio? Answer – not a sausage. Now ask yourself whether you remembered that advertising campaign, and that if someone had said to you “Papa, Nicole” you would instantly have thought of cars (even if you couldn’t remember the make or model). And what have Vic and Bob got to do with the internal combustion engine and the chasis in which it sits? Not a lot really, but this was one of the most successful of the Clio ads because the comedians were at the height of their fame and the audience recognition and positive association was maxed out.

So that’s how to view the Bear Grylls advert – it’s not about telling people the ins and outs of Alpha, it’s about brand recognition and celebrity association. Does it work in that regard? What do you think?

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