Is there such as thing as a local market for a global brand? Do local ads still exist thanks to YouTube? Should geography influence intent? Should the target viewers of an ad and their culture be the key consideration for intent?
While regional deltas in culture and other contextual considerations are imperatives for advertisers, all actions needs to support the brand’s promise which typically doesn’t vary by region or by the sporting season.
So the biggest challenge/conflict for the brand probably is that per Yum! Brands website, the parent company of KFC is they believe “Making progress in diversity is a business priority and the work of everyone in our system.” So while they have estensive processes and compliance requirements for their suppliers of foodstuffs, they may not have that level of review or scrutiny for ads. I’m thinking there is a new review process in the works at KFC/Yum! Brands and probably a new agency search underway, at least in Australia based on this cricket match commercial.
Going to be a little busy with SOBCon and work over then next 10 days or so, but wanted to highlight the most clever TV ad I’ve seen in a while – Audi’s Identity Theft commercial. The movie-esque one below is just plain good.
The things you miss thanks to Tivo. I rarely get to see commercials, so after surveying the content out there, I am clearly late, but I’m still going to post on it. Ok so here is my late report on Hyundai.
Who ever this product manager in the finance group is or the promo person or the group of coworkers who were drinking and had the courage to talk about it in the morning are quite possibly some of the smartest folks on the planet. Buy a new car without FEAR. Trust a car company. Buy a Hyundai, watch the commercial where they build on the previous warranty brand promise and now on a new one, your friend in hard times. Now go get some market share!
That ad didn’t convince you? How about this one?
These people need a bonus, even it it doesn’t work. At least they need a gift card to Chili’s.