Most of the time advertising is looked at for the messaging and design. But matching the characters and the environment in the spot to the target audience is one of the most important aspects to a successful spot. This is something the Ultimate Account Guy looks at a lot. When this aspect is off, it leads to a feeling of something missing. It’s a nice finishing touch to complete the painting.
The Bisquick Shake n’Pour spot is a great example of matching the casting and set design to the target audience. They resisted the urge to go with the gourmet kitchen with the six burner stove and stainless steel appliances that is so prevalent in many of the foreclosed houses these days. They resisted the urge to go with the primped and polished mom. You know the one I’m talking about. The one that wakes up with perfect hair and make up fully done.
They selected an actress that if you saw walking down the street, would look like any other mom. She’s the happy, dutiful mom that is excited to be able to give her children a breakfast they’ll love and doesn’t have to worry about messing her Prada shoes.
The kitchen design is even better. This product is not going to be used by a lower income family because it costs a little more than the other mix. This product will not be used by a wealthy family because they do not make name brand pancakes from a plastic bottle. Who is going to use this product? Middle America. And that is exactly who this kitchen is patterned after. The classic white sink, white counter tops and white stove reeks of flowing plains of Kansas, or the rolling hills of North Carolina.
All in all, I think this is a great spot. It’s not going to win any awards. But it does what advertising is supposed to do. It makes the consumer aware of the product and its benefits and it does a great job of it.
What do you think? Is this a good spot? Does matching the casting and environment to the target audience matter?
-The Ultimate Account Guy