Unilever TV Advert Analysis

"The enemy of art is the absence of limitations" - Alfred Hitchcock

The television advertisement I have decided to focus on is the Unilever product of Ben and Jerry's ice cream. The advert was first created in 2016, and aired all around Europe. The animated advert has clearly been designed to highlight a new product the company has created, that of the new 'Wich range that focuses on making new ice cream sandwiches out of their previously popular ice cream flavours such as 'Cookie Dough' as seen in the advertisement.

Ben and Jerry's target audience varies massively, from young people to older people who are young at heart. We would say that the primary demographic for this specific product may be aimed at younger people. The fun lighthearted nature of the animated dancing cow is usually geared towards younger target audiences, who are likely to find the advert fun, therefore getting the advert the exposure it needs. The secondary demographic would be probably middle aged people, possibly parents of young children. This is because they are more likely to be actually buying the product (albeit for someone else) so it highlights key information that the buyer may want to know.

Because of the vast target audience the company have set out to reach, we can argue that the primary psychographic of this advert is 'Aspirers'. Aspirers are usually materialistic people, focused on their self-image and the latest fashions. They are usually youthful people whose brand choice reflect their self values. They seek status, so will usually go for the higher brands. With Ben and Jerry's being a mainstream brand, they are the most likely to go for that choice. The secondary psychographic would be defined as the 'Succeeders'. Succeeders are people with strong, confident work ethics. They are confident and have high aims. Their brand choice is based on self-reward and prestige. They usually only focus on the best brands. Therefore making Ben and Jerry's the obvious choice, rather than opposing brands such as 'Haagen Dazs' or 'Dreyer's'

According to the Broadcast Audience Research Board, around the time the advert was released (29th Feb 2016) the most watched channel on TV was BBC1.  Because of how prolific Ben and Jerry's is, it is likely they were able to advertise in peak times, therefore gaining major exposure to 40000+ people in a week. Because of the product the advert is portraying - this being of course, ice cream. - it is more likely that this advert was posted around tea time programming, so around channels such as 'The Chase' on ITV, or any other teatime entertainment shows, as people are more likely settling down for their evening meal, so this advert tempts them with the thought of a new nice dessert.

Viewing Figures for 29/02/16 - 06/03/16

Average "tea time TV"

To attain the humorous side of the advert with a dancing cow, the marketers decided to create an animated advert. This allows them more freedom to create comedy/draw people in as with certain ability, they can animate things that might not be possible to do in real life, such as get a dancing cow. It is a stand-alone advert, which means it doesn't follow a series of any kind. However, we can argue that some sort of mini-series can form, there is no continuous narrative, yet the same animation style, characters and music is used for each advert, therefore linking them all, without telling a specific story. They focus their efforts on the different varieties of products, rather than the character of the cow/narrative that could be told.

Cinnamon Buns Advert with Cow Mascot

'Core' Advert with Cow Mascot

The advert creates its own dilemma, and states that they want to make Ben & Jerry's 'Cookie Dough' even "Cookier". Their solution is to obviously create the new 'Wich range. By creating its own dilemma, it therefore created its own solution to a problem. There is also humour involved, as the narration over the soundtrack states they're also introducing "This little son of a- 'Wich" playing on adult humour and contorting a swear word which maybe younger audiences wouldn't understand, hence why the secondary demographic would be middle aged/older people.

The messaging is extremely overt, as the product is clearly advertised, with constant branding on the logo, and a sign at the end of the advert drops down with the Ben & Jerry's logo, therefore giving off the clear message that they want you to try their new product.

Product Placement

AIDA is an acronym commonly used in marketing to describe the stages of purchase of a product, so initially getting a reaction from the consumer, to when the consumer makes the executive decision to buy or try the product. AIDA stands for:
A- Attract ATTENTION
I- Arouse INTEREST
D- Stimulate DESIRE
A- Promote ACTION
To first gain the consumer's attention, the advert needs to be visually loud and appealing. Ben & Jerry's is successful at this, particularly the bright colours. The instant zoom in at the beginning of the advert into a shallow depth of field fence shows just how innovative the camera work is. Suddenly the cow mascot pops up into frame and invited the audience into the field by flinging open the fence. This makes the consumer feel welcomed into the advert, and intrigues them into what the 'mascot' is so excited to show them, therefore also arousing interest.

Advert beginning

"At Ben & Jerry's, we're always looking for ways to top YOUR favourite flavours" This blatant attempt at twisting the audiences opinions, with the use of commanding language like "Your Flavours". This therefore stimulates desire, as it convinces the consumer that the product is their favourite, and they must try the new addition, as Ben & Jerry's insinuates it is 'better' than what the consumer is used to.

The advert states how the product is 'completely new', this therefore promotes action as it makes the consumer believe they will be one of the first to try this new 'amazing product'. One way it also promotes action is through the use of the 'Fairtrade Logo' constantly in the background of the shot. Fairtrade is when fair prices are paid to the producers, and companies are able to provide workers with a stable income that can improve their lives. Fairtrade aims to benefit small-scale farmers and workers through trade – this helps them to maintain their livelihoods and reach their potential. Knowing that buying this product will help people like small scale farmers, people believe it is their duty to buy it.

Fairtrade Logo

The advert starts with "At Ben & Jerry's, we're always looking for ways to top YOUR favourite flavours". This tells us that their new product being advertised is automatically (in the company's view) better than what they already have. by "making it even 'cookier', with so many chunks & Fairtrade ingredients, we’re pretty much out of room!" The advert overplays how good the product is for things like Fairtrade ingredients, whereas competition like Haagen Dazs doesn't. Ben and Jerry's being a major product in society, uses its popularity to focus on how people see it, the animated style, the focus on fairtrade. If you showed a picture of the animated cow to somebody, it would be guaranteed recognised by that person. The brand is just that popular, and thrives on this.