when it's an energy drink tv commercial, you know what to expect to see. the category name says it all. but not this tv spot for bacchus energy drink. there are a few things about it that are unexpected and they all work well together!
the positioning is the first unexpected twist for this energy drink. it went beyond brawn, it took in brains - "not just physical energy but also mental energy". it didn't make too much of a sale on it, but the story in the commercial gave it a good enough spin. energy is obviously a generic benefit to the category and being single minded on that makes bacchus just one of all the rest of the energy drinks. smart move number 1.
the target market of young professionals and in call centers is smart move number 2. the BPO industry is a large one and it's where you can find the largest number of young professionals. working the night shift is the thing you do when you work in call centers and that makes energy drinks a most appealing product. next to coffee, energy drinks are probably the second most consumed drink in the call center industry.
these young professionals will also find appeal in the mental aspect of the positioning. most of them are college graduates and will appreciate the ad's recognition that it also takes brains to do well in a call center job.
IT people however will probably laugh at the ad, as the supervisor's copy lines did not make sense. the lines mentioned unrelated topics and did not sound technical enough or mentally difficult enough. they should have consulted an IT professional to help them write those copy lines.
you get the humor and you appreciate it, smart move no. 3. the humor is there not just for relief but used to demonstrate key aspects of the positioning.
it also works very well because of the excellent casting, the main talent in the ad was a perfect choice - his looks were exactly what we expected. the acting was superb - real looking and not at all overly done. over-doing it is a great temptation in a storyboard like this. that means the director did an excellent job.
this bacchus tv spot is an energy boost - an excellent cocktail of brawn, brains and humor that works very well.
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