You can see it here.
Now Snapple has got healthy green tea, tasty black tea, real sugar. What's our slogan?
Good stuff for bettering…stuff.
Guys! The best stuff on earth just got…better.
Good stuff, Greg.
I'm ok with it.
It is a brainstorm gone terribly wrong. People are so pressed to be innovative, they will say just about anything. Bester stuff? Stuffy stuff?
But the genius of this ad turns, I think, on the performance of the woman who delivers "good stuff for bettering…stuff." This is not the winning ticket in this particular lottery, but that's ok. She's dating the guy who delivered the winner.
A couple of things to note here:
What sells this ad is a fine, anthropological attention to detail. This is what happens in brain storms these days, especially now that America is addicted to continual creativity. What sells the ad is an exquisite care in crafting little social performances. The way people deliver these lines, and especially the way the woman flashes her eyes and nods her head for the last line. These flash past us, but we are (or at least I am) grateful recipients of this mastery of the art of observation as delivered then by this mastery of the art of advertising.
But what's odd is that these details have almost nothing to do with the brand or the message in this ad.
Which leads me to wonder if some ads are perhaps a two step process:
Step 1: the cocreational peg
This is the content within that makes us love the ad, and look forward to seeing it again, and talk about it to our friends, and write blog posts about it (like this one). This is the content that inspires us to engage in the cocreational activity with which we welcome and embrace the ads we care about. This is the content that makes us fans and champions. Let's call this the Jenkinsian content, after the discoverer of the value created by the impassioned fan, Henry Jenkins.
Step 2: the rest of the ad
Then there is the rest of the ad which is about building the brand, trumpeting the proposition (better stuff) and making meanings for both. This is conventional meaning manufacture. This is the old work of advertising. Indeed, it is the only thing we used to do in the creation of ads.
Now that ads leave the agency half done, as it were, now that they depend upon the cocreational activity of the consumer, Step One matters more and more. And now that Step One matters more, the agency and the client want a new and delicate eye for cultural content.
McCracken, Grant. 2005. Culture And Consumption II: Markets, Meaning, And Brand Management. Indiana University Press.
McCracken, Grant. 2009. Ads that live, ads that die. This Blog Sits at the Intersection of Anthropology and Economics. February 23. here.
(for more on the use of nonverbal behavior in selling an ad.)
I can't find the exact details for the creative team responsible for this very fine ad. But here's the team who did another ad in the campaign. (Happy to correct this list, if someone would kindly supply the correct information.)
Agency: Deutsch, Los Angeles
President/Chief Creative Officer: Eric Hirshberg
SVP, Group Creative Director: Chris Ribeiro
Copywriter: Ryan Scott
Art Director: Ryan Hitzel
SVP, Director of Integrated Production: Tom Dunlap
VP, Executive Producer: Victoria Guenier
Appeal for info:
If anyone knows the name of the actors in the ad, please let me know.
Why is it still so hard to get access to a clean copy of the spot and the names of the creative team. If anyone has a solution here, I would love to here it. (No sites only accessible by subscription, please. I want readers of this blog to be able to go there.)