Week 5 EOC: Superbowl Commercials

http://youtu.be/SKL254Y_jtc

The commercial, which was shot in 2011 and aired between the Superbowl; starts out with panning around the city of Detroit. It is an ad for the new Chrysler 200. They start off the ad by asking a question, "What does this city know about luxury? What has a town that has been to Hell and back, know about the finer things in life?" Then it starts by showing off all of the features of the car. The commercial also targets hard working people who have worked on the car. "An effective ad is driven by the underlying concept" says our text book. The underlying concept is that even though you don't think Detroit would be able to produce a luxurious vehicle, they did it anyway with the Chrysler. 

"Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation." The ad looked into exactly what their consumer wants and needs all in one car, and advertises that through the commercial. They show certain features because they know that's exactly what people want to see; the cool features and luxurious interior. They also made famed rapper, Eminem star in the commercial; it only makes sense since he is from Detroit, so the car ad is basically saying anyone can have luxury, despite of where you are from or what you do or don't have. 

"Fully understanding the strategy and the competition before conceptual design is critical." This is saying that you need to know your game plan before actually attempting it. You also need to know who you're competitors are and need to be fully aware of what they're doing as well.