Amp Energy Drink - Renewable Energy
AMP Energy Drink Advertisement Review
In advertisements nowadays, there are seemingly infinite routes one can take to convey their messages in an attempt to sell a product. The genres of commercials are endless. Companies take comedic approaches (whether they be physical or mental comedy), action-themed approaches featuring highly famous actors, or even dramatic approaches to attempt to draw in their targeted audience and build a positive reputation for what it is they are selling. Often, however, it is the product itself that decides what type of approach the advertisements will take.
Amp Energy, an energy drink created by PepsiCo, is an energy drink with the effects of coffee but the taste of a soda. Initially released in 2001 to attempt and compete with Red Bull, another energy drink brand, it has currently taken a strong place in the market, becoming the official sponsor of many Nascar racers, WEC Cage-fighting, and Midway Video Gaming tournaments (Amp Culture) . What had once started as a simple product to "battle it out" with Red Bull has soon become a very powerful drink, featuring many different flavors and even a list of can sizes to choose from. But how did this product become so successful? Just looking at the can itself can give you part of the reason.
The can is designed so that it gives off a "badass" feel. From the flame above the huge impact font, to the faded dark colors on the can, the can is designed to look powerful. With this in mind, it becomes obvious that the target crowd for this energy drink is men. As of 2006, there are 31.6 million male energy drink consumers as opposed to the 15 million female consumers (Mintel and Simmons 4). Because of the huge difference in numbers, it is understandable why energy drink companies would target males, specifically older teens to adults because of the assumption that they are generally more active than older adults in their late 40's. The design of the can is made so that you look "tough" while drinking it or even just holding it. They do not offer any cans with light or "girly" colors such as: pink, baby blue, plain's green, or anything that is not dark. It is this target audience that regulates how the company also designs its commercials and what type of approach they will take in order to win over the other men that are not already drinking.
The commercials that do the best, will know when it is and how they need to show their advertisements on the air. Arguably, if you are trying to lure many older teen to adult men into a trap, it would be best to do so during the Super Bowl. In 2010, the Saint's / Colt's Super Bowl netted over 106 million viewers, smashing the previous owner, "M.A.S.H", with the impressive thing being that it only beat last years by 11 million (Flint, pars. 1-4) . What does this mean? That literally one-third of the entire US population watched the Super Bowl this year. This is the time where companies are looking to show as many commercials as possible, and secure as many 2.7 million thirty second spots on the air as they can. But with so much competition, how are companies able to stand out from the crowd? This is where the decision on what genre of commercial will be aired.
Comedies tend to try and capture a moment with the audience that either makes them laugh or freaks them out. An Amps commercial starring Michael Bower (Donkeylips from Nickelodeon's "Salute your Shorts" ) has a combination of both. The beginning of the commercial begins rather normal. An angry looking truck driver (Michael Bower) steps out of the truck, slams the door, and puts two clamps onto another car's front engine. But almost immediately, the commercial takes an insane turn. The shirt of the truck driver is lifted up above his chest, and the other ends of the clamps are attached to his nipples by his own doings. Then, he starts dancing along to some pop music. The camera pans in and out as he flails his arms and legs, popping his hips and his elbows out to the rhythm of the music. Then, the music stops and the driver of the initial car that he clamped the other end of the cords to looks up at him. He signals for her to turn her key via hand motions of turning the key to start the car, and she starts to do so. Bower looks out into the distance and takes a sip of his Amp Energy Drink. Suddenly, he is dancing even harder and faster than he had before. A spark of electricity is heard from the car and suddenly the car is starting again, and the engine is repaired. He unclamps the clampers and smoke rises from his nipples. Then, the can's slogan and image appears: "Amp 'yourself'."
The approach is almost too comedic, but in many ways, it does everything right. First, it grabs the audience's attention by having a man perform a very painful act of clamping metal clamps to his own nipples. Secondly, it provides an unexpected image of an obese man with clamps on his nipples dancing. Lastly, there is dance provoking music in the background as the viewer takes in all of the previous exposures to this weird commercial. Overall, the commercial is very appealing to "guy" senses in that it is very funny but "cool" at the same time. Here is an actor that starred in a children's show for Nickelodeon dancing with his upper body exposed as he starts a car with his nipples. The comedy is very straightforward and childish in a sense, but all in all, it will at least gain a smirk from people that lean more towards the disgusted side.
Slogans play a very important role in advertising, but in this particular commercial, it sticks around just long enough for the viewer to understand it and get what they're trying to say, and then realize how good of a slogan it really is. The last shot of the commercial features a can of Amp with the words: "Amp 'yourself'." In the context of the commercial, it makes perfect sense. If it were not for the energy drink, how would Michael Bower be able to start a car with his nipples? The drink provided so much energy to his body, it was as if an electrical current was flowing through him, providing him the energy of a car on the other end of the jumper cable, giving him enough energy to jumpstart another car and continue dancing in style at the same time. The slogan is straight to the point, giving the viewer a reason to purchase the product.
Although there is much that the commercial did right in selling itself, there is a little that the commercial did wrong. Michael Bower is a very funny man to use for the part. However, it is doubtful that many people know or even remember who he is. Perhaps using big name celebrities like Zach Galifianakis (The Hangover) or even Chris Farley's ghost (SNL) would have been a better option for the funny aspect of the commercial because people know them, and they are both extremely credible in the comedy industry. Also, some audio cues other than the music and the car sounds would have been better because there are people who tend to pick up on things better through audio. There did not need to be a full scripted movie or anything, but instead maybe have the woman scream: "Help me!" to set the scene a bit more and have Bower not only seem like an awesome auto-care man, but a super hero to a damsel in distress. And instead of having him motion for her to start the car with his hands, have him say: "Start it up babe" as he tilts his head up towards her and keeps a serious look in his eyes. This would give him a more macho feel as well, appealing more to men everywhere. Advertisements need to be solid in every aspect in order to fully capture the attention of its audience.
The ability to entertain the viewers whilst at the same time providing a visual representation of the drink's power is strong in many ways. Also, the inclusion of the company's logo at the end of the commercial, rather than the beginning, is well placed, as it gives the viewer something to think about as the commercial ends, rather than at something to remember from the beginning. Only through carful analysis is one able to tell the amount of attention to detail put into every single commercial out there. Everything must be fine tuned, and appeal to all of the audience's senses for it to be a convincing commercial and do what it is all companies plan to do with them; sell the product.
"Amp Culture." AMP. Web. 11 Nov. 2010. .
Flint, Joe. "Saints' Super Bowl Win Nips 'MASH' Finale for Most-watched Show Ever | Company Town | Los Angeles Times." Top of the Ticket | Sarah Palin Book Tour 2.0: Focus on Middle America Including, Hmm, Iowa and South Carolina | Los Angeles Times. 8 Feb. 2010. Web. 11 Nov. 2010. .
"WEC and AMP Energy Allow Fans to Determine Location of December's WEC 53 Event | MMAjunkie.com." UFC Blog for UFC News, UFC Rumors, Fighter Interviews and Event Previews/recaps | MMAjunkie.com. MMA Junkie, 2 June 2010. Web. 11 Nov. 2010. .Version:1.0 StartHTML:0000000167 EndHTML:0000000640 StartFragment:0000000457 EndFragment:0000000624
Simmons. Energy Drink Market Research. By Mintel. 1-3. Print.By h0m3r0w - I'm just a guy that loves to write, draw, sing, scream, well, anything creative that you can think of. Currently a student at Northern Illinois University. Writing is just so addicting, so I may as well do i...
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