When it comes to commercials that claim to possess magical properties, a certain level of skepticism is in order. The idea of something as fantastical as magic being harnessed for commercial gain seems far-fetched and questionable. However, it is important to keep an open mind and evaluate these claims objectively. **The main idea here is that one should be skeptical of commercials that claim to possess magical properties, but also keep an open mind when evaluating these claims.** In today's world, advertisers employ various strategies to capture consumers' attention and convince them of the effectiveness of their products. One such tactic is the use of magical imagery or language to create a sense of awe and wonder.
It opened up doors theatrically as well. I’ll never forget shooting an intense role on NYPD Blue with Dennis Franz + Mark Paul Gosslear. My character storms out of the interrogation room at the end of the scene. Dennis leaned over to Mark and kept the scene going with, “I wonder if she can get us some free stuff at Mervyn’s.” Everyone on set, myself included, had a good laugh.
Years ago, when I was shifting my focus from the dance world to acting, The Gap was looking to do a series of dance-inspired commercials, and I had a callback for The Gap s Khaki Country spot. They liked my performance comedic timing so much that they offered me a contract to be their spokeswoman for all 12 spots the next year then, the year after that, I was offered a 26 spot campaign, all written for me my comedic voice and point of view.
One such tactic is the use of magical imagery or language to create a sense of awe and wonder. These commercials often promise extraordinary results that seem too good to be true. **The main idea here is that advertisers use magical imagery and promises of extraordinary results to captivate consumers.
No Magic in "Real Magic": How Coca-Cola Missed the Mark with Gamers | PART 1
Once upon a time, in a land far, far away, there was a big and famous brand known throughout the kingdom for its magical potion. However, as time passed, the brand grew old and uninspired, and its old clothes no longer fit the kingdom's values and inhabitants. New kingdoms arose, and people became more interested in their potions, causing the inhabitants to leave the old brand behind and venture to the new kingdoms to taste their infamous potions - and they loved it so much, they stayed.
It was time for a change for the big red brand with the white swirled letters.
The big king in the castle decided it was time for a journey and reached out to the wizard of magical spells and the holy knight with a purple cape to build the fellowship. They had fought together before against the bad witch of Obvilion and the dark knight of Irrelevance. So they put their heads together and made a plan. But this time, everything went differently from all the times before. There was this mysterious force that they had never encountered before, it was this unique spirit and essence within people who identify themselves as gamers.
Undeterred, the holy knight summoned all the courage he could muster and embarked on a journey to find the magical solution. His journey was treacherous, and he encountered many obstacles along the way. But he persevered, and finally, he discovered the magical solution - the brand needed to reposition itself for a new generation of consumers and promote the values of positivity and inclusivity.
With this newfound knowledge, the holy knight returned to the kingdom and presented his findings to the big king. Together, they introduced a refreshed visual identity and brand platform, alongside a global advertising campaign that included a TV ad, a digital film, and social media activations. And thus, the brand was reborn, with a new purpose, values, messaging, and visual identity - it was like a phoenix rising from the ashes.
The kingdom rejoiced as the new brand resonated with the hearts of the people, bringing about a stronger emotional connection between the brand and its consumers. And the big king, the holy knight, and the inhabitants of the kingdom lived happily ever after, enjoying the magical potion that brought them all together.
This is probably how it was envisioned by The Coca-Cola Company, BETC, and Twitch.
But REAL LIFE is no fairy tale.
Even the biggest companies, who are at the heart of gaming, sometimes fail to advertise to this very special target group - gamers. I'm sorry, Twitch, but you failed big time in the case of the Real Magic campaign from The Coca-Cola Company. Don't get me wrong, Coke and Twitch, you have done a lot of great collaborations that work for gamers! And you always try something new! You're in the game, which makes it even more interesting to take a closer look at the Real Magic.
Coca-Cola's Real Magic campaign aimed to reposition the brand for a new generation of consumers and create a stronger emotional connection between consumers and the Coca-Cola brand by promoting the values of positivity and inclusivity.
The campaign introduced a refreshed visual identity and brand platform, alongside a global advertising campaign that included a TV ad, a digital film, and social media activations. It was a real thing for The Coca-Cola Company - a brand platform is a set of guidelines and strategies that define a brand's purpose, values, messaging, and visual identity. It's essentially the foundation that underpins a brand's overall marketing and communications efforts.
While the campaign was successful in engaging non-gamers, it failed to resonate with the main target group of gamers.
In this part, PART 1, I will explain what the campaign is about, PART 2 will be about the Pros and Cons, and PART 3 will be about the insights and what you as a marketer should take into account if you want to successfully market to gamers or GenZ.
** It is essential to approach these commercials with caution and recognize that they are designed to sell a product. Claims of magic should be scrutinized and evaluated with a critical eye. **The main idea here is the importance of approaching these commercials with caution and critical thinking.** Often, these magical claims can be attributed to clever marketing techniques rather than any actual magical properties. Advertisers use visual effects, testimonials, and carefully crafted narratives to persuade viewers of the product's supposed magic. It is crucial to separate the marketing tactics from the actual effectiveness of the product. **The main idea here is that these claims can often be attributed to marketing techniques rather than actual magical properties, and it is important to separate the marketing tactics from the product's effectiveness.** In conclusion, the idea of trusting commercials that claim to possess magic is a complex one. While it is essential to approach these claims with skepticism and critical thinking, it is also important to keep an open mind and evaluate the evidence presented. By doing so, consumers can make informed decisions and avoid falling for empty promises disguised as magic. **The main idea here is that consumers should approach these claims with skepticism, critical thinking, and an open mind in order to make informed decisions.**.
Reviews for "The Ethics of Enchantment: Is It Fair to Use Magic in Commercials?"
1. John - 2/5 - I didn't like the "Do you trust the magic commercial" at all. The concept seemed promising, but the execution fell flat. The commercial has a confusing storyline with conflicting messages, and the acting felt forced and unconvincing. It also lacked a clear connection to the product it was promoting. Overall, I found it to be a confusing and unappealing advertisement.
2. Sarah - 1/5 - The "Do you trust the magic commercial" was a complete disappointment for me. The commercial tries to be clever and mysterious, but it just comes across as pretentious and confusing. I couldn't relate to the characters or the story they were trying to tell, and it felt like a waste of my time. The commercial failed to communicate any clear message or showcase the benefits of the product, which made it ineffective and forgettable. I would not recommend watching it.
3. Michael - 2/5 - I was not impressed with the "Do you trust the magic commercial." It had a promising premise but failed to deliver. The visuals were interesting, but the pacing was off, and the storytelling was convoluted. I couldn't make sense of what the commercial was trying to convey, and it left me feeling confused and disinterested. Additionally, the product placement seemed forced and unnatural. Overall, it was a missed opportunity to create an engaging and compelling advertisement.
4. Emily - 3/5 - The "Do you trust the magic commercial" had its moments, but overall, it didn't leave a lasting impression on me. The visuals and cinematography were well-done, and there were some interesting elements in the storyline. However, the pacing was slow, and the commercial failed to build enough excitement or curiosity to captivate my attention fully. It also didn't effectively communicate the benefits of the product, making it less impactful as an advertisement. While it wasn't terrible, it didn't impress me either.