Not all commercials are equal. We can tell when some commercials have more impact than others. However, what happens after your advertisement campaign becomes a success? Success is not something that lasts forever. Songs that are number one don’t stay number one forever. Superbowl commercials were a hot topic a few weeks ago, but now, you rarely hear people talking about them. As human beings, we are often looking out for new things and tend to get bored of the old. The problem is, how to you make people hyped up over the old again? Good thing creativity never stops. Most people have either seen or heard about their highly successful Old Spice “smell like a man” commercials. To expand on the success of that campaign, P & G merged two products into one commercial.
Similar to Céline Grootes‘ post about Blackberry’s advertisement with a “Blackberry” destroying (an) “Apple,” the old spice man interrupts a Bounce commercial resulting in both products being advertised in the same commercial. Except in this commercial, the spokesperson for each product is complimenting each other. Personally, it seemed like a highly desperate attempt to add life back to an aging marketing campaign. An advertisement for a laundry product does not seem exciting at all. They usually involves someone narrating the features of the product and how well it integrates into their everyday lives. However, in this commercial, P & G decides to intrigue the audience by adding a humorous spin. It is not easy to come up with new ideas to top the success of the original Old Spice commercial.
References:
http://www.theglobeandmail.com/report-on-business/industry-news/marketing/adhocracy/we-interrupt-this-ad-to-bring-you-another-ad/article2363316/
In response to your last point, I agree that P&G does a great job engaging consumers for what would be an otherwise low involvement product, detergent!