Starbucks is known for serving expensive coffee and having a ridiculous 23,187 locations nationwide. They don’t do a lot of advertising at this point, but they just released a series of interesting commercials. The spots have a unique message that will surely gain attention. All of the ads show a conversation through text messages on the screen while playing audio of the same conversation being held in person. The in person conversation includes a lot more information and emotion thanks to the sound of each person’s voice. The tagline at the end of the commercial really seals the message up.
The phrase that Starbucks uses to frame the new ads is “sometimes the best way to connect is to get together.” They are showing how the text message conversations don’t have nearly the same importance of a face-to-face conversation. In a world where we are constantly using technology, this is a good way to show the benefits of real interaction rather than digital interaction. Starbucks is trying to convince consumers that a great way to have a real, in person conversation is over a cup of coffee in a cozy Starbucks Café. This is not the first advertisement to use “anti-technology” tactics to promote a brand.
This ad features the famous Muppets getting a family off of the couch and away from their technological devices to go see the world in their new Toyota Highlander. It’s a very creative way to market a car. Most advertisements boast about all of the luxurious technologies that new cars have. The Highlander ad decides to position itself as a car that you use to go have adventures. They spurn technology in favor of non-digital experiences. The tag “lets go places” confirms the position Toyota is giving to the Highlander. Both of these commercials emphasize getting out and interacting with the world rather than using phones or computers to experience everything. It will be interesting to see if more companies follow suit. I would be surprised to see more of these advertisements, as most people may feel insulted by the suggestion that we are using our devices to often. Still, it’s a creative idea and a good way to get attention for a commercial.
References: “Old Faithful – 2014 Toyota Highlander TV Commercial 2014 Ft The Muppets.” YouTube. YouTube, n.d. Web. 24 Sept. 2014. .
“Kick.” YouTube. YouTube, n.d. Web. 24 Sept. 2014. .