Wednesday, July 9, 2008
The Winning Choice
Smart Water, Men's Health, July/Aug. 2008, John Kroeger
Oakley, Spin Magazine, July 2000, Jonathan Villarrell
Omega, GQ Magazine, June 24, 2008, Marcus Hammonds
We chose this ad because we are football fans, and we like and admire Tom Brady. We associate Tom Brady with excellence and success in sports. He has shown outstanding leadership by leading his team to three Super Bowl victories; therefore, if Tom Brady drinks Smart Water, then, it must be the best. In this ad, Tom is adressing football players. He has a serious facial expression and is gesturing with his fists coming together which to us denotes strength. It suggests that Smart Water is affiliated with strength, a definite postive. Playing and winning the game is the objective. Tom Brady is a winner, and Smart Water must be part of his program.
We think this ad targets athletes, particularly young men. In addition, we believe that women who love Tom Brady will want Smart Water just because they want to emulate him. For those who can afford Smart Water, they will naturally add Smart Water to their shopping. For those who have a limited budget, they will put it higher on their priority list. This ad was published in a Men's Health magazine which insures that the audience was expanded beyond athletes, sports fans and feminine worshipers to those individuals focused on fitness.