Graeme Newell

Best Television Ads: What Beer Can Teach Us About The Male Ego

Current trends in marketing show that beer ads are testosterone-steeped little bits of comic joy. They are always and advertising favorite. In this presentation, emotional marketing expert, Graeme Newell, reveals some of the hidden emotional motivators behind some of the world’s best television ads, involving beer.

Graeme uses some of the best advertising campaigns from Bud Light and Logitech to show how they build male egos. Beer stopped being about the beverage a couple decades ago. This is clearly shown in the Bud Light commercial that involves greeting cards. The core emotional driver of that advertisement is that men don’t want to me controlled by their wives. Bud Light hopes that men will then make this connection with their products when positioning a brand of beer. This makes men feel powerful and puts Bud Light is a great position because they are matching the emotions customers feel about themselves. Logitech is another company that went about this approach. Current marketing trends show that a product feature is going to need to demonstrate an incredible connection with an audience. Logitech created a commercial advertising their computer cameras. However, they never strayed from the feeling of staying touch with family throughout the entire commercial. This comes in handy for Logitech when positioning a brand. Basically, what Graeme is trying to say is that company’s need to put the corporate agenda aside, match the life of customers, and show them how they can be seen in a particular product.

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