Quiznos ran bizarre ads featuring "Spongmonkeys" to promote their toasted sandwiches in 2004. While the campaign created buzz by being unusual, it did not effectively communicate what made Quiznos food superior to Subway. Additionally, franchisees disliked the campaign and it failed to increase sales. Similarly, a 2006 PlayStation 3 ad depicted a creepy crying baby that immediately grabbed attention but did not explain PS3's features. It was controversial and did not boost sales. A 2012 DirectTV commercial also used a strange comedic storyline that ended with a man waking in a ditch, but did not actually promote DirectTV's benefits over cable. While humor can create buzz, these ads demonstrate that weirdness alone does not sell

2. Quiznos
Spongmonkeys
2004

3. Audience
Age range: 16 – 34 years old
Franchisees (most of them were over 35+)
Image source: Google images

4. Message
Quiznos is trying to show that they are better than their competitor, Subway.
However, the ad fails to show anything about the actual quality of their food
compared to Subway.
Quiznos mascot does not welcome customers
to eat in their restaurants.
People’s association – dirty restaurants and
potential hazards.
Image source: Google images

5. Quiznos ran ads featuring hideous, Spongmonkeys - rodent-like creatures
wearing hats (one a derby hat, the other a pirate hat) screeching off-tune songs
about toasted sub sandwiches.
• Catchy
• Arch
• Ironic
• “anti-advertising” approach
Considering the short time that campaign ran, that is a very effective demonstration
in the power of creating a BUZZ.

6. BUZZ
• The campaign had us talking about Quiznos BUT it did not have
us eating their food.
Sales went down
• The franchisees hated the campaign.
Image source: Google images

7. Quiznos has been widely criticized for its advertising.
Despite being widely talked about, the edgy advertising didn’t
gain footing against slick marketing campaigns from the likes of Subway.
Image source: Google images

8. How to improve the commercial?
Change the Spongmonkeys to more hygienic creatures or animals
(you can not go wrong with cute little animals).
Improve the graphics.

9. Play
Station 3
Baby
2006

10. Audience
Age range (normally 13 – 35 years old)
The commercial was aired during World Series and was
appealing with an adult audience.
It does not look like a commercial for a family console.
Probably a little to vague for an average consumer, but strange, creepy and puzzling.
Image source: Google images

11. Message
It is not about
Comparing
normal play emotion engine
Image source: Google images

12. BUZZ
• The campaign had us talking about PS3 and their demonic baby
• The TV commercial was yet very controversial
• Immediately catches the eye (if you are brave enough to watch the whole
commercial)
• Mainstream people will see PS3 and immediately be curious about the product
• The campaign did not help Sony to increase the sales.
Image source: Google images

13. Interesting information about the PS3
commercial:
“Basically, the baby represents (and looks a lot like) a
character in the movie that turns to a 'Star Child' . In the
movie, the Star Child represents the future of mankind
and some sort of mastery over the universe (did you see
the slogan "beyond" in the commercial?). So, in essence,
I think the message is that P3 represents the future and
mastery over all other games. The baby's emotions
might represent the emotions a player can expect to
experience while playing the P3...or might represent
multiple characters in the games. “
http://www.psu.com/forums/showthread.php/99848-Crying-Baby-Commercial-
Explained%C2%BF
Image source: Google images

14. How to improve the commercial?
Instead of demonic baby picture happy family together cheering
and playing PS3.

15. DirectTV
Roadside Ditch
2012

16. Audience
Age range 20– 65 years old
Working professionals
Students
Image source: Google images

17. Message
Commercial features a string of cause-and-effect relationships.
The causes and effects at the beginning of the commercial were pretty believable,
but rapidly begin to become more and more outrageous as the commercial moves.
At the end of the TV ad, what once was a frustrated cable customer has now
an eye patch and is shown waking up in a roadside ditch.
The storyboard is funny

18. Catchy and memorable
Sending a strong anti-cable message without
even mentioning Dish Network in a way that is
funny and friendly.
Makes me associate cable with roadside ditches.
It does not make me switch to DirectTV.
Image source: Google images

19. How to improve the commercial?
Talk more about the product you are selling – why is it so good?
Nobody would ever believe that bad thing might happen if you stay with
Cable TV.
Show what you are doing the best and what distinguish you from other
TV providers.

20. Lessons learnt:
HUMOR /
WEIRDNESS
Is not always a recipe for
advertising success
BUZZ
Buzz for buzz sake is not enough
PERCEPTION
OF A BRAND
Do not forget about
your brand and what
you are selling.

21. HUMOR + VALUE =
USEFULL
COMMERCIAL
TV COMMERCIALS
HUMOR ALONE =
ENTERTAINMENT, BUT
DOESN’T NECESSARILY
= SALES

22. Thank You