Controversial Adverts

Dolce & Gabbana - Same-sex kissing? Guaranteed to draw objections. The ASA received 89 complaints about this TV ad which showed a brief kiss between two men. Complaints about its general suitability were not upheld although the regulator decided that it should not be shown around programmes aimed specifically at children.

Pot Noodle - A man meets mates in a bar, trying to conceal a large brass horn he has in his trousers. Cue numerous puns and sexual innuendo ending with the slogan: "Have you got the Pot Noodle horn?" Over 620 objectors refused to see the joke. Complainants said the ads were tasteless and offensive however the ASA decided that the commercial was fine for post-watershed broadcast.

Mazda - In these commercials, mannequins are aroused by a driving experience. The advert concludes with a voiceover saying: "The all new Mazda 5. Surprisingly stimulating". The ASA received 425 complaints from viewers who felt the ads were demeaning to women. However, the ASA said the ads humorously presented the absurd notion that an inanimate object could be turned on in the first place. The complaints were not upheld.

Crazy Frog - The ubiquitous Jamster ads drew 298 complaints in 2005 for a variety of reasons. The commercials were annoying, the frog's genitalia was visible and the adverts, which appealed directly to children, did not make it sufficiently clear that in buying a single ringtone, mobile users would be subscribing to a long-term contract. The ASA ordered that a post-9pm restriction be applied to the ads in future.

Fanta - Incurring the wrath of parents everywhere was this commercial showing a number of people drinking and then spitting out the soft drink. The ASA received 272 complaints from those concerned about the effect on children's manners. It agreed that some might copy the practice and a post-9pm restriction was applied to the adverts.

Famous Advertising Slogans

Heineken: 'Refreshes the parts other beers cannot reach' - For over 30 years, this was Heineken's main advertising slogan in the UK until the campaign ended in 2005. Memorable ads include the My Fair Lady spoof; after a sip of Heineken, a posh woman is transformed into a Cockney: "The wort-ah in Ma-jork-ah don't taste like wot it ort'ah!" Genius.

Orange: 'The future's bright. The future's Orange' - Advertising agency WCRS created the Orange slogan and its hugely successful advertising campaign. Put simply, this is the phrase that made a brand…

Smash: 'For mash, get Smash' - Simple but extremely funny, clever series of adverts for a particularly unappetising product. It featured Martians rolling around laughing at people on Earth going to so much trouble for mash instead of just using Smash. The iconic strapline followed at the end.

Nike: 'Just Do It' - Dan Wieden, co-founder of agency Wieden+Kennedy, coined the now-famous slogan for a 1988 Nike ad campaign. It continues to be Nike's primary strapline today.

Famous Advertising Slogans

Frosties: 'They're grrrrrrrreat!' - Tony the Tiger has been linked to this cereal since it was first introduced in America back in the 1950s. Since then, generations of kids have heard him on the TV adverts.

Milk Tray: 'And all because the lady loves Milk Tray' - The concept owed more than a nod or two to James Bond. The Milk Tray man leapt from a moving train, plunged from a speedboat, jumped from a helicopter etc - just to give his girlie chocolates. The ads and the slogan disappeared in 2003 (probably due to political correctness). The new line? 'Now with extra mmm and ahh!' It'll never catch on…

Carling: 'I bet he drinks Carling Black Label!' - Hugely popular from 1989 onwards, one of the most memorable in the series was a spoof of classic Brit war flick The Dam Busters. In the ad, a German guard turns goalkeeper and 'saves' each of the bombs. The classic punchline followed his amazing feat.

Coca Cola: 'The real thing' - Without a doubt, this is my favourite ever Coca Cola advert; it's also one of their best and most iconic. Launching the slogan the company would use throughout most of the 1970s, 1971's 'Hilltop' featured a multi-racial cast and a song which became known as I'd Like To Buy The World A Coke. Re-recorded by The New Seekers as I'd Like to Teach the World to Sing (in Perfect Harmony), it became a worldwide smash.

Controversial Adverts

Quorn - A young girl threatens her brother with a fork if he eats her Quorn: "Touch my food - feel my fork," she says. The ASA received 181 objections; complainants said the advert was irresponsible and condoned bullying but the watchdog disagreed. It felt the adverts were a light-hearted portrayal of family life and the complaints were not upheld.

Carphone Warehouse - Remember the ads purporting to offer their broadband service 'free forever'? The commercials drew 145 complaints from customers and competitors. At the time, John Petter, chief operating officer at BT Retail said: "A service costing more than £250 a year, with a £29.99 connection fee, a £120.00 annual rural surcharge [for those without access to a qualifying exchange] and premium rate helpdesk simply isn't free." The ASA agreed and judged the advert misleading.

Kellogg's - The ASA received 96 complaints about this Crunchy Nut ad featuring a man riding a dog. Objectors claimed it portrayed cruelty to animals. Kellogg's said the ad was clearly surreal and that no dog was actually ridden during filming. In addition, the advert was scheduled after the watershed and included an on-screen warning telling viewers not to try the stunt at home. The ASA agreed with Kellogg's and the complaints were not upheld.

French Connection - The ASA received 127 complaints about this advert; it featured two women exchanging kicks and punches, culminating in a kiss. Apparently, the idea was to symbolise the competition between fashion and style. The ASA decided that the fight was highly stylised and did not glamorise violence. They also said that the kiss was fine and as the advert was being shown after the watershed, the complaints were not upheld.

KFC - Believe it or not, this is currently the most complained about advert in UK TV history. It got 1,671 complaints and it doesn't have sex, violence or bad language. Hundreds of parents were annoyed at the depiction of workers singing with their mouths full of KFC in 2005. However, the ASA decided that the ad wouldn't undermine the teaching of good manners and the complaints were not upheld.

Famous Advertising Slogans

L'Oréal: 'Because you're worth it' - L’Oréal's famous advertising slogan was formerly 'Because I’m worth it'. It is currently 'You're worth it' and the list of celebrities pushing products includes Penelope Cruz, Andie MacDowell and Aishwarya Rai.

Mr Kipling: 'Exceedingly good cakes' - For well over 30 years, Mr Kipling's cakes, pies and baked goods have been branded with the slogan 'exceedingly good'. It's a campaign that has been 'exceedingly' successful.

Audi: 'Vorsprung durch Technik' - What does it mean? It's German for advancement through technology (or head start through technology…something like that). It has been used by the Audi marque since the 1970s.

Budweiser: 'Whassup!' - Just some guys hanging out, drinking a bud and saying 'whassup' to each other. A simple premise that spread like wildfire across the world; in the early noughties, everyone was saying 'whassup!' to each other (Thierry Henry even made it part of a goal celebration). It remains one of the most spoofed and referenced ads of recent times.

Controversial Adverts 2

Oasis - Intended for a long run, viewers were supposed to be deciding the fate of Cactus Kid and his girlfriend via a tie-in website. However, 32 complaints to the ASA in 2008 were enough to nix the campaign. The watchdog upheld objections that the ads condoned teenage sex and suggested Oasis, made by Coca-Cola Great Britain, was a substitute for water. Coca-Cola told the ASA that the campaign was removed from reality, used edgy humour aimed at its target audience and was not intended to be offensive.

Heinz Deli Mayo - This advert depicted 'mum' as a Robert De Niro-type character. As the brand fell foul of Ofcom's guidelines relating to products that are high in fat, salt and sugar, it had an 'ex-kids' restriction meaning that it couldn't be shown in or around children's programming. But that didn't stop around 200 complaints from viewers who deemed the smacker between the two men offensive and inappropriate. After less than a week on air, Heinz withdrew the ad in June 2008.

Trident Chewing Gum - In 2007, 519 complaints were received about this 'mastication for de nation' advert. Those who objected said the ad played on a negative stereotype. It featured a minstrel-like man speaking in a faux Caribbean accent. The ASA decided the adverts did not incite racial discrimination but acknowledged that some viewers had been unintentionally offended.

Department Of Health - The 'get unhooked' advert, aimed at getting people to quit smoking, was 2007's most complained about TV commercial. It prompted 774 complaints due to the fish hook pulled through the cheek of the smokers portrayed on screen. Those who complained said the adverts were offensive, frightening and distressing. The ASA upheld some of the complaints.

MFI - Families feel so at home in the stores that they start having arguments. That was the thinking behind these commercials for the now-defunct furniture giant; it drew 217 objections in 2007. The ASA upheld complaints about one of the adverts because it showed a woman slapping her husband across the face for leaving a toilet seat up. It did so on the basis that the slap could be seen as condoning violence.

Classic Ad Tags

Mars: 'A Mars a day helps you work, rest and play' - Hooray for the resurrection of Mars' classic advertising slogan after a 13-year absence. Mars first used the slogan in 1959.

Heinz Baked Beans: 'Beanz Meanz Heinz' - The Heinz line was created in a pub in 1967. The original jingle went: 'A million housewives every day, pick up a can of beans and say, Beanz Meanz Heinz.'

Guinness: 'Good things come to those who wait' - This tag was first used in 1998 for the Guinness commercial in which an aging sportsman swims to his brother's pub. However, it came into its own with the iconic 'Surfers' ad which has topped numerous 'Best Advert Ever' lists.

Kit Kat: 'Have a break. Have a Kit Kat' - For over fifty years, Kit Kat has been advertised on TV with this famous strapline. Memorable adverts include the 'Dancing Pandas' in 1987 featuring a hapless photographer's attempt to snap the animals in a zoo.

Hamlet: 'Happiness is a cigar called Hamlet' - An awkward or embarrassing situation. The music kicks in (Bach's Air on the G String). A match strikes and the audience hears the strapline. The slogan and the entire campaign was created in 1966 and ran for over 20 years.

Flake: 'The crumbliest, flakiest milk chocolate in the world' - The most innuendo-laden adverts in the world…probably. Launched in 1959, the Flake Girl ads remain one of the UK's most iconic; a gorgeous girl, a phallic-shaped chocolate - what's not to love? By the way, the new Flake Girl is singer Joss Stone.

Controversial TV Adverts

Complaints to Ofcom and/or the Advertising Standards Authority (ASA) about commercials perceived to be offensive shows no sign of slowing down. Consumers are not hesitating to voice their opinions.

Irrespective of how the advert is accessed (TV, radio, print, direct mail, posters, the Internet and increasingly, text messaging), there are standards and rules of compliance to follow.
The difficulty advertisers may face is getting their message across without offending too many people. A case in point is the latest anti-smoking advert for the Department of Health. It features a young girl saying she's not afraid of things children are traditionally frightened of (such as spiders, clowns, the school bully etc). Her greatest fear is that her mum, a smoker, will die.

Wanted - A TV advert for Angelina Jolie's film Wanted fell foul of the ASA for glamorising violence. The watchdog ruled that the advert gave the overall impression "that using guns was sexy and glamorous" and breached the Advertising Standards Code for television. Only one official complaint was received but Universal Pictures was told that the advert must not be broadcast again.

Xbox - In 2002, this advert for Microsoft's Xbox console drew complaints from viewers who found it "offensive, shocking and in bad taste". It starts with a woman giving birth to a baby boy who, in a surreal sequence, ages and eventually crashes into his own grave. The advert ends: "Life is short. Play more." Microsoft stated that the advert conveyed a "positive statement about life" but the complaints were upheld and the advert was banned.

NHS 'Scared - This campaign features a young girl saying she's not afraid of things children are traditionally frightened of (such as spiders, clowns, the school bully etc). Her greatest fear is that her mum, a smoker, will die. Concern that it might distress youngsters viewing without an adult to explain it to them has led to broadcast restrictions. The watchdog has ruled that it must not be shown before 7.30pm.

VW 'Fight' - An advert inspired by The Matrix can't be contentious, right? Wrong. Over 1,066 complaints were received for this commercial promoting the new Volkswagen Golf. An engineer has a series of vicious fights with sinister clones of himself and at the end, the strapline proclaims: "Sometimes the only one you have to beat is yourself..." Viewers objected to the level of violence, especially when children may be watching. The ASA agreed and ruled that it must only be shown after 9pm.

Renault Mégane - Back in 2006, four complaints were received about the Renault Mégane advert which showed various people wiggling their bottoms to Groove Armada's I See You Baby (Shakin' That Ass). Complainants said the phrase 'shakin' that ass' was unsuitable for daytime broadcast but their objection was dismissed. The ex-kids restriction was upheld, meaning that it could not be shown around programmes made specifically for children but could be shown at other times of the day.

the single message of BODI Bra

the single message development of BODI Bra:





At the first presentation, we decided to use "be the best of you".
As we wanted to deliver a message that BODI Bra can help girls being their best.
They can have more than what they think they had have.

However, it can't deliver the biggest selling point of BODI Bra (functionality)

Thus, at the second presentaton, we change the line into "more than just a bra"

it is straight forward and give a meaning that BODI Bra is not just a bra.

it can provide more than a normal bra should.

the logo refinement of BODI Bra

Since BODI Bra's origin is My Heart Lingerie,

we would like to show this connection between them visually.

My Heart Lingerie logo:

the original BODI Bra logo:

the developmant of a new logo:

Our new BODI Bra logo:

the background of BODI Bra

Here is the background of BODI Bra presented in a timeline.
My Heart Lingerie is rebranded to be BODI Bra,
and we are re-positioning BODI Bra as a young female shaping undergarment.

Good integrated marking campaign - red bull energy drink

Here is the power point that i intended to show in the lesson:



When talking about good integrated marketing campaign,
I think red bull energy drink has done an excellent job~




Its meaningful single message, "red bull gives you wings" is extremely well-known,
as it has very good tvc series, which has a very unforgettable, unique and coherent style,
to promote its brand. its print ads are very cool too.

Moreover, since red bull is targeting teenagers and young adults,
using animations in its tvc is a very smart move.
It can draw their attentions immediately and they will watch until the tvc ends,
as there is always a humor inside it.




It is easy to see some young girls giving the red bull sample on the street.
They are the red bull wings team.
They show up in specific locations where people need extra energy.
For example office lobbies concerts, sport games and school.
Red bull also decorates mini coopers as its promotional cars and drives the wings team around the street.

There is a project called "student brand manager ".
Red bull hires BBA students (part-timely) and asks them to promote its products in the university.
Students can then learn how to do business, host events and promote products during the project.
it is an alternative way for red bull to reach its target audience effectively.

Red bull also helps people to plan party and events.




Red bull knows its position well and has a really good strategy in sponsoring sport events.
It chooses those just need an instant energy to perform.
For example: x-game, formula one, stunt acts, surfing




It helps organizing music events too, like rock shows, music festivals,
as the performers and audience need that instant energy during the show.
Most of the people attend the shows are it target audience.
it is another effective way to approach them.




Red bull even organizes art events to show its diversity in supporting different kinds of event.
It is good for red bull to build up a brand image as an all-grounded brand for young adults,
not just supporting those stunt acts.
It can give red bull a really healthy and positive brand image.

Besides all the events, there are games in red bull website too.Some games red bull created can be sent to our friend's facebook, blog..etc,
which is inviting our friends to play it.
Through the sending and playing (the interaction between you and your friend),
the brand is promoted and to the right audience too.

Conclusion:
I do think red bull has a excellent promotion campaign.
It really studies the target audience well and tries all the ways to connect them.
It uses the technology very well too.
It does helps a lot in promoting its brand.
All in all, i think red bull's promotion is a great success.