Agency:Creative Artists Agency's CAA Marketing
广告商:
创新艺人经纪公司(Creative Artists Agency)旗下CAA营销(CAA Marketing)
Pitch: An animated two-minute film showed a farmer switching to more environmentally friendly farming practices, eschewing the factory farm, as Willie Nelson crooned in the background. The ad, which ran during the Grammys, was the first national TV commercial for the fast-food chain.
创意:
在这部两分钟的动画电影中,一位农民转向使用更为环保的农场养殖方法,拒绝把农场办成工厂。背景音则是美国乡村歌手威利·纳尔逊(Willie Nelson)的浅吟低唱。在格莱美奖(Grammys)颁奖期间播出的这则广告是这家快餐连锁企业在全美播出的第一个电视广告。
Feedback: The ad hit a sweet spot with consumers, who are increasingly interested in the origins of their food. The video was viewed seven million times on YouTube, and CAA said that the buzz contributed to a 23% increase in revenue during the first half of 2012. People have dressed up in costumes that look like characters in the spot.
反馈:
这则广告可以说正中消费者下怀,因为消费者对食品来源的兴趣越来越大。该视频在YouTube上播放了700万次。CAA说,广告引发的正面反响导致该公司2012上半年收入增加了23%。人们甚至还穿上了同广告中人物类似的服装。
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