Ads that were so bad they were good
BY FELICIA GUTHRIE
Have you ever watched a movie that was so bad it was good? You know, those movies like Showgirls (1995), Batman & Robin (1997), and The Room (2003). Well, sometimes ads can also be so bad that they’re good.
Let’s take a look at a couple ads that were so bad, they were actually good – and of course, what we can learn from them.
DORITOS DINAMITA COMMERCIAL – PAN FLUTE
Imagine you’re sitting in on a campaign pitch, and someone tells you this idea for a commercial: A guy in a fringe vest plays Snow’s Informer on a pan flute made of Doritos Dinamita while in front of a very obvious green screen featuring nature scenes. In all honestly, you may think it sounds a little silly – even stupid. Despite the silliness of it, the commercial, created by agency BBDO Toronto, was well received by their Gen Z target. Someone even loved it so much they created a video looping it for 1 hour. It felt less like an ad and more like a fun music cover and, to be honest, sometimes videos with a little absurdity are well loved on the internet. Just think of all those memes and videos that go viral – they’re often a little silly!
This commercial was a great example of knowing your audience habits and their likes and dislikes and using those insights to create something that they would respond to. It also shows you that you can think outside of the box and not take yourself so seriously all the time. We’ve said it before, don’t be afraid to have some fun with your marketing!
OATLY’S 2021 SUPER BOWL AD
This next commercial, which aired during the 2021 Super Bowl, is in a very similar vein to the first one because it’s kind of weird and really leans into using music. A lot of the top Super Bowl ads have guest spots from massive celebrities, have huge production budgets, they often tell a story, and maybe they make us laugh or cry. This ad, well, it’s a bit different.
The Oatly Super Bowl ad starred the brand’s CEO, Toni Petersson, singing about the plant-based oat milk in a field of Oats. And it’s not the best singing. That being said, this is one of those things we’re pretty sure are supposed to be kind of bad and a little bit unexpected.
Much like the first example, you might watch the first time and think, “What the heck did I just watch?” Then the more you think about it and the more you watch it, the more you come to appreciate and even LIKE it.
This Oatly ad was talked about all over Twitter as users debated if it was good or bad and expressed whether they loved or hated it. Some even had the tune stuck in their head. Either way, whether you love it or hate it, it was memorable and it got people talking and that’s exactly what you want when you invest in a Super Bowl ad.
… And you know what, I may or may not have Googled, “Is Oatly available in Canada?” after watching the commercial…
So, what do you think? Do you love these ads? Do you hate them?
If you have any doubt that either were well liked, just take a peek at the comments on each video!
KEY TAKEAWAYS
Now that we’ve watched each ad, let’s recap a few key takeaways:
Don’t be afraid to take risks because risks can often pay off.
Have fun with your marketing – People love seeing a bit of brand personality!
Know your target audience – the people who get it, will probably get it! By the way, this is a key tip for EVERY aspect of your brand and marketing.
Can you think of any ads that were bad but that you actually enjoyed? We’d love to know, tell us in the comments!