Tuesday, March 23, 2010
Mr Oatman - Havrefras ad is one of those ads that stand-out
When I look at brand communication I try not to value its relative entertainment factor. Instead I want to value it's ability to reach those communication objectives that have been set in the first place. And, when entertainment is an important objective - then surely entertainment factor should also be measured. When reading some of the Swedish magazines that comment on ads and communication entertainment factor get a too high score from my point of view. This week I enjoy the Havrefras ad with Mr Oatman. Havrefras is a Swedish cereal brand owned by Quaker Oats. The Mr Oatman ad is running pretty frequently on Swedish television at the moment. It would be interesting to see sales figures of Havrefras during the last few weeks. Surely, they must have risen! I love the new ads ability to create stand-out on the TV, surely brand/product awareness must have risen like mad. And I also think that the creation of Mr Oatman was a clever move for a rather functional brand. In his rather dumb 'silliness' he embodies the emotive links that the brand owners want us to connect to Havrefras as a brand. And the environment in which Mr Oatman acts is also so full of energy and vitality. I want to eat more Havrefras! Another powerful fact is the song. It's power to get stuck in mind is just brilliant!