Cheez-It Funny Ad: Focus Group Goes Crazy

Cheez-It‘s latest commercial, “What Have You Done,” takes a unique approach by recreating a marketing focus group experiment. This 30-second ad spotlights the product’s thinness, crispiness, and cheesiness and delves into a concept familiar to marketers yet potentially novel to the general public. This creative angle offers an intriguing blend of industry insight and consumer appeal wrapped in a layer of engaging humor.

Pros:

1. Innovative Approach: Using a focus group experiment as the setting is a clever twist, providing a behind-the-scenes glimpse of product marketing, which can be both informative and entertaining for viewers.
2. Strong Product Highlight: Despite the unique setting, the ad doesn’t lose sight of its goal – emphasizing Cheez-It Snap’d’s key attributes like its irresistible taste and texture.
3. Humor as a Universal Language: The humorous execution of the concept, especially the exaggeration of running out of cheese, makes the ad more accessible and enjoyable, even for those unfamiliar with marketing jargon.

Cons:

1. Potential Confusion: The concept of a focus group experiment might not be immediately clear to all viewers, leading to possible confusion about the ad’s message.
2. Insider Language: The ad’s reliance on marketing-specific scenarios may resonate more with industry professionals than the general snack-buying public.
3. Narrow Audience Reach: This approach, while creative, might not have the universal appeal of more straightforward, product-centric commercials.

Ratings (Out of 100):

• Memorable: 78 – The unique setting makes it memorable for some, but the concept may not resonate with all viewers.
• Effective: 75 – It effectively highlights the product’s features, though the marketing experiment theme might overshadow this for some viewers.
• Style: 80 – The ad’s innovative and humorous style could be perceived as niche-focused.
• Heart/Humor: 82 – The humor is well-executed, appealing to those who understand the setting.
• Execution: 77 – Good execution of a unique concept, but potentially limited in its broader appeal due to its specialized nature.

Conclusion

The Cheez-It Snap’d commercial “What Have You Done 30” takes a risk by stepping outside the traditional advertising playbook with its focus group experiment theme. It’s a refreshing and humorous take, albeit one that may require a bit more industry knowledge to fully appreciate. This ad serves as a fascinating case study in balancing industry-specific humor with broad consumer appeal, standing in contrast to brands like Pringles that focus more on the user experience.