I’ve noticed an increasing trend in a couple of new campaigns lately. Well, maybe it is nothing more than a coincidence, but it seems at least a couple of advertisers have caught on to this formula:
New and improved product makes old product irrelevant. Old product is sad. Cheesy 80’s love ballad plays while old product struggles to find it’s worth.
Both Swiffer Wetjet and Knorr Sidekicks have used this very similar concept. Trend? Or coincidence?
Swiffer Wetjet Cleans Better
Agency: The Kaplan Thaler Group
80’s love song: Baby Come Back – Player (Actually 1977)
25% Less Sodium, Not Everyone’s Happy About It
Client: Knorr Sidekicks
Agency: DDB Toronto
80’s love song: How am I Supposed to Live Without You – Michael Bolton
Very similar, if not identical concept. Your old mop and salt shaker are no longer needed with the new Swiffer WetJet and sodium reduced Sidekicks. But they’re not going to go quietly. They’re going to sulk it out as the comedic soundtrack of bad love ballads plays behind them. But alas, it’s too late. They’ve been replaced.
However, both campaigns seem to work. Anyone I’ve spoken to seems to love both ads. Is it the humanizing of inferior products that makes these campaigns so funny? Or is it their bad taste in music?
Either way, I think this is nothing more than a coincidence. Two agencies that came to use a very similar but effective approach. Let’s see if anyone else jumps on to the love ballad train. What do you think?