The Apprentice Blog

February 09, 2005

Critical Success Factors in creating a commercial

In the 4th episode the teams are tasked with creating a "mini movie ad campaign" for Dove's Cool Moisture Cucumber & Green Tea Body Wash

In the last 2 seasons the ad campaign tasks working with Donnny Deutsch have been for Marquis Jet and the NYPD. Both times there was a push for "sex sells" - for Protégé it worked out, though it raised a couple of eyebrows, Apex completely ignored the suggestion to use sex and that worked out too.

The critical success factors in these two tasks were:

Season 1. Talk to your client

Season 2. Know and talk to your audience.

So the question is...

What are the critical success factors in creating a successful and compelling mini-movie ad campaign (aka commerical) for body wash?

Online Poll Using WebSurveyor

Posted by John in Episode 04 - Soap Dopes, So the Question Is Polls, Business Lessons, Television | Permalink

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Comments

The first two are obvious. But, staying consistent to branding is important in my mind. The egregious sex used to sell "Dove" of all things violates brand trust. Dove has never been and never will be suggestive or overtly sexy. Dove is "gentle", "clean", "soft" -- any edge on that message is crass and will fail.

Posted by: jimbo | February 10, 2005 at 12:28 AM

Know your audience! OUCH, it was ugly. I think Networth could have come closer to a decent commercial and Magna' could show up on the SPICE channel.

But they didnt know their product nor their market. But Kristen's lack of leadership - her lone-wolf (I,I,I) style was her undoing... and she was the correct candidate to be fired.

stephen
http://apprenticeviews.blogdrive.com

Posted by: stephen | February 10, 2005 at 10:03 PM

Anybody else find it funny that the real Dove commercial showed a woman putting slices of cucumber over her eyes?

Posted by: C-Dogg | February 10, 2005 at 10:10 PM

These two groups for this season of the Apprentice are a huge disappointment. They have no class, their language is so unprofessional and so are their attitudes. If I was running an organization not even as sofiscated as the Trump Org., I don't think I could take a chance on any of these candidates. They are really, really BAD!

Posted by: Diane Costello | February 10, 2005 at 10:16 PM

No not funny, people actually use veggies over eyes to exfoliate, but I personnaly thought of about 4 or 5 commercials that would have been 150% better than either of those two bombs!!

Posted by: dinora | February 10, 2005 at 10:19 PM

It was too bad neither team created a good commerical for the Dove product. Perhaps, they didn't understand the concept of what a body wash is to do. I thought both team leaders should have been fired.
Dannie

Posted by: Danne McClees | February 10, 2005 at 10:20 PM

Should have used the soap to wash out their mouthes...

Posted by: | February 10, 2005 at 10:26 PM

I make the mistake of believing that the people behind the scenes of big business are close to gods, creative geniuses against whom ordinary mortals cannot be measured. The talents portrayed in The Apprentice are often, well... always depressingly Human. This isn't meant to be insulting in any way, but I while I live in my blissful ignorance I convince myself I haven't the chops to do such things, and when I watch I consistently feel these are things at which I would be extremely proficient. Actually I really haven't much patience for the foibles and histrionics often in the episodes, and tend to suspect it is a purposeful establishment of a 'noir' in an effort to create exactly such a feeling. What the heck, though, sign me up. A season on television can't be that bad a place to play! I had a fantastic idea for that Dove body wash commercial, too... Pity...

(Yeah, I posted this in the wrong place before...)

Posted by: Ben | February 10, 2005 at 10:28 PM

This episode showed why most businesspeople make terrible artists.

On both teams, the loudest ideas won out. Both ideas won the biggest belly laughs in the meeting but had nothing to do with making a great commercial.

This is because they started off with everyone in the room shouting out ideas. In the professional world, yes there are pitch sessions, but everyone involved first takes time to themselves to think about their ideas beforehand.

The only person with any artistic talent (and this is a reach) was Danny. But you know where he went last episode..

Both teams thought they had to make a 30 second narrative. Yes, many commercials are made this way, but if they had only looked at successful ads for other moisturizers.. hardly any have a narrative. Most lotion and bath products use montages to emphasize a feeling. You want the product to make you feel good. (Or as Dove wanted it, "refreshed").

I loved this episode because it showed that artistic skills matter in the business world.

- They didn't review previous Dove commercials.
- They didn't (apparently) have scripts.

Posted by: thisisper | February 10, 2005 at 10:44 PM

Have these "apprentices" never heard of Dove soap? Dove - like the symbol of peace - purity, cleanliness. My great-grandmother used Dove soap for heaven's sake! To produce these crass, ignorant commercials was an insult to the company. Donny Deutsch and Donald Trump were entirely too forgiving. The REAL commercial for the new product is very appealing - I loved Miss Piggy! Dove's Cool Moisture Body Wash is on my shopping list.

Posted by: Nancy | February 10, 2005 at 10:46 PM

I liked Magna's commercial at first BUT it didn't fit into Dove's brand. Both teams just dove (no pun intended) into their work without stopping to find out if that's what Deutsch/Dove wanted. Last year's candidates would have at least done that.

Posted by: A guy in GA | February 10, 2005 at 11:04 PM

Diana: I second what you say! You hit the nail on the bull's head!

Apprentice 3 candidates are a bunch of morons, who have no skill, no class, and lack any finesse.
They are crass, gross, unintelligent, superficial, and complete ideats.

They are all real dorks, with the exception of, may be, a few of them.

----Posted by: Diane Costello------
These two groups for this season of the Apprentice are a huge disappointment. They have no class, their language is so unprofessional and so are their attitudes. If I was running an organization not even as sofiscated as the Trump Org., I don't think I could take a chance on any of these candidates. They are really, really BAD!
----Posted by: Diane Costello------

Posted by: Diana: I second what you say! | February 10, 2005 at 11:33 PM

To me, the basic principle in Advertising 101 is to first know your product and the company's core values. Granted, both Apprentice groups are under a tight deadline therefore eliminating a lot of time for all parties to mull over various directions to pursue.

Since they are not professionals in the advertising business, it is understood their spots may not have the polish of those coming from Deutsch himself. However, in this episode, both groups failed in delivering the basic principle in advertising. Since both teams essentially lost the challenge, one person from each team should have been fired.

Posted by: Steve | February 11, 2005 at 10:45 AM

The Apprentice has become nothing more than one big Super-Sized commercial. What was a clever idea and seemed sincere in the first season has melted down into the pathetic, transparent, manipulation that we see today.

Rumors have been spreading here in NYC that very little is reality on this show and last night proved that to be true for me. I'm convinced that alomst everything is made-up by the production team and the participants are required to act "it" out. I can't watch anymore fake.

A grade-school student would have known better than to use a cucumber/gay themed concept for a national soap product, especially Dove, which may be as old as Ivory. Given the strange use of the word "moral" in this display of pure fantasy, I'm now convinced that everything with the Apprentice is fake, fake, fake. I now despise the audience manipulation and, therefore, will not watch this show again.

Posted by: David | February 11, 2005 at 11:27 AM

Lessons of the Apprentice (apprenticeviews.blogdrive.com)

I struggled last night to identify the lesson for this episode. An obvious one is to know thy client and the client's marketplace. Thank you to the "thisisper", who left a comment on my board. This person hit the problem dead-on and confirm my lesson of the apprentice for this week:

"Both teams thought they had to make a 30 second narrative. Yes, many commercials are made this way, but if they had only looked at successful ads for other moisturizers, hardly any have a narrative. Most lotion and bath products use montages to emphasize a feeling. You want the product to make you feel good. (Or as Dove wanted it, "refreshed"). "

Both teams approached this problem much like college kids. If having fun was the key, Magna succeeded (NetWorth and Kristen did not). But this was not the point. What was lacking was organization and (I have said this time & time again) the acknowledgement that they are not experts - therefore seek out experts. Why didn't anyone reach out to speak with the Dove executives, or at least with Deutch' team.

The rest of my lessons on http://apprenticeviews.blogdrive.com

stephen

Posted by: stephen | February 11, 2005 at 11:44 AM

Right--they had many excellent resources available to them and refused to use them. Just going to the Dove website would have given them a better feeling for the company's vibe ("What is real beauty?"). But if you can't even tell the difference between a face soap and a body wash, what do you expect?

Posted by: BB Dunnem | February 11, 2005 at 04:10 PM

I wonder why it escapes the attention of those vying for the job of the apprentice that Mr. Trump, Caroline, and George all have class and are not at all amused by crass. They demonstrate respect in their interactions with all those that they associate with. Mr. Trump's team is a well oiled machine...so what's with the profanity, back biting, and selfishness exhibited by the wannabees? How could any of them fit into the Trump organization? Perhaps Mr. Trump should have a telemarketer call future applicants to find out the true nature of the individuals that are applying and then have the potential finalists work as telemarketers for a day to see how they handle the pressure of rude, aggressive, demanding, and profane people. I think that a screening such as that would have automatically eliminated most of the applicants that have been on the show.

Posted by: Janet Walgren | February 11, 2005 at 07:46 PM

That music that Networth used in their Dove commerical was extremely obnoxious (among other negative things!) It was like fingernails screeching across a blackboard! I watched this episode 3 times and each time that I heard that awful music it was like Chinese Water Torture!

Posted by: Chris | February 12, 2005 at 12:48 AM

Does anyone know the website where one can see both of those horrid commercials in their entirety?

Posted by: Dee | February 12, 2005 at 11:41 AM

The commercials can be seen at apprentice.tv.yahoo.com in their entirety. You also can see Dove's commercial for the product at www.dove.com/apprentice.

Posted by: Jeff | February 14, 2005 at 09:10 PM

frist to say i love the apprentice. but this season is a disapointment. The candidates all they do is argue with eachother. They need to grow up on stop acting like a child. they should remember that this is a job interview. On not a sleep over.

Posted by: rose | March 22, 2005 at 10:26 AM

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The Apprentice Blog - Season 3

Everyone's an armchair MBA with The Apprentice. What will get them the job? Learning or leadership? Book smarts or street smarts? Business savvy, short skirts or skills?

What's Happening With Donald