Exhibit 9-18 This Star-Kist commercial mixes an animated character with real people.

Some advertisers have begun using Roger Rabbit-style ads that mix animation with real people. Nike has used this technique to develop several creative, entertaining commercials. One featured Michael Jordan and Bugs Bunny trouncing a foursome of bullies on the basketball court and was the inspiration for the movie Space Jam. The agency for Star-Kist tuna also used this technique when the H. J. Heinz Company recently brought its animated Charlie the Tuna character out of retirement to appear in commercials for the brand. While the old "Sorry Charlie" commercials portrayed Charlie as not being good enough for Star-Kist, the new ads used him in a different way, such as giving a courtroom address arguing that not all tunas are created equal and asking for jurors to judge for themselves (Exhibit 9-18).

Exhibit 9-18 This Star-Kist commercial mixes an animated character with real people.

Personality Symbol Another type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. This character can be a person, like Mr. Whipple, who asked shoppers, "Please don't squeeze the Charmin," or the Maytag repairman, who sits anxiously by the phone but is never needed because the company's appliances are so reliable.

Personality figures can also be built around animated characters and animals. As discussed in Chapter 5, visual image personalities (VIPs) such as Morris the Cat and Tony the Tiger have been used for decades to promote 9-Lives cat food and Kellogg's Frosted Flakes, respectively. Recently, commercials featuring the AFLAC duck have made him a popular personality symbol and mascot for the insurance company and have helped build awareness and interest. The humorous spots show the quirky duck in all sorts of odd places—lounging in a sauna, conking his head on the ice at a skating rink, and fighting for the attention of a couple on a roller coaster—as he desperately tries to raise a flap about the supplemental insurance provider (Exhibit 9-19).

Anheuser-Busch created popular personality symbols in the talking lizards, Frank and Louie, who appeared in ads for Budweiser beer for five years. However, the company had to deal with complaints from some consumer groups who argue that the animated characters were popular among children and might encourage underage drinking. The company strongly denied that it was using the characters to target minors and argued that the ads did not have any effect on children or encourage underage drinking. 2 Actually the controversy over the Budweiser lizards has been mild compared to the furor that was created by R. J. Reynolds' use of Old Joe Camel, the cartoon character used in ads for Camel cigarettes for many years. Critics argued that Camel ads featuring the "smooth character" were more effective at marketing the brand to minors than to adults. The controversy surrounding the campaign eventually led to a settlement between the federal government and the tobacco industry that bans the use of cartoon characters in tobacco advertising.23

Fantasy An execution technique that is popular for emotional types of appeals such as image advertising is fantasy. Fantasy executions are particularly well suited for television, as the commercial can become a 30-second escape for the viewer into another lifestyle. The product or service becomes a central part of the situation created by the advertiser. Cosmetics ads often use fantasy appeals to create images and symbols that become associated with the brand.

Dramatization Another execution technique particularly well suited to television is dramatization, where the focus is on telling a short story with the product or

Exhibit 9-19 The AFLAC duck has become a popular mascot and personality symbol for the company

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