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article imageFamily values go viral in Robinsons ad

By Craig S. Byrnes     May 7, 2013 in Business
Robinsons Drinks inspires real emotion in a new advertisement. The new “play thirsty” ad starts with best friends skipping rocks, roughhousing around a playground, and talking.
When these seemingly best buds get back to the house they pour a couple glasses of Robinsons orange squash and proceed to have a chugging match. Afterward, they sit down to watch a movie, and worn out from the day, one boy falls asleep.
His “friend” gently takes off his shoes and carries him upstairs to bed, tucks him in, and just as he starts to leave, the boy says, “night Dad,” and when the camera pans back to door the little boy in green is now a grown man who says, “night pal.” Instantly chills travel down your spine, as you remember the glory days growing up.
Parent Adam Clare reveals that, “as a Dad who brought up his son for 7 years to then become just a weekend Dad separated by 600 miles, this had me in bits.” Clare goes on to give a “big thank you to Robinsons and the people behind the advert for portraying a positive affirmation of what being a Dad and a Father is all about.”
Nostalgia marketing 101 aims to arouse a “yearning for the happiness of a former place or time,” (according to an article available here) and this is just what Robinsons’ ad accomplishes.
Scott Mackenzie—another fan of the advertisement—sums up this general sentiment perfectly by proclaiming, “I love this…it’s very clever…as a son who misses his dad, and as a dad to two little boys it really hit an emotional chord.”
However, today’s Facebook age makes certain all can opine—supportively and adversely. (https://www.facebook.com/RobinsonsDrinks) Leonie Atherton declares the ad cute, but she goes on to say that, “If you're a parent the best thing you can do for them is be a parent, not their friend.”
No matter what your parenting doctrine is it is apparent by the nearly 475,000 views garnered by the advertisement on You Tube that marketing success has been achieved. Featuring Dad as a hero—instead of mom—breaks the mold for common product advertisements of this type, and positively gives encouragement to the many great dads in the world.
Nevertheless, it pays to remember the ad itself is one for a drink product, not for parenting. Given recent economic times, and global turmoil, this viral video demonstrates how making someone feel happy sells.
More about Robinsons Drinks, advertisments, Facebook, nostalgia marketing, Ad
 
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