Brand: Emerald Nuts
Link: Click Here To View (Go to ‘TV Ads’ section)
Target: The Terminally Confused
Several men wield machetes in a living room, pretending to use them. On notices a druid under the stairs, speaking on the phone. The spot cuts to him as he negotiates on the phone. The voiceover takes over, saying “Eagle-eyed Machete Enthusiasts Recognize A Little Druid Networking Under The Stairs.” Which spells EMERALD NUTS, as the visual shows. Finally, we see the Druid and two Machete Enthusiasts sitting on a couch eating Emeral Nuts as the voiceover says, “Even druids love Emerald Nuts.”
This spot is a disaster from start to finish. The idea was to create a quirky, iconic spot that would match the success of last year’s Super Bowl Ad for Emerald, which was an instant hit and dramatically lifted brand sales. That spot (click here to view) had a father telling lies to his daughter about unicorns to avoid sharing his nuts. The Easter Bunny and Santa Claus made an appearance as well.
Emerald learned the wrong lesson from that spot. It was offbeat, that is certain, but it underscored a real brand proposition (they are so good that you’ll lie to keep them to yourself.) The 2006 Super Bowl spot dissolves into complete nonsense. There is neither a brand proposition nor a reason to believe in this spot. Instead we are left with a sort of puzzle that is supposed to be charming because of its unexpectedness. It only succeeds in annoying us.
This advertising blog supports creativity, but creativity must build a value proposition for the brand. We see nothing of the sort in this confused, difficult ad which does not even show us the brand or brand name until the second half of the spot.
Branding Bottom Line:
Emerald needs to stop adding peyote to those nuts.