Dairy Queen’s Monster Spot
Brand: Dairy Queen Monster Cookie Blizzard (Dairy Queen)
Execution: TV
Link: Click Here (It is the second to last spot)
Target: Grown Kids
Rating: ****
Reviewer: David
Description:
A father and son sit side by side, eating Monster Cookie Blizzards at Dairy Queen. The Dad asks, “Are you enjoying your monster cookie blizzard?” and the son grunts enthusiastically. “But Dad, where do monster cookies come from?” the boy asks. “Ah – well,” the Dad says, at a loss for words. The spot cuts to a monster cookie factor where monsters are pounding out and baking the cookies. As the monsters start to talk, we realize that they have feelings and, apparently crushes too. One monster is making a special cookie with green M&Ms for the lovely, three-eyed Gertrude. The spot ends with a close product shot of the blizzard and the voiceover, “It’s scary good. The Monster Cookie Blizzard with M&Ms. New at Dairy Queen.” The last frame is the Dairy Queen logo with the tagline “Something Different.”
What Works:
This spot certainly is something different and displays great imagination and ingenuity. Although framed in the father-son context, it works as well appealing to the fatherly crowd as directly to the kids. In fact, some of the references to adolescent romantic hijinks might be easier to decode for adults than for children.
We chose this spot to review because it features some of the best and most convincing product photography we have seen. The ice cream looks rich and inviting and a close up on the spoon shows the appealingly moist bits of cookie. Young brand managers and assistant account execs could take this spot as a training video for how to produce great food photography.
What Doesn’t:
To the extent this spot is targeted at children younger than 12, we believe (as we have detailed before in our post ‘The Boomerang Effect: Advertising to Children‘) that it is a bad idea. However we also believe that these spots are very effective at reaching adults as well, and this spot delivers particularly well against the adult male audience.
The brand position ‘scary good’ is not especially differentiated. While this spot will effectively sell the new Monster Cookie Blizzard as a destination treat for Dairy Queen, we are not sure that it will build the brand equity of the franchise.
Branding Bottom Line:
We will not be watching any more DQ spots before dinner time.
June 4th, 2006 at 8:03 pm
It should be a crime the way youth are targeted by companies. Is it any wonder obesity of our youth continues to be a growing problem. Lets allow them to be electronically baby sat and fed High quality(yea right)products like dairy queen blizzards that get them all hyped up on sugar. Yum, Dairy Queen and Sponge Bob macaroni and cheese. What we need is a cool cartoon character that encourages the kids to eat health stuff like salads and vegetables.
June 7th, 2006 at 9:16 am
Definitly agree. There is Captain Carlos which is cute, but it is a short cartoon on the Disney channel. My kids haven't seen the commercial because we don't allow them to watch those channels, but I have seen it after they have gone to bed. I wouldn't want them to see it either. I thought it had sexual overtones to it. The monster says something like "I'd like to…" and slaps his stomach! Wierd and disturbing…but it was definitly something that caught my eye as far as advertising goes.
June 8th, 2006 at 7:36 am
My son is permanently scarred from this commercial he is 4 yrs old and I also agree that there is sexual undertones. I really think the people behind this commercial could have done so much better with the concept it could of even been funny!!! The worse part was we were just going to put our son down when this commercial came on so it was a bit difficult trying to explain to a 4 yr old that these monsters don't exist!!! Anyways let's just say it was a long night!!! Dairy Queen should of teamed up with the Cookie Monster from Sesame street, I gaurantee my son would of been asking for a monster blizzard everyday!!!!
June 8th, 2006 at 12:51 pm
This is a very funny ad.
June 13th, 2006 at 11:57 am
I think this ad is hilarious and cute.
Personally, the responsibility to say no is for the parents. Part of parenting is teaching them that tv is not real, it's just tv. Part of parenting is also teaching them what advertising is and taking a stand on it. No, I won't buy my kid cereal simply because it has a character on it. He knows that. And if I can't stand the advertising that is being thrown at him, it's my responsibility to then turn the tv off.
Parents are just as bad when they fall for it and in an effort to please their kids, run out and buy into every fad, every character, take them to fast food places 4 times a week, etc.
June 13th, 2006 at 5:44 pm
Yeah but how about that CG? Top notch stuff.
June 14th, 2006 at 5:05 am
cry about it, its a great commercial you know what the product is it looks delicious and its hilarious. you parents who think you can hide and deprive your children of what many other children enjoy are going to be unhappy to see when your children start lying and hiding things from you when there older
June 14th, 2006 at 12:24 pm
Hilarious commercial! I'm going out to get a monster cookie blizzard right now… it looked so delish.
As for kids getting sucked in, it is the parents responsibility to say no. My mom never bought cookie crisp for me even though I clamored for it because of the cartoon doggies saying how it tastes like cookies for breakfast. I turned out fine, and with somewhat healthy eating habits.
June 15th, 2006 at 10:34 pm
CG? I don't think so, I have to say that for those monsters to be anything CG would have to have a Disney type of budget. I mean, Monsters Inc. may have been close, but when I see that commercial, I see nothing wrong with anything of those monsters. I would have to say that there was a lot of latex, paint etc.
I would have to say that the latex route would most definately explain the dexterity of the M&M sorting monster, the one who is making a special green M&M cookie for Gertrude.
June 15th, 2006 at 10:35 pm
ps. the blizzard was way way way too sweet. I still prefer a peanut butter, banana and chocolate blizzard.
June 21st, 2006 at 2:50 pm
I don't know why everbody is complaining about this commercial! This is the best commercial I have seen in a long time! My whole family has been making jokes about making special cookies for Gertrude for weeks now! Dairy Queen, keep up the good work! Your commercials are always a good time!
July 1st, 2006 at 10:23 pm
I so love this commercial. It's original and extremely funny. I'd much rather watch something like this than one of those generic unfunny commercials; though I can't think of one right now. The current Dairy Queen commercials are pretty awesome in my opinion, keep it up DQ. Oh and by the way, commercials are usually made to sell stuff which means that they target groups of people, that's their job. It's ridiculous when people blame restaurants for giving them an eating problem, lol. If you don't wanna watch, then get a Tivo and skip them, lol. Kids get scared all the time then they grow up and get over it.
July 5th, 2006 at 3:49 pm
Doesn't anyone agree that perhaps the writers of the "Gertrude" commercial were in fact trying to depict the potential murder of a possibly evil, but most likely very stupid and mentally depraved, green monster? The reason the father doesn't want the son to eat the green ones is because they are poison. I believe the commercial can be viewed both ways and must seek further council on the issue.
July 10th, 2006 at 10:12 am
Great Commercial!, Birdman is insane
July 15th, 2006 at 11:39 pm
my friends and i LOVE this commercial.
if you parents dont liek it then shut up and turn i off when it comes on.
this is from a 14 yr old's point of view.
i love this commercial. it is HILARIOUS when he slaps his stomich and says ohh id like to. i love it and any other critics should shut up and go play in traffic. seriously. OBVIOUSLY your not that good of parents if your on the computer and not spending time with your kids. get a life. k thank you.
I LOVE THIS COMMERCIAL!!!!!!!!!!!!!!!!!!!!
July 25th, 2006 at 1:01 pm
I just love the commercial with the monsters, the M&M and Gertrude. i wish i could see that commercial every morning before leaving for work. I have to agree with Katelin, if your 4 yr old is afraid of a commercial that is a more deep rooted issue.
I LOVE LOVE LOVE THIS COMMERCIAL!!!BY FAR THE FUNNIEST I HAVE SEEN IN A LONG TIME. kEEP UP THE GOOD WORK!!
July 27th, 2006 at 4:38 pm
How in the world can anyone get mad at this commercial when so many other graphic images are displayed on television daily. CNN is outrageous especially in the wake of Katrina and the IRAq War. Those loveable cartoons and Pixar movies that you watch like Shrek have some adult humor as well. Why is that OK to watch but a commercial about a milkshake is horrific. It's for a milkshake commercial or crying out loud! Get over it
September 1st, 2006 at 7:42 pm
I find the new commercial about the chili burger that will make a man out of you very repulsive. First the girl takes a bite, then she scratches her side, then smells her arm pit and then ask her friend to pull her finger. WHAT kind of message are YOU trying to get out to the public. Borderline vulgar.
October 8th, 2006 at 2:59 pm
I live in a filthy garbage can for cryin' out loud. Give me a break, this is just funny.
April 30th, 2008 at 12:32 am
The monster that hits his stomach does not say "I'd like to…".
And to the lady that said this – "My son is permanently scarred from this commercial he is 4 yrs old" – You obviously need to get your child checked out because he obviously has severe mental problems. If your son believes the monsters in the commercial are real, he undoubtedly believes all the cartoons he watches are real.
People need to realize that adult-oriented commercials are a fact of life. Why don't you lazy bastards try raising your kids yourself instead of having the television do it for you? Whining, complaining morons.