The 'Not Much Else to Say' Ad by A&W Targets Young YouTube Users
Katherine Pendrill — February 11, 2016 — Marketing
References: youtu.be & marketingmag
A&W's 'Not Much Else to Say' commercial targets young YouTube viewers with an ad that doesn't say very much at all. When it comes to young consumers, particularly those from Generation Z, brands do not have much time to get their point across before the viewer loses interest. This campaign perfectly caters to young consumers with a blunt and humorous approach.
In the Not Much Else to Say ad, the A&W manager character Allen explains that all of the chicken the brand uses is made without antibiotics. He then gestures to his Chicken Buddy Burger and adds: "there's nothing else to say." What follows is 20 seconds of Allen staring into the camera in complete silence. The ad perfectly conveys the company's message in a way that will appeal to young YouTube viewers with short attention spans.
A&W also adopts a similar skippable ad format with its 'Staring Contest' ad, which consists of Allen telling viewers that they can skip the ad or have a staring contest.
In the Not Much Else to Say ad, the A&W manager character Allen explains that all of the chicken the brand uses is made without antibiotics. He then gestures to his Chicken Buddy Burger and adds: "there's nothing else to say." What follows is 20 seconds of Allen staring into the camera in complete silence. The ad perfectly conveys the company's message in a way that will appeal to young YouTube viewers with short attention spans.
A&W also adopts a similar skippable ad format with its 'Staring Contest' ad, which consists of Allen telling viewers that they can skip the ad or have a staring contest.
Trend Themes
1. Skippable Advertisements - Brands can explore creating skippable advertisements to cater to young consumers with short attention spans.
2. Humorous Advertising - Utilizing humor in advertisements can capture the attention of young YouTube viewers and effectively convey brand messages.
3. Blunt Communication - Delivering brand messages in a straightforward and concise manner can resonate with young consumers who prefer quick and direct communication.
Industry Implications
1. Fast Food - Fast food chains can explore skippable ad formats and humorous approaches to engage young consumers and promote their products effectively.
2. Digital Advertising - The rise of skippable advertisements presents opportunities for digital advertising agencies to develop engaging and entertaining content that resonates with young audiences.
3. Youth-focused Brands - Brands targeting young consumers can adopt a blunt communication style and humorous advertising tactics to capture and maintain the interest of this demographic.
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