Business Magazine

Crystal Light

Posted on the 09 January 2012 by Adamhuet @AdamHuet
Crystal Light commercials have always been very typical in how they present their product. They show this by having women dancing or by/in the pool smiling and looking happy to show how the product will make you healthier. The added fact of women who drink it drink 20% more water overall, makes them push the health benefits of their product. So the commercials that they have put out over the past couple year have been too the point but in doing so they became just another commercial, which had nothing special about them. This new commercial, which is starting off the new year, is breaking away from their fall back approach.

I apologize for the bad quality video
This new kind of ad for Crystal Light starts off interestingly enough and it caught my attention. I had the same look on my face as the lady on the left because we are no where near any kind of 'bikini season' and since it caught my attention I have to give it some credit as a good commercial. Then they appear on the beach after the lady on the left poses the question, "When are we ever going to find ourselves on a beach?", which was very creative in my eyes.
Before we go any further, I want to take a second and think about the plot of the commercial. These two coworkers are taking a 'red eye' and when someone says that they are taking a 'red eye' I assume like most people that they are flying from some where in Europe to Chicago. Based on the fact that they are coming from Europe, I don't see how they could have possibly crash landed on a deserted island in the Atlantic when no such an island even exists. The closest thing to where they could have crash landed would be on the coast of Canada, yet no island in Canada is tropical by any stretch of the imagination.
But, besides that inaccuracy, the last part of this commercial is why I am talking about it. As I mentioned above, Crystal Light gears their commercials and products toward women so it makes sense that there is a man who is very physically fit who comes over to ask for help. I understand the appeal of having the man in there but the joke that he says is the part that bothers me the most. It would have been fine enough if he were to say it and not make a big deal about it but the fact that she repeats it and then proceeds to unbutton her shirt crossed the line for me.
With that said, I enjoyed the commercial, it caught my attention, and most importantly it made a brand stand out that typically makes average commercials. The audience that Crystal Light normally goes for was definitely reached and they did a good job besides the two parts that bothered me. Based on those aspects I would give this commercial a 6 because it was above average but it could have been better. It is good to see companies who are trying to make better commercials and even though they took a risk with this plot, I would say that they are headed in the right direction.
-Adam

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