Emerald Nuts Campaign

3 Pages 856 Words

Everything’s Nuts


Advertisements are meant to catch the attention of the viewer while getting them interested in the product being offered. The commercial for Emerald Nuts definitely catches attention while making the viewer wonder what is trying to be sold. The reason why this advertisement turns viewers’ heads and makes the viewers think about their nuts is because the ad campaign is humorous. Humor makes people feel good and consumers feel less threatened buying products that come off as soft sells. One of the reasons the use of humor is so widespread is that it is such a versatile tool because humor is universal it can also act as a catch-all, a way of appealing to everyone. (Benaday) I think that unlike using sex to sell products, humor can work on all people, regardless of age, gender, or sexual orientation.
The Emerald Nuts campaign has many different witty commercials. The first ad I saw was of a man and two women dressed up giving a news report, which seemed odd because they were also working-out. Before you can even take a guess at what the commercial is about, the announcer says, “Exercising Newscasters like Emerald’s Nuts.” It is pretty bizarre so it makes it a memorable commercial, but even after I watched it, I couldn’t remember the correct name of the product. Some other of their other commercials acrostics are “Ear-muffed Negotiators, Eavesdropping Nebraskans, Eerie Name-callers, and Egomaniacal Norman’s.” (Emeraldnuts.com) The campaign includes fifteen short commercials. They use the E N words in each of the commercials to make you remember the name of the nuts. I think the idea seems to work well.
The Emerald website gives their mock media strategy for their commercials: “Our goal is to create a strategic media plan that is every bit as bold and provocative as the advertising. The EN Media Strategy: Extemelysavvyandboldmediaplan Noblyimplementedtoinsuremarketsuccess.” (EmeraldNuts.com)...