The good: the guy has a great physique and I *love* Kanye’s track, Power.
The bad: it’s just so…weird. The awkward motions. The references (I think) to Greek gods set in a sporting stadium. The cheesy act of walking with a trophy on his shoulder. And then, naturally, the hero gets to the locker room where the clothes of the waiting women just fly off.
The good: hmm. Well, it IS an ad for chocolate. And about saying thank you to people. So that’s nice.
The bad: everything else. I swear, every time this ad starts, I think it’s a Saturday Night Live Sketch. The sing-song jingle reminds me of the Golden Girls (which I still love), and yet I hate this ad. My guess is that a US-based ad agency either wasn’t involved or got ignored when they recommended ditching this goofy creative.
Apparently I’m not the only one who loathes the sing-song voice featured in the Truvia ad campaign.
In the press release announcing that aspiring singer-actor Therese Hegler would feature in the campaign, the spokesperson described her as “not so perfect” before going on to say:
“Reaction has been mostly, but not all, positive. Everyone has an opinion,” commented Tucker. “The song is to make the campaign ‘sticky,’ remembered and associated with our brand. The media is filled right now with back-to-back ads, car commercials and the ever-present cellular phone pitches. Truvia™ natural sweetener needs to stand out and be remembered. Songs have a unique way of staying with you…and hopefully leading all the way to the grocery aisle.”
In case you’re fortunate enough to have avoided this ad somehow, here is one of the spots: