All tie-ins are not created equal.
Try as the marketers behind this awkward spot may, human-killing aliens and Coors Light just do not work well together here.
Over the years marketers have successfully and seamlessly tied thousands of products in with one another. The best marketers sell you something (Coke, Budweiser, or a BMW perhaps) without you even knowing by building an emotional connection between you and the product while you think you are simply watching your favorite madcap group of tele-friends ham it up while you sit on your couch or the newest romantic comedy in the theaters.
This ad, unfortunately, is clumsy, overt, and more awkward than me in eighth grade.
Tie-ins do not work if the audience notices them. I am not the only one who knows this. I promise the folks behind this ad know it, which is what makes a fumble like this so confusing. Television ads are not cheap. Producing them is not especially inexpensive either. To me, the biggest problem with this ad is the waste and disconnection from the current situation of potential consumers.
How far could those same marketing dollars have taken either company if spent on a new, vibrant, creative social media push?
Ads like this make me question how much marketers have really learned over the past decade. This spot smacks of the lazy, money-blowing old guard. Companies cannot afford to treat their marketing like this anymore.
The American auto industry collapse provides constant examples of what not to do while your business model evaporates around you, and one of those lessons is “Do Not Waste What Money You Have on Television Ads Just For The Sake of Having Them.”
Hollywood is definite offender. The American film industry can complain about how nobody goes out to see movies anymore, but Avengers and fine films like Midnight In Paris are proof that audiences will still spend money on GOOD movies. The extra cash to toss away on crappy films has gone away, which means that it is more important than ever to put a thoughtful marketing push behind any given film. This ad is proof that at least one person hanging around the upper strata of Hollywood still does not get it.