Journal 4- Nutrigrain Banned Commercial

Nutrigrain Feel Great 

I was shown this ad when I was in high school (approximately seen in 2004). This was supposed to be a commercial from Nutrigrain. Since it was made in 2003 I do not know if it was ever aired and if so when and where but I do have some suspicions as to why it was banned.

The target audience of this commercial is probably people 20-30 year olds. Specifically people who are bored with the office life and want to “feel great” while eating healthy. This becomes a good age group because at this age and in the office environment, there is little time to eat so they would take a cereal bar like Nutrigrain to go.

I think this ad was very effective. I have showed it randomly throughout the years after first seeing it and many people said they would go out and buy the product because it was so funny. It is a very memorable ad which helps consumers to differentiate the product from other granola or cereal type bars.

This ad is highly inappropriate as it plays on stereotypes and gender roles. In the first few seconds there is a man shown with a pair of women’s underwear at his desk. Also the woman in the commercial is only there because she is “hot” and wants to make lots of babies. This greatly exaggerates office stereotypes and the role of a woman in the office place. It is also inappropriate because it greatly exaggerates what the product actually does. It makes the people in the office “feel great” enough to quit their job and not care when in fact the product would just satisfy hunger. This can be compared to how Red Bull has the slogan, “Red Bull Gives You Wings” when in fact it does not and they now have a disclaimer about it.

For the age group I think it’s effective because this age group is interested in the humor. People like watching commercials that make them laugh. For older or younger audiences however, they may find it offensive or receive the wrong message. Children as old as 8 years old may not understand what is going on. There is violence in the commercial though and since young children are impressionable, they want to punch someone in the stomach to see how great the person feels. For and older audience, people 60+ may find this very offensive. Older women would most likely have had office harassment in their lifetime and be offended that this commercial is either making fun of it or perhaps they may see it as supporting that behavior.

This commercial also breaks a few laws that we learned through the Advertising Standard’s Council.

It breaks clause 1 accuracy and clarity by having a deceptive illustration. It sends the message that people will feel great when eating this bar when in fact they may not as it is only a hunger satisfier. Clause 14 unacceptable depiction and portrayals is broken through the stereotyping of men and women. The man wants the woman only because she is good looking and she agrees to marry him on the spot and have lots of children like that is the only thing that is important in her life. The commercial also demeans women because it is sending the message that only a woman’s looks matter. Violence is also used with the man punching the “feel great” man. It also depicts an unreal situation in where the man who does the punching says he shatters his hand and yet he still smiles and feels fine because the other man feels great.

"YouTube - Nutrigrain Ad." YouTube - Broadcast Yourself. 5 Dec. 2005. Web. 6 Nov. 2010. <http://www.youtube.com/watch?v=Y6rE0EakhG8>.