Factual information : Unknown, The advert is for Ocado Home delivery. This advert is distributed Nationwide, just like their service.
Message : The advert is a edited song that contains different lyrics to advertise the ease and simplicity of ordering with ocado, the lead singer is a fictional character that is based a-pon the basis of what "all" their drivers are like, which is charming and kind to your groceries.
Narrative.
Man:
"Let's get online together.
I am the Ocado man
I deliver it when you click.
6AM To 11PM unmultiply organic."
Women:
"O-C-A-D-O.com come and press my buttons.
O-C-A-D-O.com isle with my products."
Man:
"When it's getting hot outside.
I'm ready to deliver.
In the back of my air-con van I'll make your butter shiver.
I am the Ocado man, I'm happy to keep things fresh.
How do you like your eggs honey?"
Women:
"On top is always best, oh!
O-C-A-D-O.com come and press my buttons.
O-C-A-D-O.com isle with my products."
Man:
"I deliver."
Style :
Humorous: It is meant to have some level of humorousness due to the fact that they use mild innuendoes to give small gags in their lyrics.
Factual: They use some facts in their lyrics to not only give information but also used appropriately to make the lyrics rhyme.
Fiction: Although the facts are true and the people are real, they are fictional in the way that the voice is probably not from an actual ocado delivery driver, and instead from a professional voice actor, however they make it so that he is the basis of what all their drivers are like and he is branded the "Ocado Man" therefor like a mascot.Pastiche: It does tribute to many other pieces of work such as the Carry On series, where they use innuendoes. They also tribute to other adverts and commercials that alter song tunes with their own lyrics.
Repetition: The advert repeats the Ocado website name to create the chorus, this makes the website memorable and fun to hear. They also spell it out, this makes it easier to access the site if you didn't know how to spell the name already.
Simple: It is relatively simple, it consists of 2 verses and 2 choruses, the verses contain information such as times and dates, however the chorus is for the repetition of the website name.Seductive: It is mildly seductive in the way that they use a deep charming voice for the main character ( the Ocado man) and they also use a sweet innocent voice for the women in the chorus, this creates a strong and leading character that represents the company and the service, however the women are more susceptible and innocent in the way they are presented, most likely to represent the women who use the site and the service. These women are presented across as happy and joyful and they also have a connection with the main character. Women are used rather than another man due to the fact that I assume they are trying to target the "house women" who shop online for their families.
Long Term: This is not the first Ocado advert in which they change the lyrics to create their own song, they have produced many, some including offers, or promotions, and some for events such as christmas and easter. All of their adverts contain comedic effects to create a more memorable experience.
Purpose : The success of this advert and the range of adverts that Ocado produces I think is down to the use of repetition, the knowledge of their target audience, and the catchy jingle that creates an everlasting impression for their service. For this specific advert it does not raise awareness for a promotion or season, however, when those are needed they have other adverts that incorporate them.
Use of sound bed: They use a normal background sample with I assume no royalties to create a simple and memorable jingle, this soundtrack runs almost the full 42 seconds of the advert, however stops 2 seconds before the end so that the main voice can say his last sentence, this makes that sentence memorable, even though it contains no important information, you are then forced to remember "I Deliver" This is a strong statement that makes you think of them when you think of deliveries.
Use of Voiceover : The two voices are a man and a woman.
The man is a deep and seductive dorset tone.
However the woman is more shrill, bubbly and "joyful".
The man is to represent the delivery drivers and the basis of the service. The women represent the customers of the service, however they could also be cons-crewed as the cheerleaders next to the male mascot.
Due to the nature of the advert being a song, there is a lot of narrative, this is split into 2 sections, the verse and the chorus, the verse contains information such as timings and the chorus contains information such as website addresses, this creates lasting impression as the chorus is repeated twice between the verses.The Chorus is almost like the slogan of the company, so that the website is memorable.
Seconds
0-10 Verse male.
11-18 Chorus Female.
19-30 Verse Male.
31-39 Chorus Female.
40+ Male finish.
Neither the man or the female have a distinct accent. The dialogue is not really conversational, however the two voices do interact with a question. I would say that the Man is late 30's Male and British, the woman is also the same, but maybe younger in her 20's. They use the song to interact with the audience and create a relationship with them, however I feel the women are there to create a personal relationship and identify with the woman who sings the websites name. This is because I feel the target audience is mid 30's and female.
Persuasive techniques : By using the target audience they can create the impression that the woman can do her shopping safely and securely by using a strong and seductive male voice, also by using females during the chorus it means they are emphasising the fact that the women provide for the family.
Regulation :
This is the official guide and explanations
This is the official guide and explanations
Misleading Advertising: This means that the advert is essentially not allowed to claim false information, regarding matters like the use of the word, "free" and such like.
Harm and Offence: to ensure that ads do not cause harm or serious or widespread offence. Includes rules relating to loudness of TV ads; shock tactics, unsafe practices and photosensitive epilepsy.
Children: There are certain rules that any advert containing or regarding or targeting children that any advert has to abide by.
Privacy: Rules about permissions for depicting – or referring to - living persons in ads, including members of the public and those with a public profile.
Political and Controversial Matters: Ban on political advertising, including definitions on what is considered political.
Distance Selling: Rules governing marketing communications that allow readers to place orders without face-to-face contact with the seller. Covers cancellation and refunds.
Environmental Claims: Rules about making ‘green’ claims for products or services. Rules cover evidence, the clarity of claims and ‘life cycle’ of products..
Prohibited Categories: Lists products and services that are not permitted to be advertised on TV or radio at all.
Medicines, medical devices, treatments and health: Use of health professionals; rules on evidence (very high level needed for medicinal claims); suitable qualifications for those claiming to treat or offer advice; medicines rules; herbal and homeopathic product rules.
Weight control and slimming: Rules for ads for weight control, slimming foodstuffs and aids, including exercise; diets, clinics and medicines.
Food, Food Supplements and associated health or nutrition claims: Rules relating to health and nutrition claims in foodstuffs; claims for vitamins and minerals; infant and follow on formula and food and soft drink advertising to children.
Financial Products, services and investments: Rules for all financial advertisements, includes provisions on interest rates and, lending and credit.
Faith, Religion and equivalent systems of belief: Rules for advertising by, or on behalf of bodies that are wholly or mainly concerned with religion, faith and other belief systems. The rules also apply to ads by anybody for related products and services.
Charities: Includes rules around donation, including refunds.
Gambling: Social responsibility rules for gambling and spread betting. The rules cover content and targeting and are designed to protect under 18s and the vulnerable.
Lotteries: Social responsibility rules that apply to lotteries (including The National Lottery; Gambling Commission licensed lotteries and locally registered lotteries)
Alcohol: Social responsibility rules for alcoholic drinks. The rules are designed to protect under 18s and the wider population.
Motoring: Social responsibility rules for motor vehicles, covering safety, speed and irresponsible or anti-social driving behaviours.
Betting Tipsters: Special rules to prevent betting tipsters from misleading the audience.
Premium Rate telephone services: Rules covering pricing and content of ads that promote premium-rate telephone services.
Telecommunications based sexual entertainment services: Rules restricting where and when such advertisements can appear.
Homeworking Schemes: Rules restricting the nature of advertisements for homeworking schemes and to ensure they do not mislead.
Instructional courses: Rules restricting those who can advertise such courses and ensuring they don’t mislead.
Services offering individual advice on consumer or personal problems: Requirements for suitable credentials for advertising.
Introduction and dating services: Rules to prevent advertisements from causing harm, including to under 18s.
Competitions: Rule about fair and clear administration of competitions.
Private Investigation Companies: Requirements for suitable credentials for advertising.
Pornography: Rules restricting the advertisement of R18-rated material
Other categories of radio advertisements that require central copy clearance: Ads for adult products and services that require central copy clearance, including adult shops, stripograms 18+ media.
B If this advert was designed differently, they would have to be careful, because the innuendoes could have been too far, and that could cause contrivercy, for example the line
"How do you like your eggs honey?"
"On top is always best, oh!"
Another way that this advert could have broken the rules of the advertising would be by misleading the audience by purposefully putting in misleading or false information. For example if they had said "Delivery is free" and it wasn't they'd be liable for misleading advertising.
"How do you like your eggs honey?"
Women:
Another way that this advert could have broken the rules of the advertising would be by misleading the audience by purposefully putting in misleading or false information. For example if they had said "Delivery is free" and it wasn't they'd be liable for misleading advertising.
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