Jell-O and the American Dream

When it comes to market segmentation, the well-known VALS typology points to the importance of a broad sector of the American population driven by ideals. They are conventional people, following established routines of work and family. They are practical decision-makers hewing to well-known brands.

For advertising account planners, this commercial is a remarkable demonstration of consumer insight.

The hard-working father, stressful commute, and the actions of an insensitive boss reveal the everyday experiences of our times. In the face of these challenges, this archetypical father in the middle class continues to accept his responsibilities and remain an optimistic soul. Indeed, his son also acts in an archetypical manner carrying forward his father's example by making a helpful action of his own.

This is admirable advertising in modern times, placing true-life circumstances in a charming context, while pointing to the value of a well-known brand.

This work for Jell-O was done by Crispin Porter + Bogusky.

  Copyright © 2013 by John Eighmey. All Rights Reserved.