Pass the Cheer Starbucks TV Ad

UPDATED [Nov. 27]: Starbucks has posted all three of their Holiday television commercials online. You can view them here.

The "Bear Hug" and "Window Washer" spots continue the good Samaritan "Pass the Cheer" angle with the major difference being the focus on the Starbucks Red Cup. The Red Cup is so much more recognizable as being Starbuckian than is the red Christmas Blend whole bean bag (seen in the Ski Lift ad).

As a marketer, I would like the closing shot on these two spots to linger a little longer. Both of these new commercials close with the Red Cup holiday beverage focus. However, the closing payoff shot feels rushed. Not enough time for us viewers to read, understand, or connect with the copy on the draped banner. They could have easily shaved off a second or two in the build-up and added it to the closing payoff shot for more effectiveness. Have a look for yourself. Click below...

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Lots of c-h-a-t-t-e-r about the television spots Starbucks is running. I haven't seen them on the tele, but Starbucks has posted one spot online.

Click below to watch the commercial....

Hmm ... okay. Starbucks waited 36-years for this? It's nice. It's benign. It's subtle. Can't see how this spot will drive in new customers, nor drive current customers to come in more often during the Holidays. (And yeah, I know this is just one component to the overall Starbucks Holiday promotion.)

What's your take? Does this television ad make you feel any different about Starbucks? Does it make you want to visit a Starbucks and buy some Christmas Blend?

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UPDATE:

In the comments section, Scott questions how this TV spot syncs up with Starbucks brand identity.

Great point. The missing ingredient of Starbucks first national television commercial is brand identity. This spot feels more appropriate for Caribou Coffee than it does Starbucks. (For those unaware, Caribou Coffee is the second largest coffee retailer in the US. According to Wikipedia, Caribou has over 460 locations in 18 states.)

Caribou's brand identity is wrapped around the cozy ski lodge concept as well as the leaping deer in its logo. The in-store décor of a Caribou Coffee location is reminiscent of a ski lodge, complete with exposed weathered wood and comfy chairs around a fireplace. (Photos here, here, and here.)

The leaping deer, which easily passes for a reindeer during the Holidays, is as iconic to Caribou as the Siren is to Starbucks.

Additionally, Caribou uses a pastel aqua-blue color as part of its brand identity.

So upon further review, this commercial from Starbucks works better for Caribou Coffee than it does for Starbucks. Ski scenes are more associated with Caribou than Starbucks. A deer is more linked to the Caribou brand than the Starbucks brand. Caribou’s color scheme has always been drenched in an aqua-blue color, while Starbucks color scheme hasn’t.

Upon even further review, this Starbucks commercial fails the “Logo Test.” If we were to swap out the Starbucks Christmas Blend bag at the end of the spot and replace it with Caribou’s Reindeer Blend, the commercial would still work just fine. Anytime you can swap out your logo for a competitor’s logo in any piece of marketing collateral and it looks fine, you have a problem.

So ... Starbucks, with its first national television commercial, has made a great ad for Caribou Coffee.

Comments

[Scott White]

How does that leverage their positioning or brand identity? The pay it forward thing has been done. If I'm spending big time money on TV (and I wouldn't) I'd be leveraging my brand identity. I would prefer to see some people in a store getting work done on their MAC, listening to their new iTouch, or having a conversation while sipping some coffee.

But again, I'm not a Starbucks evengelist.

[Craig Johnson]

I would've rather had them spend that money on increasing my experience as a Starbucks faithful rather than blowing all the money on buying TV ad space. Put more into R&D to make a new Christmas drink or something. I was always proud that they never advertised, and now they can't use that great part of the story anymore.

[Kenyatta]

It's pretty disappointing to see this. There's obviously a struggle in the conference room on how to address the slump in sales. Apparently, most of them feel they are in unknown waters, and feel that it's best to go with what's normal.

Roy Williams once said, "Try to go to a Starbucks and order a Pepsi, and see what they tell you". He was referring to the strength of their brand, and commitment to their product. I wonder what he would say now.

[Stephen Macklin]

I did just get a direct mail piece from Starbucks touting their holiday blends being available at select grocery stores. Perhaps the ad is intended to tie in to that outside retail effort, hence the decision to not focus on the in-store experience. Which is probably why they showed a bag of coffee as opposed to a cup at the end.

[johnmoore (from Brand Autopsy)]

But Stephen ... everything we have read about/heard from Starbucks is they are seeking to drive people to buy at Starbucks retail locations and not in the Grocery channel. We know sales at retail are not where the company would like it to be and we also know that Starbucks experienced a 1% in customer visits to its stores.

This television advertising component was positioned as a way to help drive business to its retail stores. Martin Coles, Starbucks COO, had this to say to the analyst audience last week, "We believe the overall campaign, coupled with targeted advertising, will capitalize on our brand awareness while driving both new and existing customers into our stores."

To your point though ... give Starbucks credit for syncing up messages across all channels from retail to grocery.

The marketer in me would have pushed hard to have the RED CUP at the close of the spot. The RED CUP is sure to be much more recognizable to people than is the red Starbucks Christmas Blend bag.

[218Matt]

Is there an odd chance that they are being intentional about the Caribou comparison. Usually invoking the competitions images and identity are for those who are not leading the pack - but maybe they are looking to cross-pollinate with Caribou loyalists. Or maybe they just made a mistake (an expensive, poorly planned mistake!)

[Paul (from Idea Sandbox)]

Pretty cool you included a different link in each letter of the word C-H-A-T-T-E-R, nice work.

[Pat Nerr]

Hmmm... that ad just left me puzzled about the brand... and the money spent making it.

John, I left you something at GreenApronStories that I think explains the brand... and it costs no money

[johnmoore (from Brand Autopsy)]

"Pat Nerr" ... thanks for sharing some SBUX nostalgia with us. Readers here should click on the above link to watch an espresso-sized video of SBUX beginnings.

[Denae]

I dont get the negativity towards the latest and greatest Starbucks efforts. The ad does support their brand by once again promoting their giving and social culture. Compared to the Walmarts of the world Starbucks is realitivly unselfish and has a better the world persona. The social part coming from everything Scott associated with the experience (wrking, listening to music, or talking).

I believe this ad copies the classic Coke Christmas ads. A strong brand like Starbucks would receive negative points for a hard sell at Christmas-time - it goes against their brand. In turn they respond with promoting sharing/spreading. An idea that is embraced and encouraged during the holidays.

The use of the bag versus the cup b/c a bag of coffee can be wrapped and given bringing old (to purchase the bag) and new customers (to buy more coffee after tasting the awesome starbucks brand) into their retail stores.

Actually after thinking a little on this ad it occured to be that a bag of coffee with be a great hostess gift for they many holiday parties...hmmm

[sam]

mmm...this makes me crave a tasty holiday drink....anyone for Caribou?..Let's go!

[Pat Nerr]

I'm not sure the message of "Starbucks Brand" was clear to me from that ad.

It's like they just jumped right into the middle of a conversation that never took place.

Sorry Danae, I think the kickoff needed something less subtle.

just sayin'

[Steve Kesselman]

I'm as hardcore about branding as the next, but when it comes to the holidays and the spirit of love and family, I sometimes hold a company is high regard for reducing their branding and focusing more on the message of positive spirits.

This made me smile, and makes me feel that Starbucks cares about people and the world. In my eyes, that is on-brand.

A small point in reference to design, this style and imagery is similar to last year's website, postcards, and other materials they released. Less about Caribou, more about the holidays and where coffee is most relevant.

[Mandy Lipka]

As a PR major in college, I was proud that Starbucks' most influential marketing was WOM. However, hearing about the recent decline in traffic in the stores and that TV spots were the solution, I was excited to see how the brand would be delivered. I'm sorry to say, I'm deeply disappointed. Not only did they sell out, they did it pathetically. Looks like I'll be going to Dunkin until I get over this.

[Steve Liberati]

How about just better tasting coffee?

[scottyboy]

i loved the ad for its down-play...at the end it says "pass the cheer". pass the cheer to friends, family, those in need and even the competitors. think about it. starbucks is now one step ahead of us again, help others and it ultimately comes back to you...hmmm, just something to ponder. :)

[eric napier]

given the info about caribu coffee's identity could this spot not be a bit deeper than it seems on the surface? am i seeing a starbucks guy symbolically sharing a cup of starbucks coffee with a "caribu"? if so, it is a nice job by weiden and kennedy.

[johnmoore (from Brand Autopsy)]

Eric ... could this spot be about the greater good of Starbucks sharing its love for coffee with Caribou? It could. But would that directly address the sales hiccup and traffic decline Starbucks is experiencing?

To scottyboy's comments, the PASS THE CHEER angle is great.

Now ... a seemingly better, less esoteric, angle for Starbucks in these spots would have been to tell us the PASS THE CHEER story.

Tell us how it all started with one car in a drive-thru who paid for the drink of the next car in line and how that generosity was repeated car after car. This particular story would celebrate its customers as being in the giving spirit and help to reinforce the stores as being the focal point for Starbucks.

In other words, this angle would be "feel-good" for customers and "feel-good" to Starbucks for showing how its stores provide everyday rewarding moments.

[Denise]

I loved the ad - but I'm a huge Badly Drawn Boy fan.

[Poppy]

Scott White wrote: ... I would prefer to see some people in a store getting work done on their MAC, listening to their new iTouch, or having a conversation while sipping some coffee.

But again, I'm not a Starbucks evengelist.

You're right, you're an Apple evangelist. ;)

[Lisa]

Does anyone know the composer/title of the song playing in the commercial?

[answer]

Responding - The new song in the Starbucks commercial is I love Nye by Badly Drawn Boy.

[chuck]

One thing the ad does well is build the association with the holidays to the Starbucks brand. Before Thanksgiving they were already serving customers cups with the holiday design and putting up holiday themed signage. I think they are aiming to build the link in consumer's mind so that they will unconsciously crave Starbucks when they think of the holidays. From a marketing standpoint this is a smart move to boost sales.

[Sharon]

I think they were going for the winter wonderland feel. However, I agree that it looks like Caribou. Visual art like this is its own language and the communication is off. It also feels a little big like coca cola to me with the arctic creatures and the pops of red.

It's ridiculously appealing and I think that is why people will still respond positively to it. I think that going with the trendy/hip/musician holiday lifestyle would have been a better route for identity. Starbucks seems to be more about real people than cartoon woodland creatures. It makes me very happy to look at these images but I have to agree that it misses the branding mark.

Sharon Gutowski, Photography of Sharon Gutowski

[James]

Are you kidding me? THAT . . . was supposed to make me want to go to their stores? I can see the point of the ad if, as John Moore suggested, the purpose is to share their love of coffee with Caribou. We all know that isn't the case, though. They said they want to drive people to the stores, but I only feel like driving to the slopes.

I am working on two Starbuck scripts right now for a small production company in Dallas, for a very tiny Starbucks campaign in the works for this area at the beginning of next year. Until now, I hated the six roughs I shoved into the recycle bin. Those are about to be pulled out, though, and reworked. It's amazing, but I suddenly feel much better about them.

Okay, I understand what they WANT to do, which is target a particular audience. Since half of the characters in the commercials don't have pockets for money, nor drink coffee, I can see that happening with these type of ads. They're just going to get lost into the sea of other ho-hum ads, and will probably actually cause a decrease in sales because half-loyal customers will suddenly feel "tired" when they think about going there for a cup.

I mean, this is STARBUCKS! Their customers are unique. Their customer EXPECT more. They want TOP of the line. Their customers want things THEIR way. Their customers . . . hug bears?

I don't think so.

If all they wanted to do was have a simple, loving, "come to our store" commercial, why not just show someone opening a Christmas gift, and it be a Starbucks gift set? That would have said a LOT to people who don't go there. Those people would probably know someone who frequents the stores, and might have been looking for an excuse to go there to try it. Now, they do. . . To buy a gift set for that hard to buy for person, and CROSS THEIR NAME OUT. Everyone has lists, and all lists have hard-to-buy names on them. Not only would they sell gift sets, but they would also gain new customers who decided to give Starbucks a shot after all those years, because they finally had a reason to go into the store.

Oh well. At least I now know to keep my first idea! :-) (aren't the first ideas usually the best, anyway?) Have a wonderful Christmas, e1!

[yo]

James,

I love the fact that you think you are an ad genius. Can't wait to see what you come up with buddy.

For a completely different take on these commercials, check out what AdAge's Bob Garfield had to say:

Starbucks' Animated Animals Put Even Us in Holiday Spirit
Garfield Reviews Three Spots From Wieden

Posted by Bob Garfield on 12.03.07

In pale pastels and rough-hewn animation, a woman offers a bearhug. To a bear.

A chilly window washer accepts a hot beverage from two Jewish penguins. A man takes pity on a shivering reindeer. And yet it is not goofy. It is not uncomfortably saccharine. In fact, it's all so, so lovely.

Three TV spots from Wieden & Kennedy, Portland, Ore., imagine silent encounters between anthropomorphic animals and holiday-spirited humans.

As Starbucks, the famously advertising-averse street-corner pestilence, rolls out its first ever multimedia campaign for its core products, the effect is strangely calming. Three TV spots from Wieden & Kennedy, Portland, Ore., imagine silent encounters between anthropomorphic animals and holiday-spirited humans.

Not a word is spoken. The snowflakes float down to a bare and languid instrumental by Badly Drawn Boy, which, but for its gently thrumming two-note bass line, recalls a Christmas music box filled with heavenly peace. The artwork closely resembles the style of "Too Many Mittens," a classic of juvenile excessive-winter-outerwear literature. The drawings are simple and verging on primitive, childlike in their rendering and, it would seem, outlook. They envision a world in which people see a near-moose on a ski lift and don't get out the camera phone to record the WTF moment but instead share their java.

Yeah, sure. It's freezing outside. You have exactly one thermos of coffee. It's Starbucks, so it probably cost you $400. And you give half of it to Blitzen? We'd like to live in that world.

The point is, though, we do. It's the world called Christmastime. As the poet said:

"In the air there's a feeling of Christmas. Children laughing. People passing, meeting smile after smile ... " There is just something about the holiday season which brings -- in addition to expense, heinous sweaters and crippling depression -- at least intermittent episodes of cheerfulness and spontaneous acts of reckless non-hostility.

These outbursts of genuine human sentiment were also expressed very nicely in the Bob Thiele and George David Weiss standard "What a Wonderful World," which isn't strictly about Christmas but nonetheless captures the mood: "I see friends shaking hands, saying, 'How do you do?' They're really saying, 'I love you.'"

That's what these spots do, only rather than forcing emotionally guarded and skeptical viewers to grapple with the idea of actually loving their fellow man, they dramatize people loving their fellow penguin.

So, yes, it's sentimental, but somehow not cloying -- in the way, for instance, that the CVS commercial about the sainted cartoon pharmacist is cloying, as she turns rainbows into hair ribbons and frolics with birdies and turns vacant lots into gardens and comforts her senile cartoon mother and fills your diuretic prescription.

These are more like arty Christmas cards, sweet but understated. And also, not incidentally, exceptionally good advertising.

The brief here, after all, is to elevate into a Christmas gift what is essentially a grocery item. Sure, the likes of Harry & David have made an industry of that trick, but nonetheless, a sack of ground coffee is certainly less like, say, a pair of earrings than it is a can of jumbo pitted black olives. Yet these ads make the product, and the exchange, seem so personal, so thoughtful, so essentially comforting.

And we can personally attest that they make even a hardened cynic have trouble suppressing a smile. We wanted to go after the CVS birdie with a 20-gauge, but after one viewing, we were prepared to risk our dignity and Lyme disease to give a bearhug to a deer.

[lazy-i]

To give you an idea how much I liked these ads, I found this discussion thread searching for information about them -- who made them, where the music was from, etc. These are easily the best holiday ads I've seen this season, and yes, they made me want to run out to Starbucks and try their coffee all over again.

As for all the grunting, chest-pounding comments criticizing these ads, all I can say is the cattiness of creatives never ceases to amaze me.

[Grey]

They should spend that marketing budget on hiring people who know how to make a decent latte. No matter how astoundingly fantastic their advertising is, it won't undo the long-lasting effect of one snotty, incompetent twenty-two year-old handing their customer an overly sweet, sloppy paper cup of swill. For some reason, this continuously escapes marketers.

[mrsmcgoogan]

Talking about starbucks advertising. you really ought to check out this website, and watch the starbucks Visa Card ad.

Also is this Starbucks Chick ad for real? Sexy starbucks credit card ad?