Tag Archives: sandwich makeover

Golden anniversary

Today is Word Nymph’s 50th blog post.  I never thought I’d have that much to say.

Milestones are good occasions to look back. 

In 50 blog posts I have learned:

  • Readers have as many peeves and curiosities as I do when it comes to language.  The ones they would like to explore further include “less” versus “fewer,” “use” versus “utilize,” “that” versus “who” and “that” versus “which,”  among others.
  • Most readers don’t take themselves or me too seriously, which is the object of the game here, though occasionally someone does school me with pronounced severity.
  • The search phrases leading to my blog (which I can see on the back end) are, shall we say, interesting.   I definitely underestimated the overall interest in anything nymphish.  Also, there are far more people interested in that silly mayonnaise commercial than I would have thought.  And far fewer people writing about it.  Hence, I might soon attain the title of Mayo Queen.  Thank you, Kraft!
  • I really shouldn’t blog before coffee.

Also on the occasion of this milestone, here’s what I’d like my readers to know:

  • If you see a typo in a post, check back later.  Chances are that it’s been fixed.  After the aforementioned coffee.
  • I appreciate your indulging this experiment of mine.  More than anything, your participation is what makes it fun. 

I hope you’ll stick around.

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Ambush advertising

The new Kraft mayonnaise commercial is not only entertaining but extremely clever.

Have you seen it?  It’s a takeoff on the Extreme Makeover shows.  The wife was always making tiny finger sandwiches, like the ones you’d have at high tea, and the husband was forlorn.  Kraft bursts in and does an extreme sandwich makeover with its new seasoned mayo and an oversized roll, and the result moves both husband and wife to tears.

Advertising Age ran a story earlier this year on Kraft’s push to step up its marketing strategy following the company’s acquisition of Cadbury.  Kraft has produced some pretty memorable ads over the years.  Remember the famous “And I helped!” for Shake and Bake? Ad Age points out that the company continues to wear a bit of a down-home label when it comes to its commercials.

Twenty-four years ago, Neil Postman wrote Amusing Ourselves to Death:  Public Discourse in the Age of Show Business, in which he discussed how television and other entertainment media spill over into politics and public dialogue.  Even after 24 years, while the entertainment media are vastly transformed, a point Postman made regarding television advertising holds true today, as Kraft proves in its Sandwich Makeover campaign:  “What the advertiser needs to know is not what is right about the product but what is wrong about the buyer.”

What better way is there than an ambush makeover to make a consumer feel bad enough about herself to run right out and buy mayonnaise?

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Filed under Food, Marketing/Advertising/PR, Movies, Television and Radio, Reading