1. BUD - DRINKABILITY

Target audience: The advertising is aimed at young or mid-aged male consumers. The two major characters are both young men, and they talked about beer-drinking occasions themed with young people, such as parties, golf course, and pubs for cowboys.

Consumer insight: The commercial tries to deliver the message that Bud light is good for every occasion, hinting that the consumer motivations be affiliation, i.e., friendly, sociable and wanting to fit in.

Strategic message: In the advertisement, Bud light promises to offer a different drinkability. This strategic message is very weak, because I didn’t see any relevance between “drinkability” and “fitting into different occasions”, making the message disconnected
Also, the creative idea has the depth to last over time, because the theme of escaping from stress can appeal consumers no matter what time it is.

Execution: As Ogilvy said, sound effect can make a positive difference, and Corona manages to set a relaxing tone with the sound of the waves in the ads. Also, it portrays the slightly exotic and carefree brand personality with the beach setting and a sense of humor when the man skims his PDA into the ocean.

4. DOS EQUIS

Target audience: The ads target male beer drinkers, including both young people and old people. Although the advertisements feature a semi-bearded, debonair, gentleman roughly in his 50s, it can still attract young men in a way that sets up a persona of who these guys want to be when they grow up

Consumer insight: Consumer insight that underpins the advertising is the self-actualization motivation. It appeals to men’s self-conception, placing the focus on older gents who serve as models of masculinity. It has strong power and relevance to target consumers. Every man would like to be like him.

Strategic message: The strategic message is “If you want to be like me, you should drink Dos Equis as I do”. The interesting thing is the character’s ambivalence toward the advertised product. "I don't always drink beer" is a surprise to the audience, but makes