Oh I Will Not Be Ashamed!

Wow I love this commercial. The Pepsi owned AMP energy drink has just come out with a new campaign by BBDO, which ties in the most human aspect of behavior with the need for an energy drink; doing something shameful and being completely ok with it. The commercial is in a musical format which is not often used and makes the commercial that much more refreshing (no pun intended). None of the actors in the commercial are singers and their kareoke-esque voices brings the tone of the spot down to earth. The truth is that a lot of the scenarios each actor is put into is a very down-to-earth scenario that many people have gone through. Waking up in a strange room, starting your day wearing the same clothes from last night and common mistaken judgement are all part of the lifestyle of the target market for AMP energy drink, 18-30 year-old party-goers. Energy drinks are obviously not for everyone. They are obviously for people that need energy usually from staying up all night. The lyrics to the song are funny and sincerely true. The most important part is the slogan titled "Walk of No Shame", which encourages consumers to embrace their youthful and spontaneous decisions by justifying them with an AMP energy boost on "the morning after". The three new flavors, Revive, Focus, and Maintain go along with the theme of the campaign and the link on the website (walkofnoshame.com) that invites you to post your own walk of shame stories on Facebook is a clear example of target market research done correctly. Young people party, to work in the morning needing an energy drink and get on some sort of social networking site as soon as they sit in their office. I am applauding the unconventionalism of the campaign as well as the originality.