Population Statistic: Read. React. Repeat.
Saturday, September 25, 2021

I’m not too proud to admit it: Those goofy Emerald Nuts commercials, designed to put the product on the map, have done the intended job on me. I still think they’re kind of dumb, but they’ve definitely grown on me. And I, along with millions, now actually have heard of them, which is the whole point: The campaign definitely has broken through the clutter and established a previously obscure brand.

The quirky style of the TV spots reminds me somewhat of the Guinness beer “Brilliant!” ads, so much so that I suspected the same ad house did both. Not the case: Emerald Nuts is handled by Goodby Silverstein, while Guinness has BBDO on their side. However, both agencies are owned by Omnicom Group, so I’m sure there’s some cross-pollenation there.

Here are all 15 of the mnemonically-derived Emerald Nuts titles (all of which can be seen in TV commercial form at their website):

Earmuffed Negotiators
Eavesdropping Nebraskans
Eerie Namecallers
Egomaniacal Normans
Egyptian Navigators
Electromagnetic Navigators
Evil Navigators
Elegant Naysayers
Encouraging Norwegians
Envious Nomads
Entangled Nine-year-olds
Enormous Neighbors
Extreme Nurses
Extinguished Novelists
Exercising Newscasters

I think they overdosed on the Navigators theme, with three variations. Someone at corporate must have really liked the look of the average car driver coupled with a weirdo shotgunner.

But that’s not all:

Emerald did have to turn down a few for practical and logistical reasons, [VP of Marketing Sandra] McBride said. Among the scrapped ideas were Eskimo Nudists and, sadly, Equestrian Neurosurgeons.

- Costa Tsiokos, Sat 09/25/2004 11:52:49 AM
Category: Advert./Mktg. | Permalink |

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