Emotionally Appealing Inanimate Objects

A few weeks ago I read an article on Marketing Mag’s website about a new campaign by DDB Toronto for Knorr Sidekicks introducing their new mascot, Salty (see article here). In a nutshell, Knorr Sidekicks now have 25% less sodium, and to emphasize this point, they personified the brand with a sad little salt-shaker. Poor little Salty is no longer required on the dinner table. I finally recently saw one of the tv spots, and sure enough, my heartstrings were being plucked at the end when poor little Salty was left crying streams of salt in the rain. Adorable. Family-friendly. Effective.

But wait…

This does look a little familiar. Shouldn’t that salt-shaker be a lamp? And shouldn’t he be selling do-it-yourself Swedish furniture, not instant side-dishes?

It’s been six years since Crispin Porter + Bogusky (Miami, FL) hired Spike Jonze to direct the best advertisement in 2003. The Lamp for IKEA won awards due to its’ incredible art direction, emotional appeal and perfect wit.

The best part of The Lamp was not how beautifully it was shot, or even how the camera angles and music gave you a bird’s eye view of that sad, sad lamp. The best part was the slap-you-back-to-reality line at the end – “Many of you feel bad for this lamp. That is because you are crazy.” There you go. An advertiser that actually tells you at the end of the commercial what a sucker you were for falling for all their ploys.

Knorr is certainly not riding coattails. Not only has it been 6 years, but also the use of mascots and emotional appeals are as old as advertising itself.

Do they both create an emotional attachment to the brand? Without a doubt. But clearly Knorr and IKEA are targeting two different audiences and are portraying two different messages. IKEA says, “No need to feel bad, just buy a new lamp already.” Whereas Knorr says, “I know you feel bad for Salty. Now pity us and buy our Sidekicks.”

It may not be a prizewinner, but Knorr certainly has the head-tilt, awwww factor going for it.

See the tv spot here:

And for a reminder of the Lamp: