I Can’t Just “Watch” Commercials Anymore

Ever find yourself analyzing commercials instead of just watching them?

Throughout my graduate program, I’ve taken several classes that I’ve truly enjoyed, and I’ve also had some pretty fun assignments along the way. One of my marketing classes gave us a creative task that grabbed my attention:

Find a commercial you like and explain why, then do the same for one you don’t like.

As someone who has worked in marketing for nine years, I’ve developed a habit of really watching commercials, not just as a consumer, but as someone who helps shape them. Over the years, I’ve been in meetings giving feedback on company TV ads, radio spots, and billboards. I’ve been included in conversations about our target audience and the best ways to engage them. So, when this assignment came up, I was genuinely excited. I already analyze commercials for fun, so it felt like second nature to put my thoughts into words.

The Ad I Liked: Haribo Gold Bear Gummies

🎥 Watch it here

I’ve always loved this Haribo commercial. It’s short, sweet, and instantly engaging. In marketing, we know that most viewers won’t stick around for long, so grabbing attention in the first few seconds is key. Haribo nails this.

The ad jumps right into the fun, showing a group of adults with children’s voices passionately describing their favorite gummy bear flavors.

This simple but clever concept does a few things really well:

• It captures attention immediately with the unexpected voiceover twist.

• It bridges generations, showing that Haribo gummies are for everyone, not just kids.

• It creates a warm sense of nostalgia and joy, reminding adults that candy can still bring out their inner child.

Visually, the ad is colorful and direct. The close-ups of the gummies make the product instantly recognizable, and the cheerful jingle at the end ties everything together. Haribo doesn’t waste time with ingredient lists or hard sells. Instead it leans into emotion, the feeling of happiness that comes from something as simple as a gummy bear.

The Ad I Didn’t Like: CarShield

🎥 Watch it here

On the other hand, the CarShield commercial didn’t quite land for me. It clearly explains what the company offers, coverage for car repairs, customer testimonials, and the benefits of choosing your own mechanic, but it lacks energy and authenticity.

The ad features celebrity spokesperson Vivica A. Fox, but her delivery feels more like a scripted sales pitch than a genuine endorsement. Most of the commercial is just her talking directly to the camera, with very few visuals of actual cars or repairs. For a product that’s supposed to ease the stress of car maintenance, the ad feels flat and overly long.

From a marketing standpoint, there are a few ways it could be improved:

• Add more visuals of technicians working or satisfied customers driving off, something to show, not just tell.

• Use real-life scenarios to make the service relatable.

• Bring more energy or storytelling into the ad to stand out from competitors.

Celebrity endorsements can work wonders when they feel authentic, but in this case, it came across more as a pitch than a personal story.

Last Words

This assignment reminded me why I love marketing. It’s the blend of creativity, psychology, and storytelling. Every ad tells a story, whether it’s a burst of childhood joy like Haribo or a straightforward sales message like CarShield. And as someone who’s been in this industry for nearly a decade, I’ve learned that the best ads don’t just inform, they connect.

Tell me in the comments: which ads do you love, and which ones just don't work for you?