Toronto City’s Electronics Recycling Ad Campaign
1. What is the objective of the advertisement?
The objective of the advertisement is to promote Toronto’s free pickup and recycling of unwanted electronics. Through this advertisement the city is trying to encourage and educate residents and businesses to assist with electronic waste reduction and ultimately reduce the amount of hazardous electronic waste in landfill sites.
2. Does it effectively communicate the product's benefits?
In my opinion the advertisement does get the point across. The city is trying to increase awareness to properly recycle electronic waste. The advertisement shows two men chuck and Vince dressed in orange jumpsuits want your old electronics as bad as the gold jewelry hawkers seen on TV. They'll take your unwanted stuff, no questions asked, and safely recycle it, which is a lot better than throwing old computers, TV and stereo equipment into the landfill. They also mention that the service is free and is picked up from the curb outside the house. It also mentions that getting rid of old equipment also reduces storage space in your garage and basement.
3. Is it highlighting the best features of the product?
The advertisement does highlight the best features of the service with Chuck and Vince mentioning multiple times about putting the used electronics at the curb during garbage day, and the city of Toronto will do the dirty work and also the service is free of charge. They mention that any electronics that are new or old including the old mahogany encased TV that you can barely get to the curb because it is so heavy will be accepted with no questions asked. The commercial is funny and inventive. Not as funny is the thought of all the stuff that people can accumulate. The commercial displays a website that can be viewed or a phone number 311 to call for further information.