Since these commercials were doing the Super Bowl, the ones that I saw were geared toward men. The first one that I saw was for Chase credit cards. It showed a man who was very James Bond like, going out and catching the person that was using his credit card. All during the commercial, the song "Secret Agent Man" is playing. At the end the man arrives back at the party he was at with his wife and tells her that he took care of the situation. The slogan is protection matters, chase matters. A lot of guys would like to be like James Bond, so it is kind of playing off of men's fantasies. And of course men are the "protectors" and apparently Chase is also a protector.
The other commercial that I saw was for the Ford F-150 pick-up. THe commercial shows the truck being swung around in a circle at high speeds by its tow hooks. Then it shows the sort of celebrity host of the show Dirty Jobs. He says "you can see how strong the tow hooks are, imagine how strong the rest of it is." Guys like their big trucks and for some reason they care about how strong they are, so this commercial is appealing to that. And I think mainly guys watch the show Dirty Jobs, but I'm not sure. But they are trying to use the celebrity appeal as well.
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