Today, Transformers have millions of fans. What is behind this success? First and foremost, a rich story filled with distinctive characters – heroic Autobots trying to protect all living things, and evil Decepticons trying to take over the universe. The battle between good and evil just works. And so does the advertising that underpins this unique brand.
Transformers as a fresh inspiration
One company that has recently bet on the iconic history of the Transformers brand is SuperX, the activewear manufacturer that aims at “helping customers become extraordinary”. The brand’s range includes sportswear inspired by various heroes. “When it comes to the Transformers franchise, it was a very difficult feat because unlike superheroes, Transformers robots don’t have ‘suits’ to draw inspiration from... We had to try and convert a machine into a suit - while still maintaining key characteristics like colour schemes, logos, and character details... We believe we’ve done it,” commented Austin Gayne of SuperX on crafting the brand’s first-ever Transformers-inspired activewear collection.
Source: superx.coBritish fashion designer Bobby Abley also took a liking to Transformers last year, designing a new menswear line including trousers, tops, jackets, and other fashion pieces with a Transformers twist. Often influenced by pop culture in his work, Abley draws inspiration from a variety of sources when creating the designs and motifs in the capsule. In this case, he subtly incorporated hidden details related to the Autobots and Transformers into his work. There are also graphic prints in a punchy pop-art style that refer to the Transformers’ visual roots in comics and cartoons.
Doritos, Transformers, and the story of the chance of a lifetime
Do you know what happens when you mix Doritos, the Super Bowl, and Transformers? An interesting story. The ad created by 29-year-old Mark Freiburger from Los Angeles was aired at the Super Bowl (2013) and earned its creator the opportunity to work on Michael Bay’s next blockbuster. The ad entitled Fashionista Daddy was one of thousands of entries submitted by consumers in the Doritos-sponsored “Crash the Super Bowl” contest.
Doritos selected two of those entries to be aired during the Super Bowl, which is one of the most important television events each year for most advertisers. Freiburger’s ad was ranked No. 4 on USA Today’s Super Bowl Ad Meter. Freiburger’s winnings included $25,000 and the opportunity to work with Michael Bay on the fourth episode of the Transformers franchise.
Transformers and TV advertising
Television advertising using the Transformers brand is an interesting and effective strategy for reaching a wide audience. With iconic characters such as Optimus Prime and Bumblebee, the ad can evoke a sense of nostalgia and positive emotions in viewers of all ages. The action scenes and dynamics that are typical of Transformers add to the appeal and memorability of the ads. A number of companies have used Transformers to strengthen their brand image and increase sales.
Shaver with the power of Transformers
Association with technologically advanced figures can help to ensure that the brand is perceived by consumers as modern, dynamic, and resilient. For example, the American manufacturer of shavers and beauty products Schick took advantage of this feature in 2007:
Video: Transformers: The Last Knight – Schick Hydro
Maaco and the heartbroken girlfriend
American company Maaco, a franchisor of auto paint and auto repair shops, made a funny spot. It is about what happens when a woman wants revenge on her ex-boyfriend and uses his car to do it. Or at least she thinks it’s his car...
Video: Maaco 'Transformers: The Last Knight
Walmart and a city full of superheroes
Walmart, the American discount department store chain, apparently revels in heroes because superheroes abound in its ads. In addition to Superman, Batman, and others, an ad entitled “Own the School Year Like a Hero” can’t omit Transformers:
Video: Walmart: Own the School Year Like a Hero
Transformers would love a Burger King
The fast food chain Burger King offers a menu that even Transformers can’t resist!
Video: Transformers Burger King commercial (US)
Transformers exist, says Sonic
The Sonic ad with a trailer for Transformers: The Last Knight at the end of the spot comes across as quite charming. Two guys sipping a Sonic drink in a car and enjoying themselves are daydreaming about what it would be like if Transformers existed in the real world. And they don’t notice that something is happening behind their backs...
Video: Sonic – Transformers: The Last Knight
You would never think that of a Nissan car!
We must not forget the automotive industry. For example, did you know that Nissan cars turn into Transformers?
Video: Nissan – Transformers
Transformers were the inspiration for another Nissan spot - for the Nissan Juke:
Video: Nissan Juke – Transformers
Filming Transformers
If you are a Transformers fan and you are wondering how Transformers films are made and how the tricks and effects are created, you can watch the following documentary:
Video: What Transformers Movies Look Like Behind The Scenes?
Transformers as a strong and recognisable brand has great potential in advertising
As a globally recognised brand, Transformers attract the attention of audiences of different age groups, allowing brands to reach a wider audience. In addition, ads using Transformers have great potential to go viral, increasing reach and brand awareness.
Another plus is the emotional connection and nostalgia that Transformers evoke, as they increase the likelihood that viewers will remember the ad and positively associate it with the brand.
Using the Transformers brand in television advertising can not only be entertaining for the audience but also have significant business benefits for the advertiser. By associating its products with such a strong brand, a company can improve its image and strengthen its competitiveness in the market. Ultimately, such campaigns illustrate how effectively culture, entertainment, and business strategy can be combined to achieve commercial success.
When a company manages to strategically time a campaign around major events, such as the premiere of a new film, it can significantly boost marketing reach and attract media attention.
Transformers move on
That moment is here. The successful Transformers franchise isn’t over. This year has seen the premiere of a new sci-fi action film Transformers One, which is again based on Hasbro’s Transformers toy line. Eric Pearson wrote the screenplay and Josh Cooley directed the film. And we can certainly look forward to the new film and many ads to be inspired by the Transformers phenomenon.
