It’s Magic.

I’m an owner of a Magic Chef microwave, and I sold a handful of their products while working at The Home Depot. I was a college student who simply needed appliances that were both cheap and reliable. Most people who buy Magic Chef appliances are that kind of person, looking for those kind of features. I took a look at MCA corporation, and I was disappointed with their marketing tactics and I had a few ideas for ad campaigns.

It’s not magic…It’s Magic Chef.

 I had a few different roads I wanted to travel down with this one once I got into it. I wanted to have some variety as well targeted at different audiences, with different taglines, and different messages. I went with clever, competitive, and my specialty, emotional. This first one (clever) evokes the idea that their price to feature ratio is so good, you’d confuse it with magic, but it’s not magic…it’s Magic Chef.

 Comparable features…incomparable price

This is a competitive spot targeted towards young adults & new home owners looking to save money in their budget on appliances. Working at The Home Depot, I was around both magic chef appliances and their competitors. I thought to myself, when I move into my first home, I’m going to get all Magic Chef appliances. That way I could afford to spend money on cooler things. Their products have the same features as those far more expensive. You can compare the features, but you can’t compare the price.

 Magic Moments from Magic Chef

Whether you’re a parent who’s had a kid go off to college, or you’re the kid moving on, this emotional ad is designed to pluck at your heart strings. This piece is targeted at parents who have kids nearing that dreadful and happy day their children finally pack up for university. It shows that you don’t have to break the bank to make sure your kids are taken care of out there in the world.

 It’s That Simple.

Nothing like a good old fashioned print ad right? A nice competitive ad that you can look at for half of a second and understand fully. This ad is designed to be used on billboards as well as Magic Chef’s social media platforms. I’m not much of an art department on my own, so I tried to think simple…literally.