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Sleep tips from Abe Lincoln and the beaver
—Posted by Tim Nudd |
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August 22, 2006 | Permalink |
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Tim:
Don't you think that maybe the beaver represents....um...a beaver? Subject of many a dream.
Posted by: Jetpacks | Aug 22, 2006 10:05:37 AM
I thought he was a deep-sea diver. The old-school kind.
So a seaman, a beaver, and history's greatest Rail Splitter.
This guy's a perv.
Posted by: CorruptedJournalist | Aug 22, 2006 10:16:09 AM
Credit? Who did this campaign? For a Pharma ad, it's surprisingly creative.
Posted by: Sealice | Aug 22, 2006 11:07:37 AM
I agree. As far as pharma goes, I was pretty impressed.
Posted by: Danny | Aug 22, 2006 11:13:47 AM
I've been meaning to post about this one for a while. I loved it immediately, but I'm a sucker for talking animals. Though I would have chosen a different actor for the beaver VO.
Posted by: Lesley | Aug 26, 2006 7:39:49 AM
Yes, you are a few weeks late. When I posted my comments in Pharma Marketing Blog ("Rozerem Ads Dis Lincoln, Show Beaver" see www.pharma-mkting.com/blog/blogpost200.htm) many pharma marketing experts were as puzzled as you.
Since then, however, I've suggested that the ads are but the first stage in building not buzz about the product, but in making a claim about a unique property of the drug -- it does not cause the kind of amnesia that has been reported with Ambien where Ambien users find themselves driving while asleep.
I do not know if there is scientific proof that this benefit exists -- I doubt it, otherwise the ads would be more explicit about it rather than this subtle. The FDA would not allow unsubstantiated claims, therefore the ads rely instead on the image to convey the message.
John Mack
Posted by: John Mack | Aug 28, 2006 10:04:50 AM
I understand the complication of this commercial, these are interpreted to be dream characters but they represent the reasons that the man is not sleeping.
The Beaver represents work, so that we'd say that the doesn't sleep because when he does he worries about the job.
Lincoln represents Money, been known to keep people awake or even waken them from a deep sleep at 3:00 sharp!
The chess board I'm not sure about, nor am I sure about the Naut in the suit in the background (he may be an aqua or an astro naut). If he's an astronaut, then he would represent the stress of technology getting ahead of us all. If he's a diver... THEN maybe it's a sexual problem that keeps him awake.
The problem being that these characters oughtn't be the guys that want him to get back to sleep.
Kudoes to this ad! It certainly doesn't talk down to anyone, even at the risk of passing over everyone's head.
Posted by: Dredpiraterobts | Aug 30, 2006 5:58:53 PM
Here is my thought, the characters represent thoughts/modes of sleep. Lincoln known for "sawing logs," the groundhog/woodchuck hibernates all winter "sleeps without waking up", and the deep sea diver represents, "deep sleep." All of the characters although they represent sleep in some way are also having trouble sleeping and are up playing chess, (I forget what the groundhog is doing) and the deep sea diver appears to be making a sandwich or somthing. What a deep and refreshing commercial among all the insult to your intelligence commercials that are thown at us on a daily basis.
Posted by: Carrie | Sep 8, 2006 6:21:47 PM
One thing I can tell you about the chessboard that they obviously didn't have a consultant. The board is set up wrong!! a correctly set up board will have the white square in the lower right hand corner (white on right). Playing this way reverses the positions of the King and Queen and completely changes all known theory. Incredibly bad!!
Posted by: Michael Atkins | Sep 9, 2006 3:22:22 PM
i just wanted to say i freaking love this ad. on my train (metro north hudson line) there are now posters depicting lincoln and the beaver, and the only text on the poster is "theymissyou.com" which takes you to rozerem's site.
Posted by: Erin | Sep 14, 2006 12:35:05 PM
The beaver is eating.. so he was dreaming about eating Beavers.. typing guy's dream maybe..
Posted by: Jim | Sep 19, 2006 3:59:33 PM
I think this commercial is very ironic in that the beaver is eating. The reverse typically result in a deep sleep, at least for the beaver, while the money maker (represented by Abe) usually is awake all night.
Posted by: Gregg | Sep 19, 2006 11:26:05 PM
This really is a unique and entertaining commercial ad. I really did not pay attention to the dialogue at first but once I heard it, I started to look forward to it.
The animal..I thought it was a ground hog really cracks me up, especially the "WHATEVER" comment.
What I don't get is people mistaking the Deep Sea Diver for an astronaut? Perhaps a reflection of age...most people under 40 have never seen the old dive suits and helmets with air hose attached...only SCUBA gear....at any rate, this is a clever and entertaining campaign.
Posted by: Frank Roman | Oct 3, 2006 4:46:56 PM
You guys have this all wrong. These charatures are the dreams that are being missed. Abe Lincoln is money - people (maybe just guys) dream about being really rich. The Beaver is an obvious reference to sex - something, maybe just guys, dream about a lot. The last charature the *naut is symbolic of adventure, and in some print ads I've seen is replaced by a motorcycle. Still this ad is one of the best I've seen in a long, long time.
Posted by: Bob Schumway | Nov 15, 2006 5:16:52 PM
I agree with Bob Schumway. He has it correct because I came up with the same interpretation. Although it is not an astronaut, it's a deep sea diver. He even has his hands in water (dish water). The Chess Board representing intellect. Abe Lincoln money and/or integrity (honest Abe)and the sexual reference of the beaver eating.
Posted by: Philip B. Harewood, Sr. | Nov 16, 2006 7:28:08 AM
Can someone please just tell me where I can download this commerical...I love it. I don't care what the symbolism is....
I love the ground hog. So sarcastic with his "whatever." He could carry the commerical. Puts honest Abe right in his place....
Posted by: Kate | Nov 17, 2006 6:42:15 PM
I do not think the characters are from the guys dream. Abe Lincoln suffered from depression and some insomnia and took some "blue Pill" medication. Beavers are noturnal animals and that is why the beaver is awake. The third character is an astronaut, which signifies the problems astronauts faced for years while in space, which is sleep deprivation. Those are my thoughts on the commercial. It must be a pretty good ad, since it has all of us talking about it.
Posted by: Susan | Nov 22, 2006 10:42:32 AM
Oh Noooo.
Abe = Money
Beaver = Work
Chess = Competition
Newspaper = World Events
Breakfast = Diet/Health (bacon and eggs = high cholesterol)
Diver = Repressed anxieties
All things that keep people up at night.
Why they are talking against type I do not know. I get the feeling that there was a rewrite done that was contrary to the original intent of the ad.
DPR
Posted by: dredpiraterobts | Nov 29, 2006 4:42:02 PM
I love this commercial! The thing that really cracks me up that no one else has mentioned is the fact that Abe is using modern day language and slang. I think it's funny when he says, "it's cool". I absolutely love this commercial for that line alone!! My husband calls to me, "you're commercial is on!", if I'm not in the room at the time! Good commercial!
Posted by: Cindy | Nov 30, 2006 11:15:41 PM
A Great Ad Campaign open to many interpretations about what people want/dream about:
Lincoln = Power/Money
Diver = Adventure
Beaver = Sex/Work
... and/or what they fear:
Lincoln = Premature Death
Diver = Isolation
Beaver = ummm.... large... rodents?
Posted by: HonestAbe | Dec 27, 2006 12:18:37 PM
Beaver - sex = woman
Abe with his Hat - Phallic symbol, also "Honest Abe" talking to Beaver (waiting to play). Beaver telling him he cheats.
Deep Sea Diver - Waiting in background for chance "to dive"
All sexual connotations.
Posted by: Lisa | Jan 14, 2007 7:34:11 PM
Beaver - sex = woman
Abe with his Hat - Phallic symbol, also "Honest Abe" talking to Beaver (waiting to play). Beaver telling him he cheats.
Deep Sea Diver - Waiting in background for chance "to dive"
All sexual connotations.
Posted by: Lisa | Jan 14, 2007 7:35:14 PM
Beaver - sex = woman
Abe with his Hat - Phallic symbol, also "Honest Abe" talking to Beaver (waiting to play). Beaver telling him he cheats.
Deep Sea Diver - Waiting in background for chance "to dive"
All sexual connotations...great commercial
Posted by: Lisa | Jan 14, 2007 7:37:27 PM
I know a guy who worked on the ad, and apparently the deep sea diver was a last minute addition by the director. But the implications were taken into consideration. It's a great ad-- I think the beaver represents work, Abe Lincoln honesty (his conscience), and the deep sea diver-- all repressed feelings.
Posted by: Eddie | Jan 28, 2007 5:29:29 AM
who plays Lincoln? his voice is a dead ringer for the guy who played Mr. Mohra in Fargo.
Posted by: seesdifferent | Feb 19, 2007 1:59:08 AM
I have been wondering for months what the heck this commerical symbolizes. I am not an advertising person--just a regular person checking out the TV ad. I've been puzzled since the first commerical, more puzzled on the 2nd one (Abe pitching paper at the beaver and the beaver just says "grow up"), the 3rd one with the purple horse and I am thoroughly confused on the latest one where all 4 characters are at the bus stop! I decided to go online to see if anybody else has issues with understanding this ad. I'm glad that it was not just me missing something obvious. This is anything but obvious.
Posted by: sahenderso | Feb 27, 2007 8:30:52 AM
From the first time I saw the commercial the thing I immediately saw in common with the ground hog and Lincoln was the month of February. I've been wondering what the deep sea diver had to do with February. After reading these other posts, it seems that others saw much more than that. Although I did notice that the new commercials have come out in February.
Posted by: jesse | Feb 28, 2007 11:40:31 PM
Deep sea Diver Does the Dishes
Honest Abe Cheats at Chess
Bothered Beaver eats Bacon and eggs for Breakfast
Posted by: Jonnydingle | Mar 4, 2007 6:16:07 PM
The rozerem commercials are my favorites next to the Geico cavemen commericals...the beaver is so clever without being too obvious. I didn't pick up on Abe Lincoln suffering from insomnia, good point! The deep sea diver never talks...it's like he represents the deep subconscious. I didn't realize until I looked this up on the internet that Rozerem is marketing itself as not interfering with dreams, as other sleep aids are said to do. Don't know if that's true, but these commercials are really good. What I like most is that they are strangely compassionate compared to so many commercials that are not only insulting to your intelligence by being downright stupid, but by actually being outright rude: 'get into your local car dealership now' is a typical line from today's commercials. I hate being ordered around! These commercials instead take a more polite approach: 'they miss you.com' is the website for the product, and Abe and the beaver greet the insommniac 'hey we missed you', 'he's got enough on his mind', etc. This is indicative of the fact that I watch way too much late night tv, but these commercials actually make me think: hey, I should be in bed, catching up on my dreams, too. Like the Geico commercials, I want to see this guy and his dreams developed into a movie or tv show. I love the guy who plays the insommniac, he's so cute! And Abe Lincoln is so lovable. And the beaver is likeable, not cloyingly cartoonish. I truly would like to know: who are the advertising geniuses who thought up this campaign? There is a lot of talent in the ad agencies, if you ask me they give Hollywood a run for their money on a regular basis.
Posted by: sleeping pill ad lover | Mar 4, 2007 7:19:12 PM
Just saw the comment about the beaver also representing work (not just the other thing!)...of course! Very clever. Also just remembered that I hate the commercials for other sleeping pills, I think the worst is Lunesta. There is something really creepy about the way the announcer pronouces the word Lunesta...clearly for some weird reason the announcer was coached to pronounce it oddly, probably to make you remember the name more clearly. OK it obviously worked in my case, but since I loathe these commericals how is that good for sales? I don't think any of these commercials would induce me to take any type of sleeping pill, but certainly it is better to feel goodwill towards a product, and Rozerem wins hands down!
Posted by: sleeping pill ad lover | Mar 4, 2007 7:42:40 PM
OK, so does anyone have any idea what the blue horse symbolizes? It is keeping me up nights trying to figure it out!
Posted by: CantSleep | Mar 8, 2007 5:33:24 PM
Why do the characters have to symbolize anything? These are just random things the guy dreams about. I never tried to read anything into it at all ... it's just a hilarious commercial!
Posted by: Squiggly | Mar 15, 2007 2:02:17 PM
On Rozerem's website they have a section on defining your dreams. If you look up "Beaver" it says "Beavers symbolize ambition and industriousness. It'll take hard work to achieve your goals." If you look up "President" it says "A president symbolizes authority, power and control. The particular president you dream about could reflect your personal feelings about his specific philosophies and actions." If you look up "Chess/chess pieces" it says "You've met your match, either in love or business. Or you should think carefully before making a decision."
You can also play chess with the beaver on their website. He yells at you if you take too long to make a move! Haha!
My favorite commercial is the one at the bus stop when the beaver is using his blackberry. "Hey Chief--" "It's Doug." "Whatever." and "Let's go.. I need a latte."
Posted by: abbeynormal23 | Mar 23, 2007 11:25:22 PM
I think people are overanalyzing Abe and the Beave. They are visual nonsequiturs representing the highly individual and idiosyncratic nature of dreams. And funny as well. That dyspeptic beaver cracks me up! ("C'mon let's get a latte")
Posted by: TJ | Mar 29, 2007 2:17:12 PM
The ad is Lincoln (who suffered from insomnia while president) and a ground hog (who is also connected with "returning" to sleep). What I can't understand is the deep sea diver
Posted by: Steve | Apr 30, 2007 11:55:29 AM
Wow!! Sounds like a bunch of budding shrinks. Actually sounds like a horde of over blown art critics.
The three characters represent the three stages of dreaming during our life and two of them can be associated directly to books.
Lincoln is one of the most popular figures in world history and is the most common person people would like to play chess with if given the opportunity. (If you could meet anyone in history, dead or alive, who would you chose? Most common answer? I would like to play chess with Abe Lincoln)
The advertisers, riding the coattails of the release of "The Lion, The Witch and the Wardrobe" have the ever popular and brave Mr. Beaver.
The Deep Sea Diver is a representative from the book "20,000 Leagues Under the Sea".
The behaviors of these characters is indicative of a dream state, where a deep sea diver is cooking or puttering around and office, the beaver is bitter and sarcastic and Lincoln is acting like a child. Bizarre dream behavior.
Now you all can tear away at me now.
Posted by: Andrew | May 12, 2007 9:15:39 AM
Simple...
My wife and I agree...
Beaver...a woman's vagina
Abe Lincoln... His beard is similar to a woman's vagina
Seaman...semen.
All sexual connotations!!
Do you really think Rozerem who admit to this??
Posted by: Mark | Jun 10, 2007 8:00:16 PM
I have not associated the characters with any hidden meaning, especially the blue horse. Is there a fable or something about insomnia and blue horses?
Posted by: Floyd Harris | Aug 18, 2007 1:36:43 PM
NO NO U GUYS ARE ALL WRONG WAT THE COMMERICAL REPRESENTS ABE LINCON REPRESENTS MONEY, THE BEAVER IS WOMEN, THEN THE OTHER GUY IS SPACE U SEE
Posted by: DAMON | Aug 19, 2007 7:44:30 PM
The blue horse is his boss's. She obviously has also been having trouble sleeping (Saying "Tell me about it" when he explains why he is late and the exhausted look.) As a girl she probably dreamed about playing with her "My Little Pony."
Posted by: dENNIS m | Aug 24, 2007 2:00:56 AM
The first time I saw this commercial I loved it. I thought it was so clever and funny. I began to wonder about the meaning of Abe and the Beaver. Eventually I told my husband about it and insisted he look for it. We have had many conversations about the symbolism bit could not agree on a meaning. He suggested I Google it or go to Ad Age. I found this site with Google. I am amazed that so many other people are talking about it too. Wonderful
Posted by: kjazz | Sep 13, 2007 10:04:04 PM
C'mon -- you guys can't figure out why a woman would appear with a horse, when a guy is haunted by a beaver? Tsk...
The fact the horse is blue would suggest her husband/partner is not getting any. Too bad, since sexual activity promotes healthy sleep.
Posted by: Peter Wright | Dec 20, 2007 8:42:43 AM
I just saw the Andy Griffith Show...they said one character should take a beaver pill for his cough...
What is that all about?
Posted by: down in the basement | Oct 31, 2008 9:04:26 PM
The man has been cheating on his wife. The beaver represents ... well a beaver. He is saying you cheat to "honest Abe" because he has cheated on his wife, if you notice they they do a close up on his wedding ring. The deep sea diver represents deep seated issues or repressed memories.
Posted by: anthropologist | Nov 5, 2008 8:56:04 AM
the beaver sleep on the ground
the stupied thing to do to ignore people.
Posted by: nahom | Oct 30, 2009 5:07:25 PM
