Super 7 - Super Heroes - Brand Characters

I really enjoyed these brand characters recently, The Super 7 Lotto Super heroes. They put the average joe face on a super hero body. I believe the brand effectively created characters that clearly define their target markets, and since Lotto is national they have a wide variety of segments, so Super 7 created 7 super heroes in order to cover as much of the target demographics as possible. They give the viewers the feeling that if you win the super 7 lotto, you can have chance to be like them "super hero". Each character takes a different approach to their spending habits which I'll explain later. But they back up the visuals with catch phrases like, "Because you can!" or, "Unleash the Power of the Super Seven." These are all inspiring words making the viewer feel like they could do anything like these super heroes if they win the Super 7 Lotto. The characters also come off as amusing and funny which is also a good thing, and they look like regular people, so its easy to imagine yourself in their position. Heres the explanation for each character. 

A disciple of the school of the 2 Rs: Rest & Relaxation

- Relaxo honed his skills at doing nothing at a very

young age. He imparts his wisdom to SUPER 7 winners

to help them cope with being filthy rich. “You can’t

merely throw a SUPER 7 winner into a life of idleness”

quotes Relaxo. “You must acclimatize them slowly. No

more than 9 hours of TV a day to start off, then gradually

increase by 3 hours each day. Loafing around takes a

lot of hard work and practice.”

Sure he’s extremely good looking, but don’t let his

handsome exterior fool you. The Splurger is a voracious

shopper skilled at the art of retail. His credit card knows

no limits and he has the super human ability to carry 12

full shopping bags at once and still be able to open the

trunk of a car. It’s a skill most valuable to the SUPER 7

winner, and will be taught if they prove worthy. The

Splurger uses a firm styling gel in his hair so it stays neat

while he runs around and shops.

Making the transition to the world of the ultra-rich often

brings many questions to the SUPER 7 winner. “Which

fork do I use at fancy dinners?” “Ascot or bowtie?”

“Tomato? Tomato?” Quandaries such as these can only be

answered by one man - Professor Posh. Raised in the finest

finishing schools, he unravels the mysteries of high society,

imparting valuable knowledge to the SUPER 7 winner.

“Remember, crudités is just a fancy word for veggies &

dip,” muses Posh. Words from a great man, indeed.

Jesse Streets knew he was destined for a life in automobiles

when he discovered a birthmark in shape of a ‘58 Edsel

on his abdomen. Interestingly, the mark also resembled

the face of beloved president Herbert Hoover, but due to

his Canadian citizenship he chose the car route. Jesse

lives and breathes cars (not the exhaust, of course)

helping SUPER 7 winners with their exotic car buying

decisions. “The choice between Corinthian leather and

Peruvian nubuck can torment the unprepared car buyer,

I’m here to help.”

Though diminutive in stature, she has the power to

open packs of airline peanuts with a single rip - a vital

skill for the ever-traveling SUPER 7 winner. Her special

“tingly” senses can locate lost luggage, several continents

away - a power she learned in a relationship with

a web-slinging boyfriend who shall remain nameless.

“We’re still friends” she insists, “even though he took

my Steely Dan and Mini Pops albums.”

“It’s not easy being this beautiful,” claims 80-year old

Cosmetica. A veteran to the Super Seven force, she

exposes SUPER 7 winners to a world of age-defying and

beauty-enhancing secrets. “Money can’t buy you

happiness,” says Cosmetica, “but it can buy you microdermabrasion

surgery for a blemish-free complexion,

which in turn makes you happy.”

Once a lowly insurance clerk stuck in middle management,

a freak microfiche accident transformed him into the

being you see today. 2-Weeks-Notice-Man’s sole

mission is to help free downtrodden workers from the

shackles of upper management. He is imbued with

special powers. Most notably, a lightning fast 13

words per minute, which he uses ferociously when

typing resignation letters for SUPER 7 winners.

His only weakness is florescent lighting, which makes

him break out in a rash.

I believe that each one of these characters were effective during the marketing campaign of 2007-2009 and clearly define the target market and the possibilities if joining to the brand Super 7.