“Focus” – 5-Hour Energy Is Focus
This TV ad for 5-Hour Energy tells us what focus is.
What this ad says:
(Announcer): What is focus? It’s a wondrous sensation of clarity and alertness. It’s owning your opponent. It’s knowing beyond a doubt, you’ve got this. It’s keeping your head down, your eye on the ball and knocking it out of the park. It’s getting in the zone. It’s keeping on your toes. On target, on top. Focus is staring the world in the face and saying bring it. Focus is power, focus is life and 5 Hour Energy is Focus.
Things this commercial says and what people may think:
- What the commercial said: 5 Hour Energy is Focus
- What some people might assume it means: If I drink 5 Hour Energy, I will have focus, be “in the zone”, and be able to do all of these other things shown and talked about.
- What it actually means: The word “focus” is spoken or shown on the screen a total of 8 times in only 30 seconds, but never once does the announcer claim that 5 Hour Energy will improve your focus in any way. At the end, the announcer says “5 Hour Energy is focus”, but no claim is made that the product will give you focus, improve your focus, or help you to do any of the things mentioned any better. It is left up to the viewer to associate the word (focus) to the product (5 Hour Energy) and make the assumption that it will help to improve your focus.
The fine print in the 5 Hour Energy commercial:
During nearly the entire commercial these two fine-print disclaimers are shown:
Provides a feeling of alertness and energy. Does not provide caloric energy. Not proven to improve physical performance, dexterity, or endurance
Contains caffeine comprable to a cup of the leading premium coffee. Limit caffeine products to avoid nervousness, sleeplessness and occasional rapid heartbeat.
What this fine print means:
The first disclaimer makes the following clarifications:
- 5 Hour Energy will only provide a feeling of alertness or a feeling of energy
- It does not provide actual (caloric) energy – meaning that you get only the feeling of energy mentioned in the previous point
- It will not actually give you any better physical performance or endurance – it will not help you do any physical tasks any better
The second fine print disclaimer means:
- You will get same amount of caffeine from a 5 Hour Energy as you would get from a cup of coffee
- If you drink too much 5 Hour Energy, or too much coffee and 5 Hour Energy, you may/will get a rapid heartbeat, not be able to sleep and have uncontrollable nervous/anxious feelings
This commercial uses imagery, on-screen text, and wording that some people may think is an attempt to trick people into assuming that using the product will result in the benefits shown and mentioned but on closer examination, technically never makes that specific claim.