Learn more about Sustainable Brands 2015 San Diego

The Big Game

CarMax Returns to Super Bowl and Lets Dogs Out for Good Measure

Posted by Dale Buss on January 23, 2014 07:33 PM

With apologies to the Puppy Bowl on Animal Planet, CarMax is fielding a canine version of its Super Bowl commercial online—with dogs repeating figure by figure, frame by frame for 45 seconds everything that human beings are doing in the extended version of the ad that's actually going to end up in the Big Game.

It's a unique way to garner attention for CarMax as America's leading used-car brand shoulders its way back into Super Bowl advertising this year after a two-year absence. The brand returns as the entire auto industry, used cars included, has reached a lofty sales level unseen for several years and with prospects for further improvement this year.

Laura Donahue likes the context, CarMax's vice president of creative marketing and advertising told brandchannel. "Manufacturers are showcasing their products" in Super Bowl XLVIII, "and that's great for CarMax, because the more American consumers are excited about cars—we have all those brands and [used] vehicles in one place."Continue reading...

super bowl

Super Bowl Ad Watch: A Crucial Play for Research In Motion's Blackberry 10

Posted by Dale Buss on January 25, 2013 06:10 PM

Above: Tracy Morgan in a teaser for Kraft's Super Bowl ad for its Mio water mix-ins.

There's no doubting the need or the stakes. That's why it isn't too surprising Research in Motion revealed on Friday that it will air a 30-second advertisement for its new BlackBerry 10 smartphone and operating system during the Super Bowl on Feb. 3.

BlackBerry's market share has dwindled, of course, in the wake of the onslaught by Apple, Google and Samsung on the smartphone market. Yet RIM executives have been maintaining that the 10 — with an all-new modus operandi and hardware — is not only the company's last chance, but also a game-changer. They're scheduled to reveal details on Wednesday.

"A Super Bowl commercial is a great opportunity to show the redesigned, re-engineered and reinvented BlackBerry to tens of millions of consumers on the largest advertising stage of the year," RIM CMO Frank Boulben said in a statement. The company already staged an ad takeover of the home page of the New York Times website in December.Continue reading...

brand news

In the News: AOL, Audi, Burger King and more

Posted by Dale Buss on January 25, 2013 09:01 AM

In the News

AOL plans to distribute Discovery channels as its Huffington Post flip flops on Goldman Sachs.

Animal Planet finds room for Geico and other advertisers in annual Super Bowl "Puppy Bowl."

Ann Taylor brings back actress Kate Hudson as ambassador and designer.

Apple plans to offer broader guidance on earnings as it must fight to maintain dominance of iPhone.

Audi releases Super Bowl commercial with alternate endings for YouTube voting.

Boeing faces of extended inquiry by authorities into Dreamliner fires.

Bristol settles Hepatitis C claims.

Burger King drops firm that supplied horse meat in UK.Continue reading...

survey says

Brand Decision 2012: Dems Are From Starbucks, Republicans Are From Dunkin'

Posted by Mark J. Miller on June 14, 2012 02:02 PM

America is settling in for a long summer of campaigning between the Democratic candidate President Obama and the Grand Old Party’s Mitt Romney. News of minor flubs by candidates and those who work for them will come up at bars, barbecues, and ice-cream joints across the land (or be completely avoided, for everyone’s safety).

Americans will likely hear a constant media drumbeat about red states vs. blue states that will be so loud, it will seem that the country is about to burst into a Civil War.

Just in time for this comes a new study from Buyology that members of the two political parties don’t just disagree on their candidates. They also mostly disagree on the brands they love, though there are three that help bring them together. Next time a president wants to have a bipartisan summit of some sort, he or she might want to involve Coke, Apple, and Visa. Those three names were named by both parties as brands they love.Continue reading...

brand bites

Brand Bites: Ben & Jerry's Gay Marriage Ice Cream, Naked PETA and more

Posted by Abe Sauer on March 16, 2012 12:19 PM

Ben & Jerry's supports gay marriage in the UK with "Apple-y Ever After" ice-cream and Facebook app.

How do you promote a parking app at South by Southwest? Fake parking boots!

Of course there's a "woody" Toyota Prius.

Lingerie retailer Figleaves escapes outdoor ad ban.Continue reading...

stake your turf

Animal Planet's Puppy Bowl Drinks Out of Super Bowl

Posted by Shirley Brady on February 8, 2011 01:45 PM

Super Bowl XLV wasn't just the highest-rated broadcast in U.S. television history. Its halo effect also extended to a rival game: The seventh annual Puppy Bowl (that's a glimpse at last year's starting lineup) on Animal Planet scored its highest ratings ever, too.

The broadcast on the Discovery-owned cable network says it scored its largest audience ever with 9.2 million unique viewers across its entire 12-hour marathon —up 60% from the previous year during the 3-5 PM ET/PT time slot.Continue reading...

brand news

In the News: Apple, NBC, Wal-Mart and more

Posted by Dale Buss on November 16, 2010 08:40 AM

In the News

Apple prepares to announce Beatles/iTunes deal at 10am ET.

BHP Billiton will keep pursuing large acquisitions despite failed bid for Potash.

Buick, Delta, Disney, Diageo, and T-Mobile test Google Goggles brand marketing.

Chrysler redefines Dodge brand, sans Ram.

Discovery buys Animal Planet and Liv TV channels from BBC.

Droid lands a starring role in Gossip Girl.

Facebook roils rivalry with Google with new messaging system.Continue reading...

road warriors

New Campaign Has Subaru Going To The Dogs

Posted by Barry Silverstein on February 9, 2010 12:54 PM

More than 77 million dogs are owned by people in over 45 million households in the US. That's a statistic advertisers like Subaru have noticed. In fact, half of Subaru drivers own a pet.

That's why the car company's latest ad campaign focuses squarely on not just the owners, but their dogs – who are shown "driving" the Subaru Forester in an ad that carries the tagline "Dog tested. Dog approved." The ads started running this past weekend.

Subaru has gone a step further by partnering with the ASPCA (American Society for the Prevention of Cruelty to Animals). At "Share the Love," a recent Subaru sales event during which new car buyers could choose to donate $250 to one of five charities, the ASPCA was the top choice.Continue reading...

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia