Posted by Dale Buss on December 10, 2014 04:04 PM
As Super Bowl XLIX nears, the lineup of advertisers is beginning to look more familiar. Dove Men+Care and GoDaddy are two of the latest brands to confirm that they're returning to the Big Game platform and also that their Super Bowl campaigns will reinforce essentially the same messages that they had last year.
There have been some notable defections from brands that have advertised in the past, including Volkswagen. But reliable returning brands include AB InBev's Budweiser and Bud Light, Coca-Cola, Doritos, Mars and Pepsi, while new players include Loctite, Mophie—and McDonald's, whose need for marketing impact has become glaringly evident lately.
Unilever's Dove Men+Care brand debuted in the Super Bowl in 2010 with an ad that featured a man's "real and unsung moments from birth to fatherhood." The campaign was based on research that had revealed how 73 percent of men felt falsely or inaccurately portrayed in advertising.Continue reading...
Posted by Shirley Brady on June 13, 2014 11:34 AM
Father's Day is this Sunday in much of the world, prompting brands to pay tributes to Dad. Outstanding examples include Ford's heartstring-tugging "Great Stories" about dads and cars and Chevrolet's sentimental series by MOFILM filmmakers, a continuing branded content partnership for the automaker. Check out them out below, along with other noteworthy nods to Dad (and yes, Moms are welcome too):Continue reading...
sports in the spotlight
Posted by Dale Buss on March 15, 2013 06:46 PM
Beginning Sunday with the NCAA Men's Basketball Tournament selection show on CBS, March Madness will get a grip on America. And that's the cue once again for a number of prominent brands to try to get a grip on March Madness fans.
Among brands that will be either sponsoring March Madness telecasts or advertising heavily during the next few weeks on the broadcast and cable networks that carry the 68-team tournament are Buick, Acura, Dove Men+Care and ING.
"The goal with March Madness advertising is reaching that core target and gaining prestige with them by associating with a prestigious event, as well as reaching next-generation fans and that passion of the recent graduate," Gary Robinson, manager of advertising and brand for Acura in the U.S., told brandchannel.Continue reading...
Posted by Dale Buss on March 8, 2012 02:01 PM
With conference tournaments dominating this week in men's college basketball, it means that official March Madness is just around the corner. And when the NCAA men's tournament begins next week, brands are going to be more ready than ever to take advantage. That's because March Madness has become a multifaceted, extended marketing "season" much as the NFL Super Bowl represents earlier each year.
In fact, in some ways, March Madness arguably has become an even more effective tentpole marketing platform than the Super Bowl.Continue reading...
Posted by Abe Sauer on March 21, 2011 10:00 AM
On November 7, 1991 five-time NBA champion and three-time league MVP Irving "Magic" Johnson announced his immediate retirement from the Los Angeles Lakers and pro basketball. Johnson further said that he had tested positive for HIV.
The announcement shocked America, and Johnson became the public face of HIV, challenging Americans who had until then seen (and celebrated) the illness as afflicting only the gay community to come to terms with one its most celebrated athletes being HIV-positive.
So, not a soul would have believed anyone who had said at the time, "In 20 years, Magic Johnson will be the spokesperson for a major brand's line of men's hygiene products." But that's just what happened. During the NCAA tournament, Dove introduced its new campaign — "Journey to Comfort with Magic Johnson."Continue reading...
Posted by Abe Sauer on March 11, 2011 12:30 PM
Here's the official Lady Gaga for MAC Cosmetics' Viva Glam commercial. More brandbitems this week:
• Toyota tweets from Japan. Open for business.
• Chrysler's Twitter feed got in hot water over tweeting that nobody in Motor City "knows how to (bleeped!) drive."Continue reading...
Posted by Sheila Shayon on March 7, 2011 12:30 PM
Dove is standing tall for men. Really tall. Magic Johnson is the latest recruit for Dove Men+Care, the Unilever-owned brand’s campaign featuring male athletes.
Launching March 14 during the NCAA March Madness championship tournament, the spot will echo other athletes' "Journey to Comfort" spots (such as Joe Girardi's, above) with the introduction: “My name is Magic Johnson, and I’m definitely comfortable in my own skin.”Continue reading...