campaigns

A Cleaner GoDaddy Woos Small Businesses With Harsh Truth Campaign

Posted by Shirley Brady on September 15, 2014 12:35 PM

Recanting for its titillating TV commercials and Super Bowl spots featuring Danica Patrick and other celebrities over the years, GoDaddy announced last year that it's cleaning up its act by losing the jiggle and innuendo in order to be taken more seriously. Losing money year-over-year and looking to go public, it faced few alternatives if it wanted to turn around its ailing business and expand its brand from Internet domain name purveyor to All Things Online for small businesses looking to stand out on the web.

Now approaching its $100 million IPO, it's continuing to mature with a new fall campaign that a press release describes as "a crisp illustration of the company’s strategic marketing shift, moving away from simple brand awareness to targeting small business owners about how GoDaddy’s products and services can make them more successful."

The first of four TV commercials (watch below) are described as using aggressive "foxhole humor" that aims for the funny bone with razor-sharp nails: "the brutal truth of what it's like to be a small business owner."Continue reading...

brand news

In the News: Amazon, Michelin, Mercedes-Benz and more

Posted by Dale Buss on December 16, 2013 09:14 AM

In the News

Amazon faces globalization of its wage dispute in Germany and experiments with delivery of large box of CPGs.

Michelin recalls 1.2 million tires.

Mercedes-Benz warns dealers of tight CLA supplies as it moves new C-Class further up-market.

AB InBev finds less is more in growing Goose Island cult brand.

Airbnb launches first national ad campaign.

Baidu adds warnings as regulators focus on Chinese stocks.

Beyonce may be blazing new marketing trail with quiet album launch.

BlackBerry edges closer to corporate abyss.

Chili's launches delivery for orders of $125 and up.

Detroit Lions urge downtown businesses to light themselves blue for Monday Night Football.

Evian fields viral baby video.

Fiat-Chrysler successor to CEO Sergio Marchionne remains vague.Continue reading...

sports in the spotlight

NFL Brand Tarnished as League, Referees Return to Negotiating Table

Posted by Dale Buss on September 25, 2012 03:41 PM

So far early in this National Football League year, the league seems to be writing The Tale of Two Seasons. It truly is the best of times in some ways — and the worst of times in at least one huge respect.

As every gridiron and sports fan is aware, the negative was highlighted throughout last weekend, the third weekend of play this fall, as substitute referees blew a handful of significant calls, made many other questionable calls, and overall threw so many flags at the players and teams that the pace of play was severely disrupted. All of that came down as team owners and Commissioner Roger Goodell continued to stand firm against the contract demands of the permanent referees and kept them off the field as a result of the labor dispute.

Then, to end the game between the Green Bay Packers and Seattle Seahawks on Monday Night Football last night, the Keystone Cops refereeing crew made a call in the endzone that gave Seattle the winning touchdown as time expired — and immediately ranked as one of the most badly botched calls in the history of professional football.

Remarkably, after reviewing the play on Tuesday, the NFL came out and officially refused to utter a mea culpa on behalf of its replacement referees. In fact, the league upheld the call and is "holding firm" as the negotiations between the NFL and the NFL Referees Association continued today.Continue reading...

brand news

In the News: Diageo, Estee Lauder, Google and more

Posted by Dale Buss on September 25, 2012 09:04 AM

In the News

Apple takes a subtle dig at Samsung in new iPhone ad as its supply is tested by record sales thanks to use of thin display.

Burberry tops London Fashion Week tweets thanks to One Direction's Harry Styles.

Dave & Busters prices IPO lower than expected.

Diageo is in talks about buying stake in United Spirits.

Estee Lauder develops brand just for China.

Ford's CMO promotes social- and product-dirven brand.Continue reading...

celebrity brandmatch

Jennifer Lopez Turns Second Video Into a Fiat Commercial (Paid for by Fiat)

Posted by Shirley Brady on October 10, 2011 09:04 PM

Jennifer Lopez may have been criticized for the Fiat 500 spot disguised as her latest video, but that hasn't stopped her or Fiat from releasing a follow-up video featuring the Fiat 500 cabriolet. "Here, this is my world. This place inspires me...to be tougher, to stay sharper, to think faster. They may be just streets to you, but to me, they're a playground," Lopez says in a voiceover about her old "Jenny From the Block" neighborhood in the Bronx. Her song Until It Beats No More (featured on her latest album "Love?") plays in the background, just as her last Fiat video featured Papi, a tune from the same album.

"We watch as she leaves Manhattan and makes her way back to the Bronx, where she grew up and continues to be inspired by. The commercial tells the story of how the simple elements of our upbringing can help explain who we are, where we’re going and serve as a source of inspiration to achieve our goals in life. That drive and determination is the common thread that is shared with the Fiat brand and our philosophy that ‘Life is Best When Driven'," stated Olivier Francois, Head of Fiat and Chief Marketing Officer and Brand Marketing Communications, Chrysler Group LLC, in a press release.

Francois is keen to position this as her first Fiat commercial, even though the Papi spot — which he told Ad Age he sees as a trailer for JL's video and not a commercial for the Fiat 500 — ran during Monday Night Football, during a commercial break that Chrysler paid for.

brand news

In the News: Netflix Nixes Qwikster, Disney CEO, American Apparel Gains

Posted by Dale Buss on October 10, 2011 08:59 AM

In the News

Netflix abruptly abandons plans to rent DVDs and kills Qwikster brand before it launches.

Disney CEO Bob Iger announces he will step down in 2015.

American Apparel finds new fans in Europe.

Apple iPhone pre-sale orders sell out, while overall iPhone sales may not be so rosy.

Chrysler plans to pare minivan offerings as part of brand rationalization and product-portfolio streamlining  as the company winds up talks with UAW.

Conde Nast to develop video and online content.Continue reading...

brands under fire

Err Guitar: Tea Party Rallies Against Gibson Eco-Smackdown

Posted by Abe Sauer on October 5, 2011 12:38 PM

On August 24, US Fish and Wildlife Service agents — armed US Fish and Wildlife Service — executed a raid on a business suspected of importing illegal materials. That business was the iconic Gibson guitar. The suspected crime? Using illegally harvested hardwoods.

But in a twist, Gibson's plight has been picked up on by the increasingly vocal smaller-government movement of the conservative right. Gibson, these activists say, is a prime example of government overreach and business-strangling regulation, and at all levels from grass roots activists to top leaders in Congress, "Gibson" has become a call to battle.

And yes, there will be a rally.Continue reading...

celebrity brandmatch

Chrysler Unveils Jennifer Lopez Fiat 500 Commercial During Monday Night Football

Posted by Shirley Brady on September 12, 2011 07:07 PM

It's channeled Elvis, taken over Times Square, and slipped into a Gucci racing stripe for New York Fashion Week. Now Fiat USA is promoting the Fiat 500 in a new 30-second trailer that's breaking during ESPN's Monday Night Football telecast tonight.

The Chrysler-owned brand struck a product placement deal to feature the 2012 Fiat 500 Cabrio in Lopez's new music video, Papi, the latest single from her new album. As part of the agreement, Lopez will appear in commercials for the 2012 Fiat 500 which are scheduled to debut later in the year.Continue reading...

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