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in the spotlight

Brands Tackle Parenthood—And Our Petty, Better Angels

Posted by Fell Gray on January 30, 2015 10:59 AM

Similac Sisterhood Motherhood Mother 'Hood viral video

Last year, we saw brands finally let go of the classic image of family—two parents, joyful children, possibly a dog—for more relevant and accurate depictions. In their move to show diverse forms of family, brands like Honey Maid, Nikon, Allstate and Chevrolet created compelling connections through its real meaning. (And don't get us started on the weepy finale of Parenthood on NBC.)

While some brands continue to celebrate what unites us as families, others are starting to take a playfully honest look at what happens when we forget the things that we have in common. 

Similac’s satirical video—clocking 5 million-plus views in the past week—gleefully skewers parents, taking a keen look at the judgments that divide us as we all strive to make good choices for our children. Using the now-familiar music video parody lens, "The Mother 'Hood" reminds us that some of the childish playground drama is on the grown-ups. Continue reading...

branded entertainment

Branded Entertainment Watch: Marty, Bob, Leo and Brad Pitch Real-Life Casino

Posted by Abe Sauer on January 16, 2015 06:01 PM

The Audition Melco Casino Studio City Martin Scorsese Robert De Niro Leonardo DiCaprio Brad Pitt

The Project: Melco Crown Entertainment / "The Audition"

The Plot: Martin Scorsese, Robert De Niro, Leonardo DiCaprio and Brad Pitt extend the time-honored tradition of Hollywood types cashing in overseas—and this is only the trailer for the $70 million short film/commercial (the most expensive ad ever made) that's still to come.

It's penned by The Wolf of Wall Street scribe Terence Winter and directed by Scorsese and produced by Brett Ratner. The backer: Australian casino tycoon James Packer. The backgrounder: Scorsese's 1995 Casino movie with De Niro.

The Verdict: All this to promote a DC Comics-themed casino opening this year in Macau? Continue reading...

brand news

Brand News: Super Bowl Goes to the Dogs, Woody Allen to Amazon Prime

Posted by Dale Buss on January 14, 2015 09:08 AM

GoDaddy Danica Patrick Super Bowl 2015


Super Bowl advertisers GoDaddy and AB InBev go to the dogs as GoDaddy ambassador Danica Patrick adds new sponsor.

Amazon hires Woody Allen to direct his first TV series.

Burberry beats estimates as Romeo Beckham, US demand help  boost sales.

GoPro stock plunges after Apple granted remote camera patent.

Etsy crafts IPO, putting NY tech startups on the map.Continue reading...

brand news

Brand News: Pepsi Taps Perry for Super Bowl Halftime and more

Posted by Dale Buss on November 24, 2014 09:23 AM


Pepsi and the NFL confirm Katy Perry's halftime show at 2015 Super Bowl in new commercial.

Samsung plans major management shakeup.

Tesla and BMW discuss technology alliance.

Audi tests premium car sharing for the wealthy.

Chrysler details recall strategy, blitzes American Music Awards with ads featuring Eminem, Fergie, Gwen Stefani and Phillip Phillips.Continue reading...

World Cup Daily

Nike Leads Brand Marketers Kicking Up World Cup Fever on the Web

Posted by Mark J. Miller on June 4, 2014 02:44 PM

The vast majority of football fans around the globe will be watching World Cup games on TV, whether that's in a pub, in a city square with thousands of others, or alone at home where no one else can see you worry through each excruciating minute. However, all those fans will also be heading online to search for highlights, commentary, and a place to share their extremely knowledgeable opinions. Marketers are placing their bets that this World Cup will shape up to be a major online event.

After all, Google reports that "searches related to the tournament over the past four years have outnumbered those for the Olympics, the Super Bowl, and the Tour de France combined," according to Bloomberg. That kind of data has led every brand and its brother to launch World Cup-related online content. Sports Illustrated is hosting a standalone Planet Futbol site to cover the Cup and draw as many eyeballs as possible, as Adweek notes.

One of Nike's World Cup ads, the "Winner Stays" spot (above) featuring top footballer Cristiano Ronaldo, had 78 million views online (on YouTube and beyond) in April before it even debuted four days later on TV, partially due to Ronaldo, the world's most popular athlete on Twitter, tweeting it out to his ardent followers, Bloomberg adds. Still, Nike didn't feel compelled to release it on different platforms concurrently. Online ruled the day.Continue reading...

celebrity brandmatch

Ashton Kutcher Straps On His Thinking Cap for New Lenovo Gig

Posted by Mark J. Miller on October 30, 2013 06:35 PM

Actor Ashton Kutcher is as much known for his on-screen skills as his off-screen antics, most of which revolve around technology and his various entrepreneurial endeavors. In fact, along with his 15 million Twitter followers, Kutcher just wrapped up his role depicting Apple's Steve Jobs in a biopic.  

The number of people interested in Kutcher's tech-driven activities did not go unnoticed by Lenovo, which struck a deal with Kutcher to serve as the computer maker's new brand ambassador and one-man focus group. On Tuesday night, the company livestreamed a press conference annoucing the relationship before shipping the actor to China to toy around with its new Yoga tablet and share his thoughts with product engineers.

"Ashton Kutcher is the ultimate super user," David Roman, Lenovo's chief marketing officer, told Ad Age. "The super user is helpful to us in defining products and experiences that consumers want. His sense of what technology can do through his own use and the technology he's seen through his other startups [helps us.] And his celebrity helps us in marketing."Continue reading...

brand news

In the News: Apple, Microsoft, Starbucks and more

Posted by Dale Buss on July 16, 2013 09:16 AM

In the News

Apple in talks to acquire sensor company behind Microsoft's Kinect.

Microsoft Surface smart watch will launch in 2014, reports say. 

Starbucks is sued by deaf customers who say they're mocked.

AT&T offers option to forego wireless contract.

Baidu to buy mobile-apps store for $1.9 billion.

Boeing sees focus on transmitter in 787 fire probe.

Chevrolet goes extra long to sponsor Home Run Derby for Major League Baseball.

Christie's to hold first sale in India.

Coca-Cola sees poor weather weigh on revenue.Continue reading...

brand news

In the News: Apple, Prada, M&S Bank and more

Posted by Dale Buss on June 8, 2012 09:03 AM

In the News

Apple will use Baidu search engine on phones in China and gets on fast track in court to block Samsung Galaxy phone as iPhone 5 speculation mounts ahead of WWDC, while marketing head Steve Schiller gets a Bloomberg Businessweek profile. Also, Apple will pay $2.5 million to settle false advertising suit in Australia over 4G iPad claims. 

Audi plant expansion tests ability to maintain quality.

Boeing hits milestone on 787 Dreamliner.

Burger King plans to expand in Russia.

Cannes Lions to honor Dan Weiden of Weiden+Kennedy.

Carnival Cruise loyalty program members are up in arms.

CBS chief Les Moonves says "partisanship" is part of journalism now.Continue reading...

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