brands under fire
Posted by Shirley Brady on February 9, 2011 01:30 PM
Yesterday HomeAway released a revised version of its Super Bowl ad, removing much of the commercial's action involving a "test baby" to mollify offended viewers.
Today Groupon, which has already issued an apology for its cause-marketing spoof trio of Super Bowl spots, is releasing new versions of its ads that include a link at the end to savethemoney.org — its actual cause-marketing website page — and a new voice-over at the end: "Save the money at Groupon, and support the cause at .
See Groupon's revised spot starring Elizabeth Hurley above. We'll post the revised Timothy Hutton "Save Tibet/save on Tibetan food" spot and Cuba Gooding Jr.'s "Save the Whales/Save money on whalewatching" spot as they're released.Continue reading...
Posted by Dale Buss on February 7, 2011 05:00 PM
Super Bowl XLV was a record-breaking platform for some brand marketers.
Unfortunately, there were a lot of mediocre advertisements among the five dozen national spots that appeared between kickoff of the Super Bowl and the game’s end.
The overall entertainment level and presumed effectiveness of the event's body of work was below par.
But several spots and brands sank even beneath that low mean. Here they are, in one correspondent’s view, in alphabetical order by brand.Continue reading...
Posted by Dale Buss on February 7, 2011 04:30 PM
Record numbers of viewers for Super Bowl XLV (111 million, as Nielsen reports, a decisive victory for the enduring power of TV as a branding and marketing medium) makes last night's big game the most-watched TV event in US history.
So advertisers certainly got their money's worth in terms of reach and exposure — at least those brand marketers whose spots stood on a very crowded field this year.
The best of the pack this year?Continue reading...
Posted by Sheila Shayon on February 7, 2011 03:30 PM
Groupon made a splash with its Super Bowl debut last night: a trio of spots that spoofed, mildly, pro-social causes such as saving endangered whales (featuring Cuba Gooding Jr.), the Brazilian rainforests (a CGI-imposed Elizabeth Hurley) and Tibet (Timothy Hutton).
Of course, any mocking (however gentle) of good causes, and transferring "saving" an imperiled precious resource with "saving" money on goods and services via social-based group purchasing runs the risk of crossing a line — which this campaign, created by Crispin Porter + Bogusky, appeared to do with many viewers.
The kick-off to the brand's Save the Money campaign was accused of being insensitive to social causes — the roots of the brand's origins — while the spot featuring Hutton caused the biggest backlash, landing the lowest score and social sentiment on the Brand Bowl Super Bowl social media tracker.Continue reading...
social media watch
Posted by Abe Sauer on February 7, 2011 02:30 PM
Analysis of Super Bowl commercials by the advertising and branding industry is great for awards. But what did actual consumers think immediately after those commercials aired, before they were given a chance to sink in of before multiple viewings a day later on YouTube?
Yesterday, during the game, we monitored Twitter for immediate reactions to each ad (watch them all here). Below, analysis of immediate reactions to each ad which, while not comprehensive, captures a good cross-section of public opinion from non-media and agency types, as Joe and Jane social networker weighed in on which brand spots resonated, which brands repulsed (or at least wasted their $$$) and which got hit in the balls.
We start with the Fox pre-game and Ritz. Continue reading...
Posted by Shirley Brady on February 7, 2011 12:30 PM
UPDATED! Watch all the Super Bowl XLV brand commercials from last night after the jump, and tell us which ones you felt stood out (or were off-brand) in the comments.Continue reading...
Posted by Abe Sauer on February 2, 2011 07:30 PM
Teaser spots and leaking commercials abound for Sunday's Super Bowl. Yesterday we noted GM's Transformers 3 Chevy Camaro Super Bowl ad — as it turns out, not the only ad for the big game that will feature an automaker partnered with a film franchise. Above, Volkswagen borrows a little from Star Wars in a spot, "The Force," that's already zooming up YouTube trends.
Watch more Super Bowl XLV ads and teasers after the jump. Also, take a moment for our survey to vote for the most memorable product placements in 2010's movies and help us pick the winners for the annual Brandcameo Product Placement Awards coming up later this month.Continue reading...