Posted by Sheila Shayon on February 21, 2014 02:53 PM
In an almost-Oreo moment, Liberty Mutual Insurance created an Olympics-themed TV spot on-the-fly based on a breaking news event.
When Team USA moguls skier Heidi Kloser crashed on Feb. 6, breaking her femur and tearing knee ligaments just prior to the opening ceremony of the 2014 Sochi Winter Olympics, she reportedly asked her parents while en route to the hospital if she was still an Olympian.
Having seen Liberty Mutual’s “Rise” campaign during NBC coverage of the Olympic Winter Games, ad veteran Alex Bogusky tweeted Liberty Mutual about using Kloser’s story in their ongoing campaign featuring past Olympic athletes who overcame personal setbacks to go on to triumphs.
“We saw that tweet and it was essentially the catalyst for the ad,” said Jenna Lebel, marketing director for Liberty Mutual. “I think it’s really important as a Team USA sponsor to have that real-time, always-on presence from a community management standpoint.” And Liberty Mutual was no doubt at the ready to take-up the suggestion from Bogusky.Continue reading...
Posted by Mark J. Miller on February 17, 2014 04:24 PM
It was a rough 2013 for Heineken, and 2014 hasn't started off much better.
The company saw its 2013 profit drop 53 percent, with only $1.87 billion in revenue compared to 2012's $3.98 billion. The company was hoping that “gradual improvement of the global economy should help spur growth” this year, according to the Wall Street Journal.
But even an improved economy can't help Heineken avoid the loss of a major ad campaign. That's exactly what's happening in the UK, where it's newest ads for Kronenbourg 1664 have been banned by the UK Advertising Standards Authority. The ad watchdogs have a problem with the fact that the brew seems to pass itself off as French in the ads, when in reality it is brewed in the UK, according to Ad Age. While the commercial and print campaign contain text saying so, the ASA still feel it is misleading.Continue reading...
Posted by Mark J. Miller on January 24, 2014 01:42 PM
Come Super Bowl Sunday, H&M will be presenting fans with a lot of choices. The retailer unveiled earlier this month that its ad starring David Beckham will be a shoppable one: fans with select Samsung smart TVs will be able to shop items in the ad in real-time using their remote.
And now H&M has announced another feature that any consumer can get in on, smart TV or not, that may be a bit more titillating.
H&M is asking consumers to vote online for how the ad should end by using hashtags #covered or #uncovered via an H&M site that will debut Monday, according to Ad Age. Fans may get to decide if Beckham ends up in his skivvies—or nothing at all.Continue reading...
Posted by Mark J. Miller on January 22, 2014 06:39 PM
America's biggest ad derby may be the Super Bowl, but the entire globe has the World Cup, an event, as Ad Age puts it, that is like "having the Super Bowl every day for an entire month.”
Ad deals related to the Cup are bringing in enormous amounts of money—much more than the $4 million-per-spot price tag of this year's 30-second Super Bowl ads. Brazil’s largest TV network, Globo, which has exclusive broadcast rights for the Cup, has struck deals with eight major companies—AmBev, Coca-Cola, Banco Itau, Johnson & Johnson, Hyundai, Nestle, wireless business Oi and local retailer Magazine Luiza—that will see the companies pay out a combined $600 million in order to occupy “451 thirty-second TV commercials, hundreds of quick mentions with visuals when announcers talk about World Cup games, and 359 5-second commercials created by Globo that feature four marketers at a time and run at the beginning and end of soccer games and other programming, and during commercial breaks,” Ad Age reports.
And that’s just what Globo is getting. Networks across the world are getting nearly as big a piece of the ad pie. After all, at least 1 billion people watched the final of the 2010 World Cup in South Africa and 3.2 billion caught part of the Cup at some point during the month.Continue reading...
Posted by Sheila Shayon on January 15, 2014 06:41 PM
Anheuser-Busch InBev's Super Bowl XLVIII game plan is a mixed bag of old and new as the alcohol giant turns its focus to its core brands—Bud Light and Best Global Brand Budweiser—as competition from Coors Light, craft beers and imported brews heats up.
In total, AB InBev will air five ads, three for Bud Light and two for Budweiser.
A veteran Super Bowl advertiser, Budweiser will once again utilize its iconic Clydesdales in a new spot, "Puppy Love," as well as one that honor's returning military troops that is "particularly special because of the sheer number of troops coming home from Afghanistan," Budweiser VP Brian Perkins told USA Today.
Bud Light, on the other hand, will showcase an innovative re-sealable aluminum bottle, "Cool Twist," in spot called “So Cool” that is scheduled to air in the game's first timeslot along with two others that include celebrity tie-ins.
One thing that isn't resting on nostalgia is Bud Light's four-year-old tagline, "Here We Go."Continue reading...
Posted by Mark J. Miller on January 6, 2014 02:57 PM
Every year, brands pour millions of dollars (about $4 million for 30 seconds this year) into the production and placement of Super Bowl ads, and not without great fanfare. TV spots can garner millions of views, with fans and industry people alike sharply analyzing each moment to decide which brand 'won' the big game.
According to a new study, though, those bags full of bucks might be better spent in some other way. Arizona research firm Communicus has found that about 60 percent of the ads that air during the game don’t increase purchase or purchase intent, according to Ad Age.
Communicus even discovered through its interviews with more than 1,000 consumers that the ads that are popular, such as Tide's 2013 “Miracle Stain” spot, doesn’t mean that purchase or purchase intent goes up. One of the problems, the firm’s CEO, Jeri Smith, told Ad Age, is that the ads don’t run often after the actual airing of thegame. "We find that one ad exposure often isn't enough to make anything happen," she said.Continue reading...
Posted by Abe Sauer on January 6, 2014 11:12 AM
If you watched football this weekend, you'll never forget it. No, not the miracle comeback of the Indianapolis Colts nor the implosion of Alabama. We're talking about the Nissan Rogue ad—you know which one. The one where the Nissan drives on the train. Yes, that one. And if you saw it—and you know you did—social media evidence suggests you came to despise it with a depth generally reserved for the Roll Tide-War Eagle rivalry. In fact, things got so bad that Nissan was forced to apologize.
Posted by Sheila Shayon on December 20, 2013 11:17 AM
It’s that time of year to take stock of 2013's top moments—many of which were documented on video. YouTube's year-end ad leaderboard is flooded with top brands, but this year's blockbuster entries weren't your typical 30-second promo.
The ads "are often longer, more compelling, more engaging. And people are choosing to watch them," the company wrote in a blog post. “These aren't the ads with the highest view counts, though, or the biggest budgets. They are the ones that skillfully deployed paid media to help great creative catch fire."
Indeed, 2013 saw the meteoric rise of branded content—a new marketing tool that has propelled brands into storytellers and entertainers. And so, from Geico's Wednesday anthem to Pepsi's prank, here are the top 10 ads of 2013, according to YouTube:Continue reading...