2014 Brandcameo Product Placement Awards

celebrity brandmatch

Dove's Unlikely Pitchman: Magic Johnson

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...

what girls want

Converse Promotes New Women's Designs

Posted by Shirley Brady on March 8, 2011 12:30 PM

While not timed to International Women's Day, Converse is thinking about giving women a well-shod foot up.

The classic American sneaker brand is promoting the Helen — a new spin on its heritage Jack Purcell shoe (and named for Purcell's wife). The short film above features NYC chef Melia Marden talking about her work, her mother's inspiration and Converse's new women's shoe design. 

The brand is also promoting another women's collection, featuring a more international inspiration: the designs of Marimekko.Continue reading...

campaigns

Ad Watch: AT&T, Chrysler, Coca-Cola, EA, NBA and more

Posted by Shirley Brady on January 18, 2011 05:30 PM

AT&T promotes its 4G network with a commercial that rewinds a football player's life back to the moment his dad first bought him tickets to a game, purchased (of course) with his AT&T phone.

Watch more new spots — from Audi, Coca-Cola, TurboTax, Intel and other brands — after the jump.Continue reading...

brand launch

Sweet Smell of Excess: Hilfiger Gets LOUD On Air

Posted by Ana Terzi on November 10, 2010 04:40 PM

American designer Tommy Hilfiger has launched LOUD – a digital radio station with a singular purpose: promoting Hilfiger’s new fragrance master-brand, LOUD for her and LOUD for him. And the brand sees no better way of promoting the youth-oriented brand than blasting the soundtracks of a generation.

Although tying a radio station to a brand, and vice versa, is terrain originally trodden by sneaker and apparel giant Converse, this is the first time a lifestyle fragrance brand has taken to the airwaves to broadcast its message and convey its brand commitment to staying vibrant and young.

LOUD is on 24/7, and it’s run by a team of professional programmers, DJs and on-air personalities from the Goom Radio studios, the same studio behind The Converse Radio initiative.Continue reading...

brandcameo

Jackass 3D Product Placement Stunt Surprisingly Smart

Posted by Abe Sauer on October 19, 2010 05:00 PM

Is stupidity a product? Because if stupidity is a product then Jackass 3D is the most product-placed film of all time. Yes, even more than Sex and the City.

Sadly, stupidity is not a product, though, for some, it is a brand position. In fact, the stupidity on display in Jackass 3D may explain why there are so few brands, with most of them in the background. A pair of boxing gloves, repeatedly used in one gag, may be Everlast, but the brand is intentionally obscured under duct tape.

Yet, there are a few mentionable amongst the unmentionables.Continue reading...

sporting brands

Converse Returns to TV with Dr. J

Posted by Shirley Brady on September 27, 2010 12:30 PM

Converse last night broke a 60-second TV spot during The Family Guy promoting its Star Player Evo shoe, featuring Julius "Dr. J" Erving, Doug E. Fresh and some skateboard stars in a spot taped in Brooklyn and Harlem. It will also run during the NBA season opener on Oct. 26, when the Boston Celtics face LeBron James and the Miami Heat.

Despite making an appearance during the recent MTV Video Music Awards, Converse has been light on TV spots in recent years. CMO Geoff Cottrill tells Brandweek, “TV's always been a part of the media mix. We wanted to make a statement about Evo.”

Director Antoine Fuqua talks about the brand spot after the jump.Continue reading...

brand news

In the News: Google-Verizon, Sky vs. Skype and more

Posted by Dale Buss on August 10, 2010 09:00 AM

As Google and Verizon defend a net neutrality proposal that exempts wireless services, Google faces privacy questions over an alleged order of a “microdrone” from a German company.

BSkyB challenges Skype over logo.

BP nears a deal with U.S. government on guarantees for $20B compensation fund.

Dish Network experiences slippage in subscribers even while rival DirecTV posts gains.

H-P navigates its future after the resignation of CEO Mark Hurd in an ethics scandal, as customers by and large remain loyal – but investors knock down the company’s share price.Continue reading...

brand inspiration

Brands Embrace Sounds of Summer

Posted by Shirley Brady on July 20, 2010 12:00 PM

We recently noted how Coca-Cola used sonic branding during the World Cup, and how brand marketers are playing with original music to engage younger consumers this summer. Case in point: Converse's original All Summer tune above, a collaboration between Kid Cudi, Bethany of Best Coast and Rostam Batmanglij of Vampire Weekend. More brand-inspired music after the jump.Continue reading...

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