Posted by Shirley Brady on February 10, 2011 12:30 PM
Add Pepsi to the list of Super Bowl advertisers under fire this week.
Joining Groupon, HomeAway and CareerBuilder on the hot seat, Pepsi's "Love Hurts" ad has prompted a complaint in the House of Representatives.
Sheila Jackson Lee (D-Texas) took to the House floor Tuesday night to criticize the ad, which features a white female getting hit in the head by a Pepsi Max can hurled by an African-American woman, as "demeaning," particularly during African-American history month.Continue reading...
Posted by Dale Buss on February 10, 2011 09:00 AM
Activision puts Guitar Hero in diminished role.
AOL sees advertisers weighing politics after acquisition of Huffington Post.
Belvedere Vodka partners with Usher.
Chrysler seeks “no-haggle” experience at dealers for new Fiat 500.
Cisco shares slip on weak outlook.
Coca-Cola grabs market share from PepsiCo in North America.
Ford kicks off social-media push for Explorer.Continue reading...
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 Shirley Brady on February 8, 2011 03:15 PM
You've seen HomeAway's revised Super Bowl commercial.
Now here's a revision on Groupon's controversial Super Bowl campaign, as produced by Conan O'Brien for his namesake TBS late-night show.
brands under fire
Posted by Shirley Brady on February 8, 2011 03:00 PM
This year's Super Bowl theme: shoot (your spot) first, apologize later. Following the post-game apology from Groupon for its Super Bowl spot, HomeAway is taking steps to make amends.
After some viewers objected to HomeAway's fake "test baby" handling in its spot, its website was update today with the following message: "We're happy to report that the animatronic baby featured in our commercial has been reassembled and is currently relaxing in a spacious vacation rental."
On a more serious note, HomeAway CEO Brian Sharples today released a statement to apologize to any offended viewers.Continue reading...
brands under fire
Posted by Shirley Brady on February 8, 2011 09:30 AM
“It makes Groupon seem somewhat insensitive as a company,” comments Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University in Evanston, Ill., to the New York Times. "It might have done quite a bit of damage."
Yes, the fallout continues from Groupon's first Super Bowl TV campaign, which spoofed brands that hire celebs to promote noble causes — by hiring celebs to mock noble causes while promoting actual causes onine, a hand-off that not only dropped the ball but bruised the brand.
Groupon CEO Andrew Mason posted an explanation on his corporate blog yesterday that concluded, "The last thing we wanted was to offend our customers — it’s bad business and it’s not where our hearts are."
It's worth reading as a case study in the perils of humorous marketing, even at the theater of the outrageous that is Super Bowl advertising, particularly when it comes to cause-related marketing.
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...