Which Super Bowl Ads Are Super?
Which advertisers managed to create the
ads you don’t want to miss and which failed?
By. Larry Woodard
It’s that time of year again. Time to
make that fancy dip and that special wing sauce. Time to lay down a
few bills in that office pool. Time to defiantly put on the jersey
of your team—the one that didn’t make it to the Super Bowl. Time to
pay as much attention to the TV commercials as to the big game.
Yep…it’s time for the Super Bowl and for advertising’s big day in
the spotlight. With an expected 100 million viewers, that’s close
to 200 million eyeballs. With a 30-second spot going for around $4
million dollars, just like the big game itself, there will be
winners and losers. I sat down with a bowl of my wife’s most
excellent chili and a tall glass of ice cold diet Dr. Pepper to
review this year’s spots and give you my professional opinion of
which brands w...
The broadcast industry "upfronts" were held earlier this
month. Advertising agency media types put on their best dresses and
Sunday suits and attend lavish presentations complete with TV
stars, food and beverages. Kelly Clarkson, Robin Thicke and John
Legend performed at ABC's Upfront VIP Party. During Upfront
presentations, networks roll out next season's television
programming and present their best cases for why they should get
their share of the more than $60 billion spent annually on
television advertising. In spite of the growth of internet and
mobile advertising, television is still the number one platform for
advertising and up to 80 percent of commercial inventory is sold
during the upfront season. So you can imagine why Dish Networks
unveiling of the "Hopper" – a DVR device that would allow
subscribers to "auto-hop" (skip) the commercials they record –was
considered hard, cold rain on the parade. This is big, right? The
ability to watch a show when you want to and w...
The most elaborate photo shoot I've been involved in to date
was for a popular candy bar. By the time I got to the shoot, the
crew had been working for several hours under the direction of an
acclaimed food photographer and our art director. On a table were
two foot-long candy bar models that had been carefully fabricated
out of plastic to make sure they matched the "hero" (or hand-made
to be perfect) candy bars we had been provided by the manufacturer.
In the case of this product, the "decoration" or wavy pattern on
the top had a specific design and the chocolate was without
blemishes (like the air holes that occur during the normal
manufacturing process). There were two assistants in waders, knee
deep in a vat of chocolate. A complex rig had been developed that
would create waves in the vat and another rig was designed to bring
the two halves of the chocolate bar out of the vat in a smooth
motion. On the counter, were several hand-manufactured candy bars
and two food stylists ...
Do Ad Networks Practice Double Standard When It Comes To African
American Consumers? Those of you who know me, know that I’m a
research nut. I like to find information and I’ll go to great
lengths to get at interesting facts. This inquisitiveness has
served me well over the span of my career. Information is power, it
helps you prove points. It helps shine a light on inequities. I
like to think ultimately, information leads to truth and truth has
interesting qualities. William Cullen Bryant said that “Truth
crushed to the earth will rise again”. So, follow along as I tell
you what I just found out. It all started with an article I saw
yesterday that talked about
Omnicom’s TBWA setting up shop in Nairobi to compete in the
fast growing Kenyan advertising market, which according to sources
grew 30% last year. 30% is nothing to sneeze at and their clients
GSK, Visa and Unilever among others are all blue top shelf clients.
I started snooping around to find out more about the K...
I’ve been seeing the trend develop for a while. It is buried
in Mary Lou Quinlan’s book
Just Ask A Woman which spends its time focusing on woman as
consumers. It is the subtext to Miriam Muléy’s book
The 85% Niche , which also is aimed at how to target women’s
purchasing power. But now, a little more of the significance of the
trend is emerging and there is a wonderful name that’s so
descriptive I think it will catch on: Queen-Ager. The Sidney
Morning Herald published a short article in yesterday’s newspaper
Queen-agers Rule the Net . Their hypothesis is that there is a
group of women sandwiched between Gen Y and the Baby Boomers. The
bulls eye age is 45, and the largest part of the group is 40-49.
These are tech savvy women whose focus is not on babies, beauty or
fashion necessarily but who seek the information and respect to
confidently go where they traditionally have not had easy access.
In many ways it is about reinvention and the catalyst has been th...
Facial recognition software being used in UK campaign to
determine gender of viewer.
Now this is interesting! A worldwide charity called Plan,
which focuses on helping millions of underprivileged children in
over 50 developing nations, has launched an innovative ad campaign
in the UK. The transit campaign called Because I Am A Girl uses
facial recognition software to determine the gender of the person
standing in front of it. If the scan determines the viewer is
female, a 40-second ad plays that features three young teenage
girls each from a different country. Men and boys are not shown the
ads but are directed to information allowing them to give so that
girls can have choices.
ads informs the viewer that as many as 75 million girls are
denied the right to education or forced into marriages where many
have children while still being children themselves. The point of
the ads is to educate as well as to actually demonstrate how girls
in many countries a...
Marketers working hard to market
using data captured though sales and social media.
KLM Dutch Airlines thrust
Adaptive Marketing into the headlines with its
announcement that it was working on a program to allow
customers to use social media like
Facebook to choose who they
would like to sit with on a flight. It's an interesting concept and
actually not that difficult to implement. Many travelers already
use the internet to purchase their tickets and choose their seats.
Airlines have been working hard to increase their presence in
social media and millions of travelers use Facebook or
Linked-in . KLM found in
their research that a large group of travelers like to flirt on
flights. This leads them to believe that facilitating social
interaction on flights might be good for business. Or not. Most
flights these days are full and once in the air, the likelihood of
changes seats is low. Airlines are not equipped to handle multiple
passenger request to mo...
Kidnapped, Hijacked or Rescued?
Generation Jones Seeks to define those born between 1954 and
I was commuting to Manhattan on Monday and listening to WCBS
talk/news radio when I got the news. Apparently, according to
marketing consultant Jonathan Pontell who was being interviewed,
the large group of people born between 1954 and 1964 are not, as
previously cast Baby Boomers but are an entirely different species
known as ( a term he coined) "Jonesers". This is a huge group of
people. It is nearly a quarter (53 million) of all adults. This is
a group that is too young to truly have embraced he idealism of the
60's and we are the ones who watched our older brothers and sisters
sell out to Yuppism during the 80's. Jones has written a book
Generation Jones: Between
the Baby Boomers and Generation X.
But before I go on describing why Mr. Pontell might be on to
something in further segmenting Boomers, I'd like to explore my
feelings. It was not difficult for me...