Posts Tagged ‘advertising’

A post-game analysis (of the ads).

Tuesday, February 9th, 2010 - by MEA

The confetti may have settled, but the web is still buzzing over the Big Game. Of course, around here we’re talking more about the action off the field that kept viewers glued to the screen during TV timeouts, forgoing bathroom breaks. Betty White playing receiver. A house made of beer cans. Letterman, Leno, and Oprah on the couch. Guys without pants. A violin-playing beaver. Talking babies offering investment advice. The list of big brands that hoped to make a big impact is a long one.

Similar to Super Bowls past, some ads delivered the goods. Take Google’s subtle, sophisticated, and relatively inexpensive reaffirmation of its dominance in the search industry. Others fell short of the pre-game hype, like Taco Bell, while the remaining few were just downright odd. Congrats to Dockers for topping that list.

But that’s just us. You can check out how all of TV’s most expensive commercials scored with Ad Meter focus groups on USAToday.com. Or, read how the Twittersphere ranks the “super” brands that appeared during the Big Game. In the meantime, tell us what you think! Which ad was your favorite? Did any disappoint?

View USA Today’s Rankings

Check Out What the Twittersphere Thinks

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by MEA

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The Super Bowl: More Than Just a Game for Brands

Friday, February 5th, 2010 - by MEA

For decades, advertising during the Super Bowl has meant garnering the attention of millions of game-time viewers. Then there’s the inevitable wave of PR, consumer chatter, and cachet that follows, which helps generate a strong ROI despite the associated costs.

The life expectancy of Super Bowl ads has increased over the past few years, thanks to complementary online advertising, galleries, and social networks. The smartest brands even launch sneak peeks of their ads on YouTube to generate pre-game buzz.

In 2010, advertisers will work even harder to maximize exposure and participation via organic search, online videos, Twitter, Facebook, and beyond. Regardless of the final score, it should make for an interesting game. Be sure to visit Stir-Fry early next week to check out our favorites, as well as a few other websites that track the top ads based on public reaction.

Hulu Ad Gallery

Determine what ads are doing best by the number of Tweets:

YouTube Ad Blitz

In the meantime, post your all-time favorites in the comments section.

by MEA

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Big ‘Boom De Ah Dah’

Friday, December 4th, 2009 - by Colin Ayres

Shortly after Discovery Networks premiered The World is Just Awesome in 2008 to promote the Discovery Channel, the spot garnered major media attention and won several industry awards. In fact, it was so popular and well received by audiences that a second version was recently released. Same catchy melody. New faces and lyrics.

In today’s participatory culture, where consumers engage with and influence brands constantly, perhaps the most interesting aspect of the campaign is the budding viral component. Rather than just the love of a product (reference: A Positive “Spin” on Viral), the pass-along effect in this case is growing out of consumers’ love of an advertisement.

This isn’t the first time that’s happened, but it’s rare. So, what’s the magic formula? There isn’t one. Discovery Networks struck brand awareness gold by genuinely connecting with its audience. Obviously, it’s easier said than done. But by allowing people around the world to put their own spin on ‘Boom De Ah Dah’, the brand found a unique way to engage its audience and gain exposure. Now, Discovery Networks is asking for even more submissions from all of their “talented friends out there.” That’s what I like to call striking while the iron is hot.

by Colin Ayres

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What Are Your Favorite Commercials of the Decade?

Monday, November 23rd, 2009 - by MEA

Adweek has compiled what they believe are the top commercials of the decade (non-Super Bowl edition). We’ve combed through the nomination list and chosen our favorites.

Our choices for best TV spots: It’s a tie between Adidas’ “Hello Tomorrow” and Dove’ “Evolution.”

Our choice for best viral advertisement: “Tea Partay.”

We also noticed a few omissions from the list. Like the hilarious big German promoting wind energy and a reunited Survivor following around Glen as he chugs Starbucks. Another favorite is the human dominoes line that ends with a man and his Miller Lite. Take a look at Adweek’s list to watch the videos and vote.

What are your favorite ads of the decade?

Our other favorite ads.

by MEA

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Cash 4 Gullible

Tuesday, September 22nd, 2009 - by Mark Albertazzi

If you watch TV, there’s a good chance you’ve seen those cheeky commercials for Cash4Gold. For a refresher, see below.

Cash4Gold Ad

Normally, I would never ship away my gold possessions and rely on someone’s assessment of their value without being present. But being curious about how the process works, and what people had to say about it, I decided to at least Google Cash4Gold. One of the top links redirected me to complaintsboard.com, where I found a number of reviews posted by both customers and purported former employees.

What I found most entertaining, however, was a banner ad for Cash4Gold on the same page filled with complaints about the company. Whether you believe in the Cash4Gold offer, or the viability of their assessment process, you have to tip your hat to their media buying service. Apparently, they’ve identified a core target market and they know where they are – retirees, or down-on-their-luck folks, watching daytime TV, who in turn surf the web to see if the company’s offerings are viable.

Bottom line, after reading several other “exposes” on Cash4Gold’s practices, I was reminded of that familiar buyer beware adage: if it’s too good to be true, it probably is.

by Mark Albertazzi

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Dentyne’s Take on the PSA

Wednesday, September 16th, 2009 - by Lindsy Haslam

Technology is an integral part of the way we communicate and brands are always looking for a new way to take advantage of the rise in social media. In 2008, when sales were down 9%, Dentyne was no different. But instead of a fan page on Facebook, an iPhone app, or Twitter updates, the company chose to turn the social media craze on its head.

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by Lindsy Haslam

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Effective Ads or Irresponsible Marketing?

Wednesday, August 19th, 2009 - by MEA

The potential health and environmental impacts of plastics in bottled water are a hot debate these days – and Tappening is trying to capitalize on the opportunity. The print ads direct consumers to a viral website www.startalie.com where users can join in the fun of creating and spreading lies. This interactive user generated content has resulted in everything from “Bottled water got me pregnant. I’m a man.” To “Bottled water is full of carbs.”

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by MEA

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The Most Interesting Beer Salesman

Thursday, July 16th, 2009 - by Colin Ayres

For whatever reason, and there are plenty of theories out there, the proverbial big idea is a rare commodity in advertising nowadays. (Some even argue that it’s dead, but that’s a blog entry all it’s own.) The kind of idea that creates longstanding meaning for brand, sets it apart from the competition, and galvanizes customers. Truly, they are few and far between.

The Most Interesting Man in the World is just that kind of rarity. This immeasurably popular Dos Equis campaign is a beacon of originality in a sea of sameness. Not only is the protagonist a gray-haired father figure, the seen-it-all “life connoisseur” openly admits that he doesn’t always drink beer. Compare that to every other beer commercial and Dos Equis shines like a beacon in the cluttered aisles of supermarkets, too.

In fact, during a time when imported beer sales have dropped 11%, the man who “once had an awkward moment just to see how it feels” has helped Dos Equis boost their sales by 17%. From TV and radio spots to online advertising to viral videos, this tightly integrated campaign is a testament to the power of big ideas and the value of branding. Especially in tough economic times.

Read the Full Story at AdAge

by Colin Ayres

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Sex sells. And I’ve got the receipts to prove it.

Friday, June 19th, 2009 - by Colin Ayres

Remember when Cindy Crawford stepped out of a red Lamborghini at a remote roadside rest stop to buy (and subsequently chug) a Pepsi? That’s just one of the top 10 hottest, most memorable commercials ever to hit the airwaves, according to eight ad execs that collaborated to come up with the list.

It’s no secret that viewers are more likely to pay attention when [insert name of a beautiful person here] is interacting with a product. But, the line between provocative and sophomoric is a thin one. Which is why you won’t find a scantily clad woman washing a car while eating a juicy burger among the honorees. Rather than hitting viewers over the head with a sexual sledgehammer, the winners blend suggestive content and branding effortlessly. The panel got it right. These spots work because they subtly tease viewers. And, as a result, leave them clamoring to buy a case of Pepsi in the off chance that a parched supermodel might come-a-knockin’. Hey, it could happen.

See the top 10 hottest commercials ever at forbes.com

by Colin Ayres

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Is “Cut”, a PSA starring Keira Knightley, too hard-hitting?

Thursday, June 11th, 2009 - by MEA

“Cut”, starring actress Keira Knightley, is a PSA created to raise awareness of domestic violence. But, the controversial commercial has censors shaking their heads. They’ve banned the commercial until several edits are made, claiming it’s too shocking for audiences. Proponents of the cause say the commercial effectively raises awareness. In fact, “Cut” has already garnered over 1 million views on YouTube.

Is “Cut” too hard-hitting? Or, will its disturbing nature open the public’s eyes? Is this a line advertisers should avoid crossing? Or, does the end justify the means? You be the judge.

by MEA

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