Advertisers Shine at The Oscars

In the advertising world, the Superbowl is (obviously) viewed as the biggest day of the year. On no other day do commercials receive so much buzz as they do during the Superbowl.

Commercials during the Superbowl are extremely targeted. Additionally, they are extremely focused on sports and football. In other words, companies don’t simply take their existing commercials and air them during the Superbowl. Rather, the commercials are produced specifically for that event in order to maximize the return on the massive price-tag associated with the production.

The Oscars

But, as I am watching The Oscars this evening, I am very excited to see some brands take a similar approach. Check out some of my favorites.

JC Penny, a major sponsor of The Oscars, uses the event to launch new campaigns pretty regularly. This spot is just one of a six-commercial set, some of which feature Ellen Degeneres. I could very easily write an entire post on this campaign as well, as they expertly integrated commercials with fantastic social media and web campaigns.

Now, I’m not a huge fan of Samsung targeting the business market as of late, but this commercial, obviously featuring movie director Tim Burton, tied into The Oscars very well and is a good continuation of their Unicorn Apocalypse story.

Diet Coke – this is fantastic and I love it. At a time when the nation’s eyes were focused on the stars of the movie industry, they take the moment to say thank you to all of the individuals behind the scenes.

And finally… Stella. I’ll admit that I have a personal bias here, since I love Stella already, but I think the brand does a great job of using The Oscars to release this ad. Everyone at The Oscars is dressed to the nines and dressed to impress, and Stella taps into that environment with this super classy, high-brow commercial.

And the “She is a thing of beauty” tagline is incredible.

What were your favorites? Did I miss any great ads during The Oscars?

Down with the King! … And the rest of the company.

I have to be honest for a second. Burger King’s entire strategy when it comes to marketing  has always really bothered me. It seems like this company repeatedly makes very questionable decisions.

 

Remember this thing?

Burger King used this King mascot from 2003 to 2011, and it was featured in plenty of ads.

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Start Spreading the News

On March 25, Delta Airlines began it’s new flight schedule that boasted non-stop service from Rochester International to Laguardia. As a guy that lives around Rochester, I think it’s an awesome addition and something that Delta can definitely capitalize on. Some of the advertising that Delta used to kick-off the new service really caught my eye as well.

This is an ad that ran in Rochester’s Democrat and Chronicle a few weeks before the service began.

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Inspired, Integrated Ideas are Only the Beginning

Earlier this week, I had the opportunity to take a tour of Dixon Schwabl with about 8 of my classmates. The full-service advertising, public relations and digital media agency is well known in the Rochester area for its extensive, wide variety of clients and projects.

Dixon is also well known for its consistent place on lists of best places to work in America. After spending some time inside the agency’s walls, it’s not hard to see why.

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Slicing the March Madness Pie

I recently read a blog by Mark Trova, in which he talked about some of the different reasons why March Madness is so successful. At one point, he talked about advertisements, and how, “Everyone realizes the cash cow that is the NCAA tournament, and everyone wants a piece of the pie.”

After I read that, I began to notice just how right he was. While watching a single March Madness game, I quickly picked up on the trend of advertisements being specifically aimed at basketball lovers. Dove, State Farm and Mountain Dew are all advertisers who, I think, are definitely getting their piece of the Madness Pie.

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Maximizing the Bang for Times Square’s Buck

ImageAs part of my Spring Break this year, I spent a night in New York City with a few close friends. I saw my first NBA game at Madison Square Garden, I went to the top of the Empire State Building, and I saw the 9/11 memorial. As great as all of these moments were, my favorite part of the city, as usual, was seeing the advertisements in Times Square.

Advertising space in Times Square is really valuable, of course, because of the amount of people that are exposed to it. So, I decided to take a look at two ads that I saw and evaluate who is getting more for their money.

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Advertising is About happiness

Tonight, I watched AMC’s Mad Men for the first time. (I know, a guy that loves advertising should have started watching Mad Men a long time ago.) One thing that grabbed me during the episode, other than the somewhat-shocking authenticity of women’s role in the workplace and in marriage, was Don Draper’s first monolouge.

Advertising is based on one thing: Happiness. And you know what happiness is? Happiness is the smell of a new car… It’s freedom from fear. It’s a billboard on the side of the road that screams with reassurance that whatever you’re doing is okay.

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