Tonight will mark the first time ABSOLUT has used television to advertise its products. The spirits company will use the medium to help launch its new, premium vodka called Level. Commercials will appear on VH-1, FX, E!, FOX SPORTS NET, Court TV, Golf Channel and Tennis Channel and Spike. The campaign, at 10 million dollars, will also include print, PR, event marketing, on-site promotion and a new (and very cool) website. TBWA\Chiat\Day New York created the campaign.
View the television commercial here.
Handbag.com, a female focused, lifestyle website, has launched 'Get Lippy,' a website targeting young women 18-25 and billed as a place for women who want to "look good, feel good but not necessarily be good". Oh how cutting edge. The site contains the usual suspects; tips on being gorgeous, styles of the star, celebu-gawking, relationship tips and hot gossip. All the things a young woman needs to get ahead in a culture where "pop" knowledge is more important than real knowledge.
A recent episode of the WB's 'Everwood' will be made available for one week to AOL Broadband subscribers. Both the WB and AOL are under the same parent company, Time-Warner, and the move is an effort to expose the show to a broader audience.
Admitting to having been caught up in the hype with earlier predictions, IDC Senior Analyst Greg Ireland has revised their DVR adoption figure to 30 percent by 2008. Even with cable companies offering DVR within set top boxes contributing to the rise, Ireland does not think it's an ad killer saying, "...as much as DVRs are hyped as killers of commercials, the most re-watched segments of big events like the Super Bowl or the Oscars are the ads. [DVRs] obviously have the potential to disrupt how viewers watch commercials, but I don't think they're going to end TV advertising." One wonders, though, whether your run-of-the-mill ad in an average rated television program will ever see the light of day.