This Olympics-focused editorial series is written by Ronald Urbach, Chairman of law firm Davis & Gilbert LLP and the co-chair of the Advertising, Marketing & Promotions Practice Group at the firm.
How many of you have seen this phrase in advertising on the Olympics broadcast: Official Sponsor of the U.S. Olympic Committee? We have all seen these words before. But take a moment and think about them. What do these words really mean? Who cares what they mean?
Consider the word - "Official." The key authorizing party behind the Olympics has decided that some companies will be in the club and the rest will not. To get in the club, a company has to enter in to a formal sponsorship agreement and pay a substantial fee; and in turn, it gets the right to call itself an Official Sponsor.
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A new report from eMarketer pegs global mobile spending at $6.43 for 2012. US mobile ad spend will hit $2.29 billion, up 96.6 percent from $1.16 billion in 2011. Until this year, Japan was the leader in mobile ad spend with $1.36 billion in 2011. While mobile is more mature in Japan, eMarketer estimates Japan will see a 27.2 percent increase in spending to $1.74 billion in 2012.
Asia-Pacific is still a strong mobile advertising market, particularly in South Korea and Japan, keeping it far ahead of Europe in mobile spending. Mobile ad spending in Asia-Pacific will reach $2.56 billion in 2012, according to eMarketer, while mobile advertising spending in Western Europe and Eastern Europe will reach $1.3 billion and $121.1 million, respectively, this year.
In highschool it was cool to have sex in a car. Oh wait, not really. We had sex in cars back then because it's not like we could bring our date to our parents house and have explosive sex within earshot of mom and dad.
But for adults, there's no reason to have sex in a car. No reason at all. And housing site Idealista knows this. To convince those adults who are still doing it in the backseat they need to grow up and get a place of their own, the brand...shows people doing it in the backseat and getting caught. Yet another hazard of doing in an automobile parked where just about anyone can stumble upon you with a camera and plaster you all over the internet. Back in the day, at least you could plead with the picture taker not please, please, please not develop the film. Yes, kids, film.
Anyway, the ad is hilarious and does a wonderful job making its point. Love the use of Sin with Sebastian's Shut Up and Sleep With Me.
Whether this Travelport Smartpoint App ad is saying travel agents are so bored they have nothing better to do than jump over office desks or that by using the app they can leap over office furniture in a single bound or that agents should "take the leap" and buy the app we know not. Nor do we care.
We do, however, care whether or not this ad goes viral. Does it have the ingredients? Is it dumb enough? Does it have the holy grail of viral: shot amateurishly, is humorous and contains an epic fail? TIme will tell.
As you may have heard yesterday, Michael Phelps won his 19th Olympic medal, the most any Olympian has ever won. And in doing so, TBWA\Chiat\Day quickly crafted a congratulatory ad which ran on NBC just after midnight following the win.
The spot includes footage from Phelps' record-setting, his fans cheering him on and footage sent in to the brand's Facebook page. The work follows a similar strategy the brand employed four years ago with a Phelps congratulatory ad.
Just like all those "big game" Super Bowl wannabe ads, media outlets this week are currently filled with wannabe Olympic ads. One such ad comes to us from Serve Marketing for the Milwaukee Health Department's effort to reduce the infant mortality rate.
The ad features a baby named GianCarlo who assume the iron cross position. Past efforts have made residents aware of elements positively and negatively affecting infant mortality such as immunization, smoking cessation and breast feeding. This current effort aims to tout the benefits of a full term pregnancy not that a woman usually has control over that sort of thing but what do we know? We're just an ad critic.
There's a few good jokes in this tweet-themed video created by Deutsch interns (@AsianDonDraper) but, for the most part, it's not all that exciting. We're sure all the interns did amazing work while at Deutsch but, much like agency self promotional videos, most videos that hype intern life really just aren't all that exciting.
That's not to say the experience wasn't excited but, as history has proved, it's very difficult to represent anything positive about an agency in the form of video. If you don't know what we mean, see the Agency.com Subway pitch video.
As part of a five year plan to revitalize the brand, Hooters has launched a new campaign designed to appeal to a broader and younger audience that includes women. While the brand's CMO, Dave Henninger promises the tight tops and orange shorts are here to stay, the new campaign will focus on new menu items and new locations.
The campaign, created by Fitzgerald & Co., will, in addition to the television spots, include radio, billboards and social media.