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It isn't even Game Day yet and, much like last year, many brands have already released their Super Bowl commercials. A few days ago, Taco Bell released a teaser, Grandpa Goes Wild, in which a grandfatherly man, Bernie Goldblatt, decides to tear it up on the gridiron with a motor scooter.
Today, the brand has released the commercial it will air during the game and it's a good one. The spot, created by Deutsch LA and directed by Biscuit Filmworks' Noam Murro, begins with Mr. Goldblatt going to bed at The Glencobrooke Retirement Home. Well, that is until the nurse leaves his room and he decides sleeping is for pussies.
There's been a lot of discussion lately about "programmatic premium"- using machines to fully automate the purchase of premium advertising inventory. It seems like every conference lately has someone from Kellogg's on a panel saying programmatic premium is GR-R-REAT with very impressive statistics to support their claims.
The Ad Exchanges, DSPs, DMPs, SSPs, and various other TLAs (three letter acronyms) you see on Terry Kawaja's Display Lumascape have certainly been successful at automating the buying and selling of remnant inventory. But remnant inventory represents only a small slice of advertising spending. According to Mike Leo, CEO of Operative, only 18% of digital media advertising budget is spent through exchanges.
Is it really too much to ask to be entertained by the ad industry just once a year? How hard could that be? Oh wait, yea, we get it. It's never easy. For the most part, creative success is a crap shoot. Part luck, part skill and part USA TOday Ad Meter, creating a killer Super Bowl commercial is hard work.
That said, we just aren't wowed by VW and Audi who have released commercial prior to the Super Bowl, In the VW ad, we get a guy from the midwest going all reggae because, well, VWs make people "get happy."
As part of its Axe Apollo Space Academy promotion, Axe will are a commercial during the Super Bowl that mirrors the campaign's launch commercial. In the ad, we witness a Jaws-style scenario in which a hunky lifeguard rescues a hottie...and beats the shit out of the shark. But just as the two are getting close to one another, the woman's eyes are drawn to an astronaut. Because, well, astronauts always roam the beach in summer fully clad in a space suit, right?
We've all been stuck behind something we'd rather not be stuck behind on the road at one time or another. Whether it be a smelly car or, well, a smelly motorcycle rider who thinks he's hot but is the furthest thing from it, the road can serve up a few oddities from time to time.
Hyundai taps into that notion in the first of two Super Bowl commercial created by Innocean. In the ad, Stuck, a couple navigates various "road hazards" such as drooling dogs, truckloads of fireworks and a giant butt. Stuck will air during the second quarter.
Hmm. We're not sure it's funny or sad that Robin Williams is appearing in a Snickers commercial. Like Mr. T, it's either because he's a washed up has-been or he's reached cult status. Given Williams' more than decent acting career, we'd like to hope for the latter.
In any event, Williams can be seen as a football coach spouting off silly inanities because he's hungry and needs a Snickers bar. The ad, created by BBDO New York, debuted Sunday during the SAG Awards...which makes the appearance of Williams ever more appropriate.
Diet Coke is celebrating its 30th birthday with the return of the Diet Coke Hunk character. The ad is the fourth in a series which began in 1994. The original, which starred Lucky Vanous as shirtless construction worker, centered on a group of women who would gather in a office window every day at 11:30 to watch a shirtless Vanous take a break with a Diet Coke. Additional versions of the ad followed in 1998 and 2007. The 2007 version caused a bit of a storm as hunk actor Francois Xavier, unlike in other ads, did not take his shirt off.
Attention marketing directors, creative directors and everyone else who cares about how well tuned their website is for mobile devices. Uh, that's everyone, right?
Is your current website properly designed to render perfectly on all mobile devices? If our casual surfing observations are any indication, the answer is a resounding no.
If you haven't already, you should seriously be considering how to revamp your digital marketing strategy to cope with the mobile takeover. Make no mistake about it, the mobile revolution isn't coming. It's already arrived.
In a departure from last year's celebrity-fueled silliness, Century 21 will return to the Super Bowl this year with four commercials that address the housing needs of people in various stages of life. Of course, this being the Super Bowl they do contain humor. But not humor for humor's sake.
Each ad addresses the needs of those in a certain life stage. From a just married couple to an expecting couple to an empty nester couple to the not-so-common recent lottery winning couple, the ads humorously identify with people changing needs throughout life.
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