As part of a new campaign which will included magazines and TV, Cadillac's new agency, Boston-based Modernista, will also use wild postings in several metro areas in an attempt to get its jiggy back and reel in some new demo segments the automaker is calling "alphas," move-ups" and "hot moms." Recent research the company did revealed many people younger than the typical Cadillac demo were familiar with the Escalade, likely due to its hip-hop status and appearances on HBO's The Sopranos, but didn't know the company had any other relevant vehicles. To address the desire to retain existing older customer while bringing in new, younger customers, the campaign will bring on a little attitude, highlight the insignia and explain the model line-up. The campaign breaks in August.
Facts and figures were prevalent in this ad"tech Chicago 2006 TV 2.0 panel with Denuo SVP Tim Hanlon and Points North Partners Founder Peter Storck. Both spoke of the dramatic changes TV is undergoing right now and where they thought it was heading. Storck began with a numbers-heavy presentation that revealed many insights from various studies about the use of TV and the DVR:
1. 33 percent want TV-like features of their PCs
2. 15 percent want them on their cell phone
3. 46 percent use their DVRs to skip commercials
4. 58 percent use their DVR to record programming
5. 35 percent use their DVR to pause live TV
6. 49 percent use their DVR every day
7. 63 percent use it once a week
8. 55 percent fast forward through commercials
9. Interestingly, 15 percent use thir DVRs to rewind and watch commecials
10. 42 percent use free video on demand
11. 59 percent use the DVR to access free local information
We all know no one pays attention to political ads and so does WestWayne and the Ad Council which, together, have launched a PSA campaign to encourage young voters to get out and vote during the midterm elections. Maximizing the over usage of pointless political platitudes, the ads call attention to the very thing many political ads generate: apathy. At the same time, the ads point out the downside of apathy with the tagline, "If you're not voting then who are you electing?" See them all here.
The television PSAs are accompanied by radio ads as well as a website which will host all sorts of goodies such as ringtones, podcasts, e-cards and blogs for each of the mock candidates.
Adfreak's Tim Nudd points to a Kayak.com 13-spot campaign, one of which uses oil covered animals and the tagline "Explore Alaska. Before the big oil companies do" to promote travel to Alaska. The Brooklyn Brothers created the campaign which can be viewed here.
Most ad campaigns for poker sites are cheesy and focus on the winning rather than the elegance of the game. MansionPoker.net came to LA-based 72andSunny to change all that. The agency created a six spot television campaign illuminating the game's strategy and James Bond-ish sophistication which feature narration from actor Dougray Scott and appearances by MansionPoker's pro player Erica Schoenberg. The campaign is tagged "Welcome to the Game" and highlights the wit and competitive nature of the game. Two spots, War and Shambles broke July 2 and four more will follow over the next few months. Recently, poker seems to have gone from Dom Perignon (not Cristal you hipsters) to Budweiser. This campaign aims to change that.
While YouTube wanted to partner all along, NBC saw the existence of its content on YouTube as some sort of horrific abuse of copyright law and forced the video site to remove various NBC clips such as the famed "Lazy Sunday." Now, the net has reversed its line of thinking, realizing that keeping content off YouTube is similar to telling a 13 year old she can't use MySpace. In a deal between the two, NBC will have a branded area on YouTube where various network programming clips will be uploaded on a weekly basis insuring far better reach and distribution than the net using just its own site. NBC will also promote the partnership on-air including a contest which calls for people to submit their own promotional spots for The Office. The winner will get their submission aired in August during the show.
Not that any animal in their right mind would actually want to live in a zoo if they had the choice but these commercials for the Toronto Zoo would have us believe so. OK, so that statement was tinged with tree-hugging liberalism but would you want to live in a cage if you didn't have to? Anyway, there's three spots and they're sort of funny. There's also a website at which you can here other animals plea for a life in the zoo. They were created by Lowe Roche.
You know a company is adhering to those unwritten, politically correct rules which state "one must represent all ethnic groups in commercials" when the spots feature white people with a voice over read by a black. OK, that was crass but let's be blunt. It all sounds very forced sometimes. Maybe it's just that these spots from Pizza Hut aren't very good and that's making us get all uppity about all this PC stuff. Pardon our digression. We'll be back with regularly schedule advertising oddities in a moment.
Here's some visual beauty for all you creative types. For the first time in the U.S., Bombay Saphire gin is advertising itself as a gin and tonic ingredient on television. The campaign includes two spots. One features a martial artist carving a glass out of a block of ice to hold the gin and a second spot has an elephant gingerly stepping over and around martini glasses until she sniffs out the glass holding the Bombay. Oh sure, both are an art director's visual orgasm but they fit the brand perfectly in our humble, gin-drinking opinion. We'd buy the stuff even though recent entrants to the gin club, Hendricks and Q, are a bit more exciting to the pallet.
Oh, and just so we all understand it's not just spoiled celebs that cause "issues" on the set, Maya, the elephant in the spot, needed to have her sidekick, Methusalem, an aging camel with her at all times, .
In Slovakia, they have a unique way of informing people they should clean up after themselves when in public. It's gross. It's funny. It aired. It, albeit oddly, gets the message across. We'd love to have seen the dog trainer in action on this one.