I didn't watch the entire broadcast of The Oscars but I will tell you this: many of the ads during the broadcast were, far and away, superior to those that aired during the Super Bowl. Miller ran an ad that actually treated beer drinkers as intelligent people. American Express (say what you will about celebrity selling out to that campaign) created an amazing and very quirky commercial featuring M. Night Shamalan. It was brilliant. The ad is currently viewable on the My Life My Card site.
Aside from the ads, the presentation of the honorary Oscar to Robert Altman by Meryl Streep and Lily Tomlin was one of the best presentations in Oscar history. The performance put teleprompters and most other actors to shame.
Fully embracing the notion and value of consumer generated content, MasterCard, during the Oscars, will air two commercial which say basically nothing. The ads, Sailboat and Typewriter, will follow the customary format of listing prices for various items and closing with the final item labeled "priceless." However, the item lines in these ads will be left blank. The ads will close encouraging people to go to priceless.com, click on "Write a Priceless Ad Contest" and complete the commercial by filling in the blanks using their own words.
Beginning March 13 and continuing for six and one half months during episodes of Procter & Gamble Productions' Guiding Light and As The World Turns on CBS, a multi-digit numerical code will appear on screen which viewers can match with the code they obtained off DaytimeDollars.com to win $500. It's a win-win straight forward strategy to increase viewership and ratings providing increased visibility of Procter & Gamble's and other advertisers' products as well as potentially increased ad revenue for CBS.
Toyota Canada will unveil a, two-minute feature commercial during this Sunday's telecast of The Academy Awards on Canada's CTV. The ad will run only in Canada and only once inside the Academy Awards telecast during the first commercial break. The long-form spot, entitled "What You Want Is What You Need" will introduce Canadians to the new, restyled 2007 Toyota Camry. The two minute commercial will be followed up with :60 and :30 versions to be aired on CTV through May.
Cheeky New Zealand vodka marketer 42 Below is at it again. This time the company is highlighting its Stil vodka with a "Win A Russian Bride" competition complete with video and print ads. Geoff Ross, chief executive of the 42 Below company, explains the promotion thusly, telling the Sunday Star-Times, "For the single Kiwi bloke who might not be an All Black or very good looking, this is a chance to get hooked up with somebody pretty hot. The ideal woman for the Kiwi bloke is one who keeps him fed and looked after all day and meets all his needs."
Of course it's all a tongue in cheek joke but, predictably, not everyone is taking it that way. View the video/ad here.
Screw Andrew Fisher and CI Host. Homer Simpson's taking all the fame now. In a recent episode of The Simpsons in which Homer, faced with losing his cherished blue trousers because the factory that makes them is going out of business, applies "Buy Blue Pants" to his head to create demand. In the episode when asked by Marge to define headvertising, Homer replies, "Headvetising, it provides brand awareness without relying on traditional media." During the episode Homer also applies brand logos to his chest and arms. Thanks to the ever vigilant Bucky Turco for spotting this one.
A Canadian Olympics viewer watching the closing ceremonies on the country's CBC network saw the Golden Palace casino make another Olympic appearance. The first was during a men's curling event. Reportedly, a Golden Palace t-shirt-clad man appeared on stage alongside the Italian Olympic Chairman as he was speaking during the closing ceremony. While it may be tough, it's likely this guy will be edited out by the time the broadcast airs in America. Not that he achieved much as the Golden Palace logo wasn't completely visible during his appearance.
As a follow up to its GTI Fast commercials, VW has unleashed another set called Un-Pimp Your Auto which, as the title eludes does just that with three spots bringing three pimped pimped out cars and their owners back to reality all while highlighting the new VW GTI Mk5. As a bonus, the ads feature that long haired dude from FOX's Prison Break who got offed last year. He needed a new gig anyway and he got one.
Mountain Dew has launched a new campaign created by BBDO New York for its Diet Mountain Dew. The campaign, which breaks this weekend during NASCAR and in March issues of Sports Illustrated and FHM, consists of a television spot and four prints ads shot by Sasha Waldman which carry the headline, "Don't Be Fooled By A Name" and the tagline, "How Dew Does Diet." The television spot explores whether Diet Mountain Dew is as much of a thrill as regular Mountain Dew and the print ads, as the headline indicates, encourage people not to get hung up on the term "diet."
The print ads bring the message home clearly. The TV spot not so much. We had to watch it a few times before we realized the guy in the water with the shark was actually the guy drinking the Diet Dew. But that's just us. You can see all the print work here and the TV spot here.
News Corp. which owns MySpace is launching My Network TV, a sixth television network to rise from the ashes of the WB/UPN merger. The network will offer local stations nine minute versus The CW's three to sell locally and launch with a couple English language telenovelas. My Network TV also hopes to tap into the 50 plus million MySpace users who will, no doubt, be subjected to relentless promotion for the network.
Now if they could just do something interesting other than throw more boring TV programming choices at us. Perhaps News Corp. should talk to the owner of the domain name they will, no doubt, want to buy. Hopefully, they already have.