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.
Much of what we hear as we read the reports of the Olympics is: how many medals? It appears that the media is compelled to quantify success, sort of like an Olympic box score. Is the US leading in the total medal count? Is the US leading in gold medals? How many medals does China have? Will Great Britain, the host country, finally begin to rack up the medals? As I write this article, the US is leading in total overall medals, though not in gold. Great Britain is coming on strong - now in third, and Andy Murray beat Roger Federer for the coveted gold in men's tennis.
But to advertisers and agencies, the medal count pales next to the critical question - who will be the breakout advertising spokesperson of the 2012 Olympics? Will anyone rise to the level of a true advertising superstar?
Amping up its already full bore 90's themed ad campaign, Old Navy has added 90210's (the real one) Luke Perry and Jennie Garth to its schoolhouse lineup. Previously, the brand had Gabrielle Carteris swooning over Jason Priestly who, the the Old Navy ad, is now a teacher.
This second CP +B- created 90210-themed outing features Luke Perry and Jason Priestly vying for the attention of the still amazing hot Jennie Garth who, like Priestly in the previous commercial, is now a teacher.
For it's Fall 2012 campaign, well known lingerie brand Agent Provocateur has tapped Penelope Cruz's little sister, the equally hot Monica, for yet another cinematic outing of better-than-advertising proportion.
In the mini-epic, called Wilhelmina, we seen Cruz step out of a carriage into a dark, dingy and wet London street circa sometime in the 1800's. She enters a building and is led to a back room, a photo studio of sorts where a gruff looking photographer promises his camera will "photograph your true self."
Writing in More About Advertising, Stephen Foster says Levi's has "lightened up" with a follow up to the Wieden + Kennedy-created opus, Go Forth Braddock. That spot, if you recall, pulled the heartstrings by focusing on American despair and how that despair, so says the commercial, motivates people to work towards a goal. Idealistic is an understatement.
The agency's new work, This is a Pair of Levi's, is far from a "lightening up" of the original. In fact, it pours on the hipsterific poetics as if the entire world suddenly and collectively participated in a gigantic hand-waving, come-to-Jesus beatnik meeting of epic proportion.
In a new commercial created by Actung, Vodafone is touting their Party Starter app that, according to this ad, really only succeeds at one thing; making you look like a douche. And that's really all we have to say about that.
In the world of advertising it's pretty much written in stone that brands portray their products in an aspirational manner using imagery and actors that are everything a consumer wants to be but can't because they aren't rich enough, beautiful enough, skinny enough, own a fancy enough car, have big enough breasts or a six pack that puts Calvin Klein models to shame.
Which is why we love this new Southern Comfort work from Wieden + Kennedy New York. Called Whatever's Comfortable, it's a celebration of just that. No pretense here at all. Just a not so perfect looking guy walking down the beach with all the calm collected coolness that only...ahem...comfort with one's own body can bring.
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.
So everyone is piling on TBWA for two its most recent Apple commercials in which a Dell Dude-like character comes to the rescue of people in the midst of various computing nightmares. The piling on is well warranted for one simple reason; Apple products are supposed to be so easy to use that you rarely have to call in an Apple Genius for help.
When GoDaddy announced it had decided to work with an ad agency and selected Deutsch as its first, many assumed that would put an end to the brand's penchant for drooling all over the internet with its long-running, hot chick-focused advertising.
But, we are told, the campaign is more "evolution" than "revolution. So it would seem the hot chicks are here to stay. At least for a little while. Deutsch's first ad, entitled Otter (thankfully, not Beaver) features, perhaps, one of the hottest women ever to appear in a GoDaddy ad. Charlene, as she is called, "is how GoDaddy attracts domain name customers."
It's a smart wink-nod to the brand's past work and to the fact that, whether or not sex actually sells, it certainly does attracts eyeballs.
- Gerber has launched its third Gerber Generation Photo Search on its Facebook page. The brand seeks the next Gerber baby and will award $50,000 to the winner.
- Five reasons your digital startup will fail. Hint, avoid failure and make sure you court large advertisers.
- TV trumps movies at Comic-Con this year.
- And why is Randy always the last one standing? Jennifer Lopez and Steven Tyler have exited American Idol.
- The first six months of 2012 saw 133 magazines launch, while just 48 closed, with the largest number of new launches coming in the "regional interest" and "food" categories.
- Sears has thrown its media account into review. Havas, which won the account in 2001, is the incumbent. Budget is pegged at $700 million.
- MSNBC.com becomes NBCNews.com after Comcast buyout.
- Facebook is considering lowering its age limit and allowing children under 13 to join...even though they already do simply by lying about their age.