Arby’s Has Pepsi

“It’s funny. It’s self-deprecating. Better than that, it’s honest.”

After finalizing all of their advertising in October, the popular fast food chain Arby’s realized they made huge mistake. They forgot to include Pepsi in at least two commercials (this is a term in their agreement with the company). So the company teamed up with Fallon, an Ad agency based out of Minneapolis, to create a commercial solely about Pepsi to make up for their blunder. The commercial is simply a glass filled with fizzing Pepsi. In a voice over by Ving Rhames, he say “Arby’s messed up and forgot about the second commercial. So here it is. Pepsi, cool, refreshing, and goes great with Arby’s sandwiches and other Arby’s foods. Arby’s: We have Pepsi.”

This spot will stopped running on December 13. Although the commercial is only airing in Los Angeles, New York, and Minneapolis, it already has over one million views on YouTube. I think the ads honesty is what draws people to it.

Matt Heath, the creative director at Fallon, calls this “brand authenticity.” Simply, this means the company tells it to you straight in the ad and does not lie or sugar coat it. Other examples include Old Spice, Starbucks (people don’t like dark roast, so they made blonde roast), and Nike.

“We don’t think consumers need to be talked down to,” says Heath. “Too often in advertising, brands feel like it’s necessary to hold the hand of the consumer through the messaging. But consumers are smart, intelligent, and savvy. So we have a very straightforward message.”

This commercial helps give a better image of advertisers and ads in general. The profession has a bad reputation for lying and  being deceitful and manipulative, this ad is admitting its fault and coming clean about it. This ad shies away from story telling and just tells the real deal.

So what does everyone think about this new ad? I think it is kind of refreshing to watch this honest ad. I really do not understand how the Arby’s marketing and advertising team could have forgotten such a huge part of their advertising, but it happened. I think what they did helped to make up for it. Pepsi obviously was okay with it too. This ad technique doesn’t work for every company, but Arby’s made it work for them.

Sources:

Suddath, C. (2014, December 5). Arby’s Made a Commercial for Pepsi, and It’s Great. Retrieved December 15, 2014, from http://www.businessweek.com/articles/2014-12-05/arbys-best-commercial-yet-is-actually-for-pepsi

Couture Fashion Week Joins the Digital Age

2E37BEDFD-E999-05EA-AF8E2BD780E8C984.jpg.pagespeed.ce.y3bSHKl04rZzGGKeZoOC

New York City is getting ready for Couture Fashion Week. Coming up February 12-15, the event will take place in Times Square and Broadway area. “The billboard is on the exterior of the Crowne Plaza Times Square Manhattan, 1605 Broadway.” These ads will show parts of the fashion shows and also products and services to buy. About 200 companies will be able to display their ads here.

Couture Fashion week founder and producer Andres Aquino said about the billboard, “It makes perfect sense to have our billboard in Times Square. Fashion, entertainment and business reach an average of 330,000 tourists and passersby daily. New York is both the fashion capital and theater capital of the world. We are excited about this concept which we started last season, and are expanding into more days for February 2015.”

There are four different ad options available:

“8 second ad shown 48 times per day (once every 30 minutes): $2,000
16 second ad shown 48 times per day (once every 30 minutes): $4,000
8 second ad shown 96 times per day (once every 15 minutes): $4,000
16 second ad shown 96 times per day (once every 15 minutes): $8,000”

The fashion show started in 2005 and features designers from around the world. Performers at the show include pop signer Brielle and different Broadway actors. Tickets are non-refundable and can range from $50 to $2,000.

I think this Billboard is a great way to get word out about this event. Hundreds of thousands of people walk through Times Square every day. New York City is full of fashionistas, and if I saw an advertisement for a fashion show while walking through the city I would definitely look into it. It is a very smart move to move to digital advertising like this since the world of advertising is continuing to advance further and further. Although this ad technique started last year, they are expanding on it and making it more known this year.

Do you guys think this is a good way to advertise? Should companies spend the money to have their products and services splashed all over Times Square? I think it is a no brainer. Companies would get so much exposure in a big city like New York and in such a populated area like Times Square.

Sources:

BWW News Desk. (2014, December 14). 2015 Couture Fashion Week New York Offers Times Square Ads. Retrieved December 15, 2014, from http://www.broadwayworld.com/article/2015-Couture-Fashion-Week-New-York-Offers-Times-Square-Ads-20141214

Couture Fashion Week: New York City Fashion Shows – Couture Fashion Week. (n.d.). Retrieved December 15, 2014, from http://www.couturefashionweek.com

TIMES SQUARE BILLBOARD. (n.d.). Retrieved December 15, 2014, from http://www.couturefashionweek.com/times-square-billboard

YouTube Rewinds 2014

On December 10, YouTube, the popular video sharing site, released its annual “Rewind” video in which the company highlights the years viral videos in one video. The video, created by Portal A, features many hit songs from the year including “Fancy” by Iggy, Meghan Trainor’s “All About That Bass,” Nikki Minaj’s “Anaconda,” and the hit “Let It Go” from the movie Frozen. The music was made by DJ Earworm, who also does a mashup every year of top songs released. One big section of the video highlights the Ice Bucket Challenge. Videos of people dumping a bucket full of cold water to raise awareness for ALS were huge this year. The video was clever because they had many famous YouTube stars dump water buckets on each other’s heads. Some of these people include Epic Rap Battles of History and Smosh. Conan O’Brien, Steven Colbert, Jimmy Kimmel, and even Big Bird made an appearance. Some recognizable YouTube stars include Jenna Marbles, Tyler Oakley, and Bethany Mato. At the end of the video, there are there are links to all the performers home pages.

The video uses the hashtags #YouTubeRewind to promote this video. This has helped spread the video ever further. Basically, “it’s a giant ad for YouTube—the site wants to remind you it’s where pop culture lives now, big or small, definitely remixed.” Click here to see other videos from years past. Throughout the video is the “rewind” sign. It can be seen on a flying flag, on an ice bucket, and written on the screen with lipstick during the song “Selfie” by Chainsmokers. These “Rewind” videos started in 2010.

I had never heard of these videos until this year. I think it is a very smart move by YouTube because it draws a lot of people to the site.  I am not that into YouTube, but I do recognize some familiar faces. The video reminds you of what YouTube is there for; “be ready to (re)discover what the site is really about—being a total time suck.” I even found myself clicking on some of the links at the end of the video to watch some videos made by people I did not recognize. So what do you think? Is the video as entertaining as I thought it was?

Sources:

Beltrone, G. (2014, December 10). Ad of the Day: YouTube’s Rewind Takes You on a Crazy Ride Through 2014 Pop Culture. Retrieved December 15, 2014, from http://www.adweek.com/news/advertising-branding/ad-day-youtubes-rewind-takes-you-crazy-ride-through-2014-pop-culture-161867

HOME IS WHERE THE HEART IS

As an International student, I experience homesickness a lot, sometimes every the slightest memory from home makes me nostalgic and I always wanted to bring a piece of home with me so that I can remind me myself of the moments and also because I am afraid that I might forget something from home that I do not wish to forget. So, when I watch this ad from Air Wick about a father who was enlisted in the army and leaving his family and home to serve the country, I somehow can relate the homesickness he felt.

Now that I found out Air Wick has a new product- a scented candles that can remind you of your home by stimulating your sense of smell. The obtain molecules of a scent you want to be reminded of and make it into a candle. When the candle is lighted, you smell home and you feel like home. This is a smart marketing strategy because Air Wick knows that everyone is vulnerable to feeling lonely, away from family and missing the loved ones. Once again, the strategy of pulling the heartstring is used.

I think that this product is very innovative and I am really curious about how the candles smell like. Are the scents accurate and in accordance with your olfactory memory that reminds you of something memorable? Will they smell weird if you chose a scent like your socks? Also, if an individual is being reminded of his or her home too much, wouldn’t he or she be more vulnerable and sad and be prevented from moving on toward his or her mission or goals?

References

Adweek’s Top 5 Commercials of the Week: Dec. 5-12. (2014, December 12). Retrieved December 14, 2014, from http://www.adweek.com/news/advertising-branding/adweeks-top-5-commercials-week-dec-5-12-161911

Please Like Us

A few months ago, when Facebook rolled out its newest messaging app, its users were outraged. The new iPhone and Android app required users to download it in order to continue using Facebook’s messaging service. Facebook’s users were frustrated that the social media powerhouse was making them download a second application onto their phone in order to get as many downloads as possible. It’s possible that Facebook made this switch in order to make their messaging service seem more as a day-to-day messenger, to combat the popularity of WhatsApp, GroupMe, and iMessage. Regardless of the intent, the application made most of its users angry. All of the reviews for this Facebook messenger application average around one star on the Application Store on Apple.

In the middle of this controversy, Facebook has launched a large advertising campaign, pushing their new messaging system. You can see them all around the city of Chicago, on bus stops and traditional billboard types of media. It’s interesting that in the face of all of this controversy, Facebook pushed forward in getting their message out on a mass market. Facebook usually does not resort to this kind of media, there are very few print advertisements displaying Facebook’s social networking service. This approach for Facebook is a new one, using a heavy push of traditional, print media for advertising. Especially in this situation, where their application is already facing negative backlash, it is a new approach for Facebook.

Because Facebook is already having problems with this new application, then this is probably the reason for their change in advertising. Because they are used to having a high satisfactory rates with this customers, Facebook usually does not have to deal with bad press. In a combined public relations and advertising effort, it seems as though Facebook is combating this bad press with their mandatory application through new advertising strategies. This could be the resurgence of Facebook advertisements all over the city, because they have never had to use them before now.

Have a Tiffany Christmas

This holiday season there have been some hit commercials from Dick Sporting Goods, Old Spice and Nike. The one ad I’m focusing on in this blog is Tiffany & Co’s holiday commercial.

Many people are LOVING Tiffany & Co’s eighty second commercial focusing on engagement rings. (The one I posted from YouTube is 30 seconds long.)

This commercial was first released in the United States in November and focus on monumental areas in New York including Central Park and Rockefeller Center. The ads have a Frozen meet Mad Men feel to them which attract consumer’s attention.

The ad is animated by Psyop, which also takes a snapshot of scenes from the commercial and place them into Tiffany’s store windows, including the Tiffany & Co on Michigan Ave. The commercials don’t have a heavy meaning, they are basically fun and full of sparkles from the jewelry and snow.

The song, “Out of the Blue” is by Chauncey Jacks and was only created for the sole purpose of the commercial. Unfortunately, the song cannot be purchased or downloaded.

Tiffany & Co, a luxury jewelry store, makes over 20% of the years revenue just on the holiday season alone. They focus on symbols such as their blue box and love in order to advertise effectively.  Most luxury stores create ads based on nostalgia in the past, while Tiffany & Co instead uses a contemporary display of Christmas in US culture.

While the commercial has been a hit thus far, there are critiques who point out that most of the “people” pictured in the story are primarily white, heterosexual couples, which is far from diverse.

What do you think about Tiffany & Co holiday commercials? Do you find them effective?

References:

http://www.adweek.com/news/advertising-branding/adweeks-top-5-commercials-week-nov-17-26-161678 (Commercial)

Digital Ad Overtaking TV Ads

Thanks to Neflix, Comcast and streaming, it seems like ages ago I sat through an entire television commercial. The only time I look forward to watching commercials is during the Superbowl! How are advertisers able to maintain reaching audiences without the ability to have as much of a reach through television? The answer is Digital Advertising. According to the online site, Advertising Age,  global ad revenue will grow up to 4.8% (which comes out to $536 BILLION) in 2015.  The article also states that digital media will “reach 30% market share globally in 2015, and it’s on track to surpass TV revenue in the US by 2017”.

In 2014, digital media grew to 142 billion (17%) due to new social formats and mobile campaigns. In 2015 its expected to continue to increase by another 15%. Digital media is also affecting other international markets, such as the UK, which is the number one media category over television and magazines. Newspaper ads decreased 4.3% while magazines took a bigger hit, down 7.3%. Surprisingly, out-of-home media grew 3.4% while radio stayed the same.  Mobile ad spending is predicted to be a huge digital revenue by 2016- it’s expected to account for 1/4 of all digital revenues.

TV revenue in the United States is expected to decrease by 1.4% to 169.5 billion in comparison to the increase of digital media. The reason why there was a decrease in television spending was due to the bad weather that affected restaurants, automobile and retail. The main reason was due to consumers “heightened interest in digital”. Since digital is cheaper and more visually appealing than traditional advertisements, it rose in power in comparison to television ads.

Other countries such as India, Japan, Spain, UK and Australia’s advertising revenue grew this year while Russia, China, Brazil, Canada and Germany’s grew slower than expected.

It doesn’t seem to be quite a surprise that digital media will overtake television. In fact, for people of my generation, I feel that it took quite some time for businesses to put more money into digital advertising than television. Newspapers caught on faster that people were acquiring their information from the internet. Thus, online newspaper publications were created. How were advertisers not savvy about focusing more of their ads online when the trend to watch television shows, movies and the news on it? What do you think about digital advertising overtaking television campaigns?

References:

Bruell, A. (2014, December 8). Digital Ad Spending to Pass TV by 2017, Magna Global Says | Agency News – Advertising Age. Retrieved December 13, 2014, from http://adage.com/article/agency-news/digital-ad-spending-pass-tv-2017-magna-global/296090/