At The End Of The Day

First Down! Kicking Off the Starting Lineup for the Big Game!

Boola Boola,  it's time for the Ad Bowl, our annual showcase of the best in TV advertising, (and champeenship football,) but first, a word from our sponsors.

As is my usual custom, in an attempt to act like a savvy homemaker, I spent my second cup of coffee this Sunday morning perusing the weekly coupon circulars where copywriting finds its highest calling.  You may not be aware, but those friendly folk at the NFL make using the term "Super Bowl" (used here in a strictly journalistic, fair-use kind of way,) verboten for advertisers trying to glom on to the big game hype. So all you dips, wings, chips and, yes, hand cream brands, trot out the substitute language to warn consumers that the game won't be the same without...fill in the blank.  What's worse,  since Flappo Chips can't actually say, "Your Super Bowl Chip of Choice..." they default to euphemisms for the game then gild the lilly with bad sports puns. Just the nadir of advertising tradecraft, if you ask me.

So, in case you missed them,  I happily present today's pig pile of bad ads:

1. Kickoff your party! (Wow. stunningly original.)

2. Catch a taste of the BIG GAME! (Oh, I get it... CATCH! Like the football!)

3. Mr. Peanut's Game Day Tip: Serve Planters nuts at your party. (I wonder who wrote this one? Extra points for two mentions of the name in one headline.)

4. Let SPIKES be the life of your GAMEDAY get-together. (Wow! great pun and the product name in headline. But what are Spikes? And aren't they called "Cleats?")

5. Pick up something sweet FOR THE BIG GAME! (Like your girlfriend, Chantal?)

6. Make sure the spread is covered. (What does this have to do with Tyson Chicken Digits?)

7. Go with your two proven starters for the BIG GAME! (pub and port wine cheese. "Proven starters." Do tell.)

8. Snapple® brings your crowd to its feet! (Really? Bottled tea?)

9.  Hog the Remote, Not the Bag. (Okay, but if the chips are that good wouldn't I want to hog the bag?)

10. 8 Hour Pregame  8 Second Postgame (Need the visual, but a pretty good crock pot liner benefit statement.)

11. Kickoff your football party with a fun, homemade pizza! (Yeah, boy. Can you say delivery?)

12. Shake it up on Game Day! With Guy Fieri! (Who's juggling three boxes of boring crackers. Hmm.)

13. Score Big Savings with this Game Day menu! (When Unilever brand managers write copy, this is what you get.)

14. Lipton, Super Tea for a Super Party (If you say so.)

15. It's time for real, delicious food for the big game! (Hard to argue with this, but how tortured. Hellman's I thought better of you.)

 

 

Prop, Airtrain, and Ford…my version of Planes, Trains and Automobiles

I travel for my job. The joys of traveling for work can include stays at wonderful hotels, exceptional meals that you would never cook for yourself at home and endless people watching entertainment. The flipside of traveling for work provides amusing “Murphy’s Law” storylines for sharing at cocktail parties or the dinner table.

 

On a recent weekend jaunt to “beautiful” Newark, NJ, I arrived at EWR (a facility that has not changed in years and is still as dreadful today as it was 20 years ago-http://www.panynj.gov/airports/newark-liberty.html) to find that the ONLY rental car company that was off-site was the one where I had reservations. After taking a car to the plane, to a train, I needed to take the shuttle bus to get a car to drive to the hotel.

 

The irony in all of this is that I could see the hotel with the brilliantly lit neon sign at the top, shining like the North Star. Basic orienteering for a kindergartener would have scored easy access to the facility. The rental car company was also within eyesight, however there were numerous chain-linked fences with barbed wire and approximately four highways between the cars and me!

 

Once on the bus we drove in circles for ten minutes to exit onto the highways continually, looping out of the nautilus and finally ending at my destination. As I complete the paperwork for my rental my cell rings with news that there are complications with the event and we may not be able to participate as planned. I finally get the car and have to navigate BACK through the nautilus of roads and fences to return inside the airport property where my hotel was located, all the while receiving additional calls including my crew telling me they were not able to pick-up product.

 

At this point it was late and I was tired and had traveled hours. I am left in limbo regarding IF we even have an event to attend and think how appropriate it is since we can’t get product either. Once at the hotel the phone calls regarding all the “issues” went on until after 1 AM.

 

At 7 AM the calls began again. For the next two hours I field calls and learn that we cannot proceed as planned. So, I place calls to change travel arrangements for my return home. No go! Nothing was available so I had 24 hours to kill in the maze of roads and fences.

 

After making arrangements to meet a friend for lunch I head to the hotel lobby to get cash. The ATM is broken. I head out and reach one toll, then another, and then the third. I am buried in lane 6 of a 9 lane road feeding into 3 lanes to cross the George Washington Bridge. The toll is $8.00 and I have $7.42. The toll taker was so nice and only took $7.00, leaving me with $.42!

 

My friend and I agreed to meet at the Pepsico Sculpture Garden, a beautiful sprawling exhibit of art and foliage on the grounds of Pepsico corporate headquarters, open everyday of the year! As I pull up to meet my friend, I see the ending to this crazy 24 hours of travel, “GARDENS CLOSED FOR PARKING LOT REPAVING.” I had arrived at Wally World. I love to travel.

In case you didn't know, this guy is an actor

I just saw the new commercial for the Sharp Aquos TV. The one with Quattron picture technology? They have an authoritative looking gentleman in a lab coat, explaining the features and benefits. You recognize this guy, right?

Well, just to be sure, the lawyers at Sharp (it couldn't have been the creatives), required a super while he spoke, that said, "Actor Portrayal."

Please. Maybe if he pulled out a hand phaser, they wouldn't need the super. Fire the damn phasers Mr. Sulu!

Email Marketing and Small Business

There have been lots of articles in the past year encouraging business to continue to invest in marketing, but few of the cited case studies have been specific to small business. Now a report from Hurwitz & Associates cites published research that shows a direct correlation for small business between marketing spending and business success.

And the place that these small businesses are seeing the most results from their marketing investment is digital direct marketing: e-mail and search. In particular email marketing seems to be the more important of the two in terms generating revenue with 82% of the businesses polled either currently sending out e-newsletters or planning to in the next 12 months.

While it is exciting that there are now marketing channels available to small business that can generate demonstrable results from smaller investments, I have some concerns: Are the websites that will be receiving all of this traffic from newsletters and search marketing efforts ready? Will the prospects attracted have the kind of experience that will convert them into customers? Will the newsletters themselves be valuable enough each time to sustain customer interest and willingness to receive them? Just as in more traditional marketing, investment in the delivery channel is only half the battle.

Election Advertising Post Mortem

No matter which side of the fence you were on for gay marriage rights, the "permission" advertising concept is a great one. Executed perfectly in both Ireland and the state of New York, it shows a fresh faced young man asking several people for a woman's hand in marriage.

Here is the Ireland version.

Everything about it hits the targeted undecided voters with a message about love and acceptance wrapped up perfectly with a sincere payoff.

Here is the New York version.

Somewhere, somehow, the Maine Civil Liberties Union screwed it up. Never mind the production values, awful acting and nearly two minute length - the MCLU missed the point of the original ads by casting a woman asking for another woman's hand in marriage.

Here is the horribly botched MCLU version:

The success in the first two ads is based on the difference between what straight couples and gay couples face. No straight person has to ask all of those people, so why should a gay person? Also, any undecided voter will get what's going on right from the get go and not stay tuned for the final message.

MCLU, if you're going to lift a concept, at least add to it.

New Tech Drives Campaigns

The campaign season is heating up in Maine and there are some key issues on the ballot including the Maine Same-Sex Marriage People's Veto, Question 1. This is an effort by opponents of same-sex marriage in Maine to overturn past legislation which authorizes same-sex marriage. Regardless of particular views, the marketing is a fascinating look at the dichotomy between the opposing sides.

As in years past, Brenda Garrand is lending her thoughts and expertise on the marketing initiatives related to the upcoming campaign season to the Maine Public Broadcasting Network. Along with Sam Surprise, Brenda talks with Irwin Gratz about the political campaigns and how they have evolved in utilizing new technologies.

This segment focuses directly on next month's votes on gay marriage and tax limitations. It is an interesting look at how mobile marketing has changed the game and is bringing issues to a new generation of voters. Like all marketing campaigns, engaging the target (or voter) on their terms and in language they understand is key.

While the younger generation is becoming increasingly comfortable with mobile marketing, there is still an older generation that has not adopted this technology at the same rate. As with all marketing campaigns, you need to understand your audience or your message may never be heard or even accepted.

And don’t we all just want to be accepted?

Mad About Mad Men

I, like many people in our business, love watching Mad Men. It's a Sunday night ritual.

I was not yet in the business when the show takes place, although my father was. I remember him taking me out to lunch and how much people drank during business hours in those days. Martinis flowed like vodka.

I got into the business in the 70s, when people wore jeans and tee-shirts instead of suits and ties. But this past Sunday's episode did strike a chord with me. It was the first episode that tapped into the frustrations and fears of trying to come up with an idea. It also hinted at the competitive nature of the business, and the steady diet of late nights. It was the first episode where I felt it might have actually been written by someone from an agency creative department.

I remember all too many nights of looking out at the New York skyline all afire with lights. It's a very beautiful and romantic image. But the truth is that I would have preferred to be at home with my wife and children. Of course, if I had to come home to a vapid zombie like Betty, I might have thought otherwise.
And oh yeah, that thing about forgetting a good idea because you didn't write it down-- painfully true.

Mass Media Still Sells

Even before the first month of the NFL regular season, NBC has already sold 65% of its in-game Super Bowl inventory!

With Super Bowl XLIV more than 5 months away, that leaves just 22 of 62 spots left . Act now and one could be yours for just $2.8 million (A bargain-- down from and average of $2.9 million in 2009!)

If you are looking for premium placement in the first spot in a commercial break- you are out of luck, those are already completely sold out. Advertisers confirmed to have already purchased Super Bowl spots include Pepsi, Careerbuilder.com and Anheuser-Busch.

Which Super Bowl Ads Were Great?

The early returns at Garrand are in and, surprise, there are no real, clear-cut favorites, more like, wow I wish I had switched over to C-Span losers. Here are some comments passed around the office email:

I hated (and I stress the word HATED) the Macgruber Pepsi ad and the careerbuilder ad!

Did not like the Pepsi spot with Bob Dylan and other artists cut in. Manipulative and it's really only a soft drink, not world peace (as we've been hearing about "I'd like to Teach the World to Sing" for years).

We laughed really hard at the Dorito's crystal ball, but the end of the ad killed it, they should have just left it.

SoBe 3-D ad wasn’t great but at least it strayed from the formula of nut shots, Henny Youngman punchlines, and boobies to push product.

Susan also made a comment about the promo featuring the NBC lineup singing Feelin’ Alright. I think it’s worth mentioning that NBC did a good job showcasing their shows, especially when we are so desensitized to topical promotions.

Elise says Here are two articles one from The New York Times and the other from The Wall Street Journal; both feature various people’s opinions about the Super Bowl ads. I wish I had more to add, but I am getting old and was too tired to stay up for the game :) I did see the 3d ads and they were pretty average in my opinion.

Ah, being a critic.

P.S. – Notice how many of these links send you to Hulu.

You Are NOT In Control...

Happy New Year. Today we have an article on higher education marketing from Inside Higher Ed. For those of you in that age range, or parent of child in age range, you probably know that there are Facebook groups for almost every college entry class, that allows students to interact with future classmates at their schools. According to this article, a company called College Prowler is setting up these pages in an attempt to use viral marketing to connect with students.

Key insights from the article: Admissions officers, and students, mistakenly think that social networking is a space they can control. Clearly not so. College Prowler is cyber squatting. While it isn't malicious, there is no guarantee that anyone, for whatever reason, can create a squatted and malicious page or content.

A social network is not a message distribution medium. It is a public forum, in which a college, or a marketer, can contribute to the tone and content, but not control it.

Wise insights from that college crowd, and ones that apply well beyond admissions and new freshmen pages. You are NOT in control, but you'd be wise to pay heed.

Bonus Quiz: What TV show provided the idea for the title of this post, and for the image?