brand as business bit: Here’s a quick add to my previous critique of this year’s Super Bowl commercials. Making a Super Bowl ad involves a level of innovation, strategy, and skill that rivals what goes into making the advertised product itself. So it’s helpful to see what can be learned from those in a similar business of creating desire: movie trailers.
advertising commercials Denise Lee Yohn Super BowlI know, they’re funny, and ads with animals and/or kids can't lose. Last night was a ritual for some of us to judge and compare the commercials during a football game that we otherwise wouldn’t have watched. We’re going to spend a few days enduring incessant “best of” lists, marketers will perform some complex gymnastics to explain why the spots are brilliant business strategy, and ad agencies will refer back to all this buzz when it’s time to revive their pitches to sell Super Bowl spots to their clients next year.
Jonathan Salem Baskin Super Bowl advertising commercialsDid you notice the lack of inane viral videos of the "Elf Yourself" variety this past holiday season? That video -- in which you can insert your face into a cartoon of a dancing elf and then email it to your friends and enemies alike (see above) -- proved years ago that it could get consumers' attention and spawned lots of knock-offs. My expectation would be that we'd get flooded with them last month.
Jonathan Salem Baskin commercials campaigns ChristmasI am digging the new Tassimo Brewbot! It's this innocuous-looking little device that sprouts arms and legs and opens packages of coffee, makes it, and then brings it to you. Who would have thought that such a simple thing could be improved so dramatically. I mean, it has a head with eyes and talks, so it's possibly sentient. And I'll tell you one thing: this is one kitchen appliance that knows how to dance! I've seen the commercial.
creative content engagement advertising commercials Jonathan Salem BaskinAdvertising is a brilliant and nutty pursuit, and I have to admit that I love it. In fact, I keep a folder (electronically on Evernote, and I carry a beat-up manila folder in my backpack) just to collect stuff that makes me wince or smile. Here are four recent tidbits from the Dim Bulb archive:
advertising commercials Jonathan Salem Baskin
They make it sound like it's a good news.
Center for Research Excellence released new findings from their massive and very expensive ($3.5M) ethnographic study of media consumption behavior. The researchers observed and recorded behaviors of 376 adults in four markets for the average period of 33 hours each or roughly two full waking days (or "three-quarters of a million minutes" altogether, as they prefer to put it.)
Ilya Vedrashko TV commercials ad-skipping(NOTE: I originally wrote this article in 2005 and wondering if any of this has changed in 5 years since I originally wrote it. The audience is getting smarter and tougher. We keep talking about transparency and the audience being in control. Well, if we keep telling them they're in control, they're eventually go to expect to me in control. Then what are we going to do?)
David Polinchock audience advertising future of advertising advergaming branded content commercials
