Tuesday, February 3, 2015

"Beast Mode" or "Least Mode"? - My Picks

Yes, the Super Bowl ads rule Social Media, too!  28 million tweets, 65 million FB posts, and 4 million hours watching youtube videos.  It's a new day, indeed. I mean #newdayinadvertising

Snorgrass’ Under-Achievers

1.    Toyota – “How Great I Am” http://admeter.usatoday.com/commercials/toyota-camry-amy-purdy-muhammad-ali-super-bowl-commercial/  Comments: how could you waste a great speech by Ali and the imagery of Paralympic Amy Purdy? Waste their greatness on a not so great product, the Camry --- it’s just not believable! Poor match-making.

2.    Carnival Cruises – “Return to the Sea” http://admeter.usatoday.com/commercials/carnival-cruise-jfk-super-bowl-commercial/  Comment: Here is another waste of a great JFK voice over.  JFK’s brand was sail boating not cruises.  I just don’t see him at Kennebunkport on a cruise ship – imagery just doesn’t fit!

3.    Always – “Like a Girl” http://admeter.usatoday.com/commercials/like-a-girl-always-super-bowl-commercial/  Comment: How could you ever have a ‘like a girl’ spot and not include Mo’ne Davis of Little League fame!  Major oversight!

Snorgrass’  Top 5 + 1

1.    Dodge –“ Wisdom”  http://admeter.usatoday.com/commercials/dodge-100-super-bowl-commercial/ Comment: Listen and learn from your Elders!

2.    Mophie – “All Powerless” http://admeter.usatoday.com/commercials/mophie-phone-charger-super-bowl/ Comment:  Yes, it’s pretty daring to suggest that God could be an African American male!

3.    Weight Watchers – “All You Can Eat” http://admeter.usatoday.com/commercials/weight-watchers-junk-food-super-bowl/  Comment: This one has a deeper message as it mocks the epitome of advertising’s impact on society and how it may negatively push consumerism as the ultimate tool of sustainable happiness!  More is not always best.

4.    Doritos – “Middle Seat” http://admeter.usatoday.com/commercials/doritos-middle-seat-super-bowl-commercial/  Comment: Nothing like a Little Humor.

5.    Doritos – “When Pigs Fly”  http://admeter.usatoday.com/commercials/doritos-pigs-fly-super-bowl-commercial/  Comment: Ditto.

6.    Fiat – “Blue Pill” http://admeter.usatoday.com/commercials/toyota-camry-amy-purdy-muhammad-ali-super-bowl-commercial/  Comment: Humorous and it looks like Viagra got a free ride on this one! Co-branding at its best.

Snorgrass’ Honorable Mention

1 . KC Royals – “Forever Royal” by local KC firm Waltz Tetrick. http://fox4kc.com/2015/02/02/royals-reveal-slogan-for-2015-season-during-super-bowl/  Comment: Well Done!  Love the AR!

Where's the Pump? - Super Bowl Ads Could Use a Bit More Air

As many pundits and fans remain surprised with the Seahawks end-of-game-play calling, I strongly believe that “surprise” remains a strong tenant of great Super Bowl advertising, and it at one time drove the very entertainment value associated with them.  Among my Super Bowl XLIX favorites was one full of surprise as the advertisement for Chevrolet’s Colorado (http://admeter.usatoday.com/commercials/chevy-colorado/) actually and unabashedly simulated a signal loss early in the game to highlight the availability of LTE Wi-Fi in its Colorado model which would have provided an option to continue watching (via stream) the game had this catastrophe actually happened.  “I almost panicked” as I was also part of the USA Today Ad Meter team and was rating each ad as it aired in real-time, not to mention wanting to keep up with the game.

The only other surprises, from my perspective came from some of the first-timer ads like Loctite’s ‘Positive Feelings’ (http://admeter.usatoday.com/commercials/loctite-super-glue-super-bowl-commercial/) and Jublia’s ‘Tackle It’ (http://admeter.usatoday.com/commercials/jublia-toenail-fungus-super-bowl-commercial/ ).  That’s a big risk for a glue company and a foot fungus company to even place ads in the Super Bowl!  No, I didn't like either of the commercials, but admire their bravery!

Interestingly many of this year’s commercials sought and actually garnered media attention well before they aired during the big game.  This strategy recognizes the changing nature of advertising as it shifts the focus from just TV to a multi-platform digital environment.  Advertisers like Budweiser, Fiat, Nissan, Microsoft, Doritos, Geiko, Game of War, T-Mobile, Mercedes, Sprint, and Coca-Cola all pre-released teasers or their ads weeks before to generate interest and conversation, or as we know it – free media.  Wondering how they did?  Visit the USA Today Ad Meter Results: (http://admeter.usatoday.com/results/2015 ).  From my perspective, I had already grown tired of many of the pre-released ones especially Geico's "Push It" featuring Salt & Peppa.  Still like the song!

On the other hand, two companies used the ‘pre-release’ strategy as a premium.  GoDaddy’s “Journey Home” the story of a lost puppy who found it’s way home only to be readied for sale by a puppy mill was pre-released then after a barrage of media coverage pulled and replaced by a kinder gentler ad (http://youtu.be/VwLwSMk7oG0 ).  The conspiracist in me sees a more sinister angle to this ad pull, as there was another commercial that also told the story of a ‘lost puppy returning home’. But the later one was from "a" or "the" most widely known and long-standing Super Bowl advertisers – Budweiser’s ‘Lost Dog’ (http://admeter.usatoday.com/commercials/budweiser-lost-dog-puppy-super-bowl-commercial/ ).  With Budweiser having had the #1 rated Ad Meter ad several times over the past ten years, I'm thinking NBC may have had a significant role in negotiating (leveraging) the change.

Similarly, Carl’s Jr. also pre-released an ad for its All Natural Burgers featuring Charlotte McKinney ‘Au Naturel’ (http://www.washingtonpost.com/blogs/style-blog/wp/2015/02/01/carls-jr-debuts-sexist-super-bowl-2015-commercial/ ), who followed in the paths of Kate Upton, Paris Hilton, and Heidi Klum.  The ad did not run during the Super Bowl but certainly built a significant following via social and digital media.  The persistent media coverage and chatter on social media stoked the brand recognition of both the Go Daddy and Carl’s Jr. offerings.  My question though is what is the real difference between machine Zone's "Game of War" featuring Kate Hudson, Victoria Secret's "Let the Games Begin", Universal's "Fifty Shades of Grey", and Carl Jr,'s "Au Naturel"?

As Super Bowl games go, this one provided the perfect backdrop for advertisers, as the game was undecided until the very last seconds unlike in years past.  When advertisers are prepared to plunk down $4.5 million for :30 sec ($150,000/sec) they certainly want audiences to be tune-in for the full 4-hours and not distracted from a boring game.

The Super Bowl in actuality is an annual celebration for players, fans and advertising!  Accordingly, “Good Ads let the imagination fill in the blanks and build and build with anticipation.  Great ads also connect and engage with the audience at its level.  Advertising has become an integral part of this party and is often considered its soundtrack although that is more the province of the half-time show.  Which raises the question of why would albeit important, yet more somber “party-pooper/Downer” ads like that from Nationwide Insurance’s ‘Boy’ (http://admeter.usatoday.com/commercials/chevy-colorado/ ) and to a lesser extent  No More’s "Listen" spot (http://admeter.usatoday.com/commercials/listen/) choose this occasion to educate the audience in this manner. While both ads are strong from a design and message/content standpoint and I fully understand how important it is to capture audience attention in delivering a message (be it educational or as a public service), I believe for ultimate success advertisers should always select content with decorum that befits the occasion or programming.   Possibly the sheer temptation of 10 million viewers was just too much to take a pass and go for a calculated risk. You’ve got to applaud the attempt.

One thing is for sure,  people do watch the Super Bowl which, signals that the ultimate winners may have been NBC and the NFL.  And this year the audience was record setting. TV brought this audience, so as long as it continues to deliver the future of advertising on television will live!  Next up for television - the Academy Awards, the Grammy’s, the NBA All-star Game, NCAA March Madness, and the NBA Championship Playoffs – may they fare as well?

Some New Moves for Super Bowl Advertising

Super Bowl Ads Highlight the Changing Nature of Advertising

“Teasers, Trailers, & Hash-tags,.... oh my”

These days, the real success of a Super Bowl ad is not just measured by how many people watch it during the game or like it in consumer polls, but how much it is shared in social media before, during, and after the game, says Dr. J. Anthony Snorgrass Professor of Advertising, Branding, & Strategic Media at Avila University’s School of Visual & Communication Arts.

Dr. Snorgrass (aka Dr. J.) along with Amy Winger, Chief Strategy Officer at VML; and Gavin Johnston, Group Planning Director, at InTouch Solutions; did some Monday-morning quarterbacking of their own when they gathered to discuss Sunday’s commercials and the changing role of TV in advertising on KCUR’s Central Standard segment on February 2, 2015. (http://kcur.org/post/future-television-commercials-digital-world).

Snorgrass suggests that advertising has not changed at all, but possibly the tools of the trade have with all the advances in consumer-oriented technology.  To him, advertising has always sought ways to ultimately enter one’s psyche via one’s head (logic appeal); or through a direct strike to one’s heart (emotional appeal); or thru one’s pocket (investment).  In today’s digital environment there is an even stronger almost morph-like relationship between marketing, advertising, and branding across social, internet, mobile, and traditional mediums which creates even more opportunities for access to minds, hearts, pockets and souls.  In old school advertising the only metrics were views and impressions.  In today’s digital advertising the metrics still include views and impressions; but also mentions in news, posts, tweets, pins, snaps, shares, tags, check-ins, comments, links, gaming, and yes, even memes.   All of these serve to expand audiences for advertiser messages.

Johnston, Winger and Snorgrass’ discussion of the Super Bowl and the relevance of TV was well timed, needed, and wholesome fun. The takeaway? Consumption is changing. As advertising and technology continue to evolve, marketers need to adapt their messages and provide an integrated, multichannel approach to connect with them.

Tuesday, February 7, 2012

No Shock and No Awe in Super Bowl 2012 Ads

C’Mon Now …..

“Super Bowl Ads yield no shock and little awe”

By J. Anthony Snorgrass, PhD

Ad Age depicted Super Bowl advertisers as ‘weak in the knees’ as they pre-released their spots and traded surprise and delight for social media buzz in the form of twitter mentions, YouTube streams, and Facebook likes. Is this really the new advertising metric? Old school marketers (and former Super Bowl ad icons) unveiled their spots during the game in the hope that they would be talked about not just post-game, but for weeks, months and years after – recall Apple’s 1984 ‘Think Different’, or ‘Mean Joe Green’ by Coke, Bud Light’s ‘What’s Up?’, the original Go Daddy ‘Senate Hearing’ or even the Old Spice guy ‘Look @ me’, just to mention a few. These ads had legs, a euphemism meaning they possessed the ability to endure over time and across varied executions and mediums.

This apparently isn’t important anymore as experiential marketing that focused upon a holistic experience has given way to more short-term payoffs of tweets, likes, and viral streams. The Internet has promulgated this hyper- present rule, where the prevalence of ‘we want it now’ thinking is only trumped by ‘we want it RIGHT now’…. and advertisers have given it to us!

Don’t get me wrong. I certainly understand and appreciate the power of “sex” as an appeal in advertising but these seldom have legs in the advertising sense of the word since it becomes increasingly difficult to ‘out sex’ the competition given FCC rules governing decency in as well as the availability of edge-of-porn offerings from the Internet.

It turns out that I initially lambasted the only ad that appears to have had any legs at all for being far too somber and a poor sequel to the energized Eminem ad created for last year’s Super bowl and far too anemic for a highly diverse Nielsen rated Super Bowl audience of over 113 million people. Yes, despite the resonance of Clint Eastwood’s voice over for the Chrysler ‘Half-time in America’ ad it is the one that appears to have life after the super bowl albeit it took the political sensitivities of the times to claim its legs and whip them into shape. The ad going against the grain of typical auto ads included no views of cars and Chrysler’s name wasn’t even mentioned until the very end, which lead to its lack of clarity and invited Carl Rove’s rant that Eastwood and Obama were working hand in hand.

Even more vitriol was beckoned from many Republicans as they accused the agency producing the ad – W+K ~Wieden+Kennedy, Clint Eastwood, and Chrysler for sending out a pro-Obama message in the two-minute Super Bowl ad. Clint Eastwood defended the Chrysler ad saying that it was intended to be apolitical.

The two-minute ad that by my estimates costs nearly 3 million dollars or $233,334 per second clearly made the case that the “bailout” intervention is what has saved the auto industry and poised America for a comeback.

Certainly the Obama team should reveal in this interpretation as many politicos are jokingly suggesting that his 2012 campaign slogan will be “Bin Laden is dead, and GM lives”! Tying Obama directly to this ad would represent subliminal advertising in its highest form, from my standpoint.

But tangentially, if you really dig deep and follow the money trail you’ll find that Obama did drive a 2005 Chrysler 300C prior to becoming President and it was recently placed for auction for over a million dollars – money certainly intended to fund his Super Pac. Reports are that it got no bids because it pulled to the left. I’m one who thinks we can use a lot more of that.

By Dr. J. Anthony Snorgrass, AICP

Associate Professor of Communication

Advertising, Branding & Strategic Media

School of Visual & Communication Arts

Avila University

Saturday, April 30, 2011

Five Sex Based Trends Advertising Just Can't Shake (Via Alex Leo)

The advertising world has not caught up to the advances of half our population and continues to use stereotypes and violence to prey on our most vile desires. Here are the worst of them--the trends that won't die despite our cultural outrage, and personal boredom.

BONDAGE - This year Remy Martin debuted it's "things are getting interesting" campaign that features a mediocre Website and a series of billboards/magazine spreads depicting women in degrading bondage positions. You may think, "hey this one shows two women, there aren't even men involved, how can it be sexist?" But most of the ads (not available online) have men between the two women in controlling positions. And even without that, these women are obviously putting on a show for an outsider, not having a passionate lesbian love affair for themselves. These types of ads gain traction in cultural periods of female advancement--capturing the fantasy of "putting us back where we belong.

"Remy Martin describes its followers as "influential, social, and multicultural urban males, ages 25 to 35."Men of this ilk and age range (read: over 16) should know better than to fall for this kind of pandering. If we switch the view from this being sexy, to this being a pathetic attempt to make an undersexed male feel powerful in the face of female accomplishment, the image loses its appeal. I would like to start a "things that are not interesting" campaign, which would include men insecure enough about themselves that they can't talk to women who aren't physically degraded. I would also include cognac.

RAPE -- The world of high fashion has been the worst offender in the violence-as-art game. Cavalli had pirates, Chanel had a wife beater, and now Dolce and Gabbana has this. Let's get this out there now: It's not edgy, it's ridiculous. This is a gang rape, and any woman that sees those shoes instead of that message deserves those shoes. Any man who doesn't see that this is rape is probably looking at one of the hard bodies in the background and therefore not really a threat to women.

"SLUTS" -- Much like the Calvin Klein ads of the early 90s--you remember the ones that made you feel like you were watching child porn, cause you sorta were--this ad offers a young woman (with the face of a small child) posed in a sexually suggestive manner. They are offering you a virgin in looks and expression, and a slut in the tagline: "You know you're not the first." She's not a virgin--she knows what she's doing. She's been used so you can do whatever you like to her. That's the implicit message of this ad. She's young and nubile, but not prudish. She's the ultimate fantasy: a virgin who won't say no to anything. This combination of the Madonna and the whore is ultimately a fantasy of degrading both body and mind. This girl is in no way a threat: she's young and won't say no, no one has to offer her anything, she is just there for your needs, just like a car.

GIRL ON GIRL ACTION -- We get it, some men find the idea of two women together appealing. MTV has reality shows devoted to it, casual and exploitative lesbianism is now a part of our culture. But aren't companies like Nikon supposed to be better than that? They bring us goofy Ashton Kutcher commercials (not that those are okay either) and sponsor the Boston Red Sox (yeah, that's pretty bad too). But they are a staple of the photography world and should be held to a higher standard than Tila Tequila. There are many meanings to the term corporate responsibility and one of them is not to fetishize female sexuality.

"Shower me Shots" -- I can't open a magazine anymore without seeing a thinly-veiled coital moment posing as an advertisement for some sort of beauty product. Jezebel tracked these for a while, rounding up the worst offenders. The images and tag lines reinforce the idea of women sex receptacle, and therefore simply a receiver of sex, not one engaging in an equal process. This ad reads "I Want You All Over Me," which is as subtle as it is sexy. As Jezebel points out, women like orgasming too, sex is not just about male pleasure, it's a two way road and all of these ads find their own way around that truth.

The fact that these trends are so widespread is not the fault of the advertising world--these people are paid to appeal to our ids, they are often self-aware in their tendency to make the world harder for women, that's the life they've chosen. It is mainstream companies like BMW, Mitchum, Nikon, mainstream publications that host these images, and mainstream readers who use these products despite their appalling treatment of women that are truly to blame. The advertising world reacts to client demands and consumer activity--we have control over only one of those fields.

More Resources