It might seem like an odd choice to feature a broken-down, 65-year-old car in a 60-second ad shown to a massive Turkey Day football audience who will otherwise be seeing a blitz of brands seeking to capture their attention—and dollars—amid the holiday shopping season. But Chevy’s goal with the ad is more about burnishing its long-term brand image, rather than moving 2022 models off the lot. Related: Holiday marketing guide for brands Mrs. Hayes “becomes the matriarch of the community. And the car has been a critical piece of that,” said Chevrolet Marketing VP Steve Majoros. There is a glimpse of a modern Chevy in the ad—its new electric Blazer SUV, which is more pronounced in a longer-form version of the ad that Chevy will share on its social channels. The ad is “a little nod to our past and our future, you know, kind of coming together,” Majoras said. “We are a brand with great history, and we’re a brand with a great future. And we’re at this incredible period of transformation that we’re going to celebrate who we’ve always been, and we’re going to look forward to the next 110 years.” Commonwealth/McCann handled the ad. It was directed by Joshua Kissi. via Digital Marketing Education https://ift.tt/Nm2gWzD
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The public consider companies evading tax, paying board members far more than other staff, and failing to pay staff a living wage as worse than damaging the environment according to media agency Mindshare’s latest Reality Check report. The report emphasises the effect that the cost-of-living crisis has had on public attitudes towards brands. While issues such as protecting the environment remain important to people regardless of age and demographic, businesses’ financial conduct is now the top priority for customers. When asked what a “good” brand should be doing the most popular answer was creating employment at a fair wage (43%) followed by prioritising families during the cost-of-living crisis (41%), and supporting/looking after their staff (41%). Financial issues also topped the rankings when people were asked what made a brand “bad”. Evading tax (68%), paying board members significantly more than other staff (68%), and not paying employees a fair wage (69%) topped the list, narrowly ahead of damaging the environment (67%). Despite pressure on household income, the way brands do business still can still affect purchasing decisions. 57% of say that if the price was the same, they would choose the brand that most closely aligned to their values while 44% said they pay more attention to brand values more than in the past. Younger people surveyed are more idealistic about brand priorities, with the promotion of equality in society mentioned by 45% of under 34s, diversity in the workplace at 40%, and working to improve education 39%. Older respondents are more concerned about environmental issues, 42% of over 55s against 37% of under 34s. Mindshare UK head of research Julia Ayling says: “Our latest Reality Check report emphasises the complex challenges that brands are facing at the moment. It’s no surprise that financial issues are front-of mind for many people. “But at the same time, the public are increasingly attuned to how brands conduct themselves and savvy to issues such as greenwashing and jumping on the bandwagon of popular causes. And we can see that where consumers do have a little more headspace from financial worries, for example, amongst older audience groups, issues such as sustainability are as important as ever.” The full report is here. via Digital Marketing Education https://ift.tt/fykUGpa A few highlights: Romeo and Juliet shop Amazon’s Black Friday sale, which provides a welcome distraction from family drama. Danny DeVito declares his love for “The Juice”—a red wine vinegar and olive oil blend—that Jersey Mike’s puts on its subs. And Lexus serves up a 15-second cut of a longer spot titled “Time Machine” (see the 75-second version on YouTube) in which a little boy imagines that the family Lexus has special powers. via Digital Marketing Education https://ift.tt/OuhwCyg German supermarket Rewe is making a stand against FIFA’s ban on the “One Love” arm bands and has put an immediate stop to its deal with the German Football Association. Any advertising and promotions around the World Cup will cease immediately, and Rewe will now be giving away FIFA merchandise, such as collectable cards and sticker albums, for free instead of charging. All profits from items already sold will be donated to charity. Like the Football Associations in England, the Netherlands, Belgium, Switzerland, Wales and Denmark, the German FA backed down from making the gesture when FIFA announced that sanctions would come in the form of yellow cards and not just fines. But the German FA was brave enough to speak out against FIFA’s decision. President Bernd Neuendorf said: “It was a clear threat against us because we were threatened of sporting sanctions. It was an unprecedented demonstration of power by FIFA. We don’t want to fight this battle on the back of our players.” Rewe’s CEO Lionel Souque said: “We stand for diversity – and football is diversity too. FIFA’s scandalous stance is totally unacceptable to me as CEO of a diverse company and as a football fan.” Armband activism is pretty performative anyway, especially for the England team when the men’s game is so clearly a hostile environment for LGBTQ+ players. Good on Rewe (whose ad agency is WPP’s thjnk) for putting its money where its mouth is. It might not be Adidas or Coca-Cola, but German football is still very much rooted in local businesses and fan ownership. via Digital Marketing Education https://ift.tt/cT7y9np ARGENTINA The Juju with “Let’s be neutral” for Cabify in Public Interest – Environment ARMENIA Doping Creative Agency with “Balanced Flavour” for Aragats Food in Packaging Design AUSTRALIA Guilty with “Before Convenience” for BWS in Online & Mobile services AUSTRIA AllRise with “The Planet vs” for All Rise in Public Interest – Environment BELGIUM AIR with “The last 10 meters” for AWSR in Public Interest – Health & Safety BRAZIL Mirum Agency with “The Pirate Match” for DirectvGo in Online & Mobile services BULGARIA proof. with “#choosetovote” for Skapto in Restaurants, Bars & Cafés CANADA Citizen Relations with “Ugly Truths Holiday Sweaters” for Canadian Mental Health Association in Public Interest – Social CHILE McCann Santiago with “Grafitesticle” for Chilean Cancer National Insitute in Public Interest – Health & Safety CHINA Dans Digital with “CITYMARK CENTRE” for Shenzhen Citymark Holdings Co., Ltd. in Post Production & Visual Effects COLOMBIA Leo Burnett Colombia with “TikTokmmecials” for Davivienda Bank in Financial Services CROATIA Bruketa&Zinic&Grey d.o.o. with “AI Anxiety Meter” for Croatia osiguranje in Health & Beauty CZECH REPUBLIC Universal Production Partners, a.s. with “Megan Thee Stallion & Dua Lipa – Sweetest Pie” for Megan Thee Stallion in Post Production & Visual Effects DENMARK & Co. / NoA with “Share it with a hater” for Lakrids by Bulow in Confectionery & Snacks EGYPT Advantage Marketing & Advertising with ““The Bubble Buster”” for Mountain View Egypt in Luxury & Premium Brands ESTONIA Tabasco with “Bloody Fingerprints” for Estonian Society of Hematologists in Media Innovation – Traditional Media FINLAND Miltton with “Howdy to the Stock Market!” for Puuilo in Corporate Image FRANCE Agence Rosbeef with “A Wall For Women” for LFP and the association Solidarité Femmes united in Media Innovation – Traditional Media GERMANY Accenture Song Germany with “Very Important Stamps” for ISHR – German section in Public Interest – Social GREECE MULLENLOWE ATHENS with “An Ode To Creativity” for MULLENLOWE ATHENS in Self-Promotion HONG KONG McCann Health – Greater China with “A drop of Possibilities” for Shanghai Blood Administration Office in Print Craft HUNGARY Artificial Group Kft. with “The Plant Dialect” for Verdé in Best Use of Sound INDIA BBDO India with “See Equal #Share The Load” for Procter & Gamble India in Household Maintenance IRELAND In the Company of Huskies with “The World’s Strongest Women” for Allianz / Women’s Aid in Public Interest – Gender Equity ISRAEL Gideon Amichay / No, No, No, No, No, Yes with “When you see the car of tomorrow” for Hyundai in Vehicles, Automotive Services & Accessories ITALY AKQA srl with “The Treecording” for The Coca-Cola Company in Creative Technology JAPAN Dentsu with “LIFE PLATE” for EcoFlow in Events KAZAKHSTAN BBDO CA with “ROLTON STEREOTYPES” for Mareven food Tian-Shan in Direction & Cinematography (3 parts) LITHUANIA BM Boutique with “Choir” for Go Vilnius in Transport & Tourism MAURITIUS CIRCUS! with “ReSight” for ENL Ltd in Public Relations MEXICO Ogilvy & Mather with “Victoria Cempasúchil: The Taste Of Reunion” for AbInBev in Alcoholic Drinks NAMIBIA Advantage Advertising & Communications with “No Choice Sanitary Pads” for PowerPad Girls in Public Interest – Health & Safety NETHERLANDS 180 Amsterdam with “Flowers. Self-care made easy.” for Cal Flowers in Luxury & Premium Brands NORWAY Anorak AS with “Land of the Unfree” for Amnesty International in Public Interest – Gender Equity PERU BINARIX SAC with “The Friendly Break Up Collection” for Fontenla in Homes, Furnishings & Appliances PHILIPPINES WPP Marketing Communications, Inc. | Wunderman Thompson Philippines with “Right The Ride: Jeepneys Against Misogyny” for SAFE SPACES ACT in Public Interest – Gender Equity POLAND 180heartbeats/JvM Sp z o. o. Sp. k with “YES – I’m a Woman” for YES in Fashion, Footwear & Personal Accessories PORTUGAL FCB Lisbon with “Portuguese (Re)Constitution” for Penguin Random House Portugal in Publication Design ROMANIA Bob Creative with “The Everyday Labels” for IPPU Packaging in Direct Marketing SLOVAKIA Effectivity s.r.o. with “Let’s Stop This Series” for International Effectivity in Topical & Real-time Advertising SLOVENIA Pristop d.o.o. with “The most delicious stories of our waters.” for Ministry of Agriculture, Forestry and Food in Print Craft (3 parts) SPAIN McCann Erickson S.A. with “Trapped in the 90s” for IKEA in Homes, Furnishings & Appliances SWEDEN Goodbye Kansas Studios with “Skull and Bones. Long Live Piracy Cinematic Trailer” for Ubisoft / DDB Paris in Animation SWITZERLAND Ruf Lanz, Zurich with “Animal Handprints” for Foundation «Tier im Recht» in Illustration (4 parts) THAILAND audacity, bangkok with “The Truth” for Thai Rent A Car Holding Co.,Ltd. in Vehicles, Automotive Services & Accessories TURKEY Titrifikir with “Doğtaş Paw Insurance” for Doğtaş in Homes, Furnishings & Appliances UKRAINE “Safo” Creative Studio with “House of Happiness Brand Identity” for House of Happiness (Dim Shchastya) in Brand identity UNITED ARAB EMIRATES Impact BBDO with “The Elections Edition” for An Nahar Newspaper in Media UNITED KINGDOM Daniel J Edelman Ltd with “Bodyright” for United Nations Population Fund (UNFPA) in Public Interest – Gender Equity UNITED STATES 72andSunny with “Loopholes” for PERIOD in Topical & Real-time Advertising VENEZUELA WINGS The Agency with “Parkinson´s Scale Films” for Fundaparkca in Online Ads via Digital Marketing Education https://ift.tt/bjv7Oqs R/GA is closing its flagship Hudson Yards office in New York and its space in San Francisco, according to a memo R/GA CEO Sean Lyons sent to the agency. In the memo sent yesterday, Lyons stated that R/GA’s “cavernous, football field-sized,” Hudson Yards office hosts about “40 staff and a few clients on any given day. We’re paying for something we don’t use and don’t need.” R/GA will opening a new office space in New York in 2023 according to a spokeswoman for the agency. The news comes shortly after R/GA announced its restructuring plans that were said to affect office structure, staffing and how the agency goes to market. According to multiple people close to the situation, R/GA had recently gone through a second round of layoffs after it laid off 5% of its New York staff earlier this year. “Today, 45% of our U.S. staff live far from our offices, and 80% of our project teams bring together talent from more than one location,” Lyons wrote in the memo. “The ability to bring talent together from everywhere is the backbone of our Distributed Creativity model. Now we need the infrastructure that supports it.” via Digital Marketing Education https://ift.tt/cWuqOfK Football has changed with the Qatar World Cup – not necessarily for the better – and the decision by the US-based Glazer clan to put Manchester United up for sale for a rumoured $5bn may lead to further dramatic changes. At anything like that kind of price likely bidders will need very deep pockets – the new US owners of Chelsea have set the bar at £2.5bn, only to see the team start to lose – while the newish Saudi owners of Newcastle have watched their team rise into the Premiership’s top four, dizzy heights it hasn’t occupied since it was bankrolled by millionaire Sir John Hall with Kevin Keegan as manager. The Saudi state, in effect, owns Newcastle, Manchester City is Abu Dhabi’s and PSG in France is Qatar’s. Would the Saudis swap Newcastle for Man United? Stranger things have happened in the world of sportswashing although there would obviously be an outcry. The Glazers paid £709m for Man U back in 2005 in a heavily leveraged buyout. In effect the club has cost them nothing but keeping it near the top of the heap (preferably in the Champions League) will require further big bucks. Some US sports owners, including Liverpool owners Fenway Sports Group, are clearly wondering if it’s time to fold before the stakes get even higher. According to the FT, Man U’s lucrative kit deal with Adidas stands to be reduced if the team continues to languish outside the top four. Football is now a key part of the marketing universe. But it’s been sullied by the World Cup shenanigans and may lose more of its appeal if Man U goes the nation state ownership way of its more successful rivals. via Digital Marketing Education https://ift.tt/m7wW2PQ 19th & Park produced the video to coincide with Save The Music’s 25th anniversary, while highlighting its mission to help students, schools, and communities reach their full potential through the power of making music. “We wanted the students at the forefront, just as much as the music,” explains William Oaks IV, 19th & Park Executive Producer. “That meant going into the schools in order to film kids in their element, which can be a delicate process. I am someone who often says that the arts as a kid saved my life. It was dance and music that inspired me and it was a great joy for me, personally, to work with young people who also share that passion.” Production took place at schools in Newark, NJ, and Brooklyn, NY, respectively, where the team captured footage of numerous students currently enrolled in Save The Music, all underscored by the upbeat rhythms of “I Need You” by multi-Grammy and Oscar-winning artist Jon Batiste — an artist who is himself heavily involved in music education initiatives, and was “over the moon” after viewing the final piece. More importantly, the final footage needed to maintain a national focus that would speak to Save The Music’s US-wide efforts. While on location, 19th & Park DP Parris Stewart also drew on his experience working with children, capturing vibrant footage of the students playing their instruments. “It was important for the final product to feel artistically current,” notes Clenton Hollinger, 19th & Park Associate Producer. “We know that kids are well versed in creating their own media and telling their own stories. Thanks to platforms like TikTok, kids can relay their experience visually. This was something we wanted to implement in the spot.” From this, 19th & Park utilized iPads to encourage several of the students to capture off-guard and candid moments. “So much of modern social media exists within the intersection of music and dance, so we knew it was an element we had to capture,” explains Hollinger. With Save The Music’s film now streaming online, 19th & Park feels confident that the work represents their company’s commitment to community. “It’s important to ensure our work is reflective of our shared experiences and that viewers can witness and relate to the stories of the youth involved in this piece,” notes Oaks. “We wanted the anthem film to feel aspirational, showcasing a truth that, regardless of your background or situation, there’s a power in providing support for others to create beauty, color, and music,” concludes Hollinger. “This spot showcases how Save The Music has helped uplift lives by providing that opportunity to communities that need it.” Project Title: 25th Anniversary Campaign Agency: Matter Unlimited Music: Jon Batiste, “I Need You” Editors: Darin Quan, Harvey White Sound Design/Mix: One Union Recording Studios About 19th & Park: About Matter Unlimited About Save The Music Foundation via Digital Marketing Education https://ift.tt/sbCH0KX There’s no mention of the metaverse in the new ad, unlike February’s spot, which characterized the metaverse as a space to resist. “While the others look to the metaverse and Mars, let’s stay here and restore ours,” McConaughey said in the first installment, encouraging sustainability over virtual reality. Salesforce doesn’t have a metaverse strategy, but it is piloting its own NFT marketplace to provide a no-code solution to customers. “The March” also takes a small shot at so-called “cancel culture”—“Let’s have less cancellation, and more conversation,” McConaughy says. The ad’s debut on Thanksgiving isn’t just because Americans will already be thinking about gratitude, Franklin said. The worsening economic situation in the U.S. and across the globe means that businesses are having to adjust accordingly, which Franklin sees as a perfect time to consider more responsible business practices. Having a strong environmental, social and governance position, for example, can help a company expand into new markets, she said. Sustainability can also give employees a sense of purpose, she said. via Digital Marketing Education https://ift.tt/IlcbV0x |
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April 2023
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