Posts Tagged ‘Pepsi’

The Week Unpeeled

The week started with focus on President Barack Hussein Obama’s inaugural address, which itself focused on several themes outside of the US economy: civil and gay rights and climate change, or as The New York Times called “modern liberalism in America,” rhetoric that was in stark contrast to campaign talk on jobs, jobs and more jobs.  Stay tuned for continued focus on all fronts on the debt ceiling, fiscal cliff and, of course, jobs.

Elsewhere:

  • BlackRock invested in Twitter, valuing the company at $9 billion, #awholelotof money;
  • Davos kicked off amid few headlines although Derek Jeter did attend as a guest of Pepsi;
  • Microsoft emerged as one player that may help Dell go private, while Michael Dell, it was revealed, did have plans to buy a Dreamliner;
  • Apple’s earnings disappointed, with profits essentially flat;
  • The Pentagon lifted a ban so that women may now fight on the front lines in combat;
  • President Obama nominated Mary Jo White to lead the Securities and Exchange Commission among a string of nominees or appointments, including Denis McDonough, national security official, as his next chief of staff;
  • The Dow chugged along to near record levels last week ending Friday at 13,895, just 269 points from its all-time high reached in October 2007; and
  • Novak Djokovic won his sixth Grand Slam by ousting Andy Murray at the Australian Open.
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There you are, bored on any given weekday night with nothing more to watch than yet another rousing episode of American Idol or House Hunters. While the seemingly endless supply of everyday individuals who think they can carry a tune or afford a 4000+ sq/ft house with granite counter tops, stainless steel appliances and a multi-head shower deeply intrigues me, there are times when I find my attention hungering something with a little more intrigue. Thankfully, locked away within a secret bunker deep inside the innards of an advertising agency, there dwell creative visionaries whose very jobs are to create a vacuum in which we’re all socially sucked in. And I applaud them.

Beginning in November, creative agency BBDO Atlanta unleashed a television ad series starring Beck Bennet and a boisterous variety of adorable kids, answering questions designed to highlight AT&T’s prominent features/services. These commercials don’t hurl facts and figures into your face, nor do they serve up steaming piles of propaganda for your unwanted digestion. Instead, Beck posts a basic question to some articulate adolescents, and their adorable answers create and instant chuckle fest. You forget that AT&T wants you to know about their network speed or sizable download capabilities, and instead just learn that a robot shooting lasers from two eyes instead of one is more powerful, or that fastening a cheetah to grandma’s back might make her faster. Hey, I don’t make this stuff up. But I wish I did.

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With two huge-market teams facing off in this year’s Super Bowl, odds were that you had a rooting interest in yesterday’s championship game. Being an Eagles fan, I, however, did not. Fortunately, that left plenty of time for me to root for the advertising industry!

By my unofficial tally, a quarter of all ads this year were for car companies. Food/drink products were featured in roughly 20 percent of ads and consumer products took up about 16 percent of all ads. Online services (such as Hulu, Cars.com and Go Daddy, which kind of counts) came it at only 8 percent. Please note that these stats don't take into account the 6,198 ads that NBC ran for its new show, Smash.

Notable Successes and Failures

Honda stole the show with its spot for the CRV, which featured Matthew Broderick reprising his role from Ferris Bueller’s Day Off. If you haven't already, check out the full version online. Honda plays into one of the strongest of all feelings - nostalgia - with a spot that any Ferris Bueller fan can't help but watch with a permanent smile on their face. It’s the same feeling on which VW rose to fame with their mini-Vader spot.

For sheer laughs, E*Trade's baby was the biggest hit, at least for the Super Bowl party I attended. (Note: CJP represents E*Trade and this ad campaign, and I fully realize that this looks like a shameless plug for our client. But honestly, I call ‘em like I see ‘em, and from what I saw, this ad got the biggest laughs of the night!)

Honorable mention goes to Pepsi's ad, which featured a star-studded roster (capped by Elton John) that fell short and had viewers waiting for a punch line for a grueling full minute of airtime. However, in the last 4 seconds of the spot, Flava Flav makes an unexplainable appearance to shout his trademark “Yeah, boooooooy!” phrase. And you know what? It somehow works. Kudos to Pepsi for avoiding what could have been a train wreck.

(MUCH MORE AFTER THE JUMP)

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