Posts Tagged ‘Toyota’

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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Absolute has marketed to the LGBT community for years.

The Census Bureau started counting same-sex couples in 1990. Since this first year of inclusion, the number of same-sex couples has grown exponentially as shown in the 2010 census. The New York Times captured this growth graphically and it can be viewed here.

But what does this mean for marketers? Simple. This is another growing market to target.

Studies show that by percentage the gay and lesbian market is considered to be the most affluent and loyal group of all markets including Asian, African American, and Hispanic. With dual incomes and no children, this market has one of the highest disposable incomes/buying power, which is expected to exceed $835 billion this year according to Packaged Facts. Additionally, the average household income of this market is over $85.4K and, according to the 2000 Census, same-sex couples live in 99.3 percent of all U.S. counties.

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The Week Unpeeled (or Maybe Unzipped)

Not a week of much good or really big news, compared with much of the spring, with non-Weinergate-focus focused on what appears to be a slumping economy sparked by the week jobs report last week for May, concerns about Eurozone health, high domestic debt with no resolution in sight and continued weakness in the housing market.

Elsewhere:

  • Toyota, not surprisingly, said it expected profits to sink a little more than 30 percent this year after the earthquake hurt production;
  • The E. coli bacteria was found in bean sprouts in Germany, causing 33 deaths, no doubt raising salad-bar fears soon;
  • The Dow continued its slide for the sixth week in a row, ending Friday below the 12,000 mark at 11,951. To put into context, the “swoon,” as dubbed by The Wall Street Journal over the weekend, is not a rout.  The market is down 6.7 percent since April, definitely not bullish but not a dramatic sell-off at this stage. Still, caution will win out for a while.

Rep. Weiner Asks for Temporary Leave of Absence

Really?  This is the next move after essentially playing a flasher on Twitter. Not a very strong PR move after ruining one’s reputation and becoming the laughingstock inside, outside and below the beltway.  News reports last week said the congressman was seeking crisis advice but no one seemed to tell him to think twice about his hand-scrawled apologia on his front door or even asking for the leave (he doesn’t have to ask for one technically) or even just zipping it for a while.  Curious note in a WSJ story Thursday that New York crisis manager can charge $5,000 per month.  Wow! What a deal.  Please don’t look for bargains in crisis management, the “free” advice for the day, Mr. Weiner.

The New York Post Front Page Comes to The Wall Street Journal, at Last

I guess it was bound to happen once WSJ became part of the Murdoch fold, but Friday’s front page looked like it came straight from the tabloid:  Above-the-fold photo of a horse in front of two fans with the header about last week’s heave wave, “Blazing Saddles” and the cutline, “Why the Long Face?”  I did say, I guess, it was not a week for big news. Makes you miss the dot portraits. CJP

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