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Weekly Recap

Weekly Recap: December 2 – December 8

December 8, 2017

With the world of advertising and marketing moving so quickly, it can be hard to keep up with trends, ads, and more. Not to worry, we have you covered. This week, we recapped some of our favourite ads that happened throughout the week. Enjoy!

Written by Dakarai and Malick

Frank And Oak Celebrates Diversity

D: The clothing brand has recently released their “And” collection supported by a 90 second online video. The And collection offers t-shirts, sweaters, and other materials in a unisex fashion, meant to support diversity and the differences we all have. This is certainly a switch in messaging for the brand who will usually have product and utility focused messaging, while this campaign focuses on people and emotions. With the retailer recently jumping in the female clothing space, a unisex campaign like this goes a long way in showing that they don’t just offer men’s clothes and that they are truly a brand for everyone. The 90 second spot itself is a work of art. It features groups of diverse people and the voiceover is a poem from hip-hop artist Cadence Weapon. Be sure to check it out below.

 

ESPN Millennial Ratings Boost

M: Who says that cable cutting is a bad thing? ESPN has reported that their millennial ratings have gone up 33%. This is a result of transitioning to Nielsen’s total live audience member metric which combines streaming and out-of-home viewing along with traditional channels. This is huge. Why? It shows that young people are still watching sports and tuning into their favourite networks – just in a non-traditional way. Myself included, I can’t remember the last time I watched a game on TV without streaming it. What could this mean in the future? More accessibility on mobile devices to live sports, or in other non-traditional out of home environments. I think this is pretty legit considering it furthers the case of avoiding purchasing traditional TV packages for the sake of a few channels. In the future, I’d like to see more streaming services on mobile/out-of-home methods provided by larger networks, rather than illegal streaming sites. Only time will tell.

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Weekly Recap

Weekly Recap (October 14 – October 20)

October 20, 2017

In the world of advertising and marketing, a lot can happen in a week-not to worry, we have you covered. Check out some of the biggest trends, ads, and stories that have been happened this week in our recap below!

Written by: Dak, Malick, Nick and Kathleen

Sport Chek repositions itself in the fashion world

D: When you think of Sport Chek, what comes to mind? For me it’s certainly running shoes and athletic equipment. With their latest spot promoting their “Lifexstyle Collection”, the sportswear company is making an effort to showcase the apparel they offer. The 60 second spot features several different dancers dressed in brands that Sportk Chek carries like Nike, Adidas, and Vans. What it does a great job in communicating is that the clothes they carry serve an athletic purpose but they are also fashionable.”Whether it’s for the gym or to wear on the street, it’s about connecting our customers with whatever fashion or sport-inspired apparel that meets their needs.”, says Erika DeHaas, the AVP of FGL Sports. Check out the spot below.

Automotive brands are innovating the customer experience

N: The automotive industry is seemingly in permanent disruption.  And while the tech behind cars is getting a major overhaul (think electric engines, onboard computers, guided driving) brands aren’t forgetting about the consumer experience either.

Take Ford, who now has an app.  The FordPass will find you parking and gas stations, store your vehicle info, let you know your fuel level, and unlock and start your car.  This literally puts Ford at consumers’ fingertips.

Or would you rent-a-Porsche?  Subscribe and drive a Porsche on demand.  Registration, insurance, and maintenance all covered. That said, the cheap plan will run you $2,000/month.

Hyundai’s reimagining what it means to buy a car might be the most innovative.  Imagine starting the purchase process online, scheduling a test drive that starts in your driveway, and returning it in 3-day if it doesn’t fit.

Uniqlo puts their jackets to the test

D: Why try it on when you can try it out? The exact question that Uniqlo Canada asks in their latest spot that promotes their new “Ultra Light Down” jacket. The 60 second video shows a fun interaction that an in-store activation had with users. The machine let the public try on the jacket and choose an activity to pair with it. Some of the examples we see are axe-throwing, cycling, yoga, and more fun activities that you clearly need to bring your ultra light Uniqlo jacket for. It’s a cheerful spot that shows people having fun with the brand’s product. Does it get better than that? Uniqlo previously debuted a campaign where upon trying on a new flannel shirt, people had the choice between getting the shirt for free or giving it to a new Canadian. Both spots promote the trial of their products with an added benefit. It’ll be interesting to see what other similar executions the brand runs with. Check out both spots below.

Bud Light

M: . Whether you’re  fan of Bud Light or not, their latest :60s spots are pretty good. Agency Wieden + Kennedy New York have creative two ads that are set to play during some pretty big events happening this Sunday. My favourite out of the two is “The Heroes Return”, which is to be first aired during the Patriots and Falconns rematch . The spot opens with the hero returning from a long quest to get beer from the concession stand at Gillette Stadium. The characters are recast in an old school New England setting with the plot focused around the return of the colonial Patriot. Check out the spot below:

The other spot is set to air during the premiere of season 8 of the Walking Dead. You can find this one below:

With the focus on contextually relevant advertising, these spots are definitely set to be a hit in my eyes.

#DeviceFreeDinner

K: Whether we want to admit it or not we are all guilty of using our phones during dinner with friends or family. We are either checking social media or taking pictures of what we are eating to post on social media. If you haven’t noticed this yet it’s probably because you are on your phone. These new ads from Goodby Silverstein & Partners for the non-profit Common Sense Media, dramatize the situation a little bit with the help of Will Ferrell. There are several different videos for this campaign, below is my favourite one. Do you think this is a growing issue? Let us know your thoughts.

Device Free Dinner with Will Ferrell from Will Ferrell

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Weekly Recap

Weekly Recap (October 7 – October 13)

October 13, 2017

In the world of advertising and marketing, a lot can happen in a week-not to worry, we have you covered. Check out some of the biggest trends, ads, and stories that have been happened this week in our recap below!

Written by: Dak, Malick & Kathleen

 

Burger King Beefs with Wendy’s

D: 2017 is going to be quite the year to explain. The current U.S. president, the social media challenges popping up every month, the natural disasters, and now amongst the list…Burger King is throwing shade at Wendy’s. After Wendy’s removed their popular spicy nuggets earlier this year, fans were outraged to say the least. They showed their frustration through tweets, and even an online petition to bring the nuggets back. Now that Burger King is introducing their own spicy nuggets, they are actually turning those negative Wendy’s tweets into promoted posts. They are essentially creating ads using people’s frustration with Wendy’s, and people are loving it. Due to the hilarious brand voice that Wendy possesses on Twitter, I don’t think it will be long until we have a response. Check out some of the promoted tweets below:

 

 

Volkswagen: Rain

M: Ever want to ride in one of those old school Volkswagen hippie vans? So do I. In their latest spot, Volkswagen takes a trip down memory lane.With the focus of the ad being their latest People First Warranty, Dutch executive creative director Todd Riddle explains that the spot is about putting people first, and it does just that. He explains that the goal of the commercial was to celebrate the emotional connection that people have to Volkswagen. He goes on to explain that this connection is the soul of the brand, it’s drivers, uniqueness, optimism, and kindness. And what better way to do that then with a throwback featuring their classic van, a trip to Woodstock (or what seems to be Woodstock), and a very 60’s vibe. Advertising is all about drawing emotion, and I think they knocked it out of the park with this one. Check out the spot below:

Quaker Offers Canadians a #WarmWelcome

D: In an effort to take the Quaker brand beyond food and into a more emotional realm, the brand will be donating $0.05 of every quaker oatmeal and granola bar purchased (specially marked) towards the purchase of a winter coat for new Canadians. Upon first glance, $0.05 doesn’t seem like much until you account for the billions in revenue each year and the fact that this deal will last up to $350,000. A number that they are sure to hit. The great part about this initiative is that it’s two-fold. Firstly it looks great on the Quaker brand from the perspective of Canadian citizens. It’s great to see a brand help others in need in any way. Secondly, what a way to create new loyal customers in the Canadian immigrants. Check out the 30 second spot below.

Pedigree Adoptable Mask

K: I’m sure most of us like using a Snapchat filter, even if it’s just once in a while. Since Snapchat became very popular other social media apps needed to improve too. We now have Instagram and Facebook stories and face filters, or like Facebook likes to call them “masks”. Pedigree decided to use Facebook’s masks feature to help shelter dogs find a home. It’s providing a fun user experience and using the latest technology. Users will go through different cartoon like filters of dog breeds that are usually found in U.S shelters. Check out the video below to see how it works.

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Dakarai Turner

Racially Insensitive or Exaggeration: Dove’s Latest Ad

October 10, 2017

Maybe you’ve seen the headlines this weekend: “Dove is racist”. This all stemmed from a screenshot released online of a now pulled Dove Facebook ad. At it’s core, the ad depicted a black woman using Dove’s body wash and essentially turning into a white woman. Yikes, right? After immediate consumer backlash, the ad was removed and Dove issued a Twitter apology.

People were not happy with the apology and this turned into a social media uproar filled with angry tweets and consumers stating they would boycott the Dove brand. The problem was that to everyone that never saw the original ad (including me), their only point of reference was the image being circulated with the original Twitter users’ handle stamped in the centre. No matter how hard I dug, I couldn’t seem to find the original ad at the time (without the Twitter handle) which led most people to believe that the ad being circulated was  in fact the real thing. Now if it isn’t completely apparent, the problem with the ad is that it’s tone deaf and depicts a black woman as dirty, and a white woman as clean. It’s worth nothing that this wouldn’t be the first time that Dove has been accused of racially incentive ads as well as products.

 

Several hours later the original ad posted began to submerge and the reaction of consumers took a major turn. What initially appeared as a black woman turning into a white woman was dispelled as there is a third woman that appears afterwards. The purpose of the ad stated by Dove was to convey that Dove body wash is for every woman and be a celebration of diversity“. What the ad lacked was racial sensitivity, and this should be a lesson for every brand out there that is trying to communicate a message surrounding diversity. There is a long history of brands using the idea that a black person is inferior to a white person, and by having the black woman first in this sequence, the message can be misconstrued and taken out of context. Do I believe that Dove is a racist brand that did this on purpose? Absolutely not. However, at the same time there needs to be someone with a seat at the table that speaks up and points out that this ad may come across as offensive. To think that a multi-million dollar brand sold in over 80 countries doesn’t have this person is unfathomable. Simply restructuring the order could have prevented 2 apologies and your brand trending for all the wrong reasons.

Did everyone jump the gun in trashing Dove? Yes, however this is the reality in today’s age. We react towards what is presented to us. There will be a large amount of people that don’t ever see the now released full ad in motion and they will continue on with their hatred for the Dove brand. Who’s to blame? Dove for releasing a tone deaf ad and us as consumers for not digging deeper. This is yet another example on the list for 2017’s racially incentive ads joining the likes of Pepsi, Nivea, and others. Looks like we’ll have to do an end of the year recap with the way things are trending.

I’d love to know your thoughts. Did consumers react too soon or was it justified?

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Weekly Recap

Weekly Recap (September 16 – September 22)

September 22, 2017

In the world of advertising and marketing, a lot can happen in a week-not to worry, we have you covered. Check out some of the biggest trends, ads, and stories that have been happened this week in our recap below!

Written by: Dak, Malick, Kathleen, and Nick

 

Netflix Premieres a Spot for the Emmy’s

D: At this point, I would be shocked if Netflix wasn’t in your top 5 list of favourite brands. And although that would primarily speak to millennials, I believe their reach is much further. To pair perfectly with The Emmy’s earlier this week, the entertainment company released an ad that featured scenes from their most popular shows being interrupted by comedians such as Ellen DeGeneres, Chris Rock, and Dave Chappelle as a way to show the comedy aspect that Netflix brings. An example is a scene where Frank Underwood, a character from House of Cards is in a limousine staring blankly outside of the window. He’s joined by Jerry Seinfeld who appears to be testing a stand up gig. The end super for the ad? “Netflix is a joke”. I think it goes without saying that they have been able to do an amazing job connecting with the culture in terms of the content they provide as well as the way it’s promoted. Check out the hilarious video below.

Coca-Cola Goes Virtual

K: Coca-Cola just signed an endorsement deal with a virtual athlete?? It’s true! Alex Hunter is the superstar in FIFA 18. In case you are not very familiar with FIFA like myself, Alex Hunter is not a real person. He is just a player in FIFA who started to make a name for himself in the game last year. Hunter was the lead character in a new feature of the EA Sports game story mode called “The Journey”. It allows fans to leave the pitch and follow a player’s personal life. Last year Alex Hunter signed his first endorsement deal with Adidas, this year fans will see his new endorsement deal with Coca-Cola. He will be the brand ambassador for Coca-Cola Zero Sugar in a remake of the classic “Mean Joe Green” from 1979. What do you think about this advertising being done on video games? Check out the videos below.

IKEA App

M: I told you…AR is changing the consumer technology game right now. Through their App (and the new Apple iOS 11 update) IKEA is using AR technology to allow people to place virtual furniture in their homes. This basically allows people to see how different pieces would look/fit into the design of their house without actually purchasing. While this is still pretty brand new and there are a few kinks in it, I still think it’s fascinating. Allowing people to see what kind of furniture can match their home pre-purchase truly allows for customization and personalization of one’s home. I can’t wait to see how this kind of technology develops even further. Check out how it works below:

Budweiser and Lift Are Offering You a Free Ride

These days we’re so inundated with advertising that campaigns need to go above and beyond to have any impact. Some brands offer direct benefits to their consumers. Others partner with a different brand, combining their resources. Bud and Lyft are doing both.

The two brands have paired up for their Give a Damn campaign, encouraging consumers to plan ahead for nights out on the town. But they’re doing more than just preaching “don’t drink and drive”. They’re offering to pay for your ride. 10,000 free rides to be exact. Every. Single. Weekend. From now until the end of the year. (Though unfortunately for local readers, Lyft is only available in the US.). This is a brilliant campaign. It requires regular interaction on the part of the consumer, drives social media following and engagement, increases the number of Lyft subscribers, and is a public display of corporate responsibility on behalf of Budweiser.

 

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Weekly Recap

Weekly Recap (September 9 – September 15)

September 15, 2017

In the world of advertising and marketing, a lot can happen in a week-not to worry, we have you covered. Check out some of the biggest trends, ads, and stories that have been happened this week in our recap below!

Written by: Malick and Dak

 

Lululemon Releases Their First Male Focused Campaign

D: Lululemon, the brand rightfully associated with woman’s yoga pants is starting to shine light on the fact that they also have men’s clothing with their new campaign. I for one can admit I realized this for the first time a few months ago, and I’m sure there are tons of other men that still think it’s only a women’s brand. Their new campaign “Strength to Be” questions the status quo of what it means to be a man and “manly”. This reinforces the idea that a man can be much more than simply their physical strength. Each video ad features a different athlete, public figure, or musician telling a story about how they’ve overcome adversity with internal strength and self-awareness. One of the examples is Orlando Cruz, who was the first boxer to come out publicly while still fighting. He describes the fear he had initially and what it took for him to make that announcement. Check out a couple of the spots below.

Australian Lamb

M: Literally what did I just watch? Recently, an Australian lamb company had released one of the most bizarre commercials I’ve seen in a while. The spot depicts several religious figures including Jesus, Zeus, Moses and more, gathered around a table sharing a meal with who seems to be an ordinary woman. The spot opens with the “gods” saying how much they love the food with a response from the woman saying “Well that’s a relief. It’s a nightmare catering to you lot with all your dietary requirement.” Littered with even more terrible religious jokes, this spot has received a number of complaints from people offended about the misrepresentation of their god and religion in an oversimplified way. I thought this had to be one of the strangest ideas for an ad in a while. Knowing that a number of people hold their religious beliefs very close to them, I don’t see how this made it through any sort of approval process. Not only is it kind of offensive, but it’s just doesn’t deliver. I’ll leave it to you to judge, check out the spot below:

Apple releases “Dear Apple”, a short film

D: Coming hot off the Apple event earlier this week where the brand announced the iPhone 8 and iPhone X comes a short film centred around the Apple Watch. “Dear Apple” details not only the functional benefits of the tech but also dives into the emotional benefits. The concept of the film follows real customers narrating real letters they’ve sent in to Apple thanking them for a particular situation. The majority of the stories are surrounding the health benefits of the watch as it will give you key statistics that can help with your workout. One of the stories featured in the film is of a man that was severely injured in a car accident that left his car flipped on its side. He details how he was able to use the “SOS” feature on the Apple Watch to get help. Brilliant idea for the film!

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Weekly Recap

Weekly Recap (September 1 – September 8)

September 8, 2017

In the world of advertising and marketing, a lot can happen in a week-not to worry, we have you covered. Check out some of the biggest trends, ads, and stories that have been happened this week in our recap below!

Written by: Kathleen, Malick, and Dak.

Bud Light – Vendor

K: With the NFL season starting get ready for all the new commercials that you will be seeing on tv. Like in every sports game an important beverage that needs to be ready for the fans is beer! Many prefer to have the vendor come to them with the beer rather than having to get up and wait in a long line for minutes and risk missing an important part of the game. But did you ever imagine having one of those vendors follow you around everywhere and always have a beer handy for you? I’m sure many of you will be thinking “that would be awesome!”. Well, it’s like that saying ‘be careful what you wish for’. For their first broadcast ad of the NFL Bud Light decided to show what it could be like, watch the video below and find out.

Facebook Messenger Tests Out a Tinder-Like Feature

D: Now isn’t this exactly what we need? Don’t you just look at the hundreds upon hundreds of friends you have online and think “I wonder if they want to meet up?”. If that sounds like you, then you’ll jump for joy at this new feature. For the rest of us, let’s just sit back and watch how this unfolds. Facebook has announced plans to roll out a Tinder-like feature on Messenger that will allow you to essentially swipe on friends you would like to meet up with. Here’s the thing, similar to Tinder they’ll have no idea you swiped on them unless it’s mutual. What happens next? Well that’s between the two of you. It will be interesting to monitor how this performs in testing, but if there was any non-dating company that could pull this off, it would certainly be Facebook.

 

White Castle Swag

M: Seriously? What’s with fast food companies coming out with clothing? I wrote about this for a previous recap, but a bunch of fast food companies like McDonald’s and KFC have come out with clothing lines. Next up is White Castle. They’ve teamed up with New York fashion house Telfar to come through with a new clothing line surrounded by every American’s favourite slider joint. What does this even mean? The purpose of the streetwear is to bring out the authenticity of the restaurant, but not quite sure I can exert the same passion. I don’t know if I could get down with fast food clothing, they look too much like uniforms to me. Check out what they look like below:

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Weekly Recap

Weekly Recap (August 26-September 1)

September 1, 2017

In the world of advertising and marketing, a lot can happen in a week-not to worry, we have you covered. Check out some of the biggest trends, ads, and stories that have happened this week in our recap below!

Written by: Malick, Nick, and Dak

Houston Relief

M: While this isn’t necessarily a specific ad, I had to write about it. As we are all very aware, the flooding that’s happening right now in Houston is devastating. People are forced to flee their homes to save themselves. Charity organizations like The Red Cross are currently raising funds to help those in need, but one of the most amazing things I’ve seen is the number of celebrities pulling together to donate their earnings and bring awareness to the cause. Celebrities like The Rock, Kevin Hart, and most notable Texans super star J.J Watt have raised millions of dollars to help those in need. Watt in particular raising over $10 million. What I found amazing about what I’m seeing is that they are turning it into a challenge where they call out other celebrities to step up and help too. I’ve seen a number of these challenges that don’t really push people to do anything meaningful, but it was nice to see actually helping people turn into a trend.

York Region Removes Ad After Public Backlash

D: York Region, a municipality within the GTA recently released a public health campaign. However, one of the particular ads stood out as it appeared to be victim blaming women that are sexually assaulted. The out-of-home ad shows a shocked girl looking at her phone with Instagram screengrabs below of posts by men that were partying. Check out the caption below..yikes! After the immediate social media backlash, York Region announced on Twitter they will be removing the ad and they issued an apology. If you had to be reminded, this is what the power of social media and an upset audience brings.

Diversity and German Supermarkets

M: Diversity is strength-there’s no disputing it. With immigration tension rising all over the world, a German supermarket proved that without immigrants and diversity, we would be worse off. To emphasize the importance of diversity and acceptance, Edeka (the German supermarket) emptied it’s inventory of all foreign made products. Images of the store’s bare shelves went viral as it really put immigration and the importance of global diversity into a context that everyone can understand. I think this is fantastic-and I would like to see the same thing happen here in Canada. With tension surrounding out borders rises, a method like this really helps people understand that immigrants have built this country and bring so much with them. I love it.

The Air Canada Centre Gets a New Name

N: Well, damn. The marketing brass at MLSE earned themselves some hefty bonus cheques this week courtesy of a new naming rights deal for their main venue. The Air Canada Centre (or ACC) will no longer be the Air Canada Centre (or ACC). Instead Toronto will be going to events at Scotiabank Arena (though we’ll probably still call it the ACC). The 20-year deal went for a whopping $800 million. That’s $40 million per year if you don’t want to pull out your calculator. For contrast, Air Canada paid $4 million for the previous deal signed in 1999.

This is exactly as outrageous as it sounds. Scroll to the bottom of this article from last year for some comparisons. Is the ACC (yes, the ACC) actually worth twice as much as some of the other venue giants in North America? Seems like a long shot.

 

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Weekly Recap

Weekly Recap (August 19 – August 25)

August 25, 2017

It’s been a crazy week in the world of advertising and marketing. Not to worry, we got you covered. Check out our weekly recap that highlights some of the best, worst, and hottest in what’s going down in the industry for the week!

Written by Dakarai, Nick, Bledar, and Malick

Cricket Wireless Brings the Fans to John Cena

D: Get ready to tear up a bit! Cricket Wireless, owned by AT&T put together a video with their celebrity partner and WWE wrestler, John Cena. For those of you who don’t know, he’s known for his positive attitude with the position of “never give up”. What started as a video of him reading fan letters, you eventually see that all of the writers behind each letter are hiding in a room waiting to surprise Cena in person. After reading about the story of a young fan that used the slogan “never give up” to help his mother beat cancer, John Cena was surprised with the boy standing right in front of him. This is one of those heartfelt videos that really pulls on your emotions and for this reason there is no secret as to why it has reached over 60M views and has been shared over 1M times. This video is great for Cricket Wireless because even though they may not get another customer as a result of the video, their pre-existing customers will feel better about their selection. Grab a box of tissues and check out the video below.

 

Kyrie Irving Leaves the Cavs. 2k Sports Scrambles.

N: Sometimes marketing decisions need to happen on the fly. News drops, and a company needs to adjust. And sometimes that needs to happen fast. Case in point: 2K Sports and their NBA 2K18 dilemma. On June 1st, Kyrie Irving was announced as the cover athlete for the latest for NBA 2K18. Photo shoot done. Cover designed. Rollout prepped. Irving looked sharp, donning his crisp Cleveland Cavaliers uniform. Plenty of time before the official release date of September 19th.

On August 22nd Irving was traded to the Boston Celtics, leaving four weeks for 2K Sports to react and adapt. After an initially witty response, how should they move forward? Do they scramble to replace the cover with Irving in his new threads? Or with a different athlete entirely? Do they release the already produced copies as “novelty” items? And then re-release with a new cover? Or do they just leave things as-is?

 

IKEA – Enough

B: IKEA has been a place to get cheap hotdogs, Lingonberry sauce, and most importantly cheap furniture. With storytelling being a vital part in how advertisers and marketers attempt to reach their target audiences. I can safely assume that a lot of us have had an IKEA shopping experience or two, usually being fun and having some sort of purpose. The IKEA- Enough ad isn’t ground breaking or unheard of, it is simple, honest and relatable. The premise of the video is that an average family, being unorganized, messy and then pulling together to clean up their house.  In the same context in how building IKEA furniture, unorganized, messy and somehow takes an entire family to build a nightstand.

Walmart and Google Partner on voice-powered shopping

M: The story of online retailing continues to grow. Recently, Walmart and Google have announced a deal that will allow you to order products online through a voice commanding system. Google Express users will be able to order products through the Express website, app, or devices equipped with Google Assistant. Retail is getting easier and easier and I really think this is just the tip of the iceberg. I think eventually this can stem into larger retailers in Canada and provide extreme benefit to those who have a mobile-first approach to shopping. Really interesting to see! I think this will definitely push the sales of Google Assistant and other voice-recognizing technologies.

 

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on FacebookInstagram, and Twitter.

Weekly Recap

Weekly Recap (August 12 – August 18)

August 18, 2017

It’s been a crazy week in the world of advertising and marketing. Not to worry, we got you covered. Check out our weekly recap that highlights some of the best, worst, and hottest in what’s going down in the industry for the week!

Written by Malick and Dakarai.

 

Facebook introduces ‘Watch’

D: Facebook – The social network giant that pretty much has a hand in everything. From taking on Snapchat, LinkedIn, Twitter, and now you can add YouTube to the list. Facebook is slowly rolling out ‘Watch’, which will be an episodic video service. It will be accessible through a video tab on Facebook’s desktop and mobile app which features all sorts of content. The social network has enlisted the help of content creators to create shows such as “Nas Daily” on the Watch platform. Nas Daily features 1 minute clips from around the world each day. On top of this, Facebook is able to tap into the 2 billion user base they currently have and offer something that YouTube can’t; the ability to truly connect with friends. This means that you can easily see what you’re friends are watching, laughing at, and interacting with overall. Once it officially launches, Facebook Watch could be a serious threat to other video platforms simply due to the fact it will start with access to a 2 billion user base. Check out the official intro video for Watch here.

 

Obama Tweets

M: Can we just have Obama back? In the last week, there has been some crazy action in the U.S. I’m not going to get into the details of it, but Barack Obama really hit a home run of a tweet. As Adweek described, the tweet underscores the power of timely, positive social media engagement and interaction. Obama released a series of three anti-hate tweets quoting the late Nelson Mandela in obvious contradiction to the current President’s support of hate groups in the U. S. One of the tweets even became the most liked in Twitter history-racking up 3.3 million likes.

Cheetos opens a restaurant in New York

D: The popular chip brand is giving their loyal and cult-like consumers exactly what they want: a pop-up restaurant. Customers were able to reserve a table in advance to the New York restaurant which opened from August 15th-17th. The menu is specially crafted and features items such as: Cheetos Meatballs, Cheetos Sweetos Crusted Cheesecake, Cheetos Grilled Cheese + Tomato Soup, and lots more. You can check out the full menu here. This is a great example of providing an unconventional interactive experience for consumers. Who could possibly think of taking a chip brand and creating a temporary restaurant out of it? Cheetos hit the nail on the head with this one.

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on Facebook, Instagram, and Twitter.

Guest

Let’s talk about The Talk – A Look into P&C’s #MyBlackIsBeautiful Campaign

July 28, 2017

Guest Article By: Warren Leslie

 

The depiction is passionate, intensely personal and has left a testament to its campaign.

Repetition can almost be amusing to some extent. The idea of carrying a burden, and the weight of generations is permissible, but to whom. There is a certainty of knowing what will eventuate.

 

Behind the Creative

BBDO New York, Director Malik Vitthal created “The Talk” film for the Procter and Gamble #MyBlackIsBeautifulCampaign. The #MyBlackIsBeautiful community celebrates everything that makes them beautiful, from the inside out. The combination did not settle for less. The advertisements message was in the public interest with the initiative to raise awareness. The dialogue and the divisive issue of racism in America and bias worldwide delivered a sentiment. I perceived it as, yesterday it was unwarranted actions, today it is bailout solutions.

“The difference is”

Socially-conscious issues brands in the past have created advocacy campaigns for gender equality, cultural acceptance and so forth but who’s to that do they really stand by what they’re claiming. For short, Airbnb’s We accept campaign. Do you accept, and why do you accept at such a climax of time, why not 10 years prior? Just a thought.

Sustaining a Broad Dialogue

Everybody is a reporter and the world is observant of this. I couldn’t help but think the actions that can’t be undone. Minorities needing to have the talk with their sons and daughters about conflicts and barriers they’ll face at some point in their lives spells the truth regarding bias, and the campaign addressed this stigma.

“Remember that they will say”

 

Warren Leslie is an Account Coordinator for a digital & marketing agency in Woodbridge. Humber College is his alma mater and If you wish to connect with the man himself; LinkedIn and Instagram.

Weekly Recap

Weekly Recap (July 15 – July 21)

July 21, 2017

It’s been a crazy week in the world of advertising and marketing. Not to worry, we got you covered. Check out our weekly recap that highlights some of the best, worst, and hottest in what’s going down in the industry for the week!

Written by Malick and Dakarai.

 

McDonald’s Apparel

M: To compete with Pizza Hut and KFC, McDonald’s has come out with their own line of apparel and goods that’s set to be released on July 26th. Titled The McDelivery Collection, the line will be available via UberEATS in only a certain number of countries. The line showcases a Big Mac onesie, along with flip-flops that read “World Famous”. Honestly, I get that they are trying to compete with with other fast food brands mentioned above, but why clothes? How did this conversation even start? Will people actually wear this stuff?  I get the novelty of it. I can definitely see some of my friends wearing a sweater with a big mac on it just for jokes, but personally I think McDons’ and other fast food companies should stick to what they do best.

Cophenhagen Bus Wrap: Amnesty International

M: This is a great example of creativity combined with proper media placement. To bring awareness to the war in Syria (specifically the city of Aleppo) Amnesty International used a bus wrap that depicts the artwork of a tank. Designed by agency Rober/Boisen & Like-minded, the purpose of the bus wrap was to show that this is what day-to-day life I for the citizens who live in Aleppo. I think it also sheds light on a refugees’ right to security and It allows people to feel a sense of empathy that they may not have direct experience to. Check out the video for it below:

 

BBDO Rolls Out a Food Truck Filled with Toxic Food

D: So how do you spread awareness for people with deadly food allergies exactly? You set up “Khil Mi” a food truck in New York City that serves poisonous food. “Could you EAT” is a PSA for a non profit company by the name of E.A.T (End Allergies Together) and does a great job conveying the message that for some people simply taking a bite out of certain foods could be their last. Make sure to check out the video below. E.A.T. has raised $1.4 Million to date and was founded by two parents of children deceased due to allergies.

 

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on Facebook, Instagram, and Twitter.

Weekly Recap

Weekly Recap (July 1 – July 7)

July 7, 2017

In the world of advertising & marketing, everything moves so quickly that it’s easy to miss some of the best the industry has to offer. Not to worry, as usual, The MAD Mix has you covered for some of the hottest ads, trends, and more in this week’s recap. Check it out below!

 

Facebook is building its own village

Is the headline crazy? Absolutely. Is it true? Absolutely. The Menlo Science & Technology park will soon become ‘Willow Campus’, a neighbourhood created and funded by Facebook that seeks to provide all of the services you typically find in a neighbourhood. This means restaurants, office spaces, grocery stores, and most importantly housing. The goal is to have these services up and running by 2021. Now the question is..why? This is where Facebook calls home and their plan by building this community is to “bring people closer together”. It goes without saying the incredible amount of attention this will gather once the execution is in place and the sheer amount of demand to purchase property. All in all this does wonders for Facebook as a brand.

 
The Salvation Army shocks tourists with poverty in Canada

Similar to their campaign last year, where they staged an open house  to show the ways in which poverty can go unnoticed, they are back to this tactic again. Just in time for Canada 150, the Salvation Army used a tour bus to go through the popular locations in Toronto before driving through regular looking neighbourhood and detailing the surprising facts about its people. An example would be

“This street is filled with beautiful 20th century merchant-class homes but, behind these beautiful facades, one in five households are struggling to pair their bills.”

An execution like this goes a long way because it’s not overt, rather it functions on subtlety. These tourists are still getting a tour of Downtown Toronto, while also receiving added information about the people. Check out the video of last year’s open house and this year’s tourist bus below. This campaign is also supported with print pieces.

Snapchat enables users to link to other content

In the constant battle of features between Snapchat and Instagram Stories, Snapchat has introduced the ability to link pages. Now this is currently available on Instagram Stories but only for those that have a big enough following. Any and everyone can now link via Snapchat. Anyone that has tried to promote content on Snapchat or Instagram previously understands how needed this feature is. Say goodbye to the days that you had to simply type out your link in hopes that your followers could remember and input the full thing. Now, by simply clicking the paper clip option, you’re able to type in your desired link before the Snap goes out. Now how will Instagram Stories top this? Easy. They’ll simply enable linking on their Stories to all users shortly. You can hold me to that.

 

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on Facebook, Instagram, and Twitter

Weekly Recap

Weekly Recap (May 6 – May 12)

May 12, 2017

This was a crazy week. In the world of advertising & marketing, everything moves so quickly that it’s easy to miss some of the best the industry has to offer. Not to worry, as usual, The MAD Mix has you covered for some of the hottest ads, trends, and more in this week’s recap. Check it out below!

 

Movistar Love Story

K: We all know how big social media has become. All most everyone uses it, from teenagers to our parents or even grandparents.  We use it to stay connected to our family members that are in other countries, see what our favourite artists are doing, follow our favourite brands, stay updated on fashion trends and meet new people. Movistar, a telecommunications brand that operates in Spain and in many Hispanic American countries makes open our eyes again to something we sometimes may forget. The love story shown between two teenagers seem normal and harmless, but as the story goes on you start to think about how will it end. The reveal of the ending is done in a way that keeps you guessing until the last second. It’s a great way to shine light on a topic that really needs to be discussed, especially with teenagers that are starting to use social media.

 

#WestJetVegasSurprise

M: Wow, this was pretty cool. WestJet known for taking experiential marketing to an entirely different level. Remember what they did for Fort MacMurray after the wildfire crisis last year? In their latest spot, they flew to Nevada to really put a new spin on what the Las Vegas experience is really like. Passengers on a plane to Vegas were treated to a fantastic light show on the ground depicting a roulette wheel as they flew in. The catch? It was a real roulette wheel. The wheel spun until it landed on one of the seat numbers “4a”. Whoever was sitting in that seat on the plane got treated to a $2,500 shopping spree during their stay in Vegas. This really impressed me. Quality experiential campaigns are difficult to pull off, but WestJet did it again. Check out the spot below:

The BigBallerBrand Continues to Make Headlines

B: Lavar Ball has become a media mainstay in the NBA world due to his outrages comments and polarizing personality. He has also brought a little bit of flair back to an NBA that seems to be getting repetitive. The NBA finals barring any setback is once again slated to be a rematch between the GoldenState Warriors and the Cleveland Cavaliers. Yes, upsets can happen but are they likely too? Not in this Super team era driven NBA. Lavar Ball is a terrific marketer, hands down no questions asked because according to the simple Google Definition a marketer is “a person or company that advertises or promotes something”. Lavar Ball has done a wonderful job promoting all three of his sons Lonzo, LiAngelo and LaMelo but also the BigBallerBrand that just released a $495 pair of sneakers and people are talking about them. Whether you’re a fan of Lavar’s recent tactics or not, he is single handely the most talked about subject in the NBA, during the playoffs.

 

Dove Switches Up Their Packaging

D: To reaffirm their message of body diversity, Dove has brought life to the saying “beauty comes in all shapes and sizes” by offering limited-edition packaging. The new Dove bottles are supposed to mirror the various different body types. I’m still not exactly sure how I feel about this stunt as it’s cool and practice but a little weird when executed. Are people that interested in buying a bottle shaped like a person or is that simply an example of overthinking this campaign in its entirety? Regardless, doing this has created quite the buzz for the brand (both positive and negative) and the overall idea is an innovative way to extend their brand message. Was it a hit? You be the judge.

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on Facebook, Instagram, and Twitter

Weekly Recap

Weekly Recap (April 22 – April 28)

April 28, 2017

Written by Dakarai, Malick, and Bledar

TGIF! We made it through another crazy week in the speedy world of advertising & marketing, but as usual, The MAD Mix has you covered for the hottest ads in this weekly recap. Check out some of our favourite ads, trends, and more below.

 

Heineken – #OpenYourWorld

D: To put it simply, this new short film from Heineken represents the kind of ads we need to be seeing. The beer brand took 6 people and broke them out in pairs with each person’s counterpart being someone with a completely opposing view. For example, a transgender woman was paired with a man that is strongly against transgender people, or an environmentalist was paired with someone who doesn’t believe in climate change. These pairs do not know any information about each other and are given tasks to complete as a duo. How does the brand tie in you ask? At the end, they get to watch a video of their assigned partner that reveals their true views, and I hate to make this click-baity, but you’ll just have to watch to see what happens next. In a world where we associate alcohol brands with partying and having the time of your life, it’s refreshing to see Heineken lead a discussion on equality with this video.

Doritos partners with Guardian of the Galaxy

D: I’m just going to go ahead and guarantee you haven’t seen this before. In conjunction with Marvel, Doritos is promoting the new Guardian of the Galaxy Vol 2 movie, they have integrated the soundtrack into the actual chop back. This is not a joke.

You are really able to put a headphone in an audio jack on the bag and listen to the 14 song soundtrack. Now here’s the thing, you will not find these in a grocery store or vending machine. The bags will be available in limited quantities through Amazon only. It’ll be interesting to see how consumers respond.

Ogilvy & Mather Chicago: The Bulletproof Poster

M: Constantly advertisers are attempting to address social issues in advertising but a lot of them lack how to properly execute (yes, I’m talking about Pepsi). This one is different. In order to make a statement against gun violence, Ogilvy & Mather Chicago made bullet proof ads with statements attesting to the unfortunately common issue in the U.S. Chicago is known for for its excessive gun violence, so I feel this is super appropriate. What makes this ad even more powerful is that this is the week that President Trump will be addressing the annual NRA convention in Atlanta. While this advertisement is powerful, I highly doubt that gun laws will change with this disaster of a government in Congress. Check out what they created below:

Burger King & PlayStation: #BurgerClan

B: Burger King and PlayStation recently teamed up to offer a new way to order Burger King in Spain. Customers who are PlayStation fans sign up and play against Professional Gamers who are taking their orders simultaneously. Burger King has done some very unique advertising in the last few years. Campaigns like bringing back the Subservient Chicken in 2014 and last year for Halloween doing the McDonald’s Ghost Costume. Burger King continues to advertise in different ways and what better than playing your favourite game against professionals while also ordering a Whopper (maybe 2). Also who knew that Burger King delivers? And Burger King, can you deliver in Canada too. Please and Thank You!

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our thoughts on the latest Pepsi ad. Think we missed something important? Let us know! Also, be sure to follow us on Facebook, Instagram, and Twitter.

 

Guest

Black Ops Advertising In the Digital Age: Innovative or Invasive?

April 21, 2017

Guest Article By: Carmen Mallia

As a millennial, I have been surrounded by advertising my entire life; from the large billboards encircling Yonge and Dundas Square, to traditional commercial content on MuchMusic and YTV. I feel as if I have seen it all, so I ignore most advertisements on a day-to-day basis. It is easy to change the channel on a remote control to switch off a commercial, use AdBlock software to hide online banners, and simply look away from public advertisements.

The truth is that traditional advertising does not work in the digital age, especially for tech savvy millennials who have become pioneers of ad avoidance. As a result, marketing experts have moved into what is known as Black Ops Advertising— ads that try to camouflage as non-advertising content.

Traditionally, marketers and advertisers use militaristic terms such as ‘objective’, ‘strategies’, ‘tactics’, and ‘target’ when they are talking about marketing to a consumer audience. And the natural progression in which the military has moved from traditional methods of action into black ops action has also been implemented in the digital age of marketing. Due to the fact that traditional advertisements tend to be ineffective, advertising has revolutionized into covert stealth-mode in terms of how marketers are targeting different consumer audiences.

Black Ops Advertising is trying to get around the fact that people ignore ads. So by hiding advertisements as much as possible, people are not likely to realize that they are engaging in sponsored content.

Sounds pretty invasive, right? Well, it is.

Our digital society has spent an increasing amount of media time on mobile devices and smartphones, making Black Ops Advertising the new norm. As a result, brands are increasingly using subtle and pervasive ways of placing ads. How, you ask?

Take the recent HostelWorld advertisement that swept Snapchat stories internationally and tricked users into engaging with sponsored content.

While looking through your Snapchat stories you may have come across what looked like a recent Charlie Sheen scandal. Most of the HostelWorld ads open with an image of Sheen in a scandalous position with a banner beneath the image that reads “BREAKING” or “LEAKED”.

Intrigued by what looks like a raunchy news story starring the degenerate Two and a Half Men actor, most Snapchat users probably swiped down to see what trouble Sheen has been getting into. Although once you swipe down, you realize it is all a trick. Charlie is seen enjoying all the facilities a modern hostel has to offer instead of participating in some illicit act. What looks like a raunchy news story then becomes a form of Black Ops Advertising.

Through HostelWorld’s sponsored Snapchat ad with Sheen, the brand successfully implemented Black Ops Advertising to trick viewers into thinking they were watching a legitimate news story on Sheen’s illicit behaviour, when it was just an advertisement for the hostel-based brand.

The whole structure of advertising has been completely upended and overturned by the enormous increase and fluency in the use of digital platforms, particularly by young people. The rapid emergence of the mobile smartphone and other communication applications has ultimately replaced television as a medium, and as a result, traditional advertising from older industries is crumbling and we are moving into the age of covert ads.

So, should we be critical of this increasingly invasive form of advertising or should we continue to ignore these ads and be passive users?

 

Carmen Mallia is an up-and-coming professional writer from Toronto. He is currently in his second year at the University of Western Ontario for Honours Specialization in Media and the Public Interest. In his spare time he loves to write, get a coffee with friends, binge-watch The Wire, and volunteer at local events. Carmen is currently looking for work in Toronto associated with advertising, journalism, marketing, public relations, broadcasting, and communication. You can follow him on LinkedIn , Twitter, and Facebook

Weekly Recap

Weekly Recap (March 31 – April 7): Pepsi Edition

April 7, 2017

This is it. A number of you had messaged us about what we were going to say about the infamous Pepsi ad that came out this week-and now we’re here to talk. Because this spot sparked some of the biggest discussions in advertising, we decided to dedicate this weekly recap to talk solely about Pepsi’s extremely controversial advertisement that the brand has now officially pulled. Here are our thoughts. If you have yet to see the actual video, have a look first.

 

M: Is this the worst advertisement ever? I’m just going to dive right into this. It’s hard to pin point where this went wrong. Was it when they chose to trivialize actual social issues? Was it when they chose Kendall Jenner to be the hero? Was it when they decided that Pepsi heals all wounds? I don’t know, but these factors combined definitely make this one of the worst advertisements I’ve ever seen. As someone who works in advertising, I know that coming up with a creative concept to sell through usually takes multiple versions, with revisions, etc. An initial idea or concept rarely ever gets client approval right on the spot. So it makes me wonder what the process of approval was for this spot?

Me watching the spot

I find it incredibly hard to believe (especially considering the immense amount of backlash) that not one person on that marketing board had stood up and said “hey guys, don’t you see how this could go very, very…very bad?”.  With a company as big as Pepsi, and the logistics behind all of it, how did no one see that this was a horrible idea from the start? Pepsi will ultimately have to regroup on their advertising and marketing processes after this. It truly starts within.

D: Ladies and gentleman, this..this is why you have advertising agencies. This spot was created by PepsiCo’s internal team, and not to say this is the reason it failed, but this shouldn’t go unnoticed. Brands as big as Pepsi need that outside voice that is able to say “No” in a meeting. My guess? There were a few junior members of the PepsiCo team that knew this was not the proper way to “reach millennials”, but didn’t have a say in the matter. Pepsi is a brand that has done a great job in the past connecting to the culture by using figures such as Britney Spears, Michael Jackson, and Beyonce. However, to quote the brand itself, they “missed the mark” with this one.

If I’m being honest, moments like these excite me. Crisis management is such an important skill and also opportunity for a brand. Not to say you should aim for a crisis, but this is truly going to test the strength of Pepsi as a brand. I wouldn’t put it past Coca-Cola to capitalize on this soon either. Now the one thing Pepsi did well is unite the Internet. Check out a couple of our favourite tweets below:

 

That is our recap of the week! We believe it was important to talk about Pepsi from an advertising perspective. This was an ad that truly upset a huge amount of people and that cannot go unnoticed. It will be interesting to watch if people still care in a couple of weeks. By then, who knows what mistake a brand will make next. As always, be sure to follow The MAD Mix on Facebook, Instagram, and Twitter.

 

Weekly Recap

Weekly Recap (February 11 – February 17)

February 17, 2017

Written by Dakarai & Malick

TGIF! We made it through another crazy week in the speedy world of advertising & marketing, but as usual, The MAD Mix has you covered for the hottest ads in this weekly recap. Check out some of our favourite ads, trends, and more below.

 

Ad Council brings equality to the Kiss Cam

D: At this years NFL Pro Bowl, the ad council (an American non-profit organization) took over the ever so popular jumbotron kiss-cam. If you’ve ever attend a sporting event, you’re familiar with this time. A camera will go around the stands finding couples and showing them on the jumbotron encouraging them to kiss. The Ad Council used this moment to show that “love has no labels” and featured all forms of love different relationships. This is powerful because it creates a truly uplifting message by featuring relationships and friendships across race, religion, age, and more. During a time when the world is appearing very divided, this video couldn’t have better timing. Check it out below.

Ikea’s Practical Advertising

M: Picture those delicious Tasty videos and apply them to home furnishing. Ikea has recently released a set of instructional videos of how to teach millennials and young families to furnish their houses/condos despite smaller spaces. What I find cool about this is that even though that young people like myself typically live in smaller apartments, we can still find our own ways to customize them like a big house.  I feel like this series is a great example of practical advertising. While they aren’t necessarily advertising a specific product, they are demonstrating innovative ways to use a their wide selection. Check out one of my favourite videos out of the series below:

Facebook does their best LinkedIn impression

D: Facebook is going to start allowing pages to post job ads and for applicants to apply all while never leaving the Facebook app itself. After seeing the job posting, job seekers can like, comment, or choose to apply for the position through Messenger. This will likely roll out for free in the beginning stages, but this is an excellent revenue opportunity for Facebook and an excellent all around idea. It will be interesting to see the effect this has on LinkedIn. At the moment, these job postings provide a large amount of revenue for the social network. To all the people saying that Facebook is dying…how exactly?

Nike: Equality

M: Ok…if you follow this platform regularly, you know that we love Nike. That being said, their latest campaign stands out for different reasons. Usually they are known for their smooth, but fast paced action style in their advertisements, but this one has a deeper meaning. Nike’s new “Equality” campaign encourages everyone to transcend the fairness and respect they see in sports, into real life. Featuring the narration of Michael B. Jordan, and atheletes like LeBron James, Serena Williams, Kevin Durant and more, this ad speaks to more than just sports. It stands for equality. Check out the spot below:

 

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here where we gave our top Super Bowl ad picks. Think we missed something important? Let us know! Also, be sure to follow us on Facebook, Instagram, and Twitter.

Weekly Recap

Super Bowl Ads: The MAD Mix Top Picks

February 10, 2017

The Super Bowl is arguably the biggest stage for advertisers, and every year those who are and aren’t in the advertising industry find themselves discussing the commercials. This is the time that we all become experts. The MAD Mix group wants to share with you our top 4 favorite ads this year and what made them special. Check out the list below:

 

Mr. Clean gets Dirty

D: Mr. Clean, a brand of cleaning products, took the Super Bowl by storm this year for the first time with their ‘Cleaner of your dreams’ ad. The :30 spot turns the brand mascot into a cleaning sex symbol that a woman is fantasizing about. It’s very hard to resist smiling after seeing an ad like this, and in my opinion this is why they hit a home-run. The best part? The follow up on social media! What some of you may not know is that the Mr. Clean Twitter page is written in the POV of the brand mascot himself, and throughout the Super Bowl he let his personality show through commenting on other ads. An ad can be the funniest thing in the world but the true supporting factor is the tactics that provide support. Mr. Clean is one of the brands that executed this perfectly.

 

Honda Yearbook

B: This years Super Bowl had a lot of interesting advertisements that in my opinion were either fun and playful or were politically motivated (i.e Lumber 84). One of my favourites was the Honda Yearbook. As an individual who has grown up driving a Honda and remembering myself graduating from high school and continuing on to post secondary education was a bit of a throw back for me. The celebrities that were depicted as younger versions in their year book with the intention of motivating and pushing people reach for their dreams.  The simplicity and the positivity that ad presented was enjoyable which is why it was one of my favourites.

 

Audi “Daughter”

M: For some reason, in 2017 there are still hefty criticisms for gender-themed ads. I’m a marketer, I work in advertising, but that doesn’t take away from the fact that I’m an activist. As someone who is passionate about equal rights for all, this spot really stuck out. When I think of Super Bowl ads, I think of something that’s funny, fast, and sometimes wacky. This one was different. This one had a message bigger than advertising. This Audi spot is about the pay gap, and the inequality that exists among women. The spot discusses these issues and question the “equality” that we preach on a daily basis. While this spot was controversial for some reason, I think the message is very legitimate. I’m glad a brand like Audi stepped up and decided to go where not a lot of advertisers like to go. Check out the spot below:

Kia Niro “Hero’s Journey”

K: The Kia Niro commercial with Melissa McCarthy is one of my top ads for the 2017 super bowl because it was light hearted and amusing. The commercial starts off with Melissa being called to help the whales, the trees, the ice caps and the rhinos. As she tries to help each of them out, she ends up in situations where she gets tossed, dropped, buried and speared. While watching the commercial you aren’t sure where it’s going, but at the end when the voiceover says “It’s hard to be an eco warrior, but it’s easier to drive like one” while showing Melissa driving a Kia Niro hybrid, it all makes sense. It was a great way to touch on the environmental topic in a light-hearted way. The humor in all her adventures was humours to watch. Kia made the right decision choosing Melissa McCarthy to star in the commercial.

 

Those are our top picks for this year’s Super Bowl. Let us know if we missed your favourite in the comments below or get in touch with us on Facebook, Twitter, and Instagram!

Dakarai Turner

Super Bowl Ads: Do You Get What You Pay For?

February 7, 2017

The Super Bowl – A time where just about everyone becomes a football fan. Whether that is for the parties that form around the big game filled with endless snacks and booze, the spectacular half time performance, or if you’re in advertising…the ads. It goes without saying that brands who choose to advertise during the Super Bowl are benefiting from the reach potential and on an awareness level. With just about 111.3 million average viewers tuning into this years big game, it equates to quite the number of eyeballs on a brands product.

The price-tag for a :30 second spot this year was $5M, and this begs the question whether or not having a presence in the Super Bowl is worth the money. For the Coca-Cola’s and Budweiser’s of the world, it’s a no-brainer. However, for the smaller companies that don’t do hundreds of millions of dollars or more in sales, the $5M price-tag isn’t an easy decision. Yes, millions of people will see your ad live, and millions more will see it online for years to come, but will this transfer into anything more than awareness? Below are a couple reasons why I believe Super Bowl ads aren’t worth it for every brand.

The money can be used better

Obviously this one will vary based on the company. However, the ad spot is $5M, which doesn’t include the actual cost to produce the ad which will likely cost millions more. Could a brand be better off using the $5M for a great ad campaign or several, instead of the Super Bowl? Smaller brands are essentially shelling out the kind of money to sit at the big table with the major players that advertise every year. Although, the difference is that I’m willing to bet no one can name all or even most of the advertisers from last year’s Super Bowl. They are great to watch during the game and for a short while afterwards, but no one is looking out for the 2011 Super Bowl ads. Of course, correct me if  I’m wrong.

The competition

The Super Bowl creates such a big stage for advertisers that everyone attempts to bring out their absolute best work possible. Each year there really is just a handful of the standout ads that people continue to talk about. The not so great ads? Well there’s always going to be a few and imagine the feeling of spending that kind of money just to hear that people didn’t like your ad or worse, that no one is even talking about it. This is a reality every year and simply part of the risk behind the $5M price-tag. Viewers are paying more attention to the ads every year and this creates pressure for brands to create something truly entertaining, new, and special. Whether your ad is emotionally driven, humorous, or even both, you want it to be the subject of conversation at just about every water cooler the next day.

The Super Bowl works very well for product and campaign launches. It’s the perfect broadcast medium because of the size of the audience it’s reaching. With that being said, if you are simply having an ad without any real additional digital/social tie in, what are you really doing it for? What do you guys think? Are all the Super Bowl ads worth the money in your opinion?

As always, be sure to like us on Facebook, and our new Instagram and Twitter profiles. If you missed the news, we added two new members, Kathleen Pinho and Bledar Halili. Check out their bios and read up on them here.

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Weekly Recap

Weekly Recap (November 18 – November 25)

November 25, 2016

The world of advertising & marketing changes on the daily so it can be hard to keep up with all of the biggest trends and innovations. Not to worry, we got you covered if you missed anything. Check out our weekly recap below.

Written by Malick and Dakarai.

 

Instagram introduces new updates to Stories

D: Instagram StInstagram liveories, once the Snapchat-clone that is now taking steps towards individuality with a few new updates. Instagram has introduced two new features: Live Video and Disappearing direct photos/videos. Live video is the perfect step in the right direction for Instagram and their Stories platform, as it’s proven successful for both Facebook and Twitter. Some of your followers will receive a notification that you are streaming live, and it will display that you are live over your stories icon. You will likely see this function being used by celebrities, athletes, influencers, and brands. In terms of people in your actual network, one thing I’ve noticed is that none of my friends use Facebook Live. The reason for this is because if you really think about it, what can you be doing that’s so important everyone needs to see it in real time? Now who’s to say that Instagram won’t challenge that way of thinking and make the process of going live more appealing to the every day person that isn’t selling/promoting anything? We’ll have to stay tuned and see.

Instagram stories

 

Facebook Investigating Means to Exclude Fake News From Platform

M: Ever scroll through your timeline and see an article with a headline that makes you think “there’s no way that’s actually true”? Same here. Over the last year, Facebook has been under the spotlight for allowing fake news articles to be spread around the social media platform. Since the 2016 U.S election, fake articles have been spawning and spread around at a rate so quickly that Mark Zuckerberg himself had made the following statement: 

“Our goal is to connect people with the stories they find most meaningful, and we know people want accurate information. We’ve been working on this problem for a long time, and we take this responsibility seriously. We’ve made significant progress, but there is more work to be done.” (Source-Adweek 2016)

Zuckerberg went onto state that in order to limit the number of fake articles being spread, Facebook will be developing ways to label articles as verified or false. I guess that’s just a friendly reminder that sometimes a quick google search can ease your curiosity. Do your research.

 

Drake stars in new Apple Music spot

D: Drake, 6 God, Meme King, whatever you want to call him, he’s done it again. In Apple Music’s new ad starring the Canadian rapper, he does what he does best..look goofy and create hilarious content. The :60 second spot “Drake vs. Bench press” follows the rapper working out intensely while listening to his own music with a trainer. The second the trainer leaves, Drake flips through Apple Music, selects Taylor Swift, and what happens next is just one of those things it’s better if you watch. The tagline at the end refers to Apple Music as “distractingly good”, which aligns with the Taylor Swift spot from earlier this year. Check out both of the commercials below.

Digital Coffee

M: Smart phones…smart TVs…smart mugs? That’s right. Tech company Ember has joined forces with Starbucks to deliver its consumers the first internet connected mug that allows users to adjust the temperature of their beverage through the brands smartphone app. With Starbucks having exclusive selling rights, the mugs will be sold at over 100 stores as early as December at a price of $150. While that does seem like it’s a bit much for a mug, think of how you’ll never have to worry about burning your tongue first thing in the morning. Or just a quick reheat making sure that your morning cup of Joe isn’t too cold. I think this is a really unique display of innovation in technology-let’s see if it takes off!

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here. Think we missed something important? Let us know! Also, be sure to follow us on Facebook here. Happy Friday!

Weekly Recap

Weekly Recap (November 5 – November 11)

November 11, 2016

The world of advertising & marketing changes on the daily so it can be hard to keep up with all of the biggest trends and innovations. Not to worry, we got you covered if you missed anything. Check out our weekly recap below.

Written by Dakarai

Snapchat releases Spectacles in a unique way
snapchat-spectacles

Spectacles Billboard

Not too long ago, we spoke about the introduction of Spectacles from Snapchat. Essentially ‘Spectacles’ are glasses that you can wear and record/post snap pictures and videos with. Launching today, the wearable tech will be made available via bot-like vending machines. If this sounds a bit weird, it’s because it is. These unusual machines will be in sleep mode until someone walks by and essentially wakes it up via motion sensors. The hope is that the person will stop and interact with the bot to find that it is actually selling a $130 pair of Snapchat lenses (Spectacles). Now where will these bots be found? You can ‘find a bot’ at spectacles.com, Prepare to see a boatload of snapchats in the coming months of your friends locating and interacting with these machines. If you ask me, this is a brilliant move from Snap Inc. Well done. Below is a teaser video for the bot.

Instagram Stories steps outside of Snapchat’s shadow with new features

When Instagram Stories came out, everyone (myself included) saw the clear instagram-storiesrip off of the already established Snapchat. Months later, they have made some changes to the platform that Snapchat has yet to explore. For starters, you are now able to insert links into your Instagram Stories. This is extremely helpful for the brands using the platform, as it will replace the process of creating a shortened link and writing it over your story in hopes that your viewers take it upon themselves to jump on their browser and type in the site name.

You can also now use Boomerang in your stories. For those that don’t know, Boomerang allows you to create one second looped videos. The last addition is the ability to tag people in your stories. This is where Instagram and Snapchat completely differ. Instagram is all about discovery and finding new people, so this fits perfectly with their brand. With Snapchat, it’s frankly more private and exclusively seen by just your friends. This is most likely why Snapchat hasn’t bothered with this feature. Don’t forget to follow me @dakturner.

GoPro launches their first TV ad for global campaign

“Don’t stop what you’re doing, to capture what you’re doing” is a voiceover that perfectly described GoPro’s new 30 second ad. The brand shows moments we are all familiar with: holding your phone and taking a video of things from your kid going down a slide, a beautiful view, or a friend jumping off a cliff. GoPro then switches things up and shows that you can be involved in the action while still capturing it through using a GoPro. You can play with your kid, jump off the waterfall, run with fireworks, and more all while capturing the moment at the same time with a GoPro. This ad speaks well to the adventurous brand image that they have has established. This is not a camera for taking a video of a sunset. This is a camera for riding a jet ski on a beautiful day while capturing the sunset. Check out the video below.

 

That’s our weekly recap to keep you up to date on the best ads that we could find over the week. You can check out our last weekly recap here. Think we missed something important? Let us know! Also, be sure to follow us on Facebook here. Happy Friday!

Weekly Recap

Weekly Recap (October 22 – October 28)

October 28, 2016

The world of advertising & marketing changes on the daily so it can be hard to keep up with all of the biggest trends and innovations. Not to worry, we got you covered if you missed anything. Check out our weekly recap below.

Written by Malick and Dakarai

 

R.I.P Vine

rip-vine

M: Best known for its explosion onto the social media scene in 2013, Twitter officially announced vine as “extinct” this week. When the 6 second phenomena started out, Vine was one of the most innovative social media platforms out there. Now, if you can honestly point me in the direction of someone who still actively uses Vine I’d probably give you 20 bucks. Vine was an interesting concept, but remember a few years ago when Instagram announced that they would be featuring video content-similar to Vine? Well it finally caught up. Plus with the development of both Instagram and Snapchat, it was bound to happen. There was simply just no place for the content anymore. To honour Vine, here is a compilation of my favourite Viner: King Bach.

Taco Bell and Airbnb partner together

D: If you would have told me that Taco Bell and Airbnb would partner together, I would probably look at you like you’re crazy. When you read the headline it truly makes you wonder what could possibly come out of these two very different brands working together. The answer, “Steakcation”. Taco Bell Canada gave one lucky Canadian and their friends the chance to spend one night in a new Taco Bell location through a promotion with Airbnb. The lucky winner was treated to their own Taco Bell butler, branded robes, and other fun products courtesy of Taco Bell. The brand put together a fun video of the event with an amazing additional prize at the end, check it out below!

Steph Curry and Under Armour: Make That Old

D: If you couldn’t already tell, Malick and I are definitely basketball fans. “Make that Old” is a new spot from Under Armour that features the one and only Steph Curry to promote his new shoe, the Curry 3. The ad features young fans in their own locations celebrating the unanimous MVP’s various achievements, mentioning that they are now “old news”. The focus is the future, meaning the upcoming NBA season that began on Wednesday. The words “I Will.” appear at the end of the video as you see a close up of Steph sporting the new shoes. If this doesn’t get you pumped for the upcoming season, I don’t know what to tell you. The spot does a great job addressing what happened in the previous season, and showing the mindset that Steph and anyone who wears his shoes has: when you’re down, get up and try again.

Nike/LeBron James: Came Out of Nowhere

M: The NBA season is back in action as of this week and if you tuned in on Tuesday’s opener you probably saw a handful of awesome NBA themed ads. One that stood out to me features the greatest of all time: LeBron James. The ad tips its hat to James who was born and raised in Akron, Ohio showing that he wasn’t supposed to be the kind of player he has become. The best part about this ad is that it features a voice over of King James while showing ordinary players shooting hoops-those who “weren’t supposed to be there”. The thing I love about this ad is that it celebrates those who are defying all odds to perfect their craft-like James. With the concept created by Wieden + Kennedy, the Came Out of Nowhere campaign will run for the first two weeks of the season featuring other NBA superstars as well. The best part about this ad is that it pays homage to arguably one of the greatest blocks in NBA history, check it out at the end.

Apple Launches their New Macbook

D: If you were on the Internet yesterday, you’ve probably caught wind of the new Macbook Pro. Apple held an event where they revealed the new laptop, changes to Apple TV, and other updates to their product list. If you could already guess..the “wonderful” people of Twitter had something to say about it. To put it simply, the new Macbook Pro is now slimmer than ever before, it also now has a  digital “Touch Pad” that runs the length of the keyboard, and apparently the display is 67% brighter. Impressed? To check out a full list of improvements, check this article out. Now whether this new Macbook was the second coming of Jesus himself, the Twitterverse will always have something downright hilarious to say. Check out a few great tweets about the event below.

Clearly the problem with watching an event live

We’ll have to revisit this when it inevitably happens

But remember it’s also thinner..

 

That’s our weekly recap to keep you up to date on the best ads that we could find over the week. You can check out last week’s recap here. Think we missed something important? Let us know! Also, be sure to follow us on Facebook here. Happy Friday!

Weekly Recap

Weekly Recap (October 14 – October 21)

October 21, 2016

The world of advertising & marketing changes on the daily so it can be hard to keep up with all of the biggest trends and innovations. Not to worry, we got you covered if you missed anything. Check out our weekly recap below.

 

SickKids Shows What it Means to Fight in New Campaign

D: For me, the new “SickKids vs. Undeniable” campaign truly hit home. I’ve been in the position of some of these children essentially fighting for their life, and this is the picture that the Toronto hospital has painted in their new ad. The two minute long video is an action packed and thrilling experience illustrating doctors and patients getting “ready for battle”. Now, you may be wondering why a hospital needs to advertise, which really isn’t a stupid question. Sick Kids is aiming this toward potential donors. This is for the people that may have been on the fence about donating money to a hospital before and aren’t sure how to proceed. The intent is to provide that shock factor and spark the conversation surrounding donating. The call to action at the end of the video is to visit FundTheFight.ca, which is a webpage dedicated to providing information about the Sick Kids Foundation. This may just end up as one of my favorite ads of the year, so you definitely have to check it out below!

Jeep “Free to Be”

D: Just in time for Wednesday’s presidential debate, Jeep has found a way to honor both sides while brilliantly showing off the features of their vehicles. These short ads uploaded to their YouTube account, and also aired during the debate. They feature a split-screen of two Jeep’s positioned together to look like the same vehicle in two different situations. These videos highlight the duality of the Jeep in a fun and creative way, while riding on the tails of the presidential debates. Check out a couple of the ads below!

Izod and Ken Bone Want to Make Sure that you Vote

D: Ken Bone has got to be the most self aware person to become a meme in 2016, and as usual it happened in such a ridiculous and unpredictable way. If you haven’t already heard, Ken Bone is a man that simply asked a question to the presidential candidates during the 2nd debate, and the internet decided he was funny enough to turn into a meme. Izod the clothing brand has Ken to thank because of the fact he was sporting one of their red sweaters during his shining moment.

In this new 2 minute ad “The 15th Minute”, Ken understands that his fame will fizzle out any minute, and before it does he wants to urge everyone to make sure their vote in the election. Now if you’re wondering where Izod comes in to play, they’ve latched on to Ken Bone and have made sure everyone knows where he got the big red sweater. Check out the video below.

 

That’s our weekly recap to keep you up to date on the best ads that we could find over the week. You can check out last week’s recap here. Think we missed something important? Let us know! Also, be sure to follow us on Facebook here. Happy Friday!

Dakarai Turner

Modern Essentials: H&M’s New Campaign Is Worth Talking About

October 18, 2016

Anyone that knows me well, knows I’m a pretty big fan of H&M clothing, but now I can add that I’m a fan of their advertising as well. The clothing brand enlisted David Beckham and Kevin Hart as the stars and centrepieces for their “Modern Essentials” campaign. David Beckham and Kevin Hart, two of the most recognizable men on the planet to say the least. Modern Essentials is a follow up to last year’s campaign that also included both stars, which you can check out below.

Now this time around, H&M put together the hilarious short film, “The Road Trip”, starring the unlikely pair. You may be wondering, “what’s so special about this campaign?”. Well in my opinion the brand hit a home-run with it’s messaging, and has mastered their selection in terms of brand ambassadors. Don’t believe me? Check out the short film below.

Here are a couple takeaways I have from this campaign:

The Selection of David Beckham and Kevin Hart

The great part about this campaign is that it would not work with just anyone. It is tailored for both Kevin Hart and David Beckham with little room for replacements from a branding perspective. These are two men with completely different personalities and images. You think of David Beckham, and the idea of men wanting to be him, and women wanting to be with him comes to mind. He’s quite simply a sex symbol that is confident in everything he does, or at least appears to be. Now you look at Kevin Hart. He’s a funny, quirky guy that also radiates confidence..not so much the sex symbol but that’s okay. Two completely different body types, personalities, images, and everything you can think of in between. This very idea is something that the brand caters to well and it’s a unique property. If you can think of other clothing brands that can stand behind this idea and messaging, I would love to know, because I’m stumped. Other clothing brands can’t bring the same promise that H&M can; that two completely different looking people can wear the same outfit and both look great.

modern-essentials

Sales Promotions Done Right

H&M Modern Essentials TinderTo bring things back to my first ever article for The MAD Mix about Tinder, H&M leveraged the platform to offer a sales promotion for men. Throughout late September and early October, men using the app in North America may have come across the “H&M Man” Tinder account featuring David and Kevin respectively. Now, of course I “swiped right” because I love watching the ways that brands are using the platform, and it’s usually great screenshot material. I was then sent the following message (image to the right) telling me that I can get 30% off 1 men’s item at H&M just by showing the Tinder message to the cashier. Great part about this is that it actually worked! How to make someone love your brand 101.

At the end of the day, you can see yourself in both of these men, and that is something that H&M took into effect when they were choosing representatives for the campaign. Either that or they chose at random and got extremely lucky, but I’m leaning towards the former. There is quite often this idea that a celebrity can sell anything, and I couldn’t disagree more. When you see certain brand + celebrity partnerships the first thing to think about is “why?”. Does their personality align with the brand in anyway? If the answer is no, the relationship probably didn’t work. I’d love to know your thoughts on the campaign, shoot us a comment below!

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Weekly Recap

Weekly Recap (October 1 – October 7)

October 7, 2016

The world of advertising & marketing changes on the daily so it can be hard to keep up with all of the biggest trends and innovations. Not to worry, we got you covered if you missed anything. Check out our weekly recap below.

Written by Malick and Dakarai.

 

Dollar Shave Club Releases New Campaign

D: The Dollar Shave Club is one of those miracle brands to say the least. They exploded in terms of visibility and sales after releasing a low budget YouTube commercial called “Our Blades Are F***ing Great“. 4 years later, the video now has over 23 million views. To continue with the success of the brand, they do a great job poking fun at others. In their latest three spots, they are quite clearly mocking Axe and Old Spice shower gel. The first ad, “Massive Hero” shows a product with red packaging that is definitely supposed to look like Old Spice, to which a bodybuilder bursts through the couple looking at the product and flexes in front of him. I’m definitely not doing it justice, check out the spot below!

Hopsy Home Tap

hometap_0

 

M: As the craft beer market in Canada continues to grow at a rapid pace, this new device will be a game changer. Designed by Krups, the Hopsy HomeTap allows craft beer lovers to enjoy a draft-quality pour right into their own household. It dispenses draft beer from Hopsy’s two-litre containers that stay fresh for about two weeks. While it will only be available in 2017, the Hopsy HomeTap is sure to bring a new take on the craft beer industry by bringing the experience into the household.

A Coffee Shop in Toronto Charges Women more than Men

D: These are the type of stuff I like. The headlines that you read and instantly get pissed off until you watch the video and realize the actual meaning. It’s safe to say I fall for click bait a lot! A coffee shop in Toronto changed their prices for the day in a quite funny video that is meant to shine light on the “Pink Tax”. Essentially this is the fact that women pay more for certain goods than men. The idea that women earn less and pay more. Obviously there are several different factors that come in to play when it comes to the reasoning behind higher prices of goods for women, but it still makes for a great video. Check out some of the reactions below, and the site that explains more about The Pink Tax and how you can get involved.

 

Tomb Raider Matomb-raider-photokes it Snow in New York

D: Experiential advertising done right! To promote the launch of the new Tomb Raider game, the brand staged a 2,000 pound Jeep dangling from a 64 3D billboard in Times Square. Over the course of the next four weeks the billlboard will be pumping out fake snow which is sure to draw in anybody walking by. It captures the climate of the game well as Lara Croft is always going through insane adventures in all sorts of weather conditions. Now if I had a ps4, this would probably motivate me enough to at the very least test out a demo of the game. Executions like this push buttons and force consumer conversations. I don’t know a single person in my network that wouldn’t want to Snapchat this billboard.

 

 

Kit-Kat: Chance the (W)rapper

M: Any Chance fans in the building tonight? Kit-Kat teamed up with Chance The Rapper for their Halloween themed wrappers. The Chicago hip-hop star is shown shopping in a local grocery store in his Halloween costume when suddenly he hears his voice coming from a Kit-Kat bar. His face is then shown on the wrapper in which he sings the classic “Gimme a Break” Kit-Kat jingle. The significance of this is that it’s the jingle’s 30th birthday, and who better to serenade the classic jingle than Chance The Wrapper? Check out the spot below:

 

That’s our weekly recap to keep you up to date on the best ads that we could find over the week. You can check out last week’s recap here. Think we missed something important? Let us know! Be sure to follow us on Facebook here as well. Happy Thanksgiving!

 

Weekly Recap

Weekly Recap (September 24 – September 29)

September 30, 2016

The world of advertising & marketing changes on the daily so it can be hard to keep up with all of the biggest trends and innovations. Not to worry, we got you covered if you missed anything. Check out our weekly recap below.

Snapchat Unveils ‘Spectacles’

D: A few days ago, Snapchat (now Snap Inc.) unveiled a video for ‘Spectacles’. Spectacles is the brands take on wearable tech. We all know how Google Glass didn’t take off, evidently since you probably don’t know anyone with them..but I think there might be something here for Snapchat. The glasses will be able to record videos or take pictures and upload them directly to your Snapchat Memories. This is all done without even taking out your phone, and basically just makes taking creepy pictures even easier. The glasses will be out for a limited time and will cost $130 a pair. We’ll revisit this article after their released and banned from schools! Check out the :30sec video for Spectacles.

Tim Hortons Celebrates “National Coffee Day”

D: In case you didn’t know, today (September 29th) is National Coffee Day. Tim Hortons of course celebrated in the most Canadian way possible. The brand started a “pay-it forward chain”. They gave away 100 special edition Tim Cards to random locations across Canada and are valid for one free small coffee. After using it once it is reloaded, and you are encouraged to pass it on to someone else and “pay-it forward”. The chain will keep going until 10,000 coffees have been given away or 10 days have passed. This is a pretty creative way to execute the phrase “pay-it forward”, and fits in extremely well with the Tim Hortons brand. The brand is encouraging people to share their pay-it stories at http://www.everycup.ca/.

David Beckham and Kevin Hart Star in  H&M’s ‘The Road Trip’

Two two completely different personalities starred in yet another funny ad for the clothing brand. The Road Trip is a 5 minute long video that follows Kevin Hart and David Beckham wearing H&M’s new modern essentials collection. The great part about the ad is that the two stars are constantly wearing something new in almost every scene, and they are wearing the same exact outfit. It shows the diversity of the looks that H&M carries, because if you haven’t noticed the two men look completely different. I don’t want to spoil the video for you but the tagline “All you need is the essentials” is communicated perfectly. Check out the video below.

 

That’s our weekly recap to keep you up to date on the best ads that we could find over the week. You can check out last week’s recap here. Think we missed something important? Let us know! Be sure to follow us on Facebook here as well. Happy Friday.

Weekly Recap

Weekly Recap (September 10 – September 16)

September 16, 2016

The world of advertising & marketing changes on the daily so it can be hard to keep up with all of the biggest trends and innovations. Not to worry, we got you covered if you missed anything. Check out our weekly recap below.

Written by Malick and Dakarai.

Old Spice Recruits Von Miller for New Ad

M: What happened to the original Old Spice guy? Not to worry, I think we’ll be ok with Superbowl MVP Von Miller taking over. Old Spice is known for being the manly man’s deodorant, so its only fitting that they partnered with Miller in these latest series of ads.  As apart of Old Spices’ “Hardest Working” collection, we see Miller carving his own path of manliness through a series of hilarious NFL themed commercials. Check out my favourite below:

Click here to find the other ad in the series.

The Energizer Bunny Gets a Makeover

D: The mascot the majority of people know and love is getting a makeover after 27 years. The brand is looking to give the bunny a more “2016 look”, meaning more realistic movements and features. It’s practically impossible for anyone over 40 to have never seen this bunny before, but the brand has mentioned that they would like to have that same connection with a younger audience. A little change never hurts right? The new mascot premiered during New York Fashion Week, and for all of us that didn’t get the invite, we’ll be able to see the bunny in upcoming ads on YouTube and Spotify.

energizer-bunny

Roli Seaboard Rise 49

M: We talk a lot about innovation in advertising, and I think this is an exceptional example of that. The Roli Seaboard Rise 49 is a keyboard that allows users to physically manipulate the types of sounds that come out of it. With 49 keys, the keyboard allows you to manipulate the sounds depending on how you physically touch it. By striking, swiping vertically or horizontally, and pressing lightly for example, you can bend the soundwaves, causing a bend in pitch, vibrato, or even slide notes. Music and technology are meant to coexist, and I think this is an amazing example of that statement. At a price of a mere $1200, the Roli Seaboard Rise 49 can be yours.

roli

YouTube Gets Social

D: YouTube is stepping into the social network space by offering a feature calYouTube communityled “Community”. Essentially this will enable certain channels to be able to communicate more effectively and directly with their subscribers. Rather than creating videos to provide announcements, these YouTubers can have a direct line of communication with their fans on the platform itself, rather than on other social networks such as Twitter or Facebook. Subscribers will get notifications when creators submit a post, which of course they can opt-out of if they want to. YouTube has always just been about video, but this is a fantastic opportunity to bring a more community feel to it. One thing is for sure, the comments will always be terrible.

 

Virgin: Rock The Vote

M: If you know me, you know I think it’s important for people to get out there and get involved in politics somehow. In this ad, Virgin communicates to millenials the importance of voting and what we stand for in line with their in-flight wifi service. Virgin America is encouraging millenials to utilize their free in-flight wifi by registering to vote in the next US election. Its simple, but anything to get young people to vote is a good cause in my books.

 

DJ Khaled Goes Undercover for Lyft

D: Lyft, the popular ride-share company has enlisted Dj Khaled as a part of their undercover series “Undercover Lyft”. Lyft has used popular celebrities such as Shaq, Demi Lovato, and now DJ Khaled as undercover drivers picking up unsuspecting passengers and filming the funny experience. DJ Khaled does what he does best and drops all his famous Snapchat famous catchphrases and references, which is expected. My personal favourite is when a passenger asks him what he does for a living, to which he replies, “I’m a locksmith…I got all the keys”. Classic Khaled. Check out the hilarious video below!

 

That’s our weekly recap to keep you up to date on the best ads that we could find over the week. You can check out last week’s recap here. Think we missed one? Let us know! Be sure to follow us on Facebook here

Weekly Recap

Weekly Recap: Rio 2016 Olympics Edition

July 29, 2016
Weekly Recap - The MAD MIx

With the 2016 Summer Olympics right around the corner, it was only right that we shine a light on the amazing ads that have been released these last few months promoting the big event. For this week’s Weekly Recap, we combine our favourite Olympic ads so far to make The Mad Mix top five list.

Without further ado, check out some of our favourites below!

 

Gatorade Presents: The Boy Who Learned to Fly

D: Gatorade put together a short film (5 minutes), that essentially tells the story of the fastest man in the world, Usain Bolt. The animated story is so well produced, with visuals alone that keep you entertained. The story begins with a young Usain Bolt being told he’s going to be late for school, and it takes you through him running as fast as he can in order to prove her wrong and get there on time. The story follows Usain Bolt through the 2002 Olympics where he shocked the world, and ends with him running another race, with the voice over “will Usain Bolt strike again?”. Followed by the Gatorade logo of course. I think what this ad does so well is showing the trails and tribulations of Olympic athletes, and how much pressure there truly is to actually win. Check out the short film below.

 

Samsung: The Anthem

D: There was no better time for this Samsung ad to come out then now, in a time when the world seems rather divided and scary to say the least. Samsung shines light on the unity of the Summer Games, and how it brings the world together. The ad starts with a young girl holding the new Galaxy s7, and singing the national anthem of Boswana, with the text on the screen saying “One world, one anthem. Throughout the ad there are several national anthems being sung to the same music, and by different nations. For example, the anthem of the UK is being sung by children in South Korea, and this theme is carried on throughout the ad. it’s a great spot because it promotes the unity of the olympics, as well as the Samsung brand for being “A proud sponsor of a world without barriers.

 

Visa: Carpool

D: Visa has been a proud sponsor of the summer games for 30 years, and what better way to celebrate than with a series of ads that demonstrate the many ways in which you can now pay with Visa. The ad follows 15 athletes from around the world performing the sports they are known for in a journey to get to Rio. In the midst of all this, Visa has managed to show off their payment methods in an incredible way that doesn’t take away from what’s going on itself. From simply buying gas, to buying a handful of items at the store with the Visa mobile payment option. The accessibility for Visa at the Summer Games just further enforces the slogan, “Everywhere you want to be”. It also doesn’t hurt that the commercial is narrated by God himself, Morgan Freeman.

 

P&G: Thank You, Mom-Strong

M: This one is definitely pulling at the heart strings for me. Behind every great athlete is a supporting cast. Someone who will support you, guide you, and be the person who will always believe in your abilities. This advertisement focuses on just that. P&G released this ad to emphasise that mother’s are a huge part of the support that goes into athletics. While this isn’t their first series of ads appreciating all the mommas out there, this one definitely hits home for any athlete who’s got their #1 fan supporting them in their journey. Check this one out, and bring some tissue.

 

Nike: Tomorrow Starts Now

M: When I think of Nike, I think of a certain type of swag that’s hard to replicate. While this ad is very minimalistic, the soundscapes are what make it unique. No music. Just the sounds of athelticism captured in a one minute time frame. This ad doesn’t focus on anything flashy, rather, it focuses on every part of what the olympics mean to people: strength, training, athletics, determination, and the work it takes to achieve greatness. With cameos from international athletes (I see you Anderson Varejao), quick shots, and the variance from loud cheering crowds to sudden silence, this ad captures what Nike is all about. They never disappoint in my books.

These are some of our favourite Olympic spots of the year that we wanted to share just in time for the Summer Games. If there are any that you truly loved and wanted to share, feel free to leave us a comment below. Also, be sure to check out our last Weekly Recap, the Canada Day edition, and like us on Facebook here.

Weekly Recap

Weekly Recap (June 4 – June 10)

June 10, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Written by Malick, and Dakarai.

 

David Ortiz Takes a Swing in JetBlue’s Farewell Ad

M: To all our baseball fans out there, its no news that super-star slugger David Ortiz of the Boston Red Sox is retiring this year. Sponsor JetBlue stars Ortiz in this commercial that showcases his talents in a different territory: kids birthday parties. The ad features Big Papi literally ruining some Pinatas with a baseball bat while the kids watch on and enjoy all the candy spilling out. Happy Retirement David Ortiz! Check out the video below.

 

Budweiser Sets to Launch Non-Alcoholic Beer in Canada First

D: Maybe you checked out our Weekly Recap two weeks ago where we spoke about Budweiser erntering the non-alcoholic beer market, or maybe you didn’t (won’t hold it against you). Anyway, it’s official, “America’s” beer will launch “Prohibition”, the non-alcoholic Budweiser in Canada first. “There’s a great opportunity for us to learn in Canada,” said Kyle Norrington, vice-president, marketing for Labatt (which markets the Budweiser beer brand in Canada). The campaign to promote the beer will be fully integrated, starting with an experiential component, and then being followed by print, TV, out-of-home as well as social and digital components. Stay tuned!

 

Cristiano Ronaldo and a Teenager Switch Places in a New Nike Ad

M: This ad is Nike doing what Nike does best-humor with pizazz and flash. The ad features global football (soccer) superstar Cristiano Ronaldo, but doesn’t stop at that. The nearly 6 minute commercial features a bunch of awesome cameos that I won’t spoil. The concept of the commercial is all about Ronaldo “switching” bodies with a 16 year old until he achieves greatness (much like Ronaldo has himself). Nike never disappoints. Check out the 6 minute video below.

 

Google Is Now the World’s Most Valuable Company

D: This just in, Apple has been dethroned! Millward Brown and WPP release a list of the 100 top global brands, and I’m pretty sure it comes to no surprise that Google is capable, and has topped the list this year. Google’s value is listed at $229 billion, while Apple is a mere BILLION short at just $228 billion (don’t you hate when that happens?). Google controls $60 Billion in ad spend in the U.S. alone, so it only makes sense.

google logo

MTV’s Elect This Campaign

M: Its no surprise that the upcoming US election seems to be quite the fandango. Will Trump *link trump article* be the next President? Will American feel the Bern (doubtful)? Even as Canadians, we’re living in a pivotal time, and MTV is getting involved. In their recent campaign titled Elect This, MTV is encouraging millennials to get out there and vote. Having a strong connection to youth culture, I think this campaign is a great way to get the younger generation out there to actually make a difference in this critical election.  MTV does a great job of connecting to young people to politics and issues that will affect them the most. Who knows? Youth voting could have a huge impact on the outcome later this year.

 

Snapchat Gets a Makeover

D: As you all probably know by now, Snapchat recently updated, adding a few changes and slightly new look. If you’re like most people, you probably never even noticed the “Discover” ads on Snapchat. Now, they’re made pretty hard to ignore with this new update. When users now open their app, instead of seeing a small Buzzfeed logo in the “Discover” section, they will see a much bigger image that shows a preview of content Buzzfeed and the other Discover Brands have to offer. Does this mean you are going to click them now? Probably not, but are you more inclined to? Absolutely.

 

snapchat discover

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

Weekly Recap

Weekly Recap (May 27th – June 3rd)

June 3, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Written by Malick, and Dakarai.

 

Shaq Goes Undercover for Lyft

M: Realistically, who wouldn’t love to get a Lyft from Shaq? Ride-sharing mobile app Lyft teams up with the big Artistotle to surprise riders in Atlanta. While he was disguised, I think it’s pretty obvious that riders knew right away that they were getting picked up by the ex-Laker superstar. Production company Alldayeveryday posted the sequence of videos on Youtube on Wednesday and already has over 1.6M views. Check it out below.

 

Instagram Announces More New Features

D: Instagram has been going through quite the amount of changes recently, and it’s pretty interesting to watch the once simply photo sharing platform turn into a whole other beast. Instagram anInstagram analyticsnounced that in the next few months they will be providing detailed analytics and promotional tools, that will aid businesses that use Instagram. As of now, essentially every account is the same, and that’s bound to change. Business profiles will be able to see further information than just how many likes, and comments their posts have received. Instagram starting to sound a little like Facebook now? Stay tuned.

 

 

Coors Light Uses 360 Degree Videos in a New Series of Ads

D: Virtual Reality..all the craze right now. Coors Light released a series of ads that put you in the outdoor sport action! From surfing, to Kayaking, to Mountain Biking, you can experience the thrill from home through the 360 degree videos on YouTube. The campaign lives off of providing an experience for the user, and it does a fantastic job tying it in with the brand in the end. After hitting a tough wave, there’s a cold beer waiting for you and your friends onshore. Check out one of the videos below:

 

Bud Light Partners with Ellen For New Spot Supporting Pride Month

M: First and foremost: Happy Pride month! In this ad, Budweiser teams up with talk-show superstar Ellen in a new ad in support of gay marriage. The ad features Seth Rogen and Amy Schumer, both of which who have been apart of the Bud Light Party campaign earlier this year. Starring two of the most relevant comedians, its hard not to see this advertisement do well-but having Ellen on board just takes it to another level. With over 60 million followers on Twitter, this is definitely a hit. Great cause, great celebrities, great marketing…what’s not to like? Check out the video below:

European Airline Seeking to Change the Way You Travel

D: In interesting tech news, we have the EasyJet #SneakAirs. If you’ve ever arrived in a new country, and got lost (everyone), this product is for you. European airline EasyJet is currently developing shoes that help you arrive to a chosen destination in a new city. Simply by buzzing twice for a wrong turn, buzzing on the left foot to turn left, the right foot to turn right and so on. The trainers work in connection with Google Maps. This is definitely a product to continue watching, and we will post any updates we find. Check out a video of the shoes below:

 

Snapchat Passes Twitter in Daily Users

M: Remember my article on how Twitter was getting phased out?Well maybe I was onto something. Snapchat has reportedly surpassed Twitter daily users reaching over 150 million. In an age of instant media transferring, I could see this coming. With all of the changes that Snapchat *link “how snapchat snapped back”* has gone through within the last year mixed with the combination of mobile application usage, its not hard to believe that Snapchat has become one of the largest social media platforms.

Screen Shot 2016-06-03 at 4.42.02 PM

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

Dakarai Turner

“Advertising Doesn’t Work On Me” – The Lie Detector Determined That Was a Lie

May 31, 2016

“Advertising doesn’t work”

“I’m not going to buy that just because of a commercial”

Words we’ve all said or heard, usually in the spur of the moment, after seeing a new Coca-Cola ad, and wondering why they even bother. They are at the top, everyone knows who they are, why do you need to still advertise?

I’m just going to leave that unanswered for now. After a recent conversation with a friend of mine, I quickly learned that he is quite the “advertising aficionado”, when he told me that he blocks ads online with AdBlock (so do I, that’s another story…or better yet a previous article), watches TV online, and intentionally ignores billboards (quite the rebel). This is one of those situations where you just have to stay clear of the argument, because they are anchored in their thoughts. I replied with a “that’s nice”, and proceeded to write this article.

So what is the point of advertising? Does McDonald’s want you to run out immediately after seeing their new commercial and purchase a burger? Sure, that would be the best case scenario, but it’s not the intent. Advertising is all about building awareness. When you’re on the corner of Queen and Spadina and starving, the McDonald’s might start to look pretty attractive to you, and their latest burger from the commercial that you can’t believe you remembered starts to look like an option. Ever heard of effective frequency? It’s an advertisers best friend. The more you hear a message, the quicker you remember it, and that’s simply a fact.

The way we perceive brands is all due to effective advertising. Should I have asked my friend what made him want to purchase his flashy gold watch, or wear the expensive basketball shoes he had on? Probably, but I’m not in the business of embarrassing people. We rate brands, we perceive some as better than others, we stick to the ones we trust. These perceptions are instilled in us, because of the brands advertising and marketing efforts, whether direct or not. I mean, what Pattison-imagemade you choose the iPhone in your hand, if we’re being completely honest with each other here?

One thing to always remember when talking about the effectiveness of advertising is whether or not you’re the target audience. If I’m seeing a Revlon ad on the bus, chances are it will mean nothing to me. That’s because a 21-year-old man is not their intended target audience. Now if I’m seeing an ad for *insert something manly*, it may resonate with me a little better. One thing I will personally admit is I am highly susceptible to ads.

Advertising is meant to create awareness for a brand, product, or service. The intent can be to remind, inspire action, or simply inform. Whatever the purpose, if done right, it’s working on somebody.

Oh yeah, and to get back to Coca-Cola. Sometimes when you’re at the top you just need to remind people why you’re there, and show face.

 

Dakarai Turner is an ambitious professional with a passion for advertising and marketing. Armed with strategic thinking, people skills, and a cheeky smile, he is ready to get his career started in client relations for an advertising agency in Toronto. In his free time he will most likely be eating, browsing AdWeek, or studying Donald Draper. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect on LinkedIn to learn more about him.

Weekly Recap

Weekly Recap (May 21st – May 27th)

May 27, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Written by Malick, and Dakarai.

 

Budweiser’s Venture Into the Non-Alcoholic Beer Market

M: Canadians will now be presented with the opportunity to try Budweiser’s “Prohibition Brew”-a non-alcoholic beer that the king of beers has developed. While I personally would probably never buy this product, I just wanted to look over the actual budweisermarketing of this and focus more on the packaging and name. I’m not a drinker of non-alcoholic beer, but the packaging and ideas behind it are pretty cool. The can resembles their classic Budweiser design on it, but all in black with the words Prohibition Beer right on it. The all black design boasts restriction, or a black out of all of the alcohol that’s typically found in Bud beer. Referring to the North American prohibition periods in the early 20th century, Budweiser has adapted this idea of no alcohol permitted into their packaging design. I think if there’s any way to market non-alcoholic beer, this would be it.

McDonald’s Celebrates National Hamburger Day with Facebook Live Video

D: Earlier this week, in light of National Hamburger Day (now you know it exists), McDonald’s hosted an art show, via Facebook Live Video. This is the first time the brand has used the relatively new software, and was able to reach close to 900,000 viewers in 40 minutes. The whole purpose of the video was to provide something fun for the viewers, and needless to say they didn’t disappoint. Viewers were treated to watching three paintings being done before their eyes. Check out “The Beefy Gastronaut”, my personal favourite, pictured below. I highly doubt this is the last time that we’ll see McDonald’s, or other big brands begin to use Facebook Live Video. It’s a fantastic way to reach your audience direct, and in the moment.

beefygastronaut-01-2016

The Beefy Gastronaut

Chinese Detergent Brand Causes Ruckus with Racist Ad

M: Ahh racism. This classic comes from Chinese detergent brand titled “Qiaobi”. This commercial depicts a woman, her black boyfriend, and a washing machine. Uh Oh. The commercial shows the woman putting her black boyfriend into said washing machine for a spin cycle. What happens next? The black guy comes out into a “clean” Chinese man, implying that black people are dirty or unclean. Obviously this has caused a bit of a ruckus. Representatives from Ad Age, the company who reported on this commercial, reached out to a representative from Qiaobi, but they declined to speak on the subject. Ads like these make me seriously wonder how the screening process for commercials really goes down. Check out the video below.

“Sign Their Yearbook”- A Campaign Surrounding Gun Violence

D: I can’t say enough great things about this campaign. New Yorkers Against Gun Violence put together a campaign titled “Sign Their Yearbook”. It puts focus on the 30,000 young Americans that died before graduating highschool in just the last 15 years alone. The online “yearbook” went live on Wednesday, and acts as a platform and petition for people to sign in hopes to further improve gun laws. In 30 days, the online yearbook will be printed and sent to the U.S. senate, in hopes of tightening gun laws. Check out the emotional video below.

 

X-Men Takes Over Snapchat

xmen snapM: On Monday, to promote the new X-Men Apocalypse movie that’s supposed to debut today in Canada, they did an entire snapchat takeover. What does this mean? We’re all familiar with the ever-so-popular snapchat filters by now. Well on Monday, Snapchat replaced all of the filters that we know and love (shout outs to the dog one) with X-Men themed filters. Users could take to the likes of popular X-Men like Storm, or Cyclops for the day and play around with them. This is pretty cool, you could be a superhero for a day.  I’ve seen themed filters before, but I’ve never seen an entire take over before. The downside is that people who aren’t as involved with X-Men or super hero movies had some backlash about it-even if it was only for a day. #BringBackTheDog

Johnsonville Employees Dream Up Ads for the Company

D: Drogba5 NY, the advertising agency enlisted employees of Johnsonville to create their dream ads. Best part, is these ads actually got released. “Made the Johnson Way” takes on a whole new meaning, as the ads are actually created by the employees. One of my favourites is from Jeff, a Johnsonville employee of 20 years, that simply wanted to include talking animals in his 60 second spot, and that sparked the growth of “Jeff and his Forest Friends” (below). Johnsonville is getting lots of media attention over the creative direction they took to get their message out there. I’ll be the first to admit, I had no idea what Johnsonville was before all of this. I’m more of a Schneider’s guy.

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

 

Weekly Recap

Weekly Recap (April 18th – April 22nd)

April 22, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Monday

Apple Music release “Taylor Mic Drop”, a new 60-second spot featuring Taylor Swift

Taylor Swift is back at it again with another funny and quirky spot for Apple Music. In case you missed it the last time, we wrote a Weekly Recap article with the ad featured, check it out here. This time Taylor is singing along to “The Middle” by Jimmy Eat World, and will likely bring the song back on the billboard charts, which is exactly what happened when she sang Drake and Future’s “Jumpman”. Taylor Swift just has this great appeal that resonates with consumers. She’s just being herself, lip singing in front of a mirror as we all like to do (whether we admit it or not), with the tagline “Every Song for Every Moment. Apple Music.” Check out the video below.

 

Tuesday

AirBnB debuts their largest campaign to date, “Don’t Go There. Live There.”airbnb-print-2

AirBnB released a 60-second spot on YouTube for the launch of their new campaign, where they essentially ask consumers “Why Vacation Somewhere When You Can Live There?” AirBnB provides residential accommodations in 34,000 cities and 191 countries. The new spot is great because it shows the amount of opportunities that the service provides, and where you could end up all around the world. They also released a series of print ads with the tagline “Live There, Even If It’s Just for a Night”.

 

 

 

 

Wednesday
bob marley snapchat

Snapchat Under Fire

Snapchat was lit on Wednesday, but for the wrong ways. The “Bob Marley” snapchat filter was kind of funny, but also kind of racist. Users of the quick photo-sharing mobile app pointed were able to add a filter that transformed their face into Bob Marley, which features dreadlocks, the beanie, and a skin tone alteration. This caused a huge controversy. People said that it was a form of digital blackface, which obviously is a huge issue. While it was mainly used to promote and respect his music and lifestyle, it backfired heavily.

 

 

 

Thursday

Oberto Teams up with NFL stars Rob Gronkowski and Richard Sherman

Here’s a nice co-branding effort by Oberto, a beef jerkey manufacturing company. The video titled is literally titled “Rob Gronkowski and Richard Sherman talk about stuff while eating beef jerky in branded web series”. What more do you need to click this video? This campaign that Oberto is all about trying to change the perception of turning jerky from a snack food, into a protein snack. What better way to advertise this than through two of the most dominant players in the NFL? Oh, and they are wearing snuggies.

 

Friday

Brands paying tribute to Prince.

It’s no surprise that the world lost one of the most iconic musicians in the last 50 years on Thursday. Several prominent brands have hopped on this opportunity to pay their respects to the purple rain superstar. This presents a bit of an issue with ethics in our opinion. While yes, it is a way for brands to ultimately pay their respects and make them seem legitimately concerned but its also a way for them to hop on a bandwagon of free promotional efforts as a result of a trending topic. Brands like Hamburger Helper and Cheerios had a few posts deleted because of their over attachement of their brand versus actually presenting themselves as being legitimately concerned. Are these brands wrong? Are there ways to pay respects ethically? Or does it come off too much as a way to promote your brand? I guess Cheerios and Hamburger Helper are good examples of brands who have failed to do so.

cheerios prince

hamburger-helper-prince-2016

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

Dakarai Turner

“Sex Sells”: Myth or Fact?

March 15, 2016

“Sex Sells”, we’ve all heard it one way or another. But is it true? After searching the depths of YouTube for all things Donald Draper (classic Sunday), I stumbled across a rather interesting clip from Mad Men. In this clip, Peggy (Creative) presents spec work to Donald (Creative director) for approval. She defends her work by stating that sex sells, while Donald Draper tells her that she is wrong and that ‘the customer feeling the product’ is what sells, and not simply a woman in a pencil skirt. Watch it for yourself and get back to this article.

So does sex sell or not? The quick and easy answer is yes (shortest article ever, am I right?).

The not so easy answer is, sometimes.

I’ve had my fair share of discussions with friends and co-workers about the power of advertising and consumer behavior, and I seem to hear quite often that a gorgeous girl in a bikini could sell anything. Evidently not, I mean just ask TomTom and their banned ad of a woman running “strapless”, and check it out below.

A Calvin Klein billboard in NYC

Simply put, sex sells when it’s relevant to the brand. Can a brand like Calvin Klein use sex to sell underwear? Absolutely. Can Apple use sex to sell iPhones? Probably not, but then again it’s Apple so they can do no wrong…right? My point is that brands needs to be careful with the content and subject matter they use in their ads. You cannot simply put Kate Upton in every commercial to boost your sales. Will it boost your views online? Absolutely. Now here’s the confusion that anybody that says “Sex Sells” usually makes.

Sure, they will remember your commercial if it’s sexy, but they will forget your product. Meaning, sure the video will rack up an impressive amount of likes on social media and views on YouTube, but these are purely “Vanity Likes”. The sales will not increase, and viewers will not remember what you are trying to sell at the end of the day. A study conducted by the American Psychological Association found that “As sexual content increases, memory of the brand, attitude towards the brand, and buying intentions of the brand’s product decreased. Now it’s important to remember that this is relative to the product. I have absolutely no doubt that a shirtless Isaiah Mustafa in the iconic Old Spice ads increased sales for female audiences.

old spice guy

Isaiah Mustafa in the Old Spice Ad

The same idea of unnecessary sexual content in advertising has often been seen in the automobile industry. “90% of women either lead or have a say in their family’s car purchase but only one in 10 females feel car advertising talk to them” according to a ‘Hello I’m Venus” study in 2014. 

Products that directly interact with personal image and beauty are more likely to use sex to promote their product; at the end of the day this just makes sense. Again, this is all about understanding the market you’re in and understanding what your audience wants to see. It is easy for brands to believe this notion that sex sells and later go on to offend and even alienate their loyal customers, simply because they thought they were following the perceived golden formula. You know the one: woman in a bikini + woman holding your product = profit??

kate upton burger

Kate Upton in the Carl’s Jr Ad

If sex sells, I’m in the wrong industry. I strongly believe that the best ads are the ones that make you feel something, and the ways to achieve this feeling is what advertisers should be trying to solve.

So once again, the easy answer is that yes, sex sells. It’s an undeniable fact that we are all biologically wired for sexual attraction, its just part of our DNA. If an advertiser capitalizes on this by using tasteful attractive images that are relevant to the brand, they struck gold. In every other case, using sex in advertising fails to establish a direct connection from the consumer to the brand, but rather a connection from the consumer to the ad.

I’m sure some of you think I’m wrong, and I’d love to hear your opinion on the subject. Drop a comment and share your thoughts!

 

Dakarai Turner is an ambitious professional with a passion for advertising and marketing. Armed with strategic thinking, people skills, and a cheeky smile, he is ready to get his career started in client relations for an advertising agency in Toronto. In his free time he will most likely be eating, browsing AdWeek, or studying Donald Draper. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect on LinkedIn to learn more about him.

Dakarai Turner

Santa Changed…A Lot!

December 29, 2015

A look intro the viral success of the #YorkdaleFashionSanta

 

2015 – The year where Santa Claus started wearing less and going out more. Now that I got my daily Drake reference in, let’s talk about the Fashion Santa at Yorkdale Shopping Centre in Toronto this past Christmas.

Paul Mason, a Canadian model for over 30 years, took the Internet by storm and went viral when he suited up in designer clothing, sporting the white beard and partnefashion-santaring with Yorkdale Shopping Centre to be the “Fashion Santa” of the mall. Essentially Paul is seen and branded as a Santa for adults. A Santa that doesn’t sit down, and you don’t have to pay to see. While the traditional Santa sits with kids on his lap asking them if they’ve been naughty or nice, Fashion Santa is posted up encouraging the older audience to pull their phones out and snap a photo with him.

If you’re like me, you’re wondering, “Okay cool, but what’s the purpose behind this?”

For every picture taken with Fashion Santa including the hashtag #YorkdaleFashionSanta, Yorkdale will donate $1 CAD to the Sick Kids Foundation.

It has gotten to the point where the line to meet the new revamped Santa has surpassed the line to sit down on the lap of the traditional Santa. I mean, just check out Justin Bieber’s picture with Fashion Santa (The moment I started to take notice of course)

justin bieber fashion santa

Paul Mason has received all sorts of media attention, including articles in the Huffington Post, The Toronto Star, and TIME Magazine, just to name a few. Can’t forget the community articles on Buzzfeed where women speak about how “irresistible he is”.

Yorkdale teaming up with Paul Mason has done a fantastic job. A campaign such as this one brings a fun and approachable feel during the busiest and most important time of the year for a shopping centre. Having the Fashion Santa has made it easier for Torontonians to choose which mall to start/finish their Christmas shopping. Not only that, but it gives people a reason to stay longer, which is key for any business. Attaching the donations to Sick Kids is a great way to establish a positive and caring corporate image for Yorkdale, on top of the fact that it is simply helping those in need. Similar to initiatives done by Bell with the #BellLetsTalk campaign, getting people to speak about your brand in a positive fashion and have it trend on social media will do nothing but good.

Fashion Santa is an interesting spin on something we all have grown up on, learned to love, and now watch young kids enjoy. Maybe he needs a change and this will be a continuous trend, or maybe this is just something fun to enjoy for the moment. Regardless, Paul Mason and Yorkdale have gone viral for all the right reasons.

Did you get a chance to take a picture with #FashionSanta?

 

Dakarai Turner (Dak) is an ambitious professional approaching his final year of the Advertising & Marketing Communications program at Humber College. Over the course of the summer, Dakarai spent his time working as a Communications Intern for the digital and marketing agency thinkCOMPASS, as well as the Canadian Association of Marketing Professionals as a Marketing Coordinator. Follow him on TwitterInstagram, and connect on LinkedIn to learn more about him.