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Is Digital Advertising Killing Traditional Advertising?

January 12, 2018

Guest Article By: Adam Dahan

When is the last time you watched a TV commercial, listened to a radio ad or read a newspaper? Now, you probably have done at least one of those three things recently, but ask yourself how many times you did in comparison to looking at Facebook, Instagram, Snapchat or Google? You are probably realizing now you spend way too much time on your phone. Well businesses are starting to realize this too, and so are marketers.

Why Traditional Advertising Is On the Way Down:

TV, Radio and Print used to be considered the most influential mediums in advertising (Out of Home is arguably bigger than print). However, in recent years these mediums have been losing their reach because of other alternatives. TV has Netflix, Radio has Spotify and you can get all your news or gossip from online publications. With apps and websites taking over, these traditional mediums are quickly losing the reach that made them so desirable to use.

What Are the Alternatives?

If people don’t have their eyes on traditional mediums anymore then where did their attention go? The answer is simple, “Social media”. Everyone you know is on at least one social media platform, even your grandmother. So how do you as a marketer reach those people on a large scale? Again the answer is simple, advertise on social media. Facebook, Snapchat, Instagram, Google and even LinkedIn all have advertising platforms. Not only are these platforms cheaper than traditional, they are able to create highly targeted audiences.

The Advantages of Digital Advertising:

Of all the advantages of digital advertising, the biggest selling point is the ability to measure return on investment (ROI). Unlike its counterpart, traditional advertising, all digital advertising platforms allow you to see how your budget is being broken down and what your ROI is. This is the real reason businesses are switching over. If you had the choice to spend $100,000 on a TV commercial and never know how much business it brought you or you could spend $20,000 and see that it made you $100,000, which do you choose? Most businesses just aren’t willing to take a shot in the dark anymore. Knowing where your money is being spent and knowing your ROI gives businesses more security when investing into advertising.

There are plenty of other advantages to digital advertising too, and each platform has its own unique functions. Another big selling point is the ability to create highly targeted audiences. Unlike traditional advertising where audiences are limited to a TV or Radio station, digital advertising allows you to make a custom audience however broad or specific you would like it to be.

Ok, so traditional advertising isn’t out for the count yet.

So maybe traditional advertising will still be around for long time. But, you can’t disregard the fast growth of the digital advertising industry. With the number of social media users increasing every year, the reach of these platforms has increased too. Digital Advertising is also pretty new so there is still plenty of room for businesses and freelancers to get in on the action. So don’t miss out on the digital advertising wave.


Adam Dahan is a managing partner at Clever Marketing Co, a digital advertising agency specializing in Facebook Ads and Google Ad Words. He studied Advertising and Marketing Communications at Humber College and went on to become one of the youngest digital agency owners in the industry. To connect with him follow Clever Marketing Co on Facebook or LinkedIn

Dakarai Turner

New Year, New Controversy: Is H&M Racist?

January 9, 2018

It hasn’t even been two weeks but here we go. Yet another racially insensitive image from a well known brand has caused an uproar. Last year it was ads from Nivea, Pepsi, and Dove. This year we have H&M starting the inevitable list. However, this time it’s not even an ad that’s the problem. It’s a product featured of a young black boy. For those unaware, a Twitter user spotted an image of a black child sporting a hoodie that reads “coolest monkey in the jungle” on the H&M UK site.

Absolutely jaw dropping. Not only are people on social media tearing H&M apart, but the brand is also losing celebrity collaborators in the process. The Weeknd, who debuted a collaboration with H&M last year has announced that he’ll no longer be working with them in the future. Who’s next? Moments like these certainly put pressure on celebrities that are affiliated with the brand. Do you stay silent and let it boil over, or do you take a stand and cut ties? For example, would you look at Kevin Hart differently if he chose to not do anything in the midst of all of this? For context, Kevin and David Beckham collaborated with H&M for their fall collection.

I’ve tried my best every time something like this happens to think of how it happened in the first place. With a company as big as H&M, a product shot doesn’t just simply make its way to the website. There are processed (or at least should be). Rounds of approvals along the way in which at least one person should have questioned this image. Producer and The Roots member, QuestLove took to Instagram to say the following “all this tells me about @HM is that the seats in the boardroom lack something…wanna take a guess?”. The answer is people of colour. Although we’re starting to see more diverse groups in the advertising and marketing industry, it takes these people being decision makers to stop an image like this one from going out to the masses.

Everyone’s upset, so what happens next?
  • H&M has issued an official written apology, however, according to the public comments people are not buying it.
  • If consumers don’t forget about this in two days, we’ll actually see more celebrities drop out of their H&M partnerships and legitimate boycotts.
  • On the flip side, we might even see less diversity used amongst brands. If you’re scratching your head at this point, hear me out. We’ve seen the effect these situations have on a brand. Being called racist from your consumers doesn’t help you in any way. Is it so crazy to imagine that in making an effort to not offend certain races, brands will simply minimize the use of those races in their ads? I mean, even more-so than they already do of course.
Is H&M racist?

Racist? No. Culturally ignorant and insensitive? Absolutely. To put it simply, they messed up in a major way. During a time where racial sensitivity is high, brands need to take the extra step to ensure they aren’t offending a whole group of people. Common sense, am I right? At the end of the day you have to ask, “how many people did this have to pass through?”. “Did the boy’s parents approve the final image?” “How’s H&M going to repair the damages?”. I don’t have the answer to these questions, but it’s important that they’re asked.


Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed in account services 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: December 16 – December 22

December 22, 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

Snapchat Introduces Context Cards

In the latest of innovation battles between Snapchat and Instagram, we have a new feature that is actually incredibly useful. Context Cards takes adding a location to your snapchat to a whole other level. Let’s say you’re eating at a new restaurant. You take the classic picture of your food cause you’re a millennial, and proceed to swipe until you find the location filter of the restaurant. Share it with your friends, and BAM, you’re finished. Now, Snapchat has improved that experience by allowing you to click those location tags, read reviews courtesy of OpenTable, take an Uber ride to that exact location, or perform another action that’s specific to the business. An example in the video below demonstrates a user clicking a location tag for a hotel their friend is staying in, and being prompted to book a room. Truly a cool feature that opens a whole world of opportunities for businesses and consumers.


Skittles Opens The Holiday Pawn Shop for the Last Time.

For the past three years, the brand has set up shop at 277 Queen st west during the holidays to offer an alternative to your unwanted gifts. The Holiday Pawn Shop is open from Dec 26-29 and will allow you to trade in any items in exchange for Skittles. If you’re from Toronto, chances are you’ve heard of this in the last few years. Well another piece of news is that 2017 marks the last year it will be open. Laura Amantea, marketing director at Wrigley Canada said the following: “Our whole job is to delight our fans with the unexpected, and the Pawn Shop is beginning to become a tradition for people in Toronto. It’s time for us to start planning the next unexpected surprise.”.

I almost can’t wait to see what they’re going to do next year. One thing to note is whatever the new idea is, it has some huge shoes to fill. Can’t make it to the pawn shop? Check out what your item would be worth online here:


Apple Admits to Slowing Down Older Phones

Yikes…The technology giant stated on Wednesday that it has algorithms in place to keep your phone running at optimal performance. Part of this process requires slowing down older phones as they are running with older batteries and couldn’t keep up with newer updates. The problem? It’s not sitting too well with the general public because they feel cheated and lied to. It’s an issue that people have been complaining about on social media for the last couple of years, that was never taken seriously. With the information we now know, it proves that there was some merit to these previous complaints. Think this could be the chink in the armour for Apple or will everyone forget about it before 2018?



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.

Dakarai Turner

Net Neutrality and its Impact on Consumers, Marketers, and Brands.

December 19, 2017

At this point I’m sure you’ve seen the headlines, the memes, the hashtags and more about ‘Net Neutrality’. What is it? Does it affect me? How do we stop it? All questions that we ask ourselves upon hearing about this term for the first time. So let’s break it down. “Net Neutrality is the idea, principle, or requirement that Internet service providers should or must treat all Internet data as the same regardless of its kind, source, or destination”. Last week, the FCC (Federal Communications Commission) voted against the concept of Net Neutrality which can open the floodgates to a whole new Internet experience for Americans.


A post shared by Daquan Gesese (@daquan) on

Now that we know the issues at hand, what’s next? This decision can ultimately affect brands and people in different ways, all dependent on which side you’re on. For example, content providers like Netflix could lose big if ISP’s (Internet Service Providers) such as Comcast and AT&T decide to limit bandwidth and slow down their platform in favour of streaming services in which they’re stakeholders. Your options would be to watch your Netflix shows at half the speed or pay for a specific data Internet package on top of your existing subscription. A move like this could also ultimately cause Netflix to raise their subscription amount out of necessity. The top companies can essentially create whichever data package that they choose, and it would be something that the market would simply have to deal with. Kind of scary isn’t it?

Managing a platform like The MAD Mix has caused me to always ask “What does this mean for advertisers/marketers? Well here’s the breakdown:

Viewability of digital ads, Pricing, User Experience.

If there’s a change in the loading speed for digital ads it will affect viewability standards as we know them. Want your ad to load quick on a web page? Time to pay more. Let’s not pretend that digital ads are all insanely effective as is, so could you imagine the drop in reach and engagement if they take more than a couple of seconds to load? The pressure for marketers to use media companies owned by ISP’s in order to run their ads on faster platforms would increase. With the same sort of idea in mind it can take a toll on the user experience for websites and platforms. Brands shell out a large amount of money to provide consumers with a smooth user experience from beginning to end, whether the goal is to entice a purchase online or build awareness. It’s relied on a mapped out consumer journey. A consumer journey that is at stake if speed and quality decreases.

In a digitally focused world, everything mentioned above is pretty much the worst case scenario for Americans. As a Canadian we’ll mainly be monitoring how this pans out for our neighbours, but at the same time not being naive enough to think it could never happen to us.

What are your thoughts on net neutrality? Let us know in the comments!



Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed in account services 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.


How Virtual Reality is Important to Startups and Why Most Consumers Are Unaware of it

November 10, 2017

Guest Article By: Jason Vander Griendt


Virtual reality is one of the emergent technologies that is experiencing a fast adoption rate in numerous industries. The entertainment industry was first on the scene. It empowered providers to offer compelling experiences to viewers taking the game to the next level. It’s increasingly finding innovative applications on the business scene. It’s transforming the way businesses interact with customers, market their products and engage talent among numerous other uses.

Besides sectors such as big data and the internet of things, virtual reality is expected to bring in the next big wave of innovation. Let us review some of the advantages of the technology to business.


Training and education

The traditional classroom is slowly becoming extinct especially in the workplace. Employees and students will log in to virtual classes with the mentor guiding the lesson. Businesses can fast-track employee training and offer education that achieves a more significant impact quickly. Think universities, driving schools, the healthcare industry and other hands-on learning scenarios that demand the use of expensive equipment.

Cost savings

Industries such as the real estate market are experiencing an enormous reduction in presales costs. It’s leveraging the technology to provide guided virtual tours of properties. The cost of hosting virtual tours does not come close to the expenditure associated with building model show houses, organizing the open house and stocking up numerous finishes for clients to choose from. Additionally, it is enabling realtors to build stronger value-based relationships with clients.


Virtual reality offers more productive interactions with customers in real time. It gives marketers a superior platform to showcase their products and services to a broader target audience. The technology makes it easy to prototype different products seamlessly without actually building them.

Niche markets

This includes sectors such as interactive games and amusement parks. Virtual reality presents engaging interactions with users. It makes an excellent case for a game design company. Additionally, you can offer virtual reality versions of popular adventure-based activities such as surfing, rafting, and zip lining among numerous others. Similarly, collaborations with breakthrough technologies such as nanotechnology will narrow the gap between real and virtual worlds.

Events and social networks

The virtual scene presents the new real estate to host events. You can interact with other participants, listen to presentations, and walk through various booths at the event. All this from the comfort and convenience of your home. The same concept will extend to your social interactions. Facebook is already experimenting on this with its VR subsidiary, Oculus.

Why are there so few consumers on the virtual reality scene?

First, I’d have to say price points. Gadget manufacturers are racing to provide the best possible experience from their units. This translates to thousands of hours of research and development as well as high-quality components to realize a commercial product. Similarly, there are few consumer applications on the market utilizing the technology to drive adoption. Virtual reality content, as opposed to the infrastructure, will play a prominent role in driving the consumer costs down. Furthermore, the technology is considered socially isolating and lacking a diverse range of choice of ready content.

Virtual reality is here to stay. The technology is expected to get better, cheaper and drive more penetration. As adoption increases, costs will come down. The technology will also find new applications, as more industries get onboard. Experts argue that the line between virtual reality and augmented reality is increasingly getting blurred. This fusion promises more opportunity for businesses and consumers. The attraction point remains its ability to completely immerse you in a virtual world connecting with your senses on motion, sight, touch, smell, taste and experimentally, emotion.



Jason Vander Griendt is the mechanical design engineering expert behind Render 3D Quickly, a company specializing in three-dimensional architectural renderings and visualizations. With years of experience in the field of 3D rendering and animation, Vander Griendt has established a global reputation for the exceptional insight and expertise he has regularly provided to architects, builders, contractors, designers, homeowners, and real estate companies from all over the world.


Dakarai Turner

Why The #OneChipChallenge is the Perfect Branded Challenge

November 7, 2017

It seems as though every few months for the last couple of years, there has been a challenge of some sort that takes the internet by storm. Whether it’s the Mannequin Challenge that was started by a class of students, the Water Bottle Flip Challenge, The Running Man Challenge, The So Gone Challenge, or even the Cinnamon Challenge. We’re always on the edge of our seat to see which crazy challenge will pop up next.


Why do we like them? In my opinion they are just simply fun to do and they feel authentic. You’re able to join an online movement and participate in something with your friends, challenging others in the process to do the same. Now, one thing that is consistent in most of these challenges is that they aren’t branded. There isn’t a mastermind brand trying to drive sales of cinnamon powder by challenging consumers to eat a spoonful, or there aren’t water bottle companies that are encouraging you to do a bottle flip. The challenges are made by regular people and popularized once the bigger accounts begin to participate.

Now that’s how it used to be, until I came across the #OneChipChallenge. For those of you that are unaware, Paqui, a chip brand founded in Texas has issued the #OneChipChallenge in which they claim to have the world’s hottest chip. One box that features one Carolina Reaper chip. Consumers are encouraged to record and post a video of themselves eating the chip to be for a chance to win prizes ranging from a one year supply of their chips, to a neon sign of the Carolina Reaper.

To provide a bit more context, these chips are now completely sold out.  But not to fear, they are going for $40+ on Amazon if you’re feeling rich. Yes, a box containing a single chip. The challenge became even more well known after NBA legend and analyst Shaq ate one on ‘Inside the NBA’. This immediately made me wonder if other brands can work a challenge aspect into their campaigns. I’m not talking about the typical “submit your idea for our latest product, or answering a generic question on social media to be entered to win. Paqui was able to take the factor that differentiates them from other chip brands to their forefront.

However, for this to work for a brand, it will need to be authentic and make sense at the end of the day. Paqui was known for making hot chips, so creating a Carolina Reaper chip and issuing a challenge spoke to what the brand represents perfectly. Would this kind of challenge take off as well as it did if Lays was the brand behind it? You be the judge.


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 21 – October 27)

October 27, 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 and Kathleen

Lionsgate turns to digital to promote new ‘Jigsaw’ movie

D: One of the biggest reasons I use ad-block is because the majority of digital ads suck, if I’m being blunt. They lack both creativity and originality. With the new campaign from Lionsgate, they are trying to change that way of thinking. They have paired AR (augmented reality) with digital ads in promotion of the new movie, ‘Jigsaw’, which is the next instalment of the ‘Saw’ franchise. Mobile users will be served ads that function as an animated selfie filter. Think of it like the Snapchat filters but in a web browser. Of course, in order for this to work users need to allow the ad to access the camera on their phone, but due to this being one of the first examples of Snapchat-like filters on a mobile site, I can only imagine the engagement would be higher than a typical digital ad. Another incentive is that users are offered discounted movie tickets if they share the selfie they took using Jigsaw-like traps on Twitter. It will be interesting to see what sort of other brands adopt this technology.


Stranger Things 2

M: Fiiiiinally the wait for the next season of Stranger Things is over! The Netflix mega-hit from last year is back and showcases it’s typical 80’s style fashion. One of the things I loved about the first season is it’s homage to 80’s style cinematography and imagery, but this season brings it to another level. What do I mean by this? To keep things contextually relevant, the show brings back a nostalgic feeling in many viewers by showcasing products and brands from the 80’s. Some brands include KFC (previously known as Kentucky Fried Chicken), Poloroid, and Radio Shack (rest in peace). What I love about this is the dedication to showcase these brands in line and style with the timeline of the show. For these brands, it’s a great way to bring awareness to these brands while still being relevant in terms of the context of the show (except Radio Shack…sorry Radio Shack).


Stranger Things Snapchat Lens

K: One of the hottest shows right now is Netflix’s “Stranger Things”. To help promote season 2, Netflix is using AR technology to help them. For today only, October 27th, you can visit Joyce Byers’ creepy living room and also use a face filter that gives users a nosebleed during selfies, like one of their characters Eleven. Check out the video below and unlock the lens using this Snapcode 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 (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.


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.

Bledar Halili

Desperate for Entertainment: Mayweather vs. McGregor

August 29, 2017

This past Saturday was the night everyone was waiting for, the one everyone wanted to talk about, the one people are still talking about. It was a night that had excitement, passion, a true underdog and an undefeated champion. What more can someone ask for in the world of sports? Lets just get right to it, the Mayweather Vs. McGregor was a surprisingly good fight for what it was. An past his prime undefeated at 49-0 Flyod Mayweather and a controversial, passionate and foolish enough MMA fighter Conor McGregor . The fight itself wasn’t a complete disappointment and had some rather competitive rounds but ultimately an excuse of a boxing match. Sure, take a look at the stats you’ll notice that McGregor landed more punches than several of Mayweather’s past opponents who were professional boxers were able too, but does that justify it as a good fight, was it a fair fight? Maybe, ultimately the fight was decent at best, it had entertainment value and it became the talk of the town.

Let’s take a step back and talk about what the best part of  Mayweather Vs. McGregor really was. The fight was okay, but it was the hype, the worldwide promotional tour, the consistent haggling towards one another, it was what made everyone want to watch the fight. Why else would someone want to watch a UFC fighter fight a boxer? Did people really think that Mayweather would sacrifice losing his chance to be the first fighter ever to be 50-0 as professional boxer? McGregor had nothing to lose, it’s not his sport, he gave it his all, gained some respect in the boxing world and will now be able to demaned even more money in the UFC, Conor’s true playground. This was a calculated move for both fighters, for one it represented leaving as the greatest, for the other the money, exposure and their future because both won a lot more than the millions to hundreds of millions that they took home after the fight.


In the last year, great events have been promoted preaching the best of the best, similar to the Mayweather Vs. McGregor fight. The market is open and hungry for these events. Events that represent once in a lifetime opportunities, out of this world experiences because people are afraid of missing out on events that everyone attends or talk about, just like the fight was for many and event that could not be missed.

Fyre Festival

This was the Festival of all festivals, supposedly taking the best things, the best artist, models, celebrities and putting them all on an island to experience the best two weekends of you life. The festival was a complete failure and absolute mess to go along with all the lawsuits and wire fraud it wasn’t successful but before the failure and the wire fraud charges to their founder. It was one of the most talked about events, using influencers like Bella Hadid, Kendall Jenner, Victoria Secret Models, Kanye West and many others portraying this experience like no other. Nothing needed to really be said the power of the influencer speaks for its self in our ever connected world. The Fyre Festival was a bust but hype was real.

Phelps Vs Shark


Shark Week is a thing and very popular thing at that. So when Michael Phelps arguably the greatest Olympian of all-time with 28 medals (23 Gold, 3 Silver, 2 Bronze) was announced that he was going to race a Shark to see who was faster. People were excited and why wouldn’t you be, seeing Michael race a Shark sounds like the coolest thing ever. But like Fyre, it was a let down, the race happened but to a CGI Shark that actually beat Michael. The thing is Michael Phelps is an individual who people like to watch succeed and achieve. On the other hand watching him race a CGI Shark sucked, really sucked. The hype was there, the idea was fantastic, people were excited, they were hyped and well they got let down. You be the judge, watch the video.



The phrase  “We are connected now more than ever” is one that is mentioned quite often and although sounds cliche is very true. We are always on our phone, looking at Snapchat, Instagram, Facebook, Youtube, and the list can go on and on. We are in constant need of media and within that a source of entertainment whether funny cat videos or Mayweather Vs. McGregor. People also want to connect and be a part of an experience which is why events like Fyre and Phelps Vs Shark were so disappointing even though the hype was there and the hype was real. The various types of Entertainment that people consume has grown from traditional options into some of the wackiest and craziest things you could probably imagine. The Mayweather Vs. McGregor fight continued to demonstrate that the entertainment value does not have to be the greatest in order to generate hundreds of millions of dollars world wide. All you need is energetic, exciting, vocal, confident and popular influencers to bring the hype, the end product can be lackluster and people will still watch.



Bledar is currently in his last semester at Humber College for Advertising and Marketing Communications. He loves all food and has the ability to cook but cannot figure out how to make something twice. Bledar has brief experience through volunteering for 2016’s CAMP conference and Awards show, and he is very excited to bring his journey in the advertising and marketing world. Bledar is just waiting for the opportunity to go to a championship parade in Toronto.

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.

Dakarai Turner

“I Would Like to Opt Out” – The Boundaries of Market Research

July 25, 2017

“I would like to opt out” – The 6 words that advertisers and marketers do not want to hear. Those 6 words essentially tell you “leave me alone”. As someone that is passionate about marketing and the advancement of both industries, I might not be the best person to speak to when it comes to the question of “how far is too far” in the retrieval of customer information. Now to further explain, this is in reference to tactics marketers use that tracks consumer behaviour and habits.

My take is that I think it’s extremely helpful being served targeted ads based on things I’ve viewed or searched online. For example, I’m currently planning a trip to Montreal and I have been seeing Airbnb ads all over Instagram, and it helps with searching for a place to stay. Most people don’t feel the same way, even though this is a minute example of retrieving data on customers. Marketing is built off insights and research.

What about when an app wants you to opt-in to having your eye movements tracked when you view products? MakeUp is an app that digitally renders makeup products on your face so that you can get a sense of what it will look like before you make the purchase. The app is the result of a partnership between beauty brand Smashbox and ModiFace. You can read more about the eye tracking technology here.

They have revealed that the technology has resulted in a 27 percent increase in overall conversions since it began using it two months ago.

Creepy or not, you be the judge. The way I have always seen retrieving data on customers is that the intentions are appropriate. You get the product that best suits you and the brand gets a boost in sales. Everybody wins, right? Well not necessarily. Most of the arguments I’ve heard in the opposition would say that tracking customer information, habits, and more is an invasion of privacy. It’s definitely a grey area and one that will be consistently pushed further and further as technology advances and other brands want to play around with eye tracking technology for example.

So what does the future look like in this space? Will we slowly become desensitized to brands openly tracking our behavior? Or will consumers band together in support of opting out?


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.


Jordan Brand for Our Native Land

June 23, 2017

Guest Article By: Jerome Cheng


With a brand as prominent as Jordan, you would think opening only the second brand store in North America would be all that is needed to create a proper buzz in the city. Just might be, but with Nike and Jordan, you know they’re coming correct on the launch.

Here to stay. @1tylerennis, @MStrooo6, and @mr1LOVETO #RECO6NIZE the 416.

A post shared by Jordan (@jumpman23) on

Let’s start with a bit about me so you know where I’m coming from. My name is Jerome Cheng. I’m a self diagnosed shoe addict. My particular drug of choice is, in fact, Jordan. Opening a brand store in my city is an event, but how do you create the excitement I have in someone who is not a diehard fan?

Here is how Jordan did it right:

The tease.

We already knew what it might feel like. During the 2016 NBA All Star game, hosted here in Toronto, we got a taste of how Jordan brand would exist north of the border with a temporary pop up opened through the weekend. When it was all said and done, we were promised a permanent location to be opened at a time TBD. For nearly a year and a half, 306 Yonge was a tease of interchanging posters and building anticipation.


The buzz.

The official open of the 306 Yonge Jordan store was Saturday, May 27th at 6:23am. The week leading in was dedicated to building excitement for what was to come. Through that week, various Toronto influencers were invited group by group to experience 306 Yonge ahead of launch. What’s the benefit of this? This way, Jordan brand doesn’t need any promotional material to tell you how great they are. Instead, for a full week before launch, every important Toronto person you know and are following on social is sharing with you why this store is big for brand and the city.

The experience.

I am no Toronto influencer. But, I have the fortunate privilege of knowing some who brought me along to document their visit to the store. The full experience created by Jordan brand puts you as close to the feeling of being a Jordan athlete without the actual training, physical ability or talent. You start with a tour of the retail space and history of the brand. Immediately you understand how important Jordan has been to sports culture and why having the store in this city is so monumental. Then, you get brought up to Centre 23, the private training facility complete with decked out locker room, personalized gear for our visiting guests and a personal training session. First you get introduced to the gear, then you get to try it first hand. By the end, you feel like a member of the Jordan family and quite frankly, inclined to invest in their brand.

I know I’m coming from a biased spot when I say Jordan just nails it when it comes to brand and experience. Does not take a lot from them to hook me in. But the general steps of building intrigue for your launch, enlisting the city’s best influencers to promote it and providing a top level experience in your store is something every brand should aim to do.


Jerome Cheng is a freelance videographer and associate producer at Maple Leafs Sports & Entertainment. He just finished the Multimedia Design and Development program at Humber College. When he’s not trying to create silly videos for the interwebs, he’s engaged in an ongoing search for his next pair of shoes, playing and watching basketball or finding content on the aforementioned interwebs. Connect with Jerome through LinkedIn or Instagram 


Branded Content Done Right: The LEGO Batman Movie

June 16, 2017

Guest Article By: Carmen Mallia


With the recent release of The Lego Batman Movie on Digital HD, available through Amazon Video and iTunes, I think it is important to pay homage to such a spectacular example of branded content.

The film is a spin-off instalment to The Lego Movie, released in 2014, with the plot centered around DC Comic’s renowned Batman character who tries to save Gotham City from the Joker’s latest cynical plan. Doesn’t sound like anything out of the ordinary, right? Well that would be true, but the whole movie is basically one long LEGO ad.

Here, we have two of the biggest corporate entities in the global economy: The Lego Group and Warner Brothers Entertainment, aligning their respective products in order to cross-promote each other and to create an enormously successful contemporary cultural product.

With LEGO cross promoting their brand through Warner Brothers, the company has created an entire movie franchise centered around product placement. Most viewers may not consider the fact that they are watching one long LEGO commercial since the movie is entirely focused on the iconic story of Batman. LEGO simply attaches themselves with the benevolent aura and good connotations that go hand-in-hand with the Caped Crusader. That being said, LEGO has mastered branded content.

Companies have been sponsoring programs since the early days of radio, but the notion of ‘branded content’ takes the idea a step further — instead of just financing the program companies (such as LEGO) actually create the program.

Consumer goods corporation Procter and Gamble was one of the first companies to sponsor radio and television programs in the 1930s, initiating the idea of branded content. With a focus on bringing families together, P&G created the perfect platform for brand messaging through their award-winning soap operas, movies, and mini-series that focused on the good connotation that their products bring to families. While P&G invented effective branded content through the fusion of soap operas and consumer products, it was The Lego Batman Movie that perfected the idea by merging a children’s toy with a celebrated superhero icon.

One advantage of creating their own film rather than sponsoring a pre-existing Batman movie is that LEGO is able to craft the content in order to showcases their brand.

For example, the movie is centered around teamwork, changing the entire landscape of the Batman franchise by taking a light-hearted, comedic approach to the DC superhero story.

This fresh take on Gotham City only means more possibilities for Warner Brothers and LEGO.

Through The LEGO Batman Movie, Bruce Wayne exists in his own unique world, although he is still part of the larger franchise. This film is definitely at odds with the general atmosphere and story plot of Christopher Nolan’s dark and psychologically enchanting Batman trilogy, although LEGO’s spin on the series is still fresh, funny, and fast paced.

The LEGO Group is a brand that maintains relevance within its youth-oriented target audience because of the toy companies’ ability to effectively create content. It is a venture that continues to innovate so that it can keep growing its revenue and brand value, making it no surprise that LEGO replaced Ferrari as Brand Finance’s “world’s most powerful brand”

With modern day advertising becoming so layered and complex, The LEGO Batman Movie has successfully created branded content by integrating with the Batman franchise and opening up a new fanbase for generations to come.

It is the perfect fusion of product placement and art.



Carmen Mallia is a professional freelance writer from Toronto. He is currently going into his third year at the University of Western Ontario for Honor’s Specialization in Media and the Public Interest with a Minor in Writing. In his spare time Carmen loves to workout, get a coffee with friends, volunteer at local events, and binge-watch Adult Swim series. He is currently putting together a multimedia journalistic company with some friends. Follow Carmen on Twitter, Facebook, LinkedIn, or Instagram

Dakarai Turner

How to Get Rich Off Memes: A Look into Sponsored Content and @FuckJerry’s Empire

May 9, 2017

Memes – A form of communication, entertainment, and everything in between. Chances are one of your favourite past times are browsing through Instagram/Twitter and tagging friends in memes. Am I right? We’ve spoken about meme culture on this platform before, and it goes without saying that they are at the core of the millennial generation. With that being said, can they be monetized?

@FuckJerry, an Instagram account thats boasts 12 million followers has become nothing short of a franchise of its own. Expanding into clothing, a social agency, a card game, a video channel, and so much more, all sitting under the Jerry Media umbrella which has other accounts such as @pizza, and @kanyedoingthings. Now if you’re just as surprised as I am, you’ll be even more shocked to know that an account like @FuckJerry charges at least $30k for a sponsored post. To put this in context, the page offers 6 to 7 million impressions per post and this is not only attractive, but expensive for advertisers.

The above post was a piece of Burger King sponsored content that when I saw for the first time, the last thought on my mind was that it was paid material. This is the opportunity that brands have in partnering with meme pages such as @FuckJerry. Although the name isn’t the most PG, loosely based off of Jerry Seinfield, their sponsored content appears organic as long as it’s presented in an amusing fashion. Will they be partnering with a Shampoo brand for example? Probably not as their content is going to work better with an edgier brand such as Jack in the Box or Burger King. 2 of their dozen clients.

Brands are subjected to the style of comedy that these pages emulate as well as their fan base that browse the page daily and love to make comments. You’ll get an unfiltered and raw post that has the opportunity to reach over 6 million people and receive 30k comments in one day. Last year, the page earned over $2M in revenue and Jerry Media as a whole is expanding quickly. From launching @JerryNews to expanding on Snapchat and other platforms extending their reach.

So will we start to see more frequent sponsored posts appear on the meme pages we all know and love? Considering how you probably never noticed all of the paid material on the @FuckJerry page, it won’t even matter at this point. If the material “fits in”, then it will be consumed the same.


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 (April 29 – May 5)

May 5, 2017

Written By: Malick, Dakarai, and Kathleen

As advertisers gear up for summer, you can expect a lot of action in the coming months. Not to worry, as usual The MAD Mix has you covered for the hottest trends, ads, and more. Check out the latest in the advertising and marketing world in our weekly recap below:



M: If you follow this platform regularly, you’ll know that Nike is a favourite of ours. From quality production to delivering a solid product, they seem to do no wrong in their advertising. In their latest endeavour, Nike has spent time creating one of the most innovative running shoes they’ve created to date. The purpose? Tomorrow, Nike and people form all around the world will attempt to break the two-hour marathon running record. The shoe that they’ve designed has so much technology invested in it that they want to encourage people to do that feat using their new shoe titled “The Nike Zoom Vaporfly 4%”. This marathon is all apart of Nike’s constant desire to push the limits of human athleticism time and time again, and if there’s any shoe to do it, it’s this one. Check out the spot they’ve created for it below. Anyone else want to give it a go?


Spotify Awkward Family Moments

K: We all have a song that is attached to a moment or event that happened in our life. Whenever you hear the song it reminds you of that specific time that you will probably never forget. It can either make you happy or sad whenever you hear it. Spotify needed a way to promote their family plan, so what better way than to tie it with your emotions? Spotify decided to play on that but relate it to family moments, more specifically awkward family moments. Some people might find them too sexual but I think it is funny especially the second one. Check out the two videos below.

The Sunny Co Bikini Giveaway

D: If you live in the U.S, chances are your Instagram feed was absolutely covered with the same picture of a model in a red bikini. For those of you that are completely lost right now, a swimsuit company by the name of Sunny Co decided to announce a 24-hour giveaway on Instagram a couple of days ago. The now deleted post asked consumers to repost the picture of a model wearing the bikini and tag the brand in order to receive the usual $65 swimsuit for the price of only shipping and handling.

If you can’t already predict what happens next, tens of thousands of people reposted the image, and this ultimately revealed the lack of preparation behind the whole promotion. Following this, Sunny Co decided it would be a great idea to update the conditions of the deal on their website and included a note that stated the company “[reserved] the right to cap the promotion if they deem necessary.”. As you can imagine, they got torn a part on social media and hopefully this serves as a lesson for brands. The whole thing comes off as very “fyre fest-ish”. In the sense of complete unprepared bait and switch tactics or plain negligence. From unknown to hated in 24 hours. But hey, at least people know their name now right? Check out some of the best meme’s 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 Facebook, Instagram, and Twitter


Placement vs Integration: Why Being Blatant Just Doesn’t Cut It

March 31, 2017

Guest Article By: Regan Bartlett-Green


We’ve all had those moments where we’ve been sitting on the couch watching a movie and are struck by cringe-worthy product placement. The obvious, irritating kind where you’re being consistently bombarded with different brands coming at you from all different directions.

Traditionally, product placement has been seen as an annoying aspect of film and television for the consumer. However, its effectiveness can’t be denied. The power of association has become incredibly influential over time. For example, you can’t think of James Bond without also thinking of brands like BMW and Aston Martin. The same goes with Top Gun, the image of Tom Cruise wearing Ray Ban aviators is a prime example of influence.

That said, iconic movies such as Back To The Future where you’re flooded with images of brands like Pepsi, Nike and DeLorean may have been effective back in the day. However, in 2017 an overwhelming and seemingly thoughtless amount of product placement is too obvious for today’s consumer.

This is where the idea of product integration comes in. Viewers today are too aware of products and brands in movies and TV shows. Integrating products in a way that seems natural, organic and almost subliminal is a way to place your brand in the mind of the consumer without seeming like you’re trying too hard. Integrating products into the storyline or placing them sparingly and thoughtfully will inspire brand recall without the negative connotations having to do with product placement. For example, Sex and The City is one of the most notorious shows for product placement. Yet in the Sex and The City movie, it felt branded while maintaining a classy and thoughtful feel. A prominent brand was Manolo Blahnik, which was most integrated into the plot. The viewer likely wouldn’t think about the fact that Manolo Blahnik paid to be a key part of the story, but instead is enjoying the tale being told by style icon Carrie Bradshaw.

Product integration is more important today than ever. With more people getting rid of cable and using streaming services, traditional broadcast space is losing its relevance. Brands are looking for new ways to make sure they’re reaching their target. Following viewer habits and trends will be key for brands in deciding the strategies they use going forward.

Ultimately, the years to come will be extremely exciting to see how advertising strategies are altered to fit into a changing media landscape. Our industry is ever evolving and the textbook idea of product placement is becoming ineffective. Integrating brands and products into the plot resonates better with consumers because it reflects their everyday life. Brands are everywhere so it only makes sense that they play a part in our favourite characters’ lives as well.

Even though many of us can’t afford those royal blue Manolos, Carrie’s style placed the brand top of mind and made us feel like we needed them. Now if you’ll excuse me, my credit card is burning a hole in my pocket.


Regan Bartlett-Green is currently in the home stretch of the Advertising and Marketing Communications program at Humber College. She looks forward to starting her internship and making a name for herself in the advertising world. In her spare time, Regan enjoys watching and creating beauty videos on YouTube. She also loves drinking excessive amounts of coffee and occasionally you’ll even find her making some at her part-time job. Connect with Regan on Twitter and LinkedIn 

Weekly Recap

Weekly Recap (February 25 – March 2)

March 3, 2017

Written by Dakarai, Malick, and Kathleen

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.


Pizza Hut Introduces “Pie Tops”

K: Fresh out of the oven are Pizza Hut’s ‘Pie Tops’. What are ‘Pie Tops’ you ask? No, they don’t have anything to do with pies. They are sneakers! Yes, Pizza Hut has launched a very limited pair of high tops sneakers. Pizza Hut has raised the bar in how customers can order their pizzas. The ‘Pie Tops’ sneakers have a button on the tongue that when pressed connects to the Pie Top app. Now, this is not your ordinary Pizza Hut app, this app will order the pizza for you. By using geolocation, it allows the pizza to be delivered at the location of the individual wearing the shoes. It’s a great concept combining two things that many people love, sneakers and pizza, and an excellent way to show how easy ordering with Pizza Hut is. Unfortunately, only 64 pairs were made and only a few lucky Pizza Hut fans will have the opportunity to take home a pair. Launching just in time for March Madness, it supports the promotion of $7.99 for a large two-topping pizza, available from March-April. Check out the video below with Grant Hill.

Denny’s scores their most popular tweet yet

D: At this moment, you may be wondering why this is worthy news. Denny’s is an example of a brand that kicks ass on social media to put it simply. They understand their social audience and their content speaks directly to their target, almost as if it weren’t a brand talking and one of your friends telling you stupid jokes. An example of this? This week the brand tweeted a seemingly normal photo of pancakes with the caption “zoom in on the syrup”.

After zooming in, it takes you through a series of directions in order to bring you to a final message, all while remaining on the same picture. The tweet has been retweeted over 100k times and has reached almost 150k likes. If you enjoy random and hilarious content, give @DennysDiner a follow.


Nossa: Old Website Funeral

M: It’s hard to address change in a creative way. Portuguese advertising agency Nossa decided to address their outdated website in the most hilarious self-mocking way I’ve ever seen. There’s no question that the way that the internet and digital technologies evolve so fast that it can be hard to keep up with what the best way to optimize is. That being said, the agency realized that their website had been following a very “2012”-esque structure to their digital platform. What they decided to do is create a :30s spot that symbolized the death of their old website portal in the form of a funeral. The spot shows members of the agency gathered around in a funeral type setting (which is actually just the backyard garden of their office) in which they bury a laptop. I think this is an extremely creative way to show that they are out with the old, in with the new. 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.


Dakarai Turner

#Canada150 – A Time for Celebration and a Lot of Ads

January 10, 2017

#Canada150 – A hashtag that you will begin seeing quite often if not already this year. Brands, citizens, and the Government of Canada will all be using this hashtag alongside others to show their pride as we approach Canada’s 150th anniversary on July 1st, 2017. This creates a great opportunity for some brands to get in the conversation and ride on the “Canadian pride train” and be a part of something truly special.

Canadians are going to feel more patriotic than ever this year, and quite surprisingly in a study published on strategy online, “two-thirds of Canadians were open to receiving advertising from brands about the anniversary”. It will be a crowded space for brands to say the least! One thing to remember when it comes to brands hopping into a conversation is “are they being authentic?”.  Does the brand belong there? Do we want to hear how Taco-Bell is celebrating #Canada150? Probably not. In the same strategy online article, they published the top 10 brands that Canadians expect to do the best job in celebrating the anniversary, based on an IMT report. Check them out below:

  1. Tim Hortons (18%)
  2. Canadian Tire (12%)
  3. Hudson’s Bay Co. (12%)
  4. Coca-Cola (8%)
  5. Molson (6%)
  6. Roots (5%)
  7. Bell (5%)
  8. CBC (4%)
  9. McDonald’s (4%)
  10. Nike (4%)

We will likely start seeing more ads come out as July 1st approaches. However, brands such as President’s Choice and RBC have already gotten started.

PC launched #EatTogether on January 1st. A 90 second TV spot that promotes the diversity and unity behind being a Canadian. It’s emotionally driven and it provides an introduction for their campaign that we are sure to see more of throughout the year. The challenge is to not only define what it “means to be Canadian”, but to do it in a unique and different way than the dozens of other major brands trying to find a seat at the table. My prediction is that there will be a few stand-out campaigns and a large amount of forgettable spots that were created for the sole purpose of riding on #Canada150’s coat-tails.

The official logo for Canada 150

With all of these brands sure to get involved, it begs the question whether or not we will become tired of all the anniversary promotion. With each brand coming up with a new snazzy hashtag, anniversary fatigue might just become a reality. Of course, this is all speculation since the biggest brands have yet to unveil their campaigns. However, it’s something to think about for now.

What are some of the brands that you expect to celebrate #Canada150 the best? Leave a comment below or drop a comment on our FB post!

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 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

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 (August 6 – August 12)

August 12, 2016

With how fast the marketing & advertising world operates, its always good to keep up with the latest trends, ads, and innovations-which is what we’re here to do. Check out our weekly recap below.

Written by Malick and Dakarai


Star Wars: 

M: Does this count as an ad? Well technically it counts as a promotion. As a big Star Wars fan, I love that they are already getting the ball rolling by releasing tidbits of information about the new film that’s set to come out next year. There’s no surprise that the success of all the promotions, advertisements, and experiential marketing efforts behind the first instalment of the latest Star Wars serious would come around again this time. By releasing trailers this early, it gets the fans engaged and more importantly, building anticipation for the film’s release. This trailer in particular does a great job at hinting at some possible plot lines. Because Star Wars is already a massive series, it’s easy for fans to piece together bits of information released from the trailers and try and figure out the entire plot line. Check out the links here and here for some interesting ideas about what we’ve learned so far from the movie.



Nike: Unlimited Together

M: How good is Nike at making athletic commercials? This commercial is all about the unification of the U.S men’s and women’s Olympic basketball teams (both powerhouses by the way) in Rio. This commercial features a “theme” resembling a national anthem type feel from one of my favourite artists Chance the Rapper. The ad features this theme over inspiring black and white shots with some of the biggest stars in USA basketball. Some of the big names include Kyrie Irving, Draymond Green, and Elena Delle Donne. Unlimited Together is an inspiring advertisement with the sole purpose of not only uniting these two teams together in their pursuit for gold during the Olympics but gathering support from back home as well. Pretty cool. Now excuse me while I throw the song on my iPod.


 Temptations-Treat Them Too

M:I don’t care how old you are, or where you’re from-everyone loves a good cat video. Temptations, an established kitty treat company, has released a hilarious advertisement based off of the keyboard cat video from years ago that went viral. This 80’s style ad is geared towards cat owners with the sole purpose of reminding them that cats need love too! The video features cats playing instruments (lol) to a theme talking about just that. I think this is a hilarious commercial mainly because its straight up cats doing things  that cats don’t normally do. I have a very basic sense of humor when it comes to these things. Cats need love too-and Temptations did a great job outlining this in this cheesy commercial. Check out the video below.


U.S. Mall Joins the Pokémon Go Craze

D: At this point there seems to be daily news coming out Pokémon Go, from businesses hoping on the bandwaggon, to outrageous meet ups. Colonie Center, a mall in Albany, NY decided to take advantage of their Pokégym status by staging re-decorating their lobby into a battle arena. Not only this bus there are two small phone kiosks appropriately positioned in the lobby, just in cause you were looking to get a battery pack or phone case. It seems as though many businesses have tried to capitalize on the somewhat zombie like symptoms of some Pokémon Go players by bringing products as close to them as possible. Check out a picture of the lobby below.



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

Malick Ba

Suicide Squad and Promotional Value in Film

August 2, 2016

Suicide Squad-one of the most hyped up movies in the last few years makes its theatrical debut this Friday, August 5th. Besides having a star-studded line up of actors/actresses, the marketing team behind this film has made some pretty effective moves in terms of getting some insane promotional value. What makes a movie promotion work? Experiential value, a hype soundtrack, and a massive budget. Combined, the promotions team has done a great job bringing the film to life.  As a person who isn’t really a frequent movie goer, I’m going to break down the reasons why I’m excited to see a film for the first time in a while.



A good soundtrack can make the dullest films seem pretty good. What I like about what’s been released from the Suicide Squad soundtrack is that its diverse. One of my favourite songs that’s come out surrounding the film you can hear below:

Not only is Sucker For Pain a catchy track, but the video is also very dope. It almost embodies the film with a creepy theme combined with a list of artists you’d never think to have worked together. Lil Wayne and Imagine Dragons? It actually sounds better than one would think. The marketing team behind this song definitely figured out a way to connect a few demographics when putting the artists together for this song: I.E Logic fans aren’t necessarily Wiz Khalifa fans-or Lil Wayne fans being Imagine Dragons fans for that matter. At the end of the day, this song brings groups of people that aren’t familiar with each other in a way that gets them to enjoy something together. Great promotional value.



Films filled with super star talent are almost guaranteed to have high box office success. When putting together the cast for this film, the team had to build it not only based around overall talent but popularity as well. Suicide Squad combines a list of actors that have starred in completely different roles over the years, but have come together for this film in a way that works. To get people to want to watch a film like this you almost have to have an all-star lineup of stars. Will Smith, Jared Leto, Margot Robbie are just a few names to get me wanting to see the film already.


Experiential Value

Aside from Comic-Con, the film has been promoted in other unique ways that transcend just going to the movies, or listening to a catchy song. One of the things that Warner Brothers did was actually do a take-over of a tattoo parlour in Austin, Texas and transformed it into Harley Quinn’s Tattoo Parlour. For those who don’t know, Harley Quinn (played by Margot Robbie) is not only one of the main characters in the film, but also one of the more psychotic super villains in the DC universe. Patrons of the tattoo parlour had the option of actually getting a tattoo (real or fake) of original artwork in relation to characters in the film. I thought this definitely provided some unique experiential marketing qualities to an already hyped up film.

All in all, Suicide Squad has to be one of the most anticipated films of the year. With some amazing promotions, stars, a sweet soundtrack, and a high budget its hard not to want to go see this one even if you aren’t even into comics. The marketing behind it is fantastic, and that’s what’s got me hooked.


Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. His academic background includes a Bachelor’s of Arts in Communications with a minor in Sociology from the University of Ottawa. Currently, Malick works at an advertising agency and is looking forward to how he can leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.


Man Don’t Live off of the Hype – Behind the Instagram Frenzy “Sweet Jesus”

July 8, 2016

Guest Article By: Kavita Sonea


Like everyone else in the GTA, if you have Instagram, you’ve probably heard of Sweet Jesus. The derivative establishment of La Carnita opened last September as stated by an employee, and currently has 2 locations, one downtown and one in the east end. If you haven’t heard of the dessert restaurant taking Instagram by storm, the headlining attraction at Sweet Jesus are the incredibly decorated “Pimped Out Soft Serve” ice creams that come in massive portions. Naturally I had to sweet jesusinquire how many cones were being sold on an average day, and a staff member estimated approximately 1000.

The unique and memorable menu is part of the niche market being targeted that includes anyone looking for the perfect #foodporn pic. These artful cones are perfectly harnessing the power of user generated content, even though that’s not all Sweet Jesus has to offer.

While soft serve begins at 12, Sweet Jesus opens at 7 to serve drinks from their equally extensive coffee menu. The less-known part of the menu includes items such as paletas (Mexican popcicles), soft serve cones with dairy-free options, a coffee menu, and an assortment of hot and cold crafted beverages.

Before planning this visit I dove into some Yelp reviews in hopes of finding a recommendation through testimonies of other Torontonians who have tried the product. A shocking amount of reviews were showing disappointment with the quality and taste of arguably the most hyped up ice cream of summer sixteen. With an open mind I grabbed a friend and planned the visit to investigate the hype. Upon arrival at 12:30 we stood in line outside with 6 people ahead of us, and even more lined up inside.

Screen Shot 2016-07-07 at 7.38.09 PMOn nearby benches there were customers enjoying the sunshine along with their purchases (100% of customers had a Pimped Out Soft Serve). The lighting on this day was perfect to model your cone in one hand and aim your cellphone camera at it with the other hand.

We ended up handing over $7.35 per cup, and walking away with a “Red Rapture” covered in red velvet cake pieces, and a “Birthday Cake” covered in birthday cake pieces, topped with a candle. As much as I would like to be able to say the experience was lit, this was probably the most subpar tasting ice cream I’ve ever had. To summarize the experience, the pimped out cones are as flavourless as they are photogenic. #DidItForTheGram. Even with countless reviews on various sites advising against the ice cream at Sweet Jesus and recommending other parlours in the city, the hype for these cones is not looking like it’s going anywhere anytime soon. Judging by the comments on the Sweet Jesus Instagram page, there are hundreds of Torontonians and residents in the GTA still looking to line up and experience the beautiful desserts for themselves.

Happy birthday, Gemini! Make a wish, you're making us melt. 🎂

A post shared by Sweet Jesus (@sweetjesus) on

On that note – behind every great marketing campaign comes a great advertising firm. Perhaps one of the factors in relation to the explosion of this dessert restaurant can be credited to co-owner Amin Todai, who is also the President of the advertising firm – One Method.
Real ting eh?


Kavita Sonea is a part time foodie with a love for house music, Manchester United, and California Sandwiches. She is currently a first year marketing student at George Brown College with a background in Human Resources. Find her on Instagram, (unless you’re a Liverpool fan).

Weekly Recap

Weekly Recap (June 18 – June 24)

June 24, 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.

Bentley uses NASA technology to take a 53-billion-pixel image

D: The luxury car brand took a seemingly normal photo of the Golden Gate Bridge for their site, encouraging users to zoom in. Once you zoom, you go from the once panoramic image of the bridge, all the way to the imprint of the Bentley logo on the seat of the new Bentley Mulsanne. Bentley used this image to show their “attention to detail”. The image uses 53 billion pixels which is 53,000 megapixels (the iPhone 6 takes 12 megapixel images). If printed out, a picture this big would be the same size as a football field, for comparison.

Panoramic image of the Golden State Bridge

Panoramic image of the Golden State Bridge


After zooming at 50%, you being to see the Bentley Mulsanne

After zooming at 50%, you being to see the Bentley Mulsanne


At 100% Zoom you hit the stitching on the passenger seat

At 100% Zoom you hit the stitching on the passenger seat

Instagram Reaches 500 Million Monthly Users

M: Instagram has easily become my favourite social media platform since I got it last year-and clearly I’m not the only one who thinks so. It’s been confirmed that Instagram has gained over 100 million users in the last 9 months alone to bring the total above 500 million! To scale, it has gained about 200 million users in the last year and a half. This is amongst the various changes made to the platform this year, including a new logo, change in interface, and general algorithm. Keep the selfies and food pics coming!Bottle With Popping Cork on Apple


Screen Shot 2016-06-24 at 1.53.05 PM


Independence Day Uses Google Maps to Simulate an Alien Invasion

D: Now I’m not usually one to go too crazy over film promotion, but this really caught my eye. My friend shared a website with me that is an interactive tool to promote the new Independence Day 2 movie that releases in theatres today (June 24)! The website prompts you to enter your address in the given field, and after doing so it will show a simulation of an alien invasion in your neighbourhood. Personally, I didn’t even know there was an Independence Day 2 movie coming out, so this was a great way to put it on people’s radar in an exciting way. Check out the site here.

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Screengrab of the Home Page

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Screengrab using the White House

2016 NBA Finals is the Most Watched Finals of the Century


M: Back with the 2016 NBA finals. I can say that it was one of the best finals I’ve ever seen, but that has been solidified through the fact that according to Ad Week, it was one of the most watched games in NBA finals history SINCE the Michael Jordan era, surpassing the 30 million viewer mark. That’s huge. In this epic match up, it’s only appropriate that the man who was a part of this viewership spike, is also the same man who made a promise to bring the championship back to Cleveland: LeBron James. Just another comparison between him and MJ I guess…

Rhapsody Rebrands Itself as Napster

D: Rhapsody and Napster, two names you probably haven’t heard since grade school are making a comeback..sort of. In this world music streaming giants such as Spotify, Apple Music, and TIDAL, it looks as though Rhapsody wants a piece of the pie. The company recently announced that it will now take on the name of Napster, since they acquired Napster itself in 2011. The change of the name is clearly to appeal to those that once loved the platform..#Throwback. The question is, is it too late to be doing this? Check out a teaser of the change below.


Nike Salute’s the Cavaliers in “Worth the Wait”

M: This is the ad that I was waiting for. There’s no doubt that the NBA Finals was absolutely unreal, as mentioned earlier with the Finals hitting over 30 million viewers for the first time since the 90’s. In light of the celebration, Nike released a 60-second spot online that aired directly after the grand finale. The ad, “Worth the Wait” shows the deep emotion for new and longtime Cavs fans that finally get to witness their city winning the big championship. The ad features everything from a security guard watching the game while at work, a girl watching while riding the bus, and families watching together. Nike captures the nerves that the game brought to fans around the world (especially in Ohio) as it came right down to the final seconds. The Cleveland Cavaliers finally did it. Check it out below.


These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know! Check out our recap of last week’s best, and be sure to like us on Facebook here.

Weekly Recap

Weekly Recap (May 14th – May 20th)

May 20, 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.


The First NBA Jersey to Feature a Sponsored Ad is Released

On April 15th, the NBA Board of Governors ruled in favour of ad placement on NBA jerseys. It was only a matter of time until each jersey and its associated brand would be released. Earlier this week, the Philadelphia 76ers announced that they would partner with StubHub, a website that connects ticket buyers and sellers, and they released images of the jerseys in all the different colourways. Even with the 76ers having a record of 10-72 (the worst in the NBA this season), clearly StubHub still found the partnership to be a great opportunity.

“Their current spot in the standings is largely irrelevant to us because we’re in this for the long term,” Scott Cutler, StubHub’s CEO said.

IKEA Sets Up Shop Downtown Toronto

IKEA-pop-up-21In partnership with ad agency Leo Burnett, IKEA launched their new “It Starts with Food” campaign, with a pop-up shop Downtown Toronto. The shop challenges consumers to #StartFooding and make every meal their own. The first room is dessert inspired, with a graphic on the wall that states “Start with dessert, because life’s too short”. Having actually been to this pop-up shop, I have to say that I was pretty impressed with how it was all put together. Each room serves it’s own purpose, and free food is always a plus. The only negative thing I could say was that for a campaign centred around food, there wasn’t nearly enough of it!


Ky-Rispy Kreme

As you can probably tell, we love basketball…and shoes as well. This ad features Cleveland Cavaliers all-star point guard Kyrie Irving promoting his new set of Nike kicks whilst also crushing some Krispy Kreme donuts. What we love about this ad is its hilarious word-play, and it does a great job of promoting the shoes, but without actually really mentioning them at all. As a part of this entire campaign, limited quantities of the  Ky-Rispy Kreme’s (see what we mean about wordplay) are being distributed in select cities in the U.S in a Krispy Kreme donut truck. In the end, it’s definitely a unique way to approaching the sneaker-head market and I doubt they’d have a hard time selling-because they do look sweet.

Raptors Rolling in Ratings

Living in Toronto, its impossible not to talk about the incredible playoff run the Raptors are having. While the Raptors haven’t always been the most popular team (being the only pro-ball team North of the border), this year is a year to break records. In fact, the Raptors were able to gain an approximate 1.5 million viewers during their winner-take-all series against the Miami Heat earlier this week. Why is this significant? It was the most watched program on Canadian Television, let alone the most watched basketball game on Bell Media’s specialty channel. Will they continue to break Canadian TV records? I guess we’ll have to see if they can keep up with Lebron James and the Cleveland Cavaliers long enough to find out.



Picture Perfect

Brazilian agency AlmapBBDO and Getty Images team up for one of the most visually unique advertisements we’ve seen yet. As a part of their “Endless Possibilities” campaign, Getty Images has created a way to put four images of four different people’s faces, and combine them to create a facial  image of famous icons around the world. Some of the big names that have been created in this campaign so far are Pope Francis, The Dali Lama, or even Prince Charles.  The technology, detail, and innovation that has gone into this advertisement is absolutely stunning. Check out the video below to see how they’ve put together some of the most iconic faces of our time.

The Salvation Army Uses An Open House To Communicate Their Message

If you want to feel something today, this one is for you. It’s very hard to get people to actually care about poverty enough to donate. However, The Salvation Army and Grey Canada used an “open house”, both online and a physical space where you could explore the home that represents that of a family living in poverty. The goal of the campaign is to change the perception that people have of those living in these conditions. From the outside it looks just like a regular house, and this shows that you may not be able to directly tell what someone may be going through. Check out the home digitally here. The campaign was also supported with a video that shows footage of unsuspecting people checking out the open house for themselves.


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


How Deadpool Reinvigorated Film Promotion

February 5, 2016

Guest Article By: Zach Finkelstein


The marketing for upcoming comic book adaptation Deadpool is offensive and in your face…and that’s what makes it so successful.

In an era of film where movie promotion seems so bland and repetitive and where movie goers are at a decline, many ask the question “What is going to get me to go to the theatre”. The answer for most is Deadpool. The movie is starring Ryan Reynolds as everyone’s new favourite Anti-Hero.

This is one of the few R-rated Marvel movies due to its adult-oriented humour and content, which has provided insight into creating the no-holds-barred marketing approach for the film. The quirky and risqué advertising approach the film takes completely breaks the rules of campaigning and picks up the pieces to assemble something original, and memorable.

The first example of their out-of-the-box campaign is noted in their billboard ads which although were only located in Southern California, happened to still go viral in a matter of days due to their quirky copy and imagery.

One billboard that really stood out was simply three Emojis which spell out the movie name Deadpool. Emojis; which according to most copywriters are never to be used and are often shunned from the copywriting world, are then in-fact used successfully to advertise the goofy and hilarious approach that the film is trying to take.deadpool billboard

Over time, reading Emojis have become second nature to many. As well, Emojis are internationally easier to understand rather than loosely translated text or copy. Therefore, the message conveyed on the billboard is actually easier to understand in its Emoji form, thus creating more opportunity to be advertised internationally as a result of its simple comprehension.

And that folks, is just the beginning.

The second exhibit of the ballsy campaigning the movie has utilized can be seen across the Deadpool twitter page. The opening banner is a crotch-focused shot of Deadpool with the coordinating copy “Wait til you get a load of me”.

Screen Shot 2016-02-03 at 7.58.20 PM

The page posts about 3-4 times a day and each of the posts are more memorable than the last. Each post varies from clips, trailers, and posters to funny commentary on other popular and relevant topics.

For example, the X-files series was relaunched January 24th and was a trending topic that day, the Deadpool page hopped on the trending topic and posted satirical photos depicting the anti-hero in an X-files-like scenario.deadpool xfiles

Simply by creating content that was reactive to current events the movie was able to gain even more exposure.

The film has even attempted to expand its exposure to a female market by advertising during the golden globes; which happens to have a high propensity of female to male viewers. This ongoing attempt to engage the female marketplace has resulted in the creation of the most notable twitter posts from the Deadpool Movie page: A faux poster for the movie which disguised the film as a romantic comedy.


The romantic-comedy piece is pure genius as it sub-consciously gauges the interest of a demographic that wouldn’t be expected for a comic-book hero/action-comedy. The piece is designed to trick the viewer into thinking for a brief moment that the film is a different genre. It uses light colors such as amber and orange with a thin serif typeface in white that surely reminds anyone of a cliché comedy-romance poster. The piece is cute and ironic and has helped grow interest in female consumers.

Most recently, Deadpool further expanded its promotion by releasing a PSA titled “Touch Yourself Tonight” which brings attention to testicular cancer prevention.

Through its multiple approaches, the Deadpool movie has created mass anticipation for its upcoming release. It has reset the standard of how people perceive a blockbuster movie and has surely become a trending topic across both social media, and the Internet.

By taking risks and being a little taboo, the Deadpool Movie has comic book fans, couples, and families worldwide awaiting its February 12th release.


Most say that people either have a left brain or a right brain. Zachary Finkelstein is of the rare breed that happens to have both. By being both the creator and formulator, Zach strives to leave a lasting impression with his personality, his writing, and his memorable smile. Zach is an avid vinyl record collector and music buff who is very passionate about the arts and entertainment.