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I chose this advertisement from EA Sports (NHL 21) mainly because the video game is a personal interest of mine and also because I hadn't seen it before.  The advertisement features Mike Legge, the creator of a famous hockey goal called "The Michigan" and it depicts an interview with Mike about the origin of that goal.  At the end of the advertisement, the EA Sports crew tell Mike that his world-renowned goal is to be featured in the video game while simultaneously showing footage of that goal in the EA Sports graphics.  Additionally, Mike is featured as a player in the video game and players from all over the world can play as his character.  This may be the only ad on my Padlet that I do not think directly hits on a topic that we discussed in class.  I think that the ad is definitely consumer oriented and personifies the product and maybe expands the image of the brand.  Overall, I just thought the ad was interesting and told a fascinating story that most advertisements choose not to focus on.  Maybe I will try to reproduce that story while I play the video game!

Source: https://www.adsoftheworld.com/media/film/ea_sports_the_man_behind_the_michigan

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"Ryan Reynolds and Hugh Jackman reignite their longstanding feud in the name of charity" 11/10

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"Ryan Reynolds and Hugh Jackman reignite their longstanding feud in the name of charity" 11/10

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This commercial / competition is between actors Ryan Reynolds and Hugh Jackman. Both actors own their own companies (Reynolds owning a Gin company and Jackman owning a coffee company) and are holding an informal competition via social media though Walmart owned Samsclub where the money of every purchase of their product till December 20th will be donated to their respective charities. The charity with the greatest amount of money will be declared the winner. I think this campaign relates to many different sections of class material we have covered so far. It covers the use of celebrities as sponsors for an advertisement as well as advertisements raising money for non-profit charities. Finally, it is also a representation of social media and interactive advertising.  I am interested to see how this informal competition goes as well as how successful it is.  After reading the Einstein article, it will be interesting to keep track of how much the competition becomes about the two celebrities as well as the significance behind each of their charities and why they may have chosen them.

Source: https://www.thedrum.com/news/2020/11/10/ryan-reynolds-and-hugh-jackman-reignite-their-longstanding-feud-the-name-charity

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You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, celebrity antagonists Ryan Reynolds and Hugh Jackman reignite a manufactured 'feud' in the interests of drumming up support for their charitable work.
Hollywood 'frenemies' Hugh Jackman and Ryan Reynolds are at it again with the pair taking to social media to set out the terms of the latest tussle in a game of oneupmanship that has raged since 2009 when they teamed up for X-Men Origins: Wolverine.

Lighthearted competition between the two soon spilled onto social media where each has taken turns to outdo the other with faux takedown ads, pretend bickering and a, probably real, desire to come out on top.

This time around Reynolds-owned Aviation Gin and Jackman's Laughing Man Coffee brand are joining forces with Walmart-owned Sam's Club to invite donations to the SickKids Foundation and Laughing Man Foundation.

Between 10 November and 20 December, all purchases of the competing products will be tallied as an indirect vote for Team Ryan or Team Hugh, while those not in need of a liquid pick-me-up can vote directly via a dedicated campaign website.

The confrontation is all for a good cause with the winner not only earning priceless bragging rights but Sam's Club will donate equal amounts to each actor's foundation when the campaign ends.

Material promoting the competition will be rolled out over the coming weeks, beginning with a twin video push led by Reynolds' Maximum Effort agency and Escape Velocity, in which the duelling celebrities set out their stall in contrasting 'Forgiveness' and 'Arguing' statements.

A teaser trailer setting the scene for the confrontation has already been published showing the two squaring off against each other and reaching out to their respective supporters. Jackman tweeted: "We're bringing our Feud to @samsclub. I only agreed to do this because it's for 2 great foundations. And it's always an awesome day when I get to humiliate @vancityreynolds. More soon ..."

Accepting the terms of battle Reynolds wrote: "Soon you'll have the chance to help me humiliate @thehughjackman while also helping @sickkidsvs. #WinWin @aviationgin."

Aviation Gin is no stranger to eyebrow-raising stunts with Reynolds extolling the virtues of a home bar to circumvent a ban on going out. The Deadpool star has come to prominence within the industry as the founder of Maximum Effort Productions, forged in partnership with former McCann creative George Dewey.

// Featured in this article

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Ryan Reynolds and Hugh Jackman reignite their longstanding feud in the name of charity

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You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, celebrity antagonists Ryan Reynolds and Hugh Jackman reignite a manufactured 'feud' in the interests of drumming up support for their charitable work.

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"Burger King reveals a more tender side asking people to support McDonald’s" - 11/3

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"Burger King reveals a more tender side asking people to support McDonald’s" - 11/3

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This article discusses the recent advertising campaign released by Burger King on November 2nd where they are endorsing McDonalds as well as other fast food chains.  While this may seem weird to the consumer's eye upon first glance, Burger King is addressing the issue of unemployment due to the COVID-19 pandemic and are explaining to their consumers that the whole fast food industry is in need of their support.  The copy in the advertisement is playful when they state "We never thought we'd be asking you to do this..." and it is almost as if they are making fun of themselves (a topic discussed in class on 10/13).  Overall, I enjoyed the message in this advertisement and I think it is applicable to brands changing with unforeseen circumstances that arise in the world.

Source:

https://www.thedrum.com/news/2020/11/02/burger-king-reveals-more-tender-side-asking-people-support-mcdonald-s

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You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, everyone's talking about Burger King's 'endorsement' of McDonald's.
"We never thought we'd be asking you to do this," begins the classy-looking message from Burger King.

After years of trolling its arch-nemesis McDonald's, today (2 November) Burger King got sentimental, asking its fans that despite all its efforts to highjack McDonald's customers, it now wants you to 'order from McDonald's'.

'Just like we never thought we'd be encouraging you to order from KFC, Quick, O'Tacos, Domino's Pizza, Subway, Eat Sushi, Pizza Del Arte, Hippopotamus, Pitaya, Sushi Shop, Big Fernand, Mamma Primi, Chez Michel, Le Bistrot Basque, Café Kokomo, Yima... or any of the other independent food outlets, too numerous to mention here," the print ad continues.

A sign of the desperate times we find ourselves in, the ad aims to remind people that food outlets are suffering at the hands of the pandemic, causing widespread unemployment as a result.

Burger King wants its fans to know that although "getting a Whopper is always best, ordering a Big Mac is also not such a bad thing." Beyond its social channels, the print ad was placed in two French national newspapers - L'Équipe and Le Journal du Dimanche.

For anyone who had followed Burger King for the past few years, this is extremely out of character. Just last week, i t played a Halloween stunt on its rival, where it installed voice-recognition software in its toilets, trained to listen out for the words 'cancelled clown'. If uttered three times, the lights of the toilet dimmed, and an eere Ronald McDonald appeared.

And at the end of 2019, Burger King revealed it had hidden a Big Mac behind ever Whopper it had photographed that year - to prove that its Whopper outsized McDonald's alternative.

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Burger King reveals a more tender side asking people to support McDonald's

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You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, everyone's talking about Burger King's 'endorsement' of McDonald's.

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"How Heineken’s using the biggest ever non-alcoholic beer sponsorship to grow the category" - 10/27

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"How Heineken’s using the biggest ever non-alcoholic beer sponsorship to grow the category" - 10/27

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This article discusses the recent increase in advertising efforts by Heineken to promote their non-alcoholic beer to the mass soccer fan audience.  It talks about the fact that "traditional" Heineken beer was the sponsor for the UEFA Champions League (a major European Sporting Event) and promoted the idea that their beer and spectating a soccer match are an ideal match.  With the introduction of the non-alcoholic beer advertising, Heineken are maintaining that message but are adjusting it to the current state of the world.  With so much soccer on TV these days (during the week especially), it would make no sense to be drinking that much alcohol (for health reasons).  As a result, Heineken are promoting the non-alcoholic beer as a way to enjoy the taste of beer without suffering the consequences of potentially drinking too much.  I found this article extremely relevant to our class because we have talked about many other brands adjusting their messages and promotions to fit the current state of the world that we are in today.

Source: https://www.thedrum.com/news/2020/08/11/how-heineken-s-using-the-biggest-ever-non-alcoholic-beer-sponsorship-grow-the

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Heineken recently announced a huge gear change in its alcohol marketing by entering into 'the largest ever single sponsorship deal involving a non-alcoholic beer brand', replacing Amstel as a Uefa Europa League sponsor. Hans Erik Tuijt, Heineken global sponsorship director, explains why.
Heineken has been a Uefa partner in one way or another since 1994. Now, it's putting down around €10m ($11.7m) a year to associate its non-alcoholic Heinkenen 0.0 alternative with European football, according to SportBusiness. While Heineken remains a partner on the higher-tier Uefa Champions League sponsorship, its bets are now hedged on the growth of the 0% ABV sector.

Hans Erick Tuijt, Heineken's global sponsorship director, has observed a surge of health and wellbeing trends accelerated by consumer reactions to coronavirus. This has helped drive a 40% sales growth in the 0.0 brand, year on year. Particularly in Russia and Europe. That growth helped to deliver some of the group's best results in a decade.

"We're confident that this category will keep gaining importance in these markets thanks to top innovation on taste," he says.

His goal is to target the 'Can't-ers' and 'Don't Want-ers', parents, professionals and active people who can't, or don't want, to get drunk, but still enjoy the taste of beer.

But the campaign is being driven by insight around the new state of broadcast football.

"We can watch football almost every day right now, so it's just not always reasonable to enjoy an ice-cold Heineken with every match."

With the closure of stadiums, broadcasters haven't been shy about putting more matches on TV - there's no risk of it cannibalising live ticket sales, after all. Every day now hosts some footballing occasion. It isn't hugely responsible or productive to encourage beer consumption on each of these days, especially considering the pandemic and impending recession bubbling away in the background.

Heineken 0.0% is now available in 58 markets globally (more than half of those in Europe). The crossover with the Uefa competition offers a supposed cumulative viewership of 550 million people across all live programming and an average 37 million viewers each matchday.

"We have a bold ambition and a great commitment to lead the premium non-alcoholic beer segment and build positive associations around drinking choices - in other words, we want to make alcohol-free beer cool." It will be able to activate the 'Now You Can' campaign across stadium boardings, digital rights, in-stadium executions, screenings and competitions. And that's just using the old way of thinking: sports marketers are coming up with new approaches every day in digital.

It's not just sports broadcasting that's changed in lockdown. People have - or more specifically, their consumption habits.

"It's no secret consumers have used lockdown to kick-start or refresh their health habits. And globally, we've never been more conscious of our health, which goes hand in hand with the wellbeing trends which we've seen enter mainstream consciousness in recent years."

With a measured decline in mainstream beer sales before the pandemic, one of the growth areas was non-alcoholic alternatives, as well as craft beers and seltzers. With this new sponsorship, Heineken will look to "unlock key non-alcoholic drinking occasions around sport".

But what does the prominence of the non-alcoholic product do for ABV-inclusive brands like Heineken and Amstel?

Tuijt believes that "the Heineken brand name through both products can become more synonymous with European football as a whole". The belief is that this new bet can only grow the market, and though putting down the biggest spend so far will provide a sure-fire headstart, it won't be a big one. Last year, Diageo tested the waters (pardon the pun) with Guinness Clear around its rugby properties.

Meanwhile, you might wonder what's happened to Heineken's Amstel brand, now it's been dropped from Uefa? Apparently, it's focused on "leveraging the synergies between markets for amongst others the Copa Libertadores in South America".

Heineken's return is accompanied by a new TVC campaign entitled 'The Wait'. It's early days yet, but Tuijt expects to see a performance spike. "With regards for performance of sponsorship properties, it will be interesting to see if there's a spike in interest due to football's return and the fact the competition will be finished off in a higher intensity mini-tournament format in Germany."

The semi-finals and final will be played as a straight knockout tournament across four cities in Germany (Cologne, Duisburg, Düsseldorf and Gelsenkirche) in August, in single-leg short bursts.

But this is a long-term deal. Heineken is sealed in for the next four years and will enjoy additional reach from the introduction of the Uefa Europa Conference League in the 2021/22 season.

However, the beer brewer is walking a fine line. Once upon a time we could have said the company sells alcohol. Now it sells beer, some with, and some without, alcohol. Can it make non-ABV alternatives cool without cannibalizing or demonizing its main product? Is it diversifying at the expense of itself or growing a new, undeniably healthier product? We've seen the 'Now You Can' campaign look to unlock lots of new drinking opportunities (like in the workplace, the gym, or in a car). Will it bite into the beer occasions too?

Tuijt concludes: "I think there will always be a demand for the original brand, however we need to satisfy growing trends like the interest in low and 'no' categories, and we think it's a bold move to support it on this platform."

The Europa League returned last week. Underlining the new digital-first strategy was a live-streamed gig from Defected Studios. With such a radical shift in the sponsorship strategy, we can continue to expect more fresh ideas from Heineken going forward.

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How Heineken's using the biggest ever non-alcoholic beer sponsorship to grow the category

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Heineken recently announced a huge gear change in its alcohol marketing by entering into 'the largest ever single sponsorship deal involving a non-alcoholic beer brand', replacing Amstel as a Uefa Europa League sponsor. Hans Erik Tuijt, Heineken global sponsorship director, explains why.

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I thought this commercial by Haagen-Dazs Ice Cream was fantastic.  While still producing a product-oriented commercial with traditional elements of food pornography (close up images of the ice cream), Haagen-Dazs played on the idea of hiding ones ice cream in the freezer and are even generating their own packaging...in the form of frozen peas.  In the commercial, there are scenes of Haagen-Dazs employees searching for "ugly" packaging colors and there is even a scene where the package is analyzed emphasizing its unattractiveness.  I thought this ad related to our classes on packaging design but from a different perspective where the consumer is supposed to make fun of the PDP rather than admire it. In the end, I'm not sure how effective the packaging was from a selling standpoint, but the company’s effort is incredibly unique and really caught my attention.

Source: https://www.adsoftheworld.com/media/integrated/haagendazs_trojan_peas

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Integrated advertisement created by Thinkerbell, Australia for Haagen-Dazs, within the category: Food.

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"Problem Solved #21: Budweiser on going ‘hyper-local’ to attract younger consumers" - 10/15

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"Problem Solved #21: Budweiser on going ‘hyper-local’ to attract younger consumers" - 10/15

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This article from TheDrum.com discusses a case study that looks at the situation that Budweiser experienced after they realized that mass market channels were beginning to get quieter.  In response, the brand chose new advertising methods to expand their brand to a younger audience.  Budweiser did this by teaming up with well-known rapper: Big Sean and creating a limited-edition beer can to celebrate the release of his new album.  The can was exclusively released in Michigan due to that being the home of the rapper.  They also created Labor Day promotions while also declaring itself “the official beer of shift change” and are even attempting to become the official beer of Utah!  I enjoyed this brief case study because it relates to our class discussions on brand image /personality as well as brand exposure which can be seen with the teaming up with a celebrity.  Also, it is interesting comparing this case study to the present Coors Light advertisements seen on TV.  Both brands are using the tactic of declaring themselves “The official Beer of …” for whatever target market they desire.  I think it’s a fascinating tactic

Source: https://www.thedrum.com/news/2020/10/13/problem-solved-21-budweiser-going-hyper-local-attract-younger-consumers

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To mark the launch of our new manifesto - setting out The Drum's editorial mission to help readers solve their problems - we're christening today Solutions Day on thedrum.com. And to set the tone, over the course of 24 hours our team of worldwide journalists will be spotlighting 24 recent examples of times when our industry demonstrated its remarkable talent for solving problems.
Problem: As a mass market brand, Budweiser has seen mass market channels become more muted.

Solution: The brewer has concoted a plan to connected with younger consumers locally in a way they can't miss.
Bud is tapping into everyday moments to in an effort to get into 25- to 34-year-olds' hearts, hands and refrigerators. Here's the inside scoop on its new marketing blueprint:

The brand has recognized that its sweet spot is "the intersection between something that has social currency within a sub-community and Budweiser having an authentic way of tapping in," according to vice-president of marketing Monica Rustgi.

Tactical examples include: Michigan getting its very own Big Sean 25oz tallboy Budweiser in honor of the rapper's new album, Detroit 2, and the brewer declaring itself 'the official beer of the shift change' in Philadelphia on Labor Day. Bud also bought a free lunch for those who punched the clock during the national US holiday. On top of that, it is currently campaigning to become the 'official beer' of Utah.

"Consumers can smell run-of-the-mill marketing," explains Rustgi.

"Even for a brand as large as Budweiser, we always want to make sure we're right at the heart of consumers and authentically."

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Problem Solved #21: Budweiser on going 'hyper-local' to attract younger consumers

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To mark the launch of our new manifesto - setting out The Drum's editorial mission to help readers solve their problems - we're christening today Solutions Day on thedrum.com.

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"Don't Make Ads, Make Tik Toks: How Top Brands are Finding Success Making Tik Toks, Not Ads" - 10/5

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"Don't Make Ads, Make Tik Toks: How Top Brands are Finding Success Making Tik Toks, Not Ads" - 10/5

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This article discusses how some brands have begun using the app Tik Tok to expand their brand and enter a new market of consumers. In fact, the author of the article goes as far as to say that some companies should refrain from other forms of physical advertisements and devote more time to Tik Tok content. The article includes examples of brands such as Manchester City (English Soccer Club) and Heinz and discusses how the brands utilize the app. Heinz for example, started a playful "#Squuezesafe challenge" that is very popular among a younger market of consumers. I thought this article related to our class discussion about Brand expansion on 9/10. This article talked about brands expanding their market audience as well as the platforms they use to advertise. In addition to these ideas, many brands sponsor Tik Tok content as well as hire celebrities in their Tik Toks to improve their image which also falls under the same category of Brand expansion.

Source:
https://www.campaignlive.co.uk/article/top-brands-finding-success-making-tiktoks-not-ads/1693743?utm_campaign=CAMnative&utm_medium=Native&utm_source=CAM&mvt=i&mvn=63a6488a62b640a8b0068f40b127f951&mvp=NA-WWWCAMPCOUK-11235995&mvl=Article%20-%20Related

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How top brands are finding success making TikToks, not ads

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"DWYANE WADE WANTS TO FIX DIVERSITY ISSUES IN MARKETING" - 9/30

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"DWYANE WADE WANTS TO FIX DIVERSITY ISSUES IN MARKETING" - 9/30

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This article I found on "Adweek" discusses how former professional NBA player, Dwayne Wade, is helping marketers connect with a more diverse audience.  His organization is called CAA AMP, and has already had success in advising companies such as EA (video gaming) and Wilson Sporting Goods.  The article also mentioned topics such as brand behavior and how brands need to focus less on the data points in their research and more time trying "to understand the entirety of their consumers’ lives and what motivates them" (Stanley).  Finally, the article discusses how the organization is guiding brands on how they should speak about racial issues, in addition to becoming advocates for people of color.  I think this last idea applies to the Nike commercial we watched in class on 9/8 which has a clear appraoch to supporting poeple of color as well as highlightig racial issues.

Source: https://search.proquest.com/docview/2443863402/D9945F0111434970PQ/12?accountid=27680

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Explore millions of resources from scholarly journals, books, newspapers, videos and more, on the ProQuest Platform.

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This Serbian commercial aired in March of 2020 and features a new line of coke bottles that include some of the most haunted sights in all of Serbia.  The commercial consists of young adults consuming he beverage and disapearing only to appear in a supernatural/haunted world with their friends.  There are vampire references in the poem as well as never ending fun as the kids in the commercial are seen smiling the entire commercial.  After viewing the commercial, I made the connection to package designing as well as the commercial being a consumer oriented approach.  I feel that the package design since it is not too different from the original, features imagery of a connotation of lifesyle.  I was able to make a similar connection to products that feature sights in the city that I grew up around and I think it makes the product more engaging as well as personal.
Source: https://www.adsoftheworld.com/media/film/cocacola_coke_mystical

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Film advertisement created by McCann, Serbia for Coca-Cola, within the category: Non-Alcoholic Drinks.

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"Travis Scott's McDonalds Meal Advert" - 9/15

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"Travis Scott's McDonalds Meal Advert" - 9/15

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A few weeks ago, McDonalds released a new ad campaign centered around Rap Music Star Travis Scott and his signature McDonalds order.  The commercial features Scott's voice as he goes over the contents of his order while his music plays in the background.  I found this ad significant because it is a strong example of content that we discussed on 9/10 about Brand Exposure.  Here we see McDonalds taking advantage of a very popular celebrity to not only make a financial profit, but also to expand the culture of their brand (they even have a new merchandise line with both Scott and McDonald's branding).  Scott did not need the sponsorship but understood that the partnership would be beneficial for both parties.
Source: https://www.msn.com/en-gb/foodanddrink/other/travis-scott-s-mcdonald-s-meal-advert/vi-BB193ClS

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This advertisement for the Belgian Professional Soccer League caught my eye because of its unique association of soccer fans returning to stadiums and racism.  As an avid soccer fan, I am aware of the amount of racism seen in the game and I think this ad does a nice job capturing that message while also showing an understanding for the burden of not being able to watch a soccer match in person.  The music is appropriate for the ad as it correlates well with the dark images of empty soccer grounds.  The copy line at the end ("Bring Passion Back, Leave Racism Out") is very well put and left a strong impact on me after watching the ad.
Source: https://www.adsoftheworld.com/media/film/pro_league_keep_racism_out

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Film advertisement created by BBDO, Belgium for Pro League, within the categories: Public Interest, NGO, Sports.

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"Big Bertha B21 Driver || Distance Any Way You Swing It" - 9/2

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"Big Bertha B21 Driver || Distance Any Way You Swing It" - 9/2

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I chose this Callaway Golf Commercial not only because of my interest in golf, but also by the commercial's format.  This commercial would fall into the "hard sell" category.  It's product oriented and the point is clear (the point being, you should want to buy this club).  There are various camera angles of the club as well as statements advertising its physical benefits that can increase your golf game.  I found the commercial very similar to the OxiClean commercial we viewed in class on 8/27 in regards to format.

Source: https://www.youtube.com/watch?v=P6uw3-GQTSc

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Big Bertha B21 Driver ||  Distance Any Way You Swing It

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"Why KFC isn't stickin' with its famous finger lickin' slogan... for now" - 8/29

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"Why KFC isn't stickin' with its famous finger lickin' slogan... for now" - 8/29

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While I have never seen an ad like this in person, I have noticed a dramatic change in recent KFC ads on TV.  I think this image relates to our class discussion on 8/25 regarding how ad campaigns must adapt to the current state of the world (in this case, the COVID-19 pandemic).  I found the ad playful (regarding their slogan "finger lickin' good") but at the same time serious with its clear message of preventing the spread of germs. It shows corporate consciousness on the brands part, for understanding that it was not the time to relaese their new ad campaign because of the push to stop the spread of germs.

Source: https://www.thedrum.com/news/2020/08/26/why-kfc-isnt-stickin-with-its-famous-finger-lickin-slogan-now