SBD/February 7, 2011/Marketing and Sponsorship

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  • Super Bowl Ads: Doritos, Bud Light Ads Featuring Dogs Tie Atop USA Today Ad Meter

    Doritos and Bud Light "tied for the top Super Bowl commercial as selected by consumer panelists rating the ads as they aired in the game for USA TODAY's 23rd annual exclusive Ad Meter," marking the first time two ads tied for the top spot, according to Bruce Horovitz of USA TODAY. Doritos "struck marketing gold" with its ad featuring "a guy who pays big-time for teasing a hungry pug dog with Doritos." The ad was consumer-generated as part of the "Crash the Super Bowl" contest, and marked the "second time in three years that consumers chose as best commercial an ad by a regular Joe." Meanwhile, Bud Light's ad, which aired late in the fourth quarter, featured a "dog sitter who gets the canines to cater his party." The ad marked a "return to glory" for A-B, which "won 10 consecutive Ad Meters" from '99-'08. The No. 3 ad was a "highly professional spot" for Volkswagen's Passat brand, and was "about a huggable kid in a Darth Vader costume who -- with an unknown assist from his dad -- thinks he has started the car with 'the Force.'" The No. 3 finish marked the "highest finish ever by a car ad in the Super Bowl, tying a Nissan ad" in '97. Horovitz notes many highly ranked ads shared a "common bond," as they had "been widely seen on Facebook and YouTube for days -- and even weeks -- before the game." Horovitz: "Such success throws a monkey wrench in a long-held and apparently faulty belief by Super Bowl advertisers that they need to keep their secret until game day" (USA TODAY, 2/7). The Doritos ad reportedly cost just $500 to make, but Deutsch Inc. Chair Donny Deutsch said of that claim, "And I got the Brooklyn Bridge to sell you also. That's just not fact. They can spin it all they want" ("Today," NBC, 2/7).

    Bud Light
    Dog sitter puts dogs to work
    Doritos Dog's revenge for Doritos teasing
    Volkswagen "Darth Vader" starts 2012 Passat
    Doritos House sitter brings back grandpa from ashes
    Pepsi Max Love hurts with bad girlfriend
    Mini Cooper "Cram It In The Boot" game show
    Stella Artois Women in tears as Adrien Brody loves only Stella
    Go Daddy Danica Patrick, Jillian Michaels in the buff?
    Hyundai Elantra shows compacts don't have to be boring or tiny
    Hyundai Elantra breaks "good enough" compact trance

    MAY THE FORCE BE WITH YOU: In Ft. Worth, Robert Philpot writes the Volkswagen Darth Vader ad "has so many good qualities." Philpot: "It's sweet, it's humorous, it tells a story that is easy to follow. It features an adult male who doesn't act like an idiot. And nobody gets hit in the crotch." (FT. WORTH STAR-TELEGRAM, 2/7). In N.Y., Stuart Elliott writes the ad was a "loving, spot-on tribute to 'Star Wars,' and its ardent fans" (N.Y. TIMES, 2/7). In New Orleans, Dave Walker ranked the ad No. 1, and writes it was "adorable, and an understandable pre-kickoff favorite via countless Internet preview plays, albeit in longer form." Walker: "Nothing topped it" (New Orleans TIMES-PICAYUNE, 2/7). In L.A., Austin Knoblauch wrote the Volkswagen ad was the "best commercial of the Super Bowl." Knoblauch ranked Snickers' ad featuring Roseanne Barr and Richard Lewis No. 2, the "Doggy Doritos" ad No. 3, the E*Trade "baby commercials" No. 4 and Bridgestone's "Reply-all commercial" No. 5 (, 2/6). In Dallas, Tom Maurstad awarded the Volkswagen ad his "best in show" designation, as it was a "sweet, smart spot without a trace of special effects or sexual innuendo." Maurstad writes in general there was "not much in the way of raunchy high jinks" this year (DALLAS MORNING NEWS, 2/7). Former A-B Exec VP/Global Industry Development & CCO Bob Lachky writes there is "not much about the car's features but it keeps your attention until a great joke at the end. Good family appeal" (, 2/7).

    AD ROUNDUP: In S.F., Peter Hartlaub in a front-page piece writes there were a "few bright moments" among the ads. Bridgestone "had a series of clever, upbeat and mayhem-free advertisements, including a beaver that saves a careful driver from a collapsing bridge" (S.F. CHRONICLE, 2/7). In West Palm Beach, Leslie Gray Streeter wrote Volkswagen's spot is the "funniest ad to hit both the Xers and the kids watching the animated 'Star Wars' series." Meanwhile, Audi's ad featured rich people who "break out of the caviar/old money prison to a sure escape." One of the escapees "picks a Mercedes and gets caught, while the other takes the Audi and gets free." Streeter: "A long way to go to get there for that joke. But funny." Streeter also wrote Chrysler's ad featuring Eminem and the city of Detroit was "unexpectedly civic-minded and patriotic, even" (, 2/6). In Milwaukee, Duane Dudek awarded a "touchdown" to the Chrysler ad, as it "romanticizes the working-class spirit of Detroit." Dudek also awarded a "field goals" to two Bud Light ads, including the one where "dogs not only play poker, they grill burgers and serve Bud." Bud Light's "first-quarter HGTV parody in which a kitchen redesign involves a bucket of beer was an early score." However, Dudek writes most of the ads were "forgettable." Snickers tried to "re-create a Betty White moment with Roseanne Barr, but fails." Meanwhile, he asks, "Did the Groupon ad, with Timothy Hutton, illuminate the dilemma of the Tibetan people or exploit it?" (MILWAUKEE JOURNAL SENTINEL, 2/7).

    FOX GETTING ITS OWN PROPS: In N.Y., David Hinckley writes the best ad was the Fox ad in which "House" star Hugh Laurie pulls off a "deliciously twisted parody of the famous Mean Joe Greene Coca-Cola ad." Hinckley: "This one ends up with the kid crying. It's a keeper." The second best ad was the Audi "Escape to Luxury" ad. Hinckley: "A whole screwball prison escape drama in 60 seconds. 'Unleash the hounds,' barks the boss man, and elegant Afghans bound out. It ends with Kenny G. Who could have known?" Meanwhile, the worst ad was Doritos' "Finger-lickin' good" ad. Hinckley: "A guy licks the fingers of someone who has just finished a bag of Doritos, to get the cheese residue. Maybe the creepiest spot in Super Bowl history" (N.Y. DAILY NEWS, 2/7). BROADCASTING & CABLE's Ben Grossman writes Fox' promo department "had a great night," as the ad for "Terra Nova" was "fantastic." A halftime "American Idol" spot "worked, highlighting the new blood that Steven Tyler and Jennifer Lopez have brought to the 10-year-old show." The "House" ad also "was fun" (, 2/7).

    MISSING THE MARK: In DC, Hank Stuever writes the Super Bowl ads "mostly failed to score big." There were a "few highlights here and there, beginning and ending for most viewers with a satisfyingly cute Volkswagen ad." Chrysler's ad in which Eminem "drives meaningfully through the Motor City" was a "daring yet laughably pretentious ad about a Detroit rebirth." Stuever: "Tagline: 'Imported from Detroit.' It was a bold statement, delivered unconvincingly." Meanwhile, Go Daddy's "anticlimactic reveal" was that Joan Rivers "is their new hot celeb, superimposing Rivers's head atop a buxom new body." Stuever: "A nation goes ick in unison." Groupon also "hit a strangely tasteless note with two ads that start out seeming to be about one thing … and then shift into a just-joshin' punchline" (WASHINGTON POST, 2/7). The STAR-TELEGRAM's Philpot writes the ads "for the most part … didn't justify the reported $3 million that advertisers paid for 30 seconds of airtime." Philpot: "And that's not counting what they paid for over-produced ads that turned into muddles" (FT. WORTH STAR-TELEGRAM, 2/7). The S.F. CHRONICLE's Hartlaub rhetorically writes, "How bad were the ads?" The first two Pepsi Max spots "featured the same punch line at the end: someone getting hit in the face with a can." A Chevy ad poked fun "at elderly people in a retirement home," and Groupon "premiered an amazingly tone-deaf commercial about Tibet." Hartlaub: "You know it's a bad year when the perpetually misogynist ads don't even register an honorable mention on the worst-of list" (S.F. CHRONICLE, 2/7).

    COMING ATTRACTIONS: In L.A., Steven Zeitchik noted while "a number of the best-received spots referenced well-known films," ads for upcoming movies "landed with more of a thud." Perhaps the "most well-received -- or at least the most intriguing -- came with 'Super 8,'" produced by Steven Spielberg. While some Twitter users said that the ad "reminded them a little too much of Spielberg's 'E.T.,' comments about the commercial were retweeted often and generously" (, 2/6). DAILY VARIETY's Brian Lowry wrote Marvel and Paramount's spot for "Thor" gave a "good taste of what's going to be in the movie while making it appear both serious and fun." DreamWorks also "took exactly the right tack in its ad for the next 'Transformers' -- showcasing a big action sequence and not including any of the dialogue." However, "on the flip side, if you aren't a comic-book geek, it's probably difficult to draw much of a conclusion about 'Captain America: The First Avenger.'" Lowry noted three animated movies "duked it out in the second half." Paramount's "Rango" looked "quite funny and charming." But Lowry added of Fox' "Rio" and Disney's "Mars Needs Moms," "Not quite so much" (, 2/6).

    LACKLUSTER NIGHT OVERALL: Donny Deutsch said there was not “anything overwhelming” in this year's batch of Super Bowl ads. Deutsch: “I don’t think the world was set on fire when I look at the totality of it." USA Today’s Laura Petrecca said the Super Bowl was an "ad year with lots of talkers. Nothing really stands out, like the Snickers ad last year with Betty White, but lots of big celebrities, good music ... so people will be talking about the ads this year more so than last year” (“Today,” NBC, 2/7). CNBC's Carl Quintanilla said of the ads, "What struck me is that there wasn't one that seemed to be a cultural touchstone ... that we'll be talking about in 10 years" (“Squawk Box,” CNBC, 2/7). Author Sally Hogshead said, "This year we saw the return to the simple, brilliant idea. The ads that won were not the ones with the flashy, over-the-top special effects and it wasn't even necessarily the ones with the glossy celebrities. This was about great ideas" (“The Early Show,” CBS, 2/7).

    Print | Tags: Marketing and Sponsorship, Anheuser Busch, Frito-Lay, Volkswagen
  • Super Bowl Ads: Sophomoric Humor, Questionable Language Returns To Game

    Several ads that ran during last night's Super Bowl XLV broadcast "went for humor that some viewers might consider inappropriate," including Teleflora and Mini Cooper, according to Rob Owen of the PITTSBURGH POST-GAZETTE. Teleflora included singer Faith Hill saying the phrase, "Dear Kim, your rack is unreal," and Mini Cooper's ad showcased a game show-style television show called "Cram It In The Boot." Meanwhile, Groupon "gets the Bad Taste Award for its spot that began like a humanitarian fundraiser pitch before switching gears" (PITTSBURGH POST-GAZETTE, 2/7). In N.Y., Stuart Elliott kept a running blog of the ads and asked if this is the "racy-language ad bowl?" Elliott: "First, Eminem says 'damn' in a spot for Lipton Brisk, then an actor in a Teleflora spot with Faith Hill uses the word 'rack' in describing his girlfriend's, er, um, charms." He later wrote, "I saw at least one comment on Twitter from a mother saying she had to explain to a child what 'rack' meant" (, 2/6). On Long Island, Verne Gay writes of Teleflora’s ad, “Maximal buzzkill in the span of 30 seconds -- Faith Hill bantering with a boob who texts, or e-mails, (or who cares) the first thing that pops into his head about his girlfriend” (NEWSDAY, 2/7).

    MORE LOW-BROW HUMOR: In Denver, Joanne Ostrow writes Pepsi Max' ads "seemed not just brutal and politically incorrect but terribly old-fashioned." Ostrow: "Throwing a can of no-calorie soda at a woman, knocking her off the bench? Another can launched at a preppie guy, hitting his privates? When does aggressive, pain-inducing violence lose its appeal as a sales tool, even for a testosterone-heavy football crowd?" Doritos presented "another grotesque effort," as it "pushed the homophobic -- or maybe just outmoded -- button with its suggestive finger-licking, crumby-pants-smelling ads" (DENVER POST, 2/7). AD AGE's Ken Wheaton ranked Skechers' ad as the worst of the night, giving it just one star. He wrote, "Skechers is just plain sketchy in an ad that makes GoDaddy look like a class act." Kim Kardashian gives a performance that "seems to purposely strive for the look and feel of low-budget porn" (, 2/6). Deutsch Inc. Chair Donny Deutsch said "What I don't love about the ads ... is the buffoonery of young men, just men looking like idiots" ("Today," NBC, 2/7). 

    GROUPON CEO DEFENDS AD: The N.Y. TIMES' Elliott writes the Groupon ad "went for shock-value humor" with Hutton "bemoaning the plight of 'the people of Tibet,' then veering off to praise a group discount at a Tibetan restaurant in Chicago." The spot made designer Kenneth Cole's "comment about Egypt on Twitter last week -- 'Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available' -- seem sensitive" (N.Y. TIMES, 2/7). The WALL STREET JOURNAL's Emily Steel notes the ad "was slammed as offensive by some ad executives." Groupon CEO Andrew Mason said that he "did not consider the ad to be offensive, rather a 'spoof' on the company and typical celebrity-endorsed" PSAs. Mason added that Groupon "plans to raise funds for the plight of people in Tibet" (WALL STREET JOURNAL, 2/7). MDC Partner Chair & CEO Miles Nadal, whose group helped create the Groupon spot, said, "Popularity and effectiveness of advertising are not necessarily one and the same. In fact, they're usually very different. In terms of response being relevant in pop culture terms, we thought it was terrific" (Bloomberg TV, 2/7).

    RISKY STRATEGY: AD AGE's Wheaton gave the Hutton ad four stars and wrote Groupon's pre- and postgame spots "similarly turn the celebrity-cause-hectoring genre on its head for a laugh while managing to explain what Groupon does to the unwashed masses who've never heard of it." Wheaton: "Risky. But it doesn't come off as crass as Kenneth Cole tweeting about Egypt" (, 2/6). But in Chicago, Phil Rosenthal writes Groupon "cheapened itself" with a spot that "trivialized the oppression of the people of Tibet and unleashed a riptide of criticism online" (, 2/7).

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  • Super Bowl Ads: Celebrities Take Center Stage In Several Noteworthy Spots

    Celebrities who starred in ads during last night's broadcast of Super Bowl XLV “helped commercials stand out, for better (Faith Hill in an amusing Teleflora ad) or worse (Joan Rivers as the new girl) or weird (an animated Eminem, pitching Brisk; Ozzy Osbourne and Justin Bieber pitching for Best Buy) or kinda sad (Oscar winners Adrien Brody and Timothy Hutton shilling Stella Artois and Groupon, respectively),” according to Robert Philpot of the FT. WORTH STAR-TELEGRAM. The “biggest Super Bowl celebrity may be the E-trade baby, making his annual funny/creepy appearance” (FT. WORTH STAR-TELEGRAM, 2/7). In Detroit, Mekeisha Madden Toby notes Eminem, who also appeared in a Chrysler ad, "wasn't the only celebrity to appear in commercials this year.” Rivers “made a splash in an offbeat Go Daddy ad, or at least her head did.” The 77-year-old's “famous noggin was superimposed on that of a much younger and firmer woman's body, giving the spot a shockingly funny punch line.” The “same can't be said for the Snickers spot starring comedians Richard Lewis and Roseanne Barr.” The two “played cranky and lethargic lumberjacks,” but “for some reason, Barr is violently slammed with a log.” Toby writes the Snickers spot “is just a recycled idea with new celebrities.” Also, Kenny G “must've gotten the memo on unconventionality." The saxophonist "lent humor and music to a very cute and clever Audi ad while Oscar-winning actors Cuba Gooding Jr. and Timothy Hutton poked fun at themselves and celebrity endorsements for Groupon” (DETROIT NEWS, 2/7).

    AND THE CRITIC’S CHOICE AWARD GOES TO: In Dallas, Tom Maurstad writes there were "several famous faces popping up, but the ad making the most of its star" was Stella Artois' spot with actor Adrien Brody. The "flat-out funniest commercial" was Best Buy's spot "featuring Ozzy Osbourne dazedly at work on a new high-tech ad for some whiz-bang phone that has him dressed like he's in a Janet Jackson video." Meanwhile, Snickers' ad featuring Lewis and Barr "followed last year's hit of the game -- featuring Betty White and Abe Vigoda," and it was "not nearly as funny” (DALLAS MORNING NEWS, 2/7). In Ft. Lauderdale, Tom Jicha writes Kenny G “has to be a good sport to allow himself to be the punchline of this joke” (, 2/7). Author Sally Hogshead said of the Audi ad with Kenny G, "It made statement about the product that we wouldn't have thought of before" ("The Early Show," CBS, 2/7). In Ft. Worth, Rick Press named Go Daddy’s first spot among the best, noting Rivers, “in all her enhanced glory, is revealed as the newest Go girl in a sly Super Bowl ad.” Press writes the worst ad during yesterday’s telecast featured Ozzy Osbourne and Justin Bieber "in a fake beard shilling for Best Buy.” Press: “This was one of the worst ideas ever” (FT. WORTH STAR-TELEGRAM, 2/7).

    FALLING FLAT: The WALL STREET JOURNAL’s Emily Steel writes “several star-studded ads flopped, at least among Madison Avenue peers," including the Snickers spot that "failed to live up to the buzz of last year's Betty White ad.” Ad execs said that “some ads featuring Super Bowl ad icons, such as CareerBuilder's chimpanzees and the girls, felt stale” (WALL STREET JOURNAL, 2/7). Albuquerque-based McKee Wallwork Cleveland President Steve McKee said Rivers' Go Daddy ad "was dreadful, as were all the Go Daddy spots." He added Skechers' ad featuring reality TV star Kim Kardashian "was beyond bad" (, 2/7). In San Antonio, Jeanne Jakle writes the best moments during the Super Bowl ads were when companies "kept it simple instead of trying too hard by utilizing big celebrities ... to no effective purpose" (SAN ANTONIO EXPRESS-NEWS, 2/7).

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  • Super Bowl Ads: Chrysler Prominently Displays Rebirth Of Brand, Detroit

    Chrysler aired a two-minute commercial during the third quarter of Fox' Super Bowl XLV broadcast last night, and it was “an ad about the new Chrysler 200 but also an ad about Detroit, the city, the mindset” and the attitude in “a town that’s been to hell and back,” according to Ron Dzwonkowski of the DETROIT FREE PRESS. There “may be more talk about Eminem, Chrysler and ‘the ad’" in Detroit than about the game. The “extraordinary two-minute commercial, believed to be the longest ever aired during a Super Bowl, was developed by Chrysler’s new ad agency," Wieden + Kennedy, Portland. Fiat/Chrysler CEO Sergio Marchionne said last week that the company “spent less than $9 million for the air-time.” Dzwonkowski writes, “Don’t know if it will sell cars. But Sunday night, it sold a city. And a lot of people were watching” (DETROIT FREE PRESS, 2/7). The ad shows Eminem, a Detroit native, "behind the wheel of the classy-looking ride." He parks, the car, walks through the Fox Theatre and points "directly at the camera to address the earlier question: 'This is the Motor City and this is what we do.'" Eminem's manager, Paul Rosenberg, said, "We realized there was a lot in common with Chrysler's story as it relates to Detroit and Eminem and his ability to overcome. We think the video we made with Chrysler is a statement about the passion of the company and the City of Detroit and we are proud to be a part of it" (DETROIT FREE PRESS, 2/7). Author Sally Hogshead said, "This commercial has a sense of gravitas that we didn't expect from Chrysler, and certainly not from Eminem. But it worked incredibly well" ("The Early Show," CBS, 2/7).

    LET'S HEAR IT FOR DETROIT: AD AGE's Ken Wheaton gave the ad four stars and wrote, "What starts out as a down-on-our-luck tribute to a broken city morphs into a defiant, we're-back rallying cry" (, 2/6). In Detroit, Keith Crain wrote, "It's a great story for Chrysler, but it's an even better story for Detroit." Crain: "I don't know if they were interested in selling any Chrysler cars, but I sure was overwhelmed because the spot was all about our city. It was the best piece of promotion and marketing for our community that I have ever seen" (, 2/6). Deutsch Inc. Chair Donny Deutsch said, "This is the soul of Detroit ... and I just thought it was brilliantly crafted." NBC's Matt Lauer: "We call it the 'Eminem Chrysler ad.' He's barely in it. ... Really the star of this is the city of Detroit" ("Today," NBC, 2/7). Conover Tuttle Pace Exec Creative Dir Grant Pace said, “To me, it wasn’t even a commercial for a car or a car company, it was for an entire city. It was inspired, and it gave me chills” (BOSTON HERALD, 2/7).

    SELLING A CAR OR A CITY? In Minneapolis, Jon Bream writes the ad was among the "losers" of the night. Bream: "Over the minimalist beat of Eminem's hip-hop anthem 'Lose Yourself,' a narrator talks about the tough times of Detroit, how the city is misunderstood and how luxury is built there. ... It was a better plug for the Motor City than for Chrysler 200" (Minneapolis STAR TRIBUNE, 2/7). On Long Island, Verne Gay writes, “This is an ad? Or Detroit manifesto? Or follow it to the hard grit-in-your teeth conclusion, with this winning tag: ‘Imported from Detroit'” (NEWSDAY, 2/7). Former A-B Exec VP/Global Industry Development & CCO Bob Lachky writes the Chrysler ad was "way overdone and really another way to say 'Buy American.'" Lachky: "I guess when you're Chrysler's agency and you have to live in Detroit you do these things. But it did get your attention, and it was a totally different approach, so good effort" (, 2/7).

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  • Super Bowl Ads: Chrysler, Volkswagen Spots Resonate Most With SBD Ad Panel

    Chrysler and Volkswagen emerged from a crowded Super Bowl XLV ad roster as the clear winners, according to THE DAILY's panel of marketing and branding experts who provided their input on all the spots throughout last night’s broadcast on Fox. Chrysler’s 120-second commercial -- the longest of the night -- resonated most with the Twitter panel: Horizon Media Senior VP & Dir of Research Brad Adgate, former Kodak CMO Jeffrey Hayzlett, Octagon First Call Dir of Talent Relations Michael Jacobson, Deep Alliance Marketing President Dave Paro and Momentum Worldwide Chair & CEO Chris Weil. Four of the five selected Chrysler’s third-quarter ad, an uplifting message in which the automaker channeled the struggles and rebound of hometown Detroit to inspire an entire country of viewers, as the Super Bowl’s top commercial. It also was the most buzzed about ad on Twitter last night, with several other users chiming in on how well-received the spot was. Volkswagen’s second-quarter commercial starring a child dressed as Darth Vader proved to be the second-most effective on the night among SBD panelists, while Coca-Cola’s “Borders” ad also drew strong reviews. On the other end of the spectrum, Go Daddy swung and missed on both of its in-game spots, according to the SBD panelists, who cited fatigue with the company’s marketing efforts. The live Super Bowl advertising roundtable can be read in its entirety on Twitter, using the hashtag #SBDSB, and below are some selected tweets from Adgate, Hayzlett, Jacobson, Paro and Weil:

    *Paro: "Biggest consumer event of year and AT&T runs a B2B message in pre-game."

    *Weil: "Focus rally? How about an idea w no focus - I have no desire to follow any of them let alone buy a car?"

    *Paro: "Not one of better Bud Light 'Here We Go' spots. Should have started with something stronger."

    *Weil: "Way too much going on in th A8 ad. Just show the car its the best on the road. Why the complicated bad story?"

    *Jacobson: "Chevy Cruze ad will get replay, but how do we feel about making fun of the sr citizens?"

    *Hayzlett: "Did anyone else get from the Doritos ad that it is associate the product with fetish? Icky at best."

    *Adgate: "Interesting that advertisers shun senior citizens yet do an SB ad at retirement home."

    *Paro: "Will ad creatives ever reach a point where they think blasts to the crotch aren't funny? Hope so."

    *Paro: "GoDaddy just triple downed on bad taste. And, I'm sure they're ecstatic with themselves."

    *Weil: "Lipton Eminem ad good for 1 reason - 1 spot commercial pod!"

    *Hayzlett: "Joan Rivers is a friend but even she cannot save a commercial!"

    *Jacobson: "Thank you Budweiser for letting me hashtag #tinydancer."

    *Adgate: "The western singalong was the best Anheuser Busch ad of the night."

    *Hayzlett: "Motorola Xoom did an Apple! Had the once sleeping former giant awoken@ Hats off to Anomaly for great Super Bowl ad."

    *Jacobson: "Such a great ad, Volkswagen homerun with Darth Vader and timeless John Williams score."

    *Weil: "The crowd here (mostly female) loved VW and Darth Vader. Biggest reaction so far over here."

    *Paro: "Career Builder and Snickers both showing that good campaign concepts (based on brand position) can have staying power."

    *Hayzlett: " is a good ad. nice synergy for the brand = avoid bad experience come to us and we will protect you."

    *Weil: "Etrade baby should either grow up or get a new writer - his schtick has gotten pretty lame."

    *Paro: "So many odd things about that Chrysler 200 ad I don't know where to start. But, a very gutsy call."

    *Jacobson: "Chrysler Eminem ad is tragic and epic at the same time."

    OTHER SURVEYS: AdBowl, an ad ranking website and iPhone app, found Volkswagen’s “The Imperial March” spot for the Passat to be consumers’ favorite Super Bowl spot. Approximately 11,000 voters registered to participate in the AdBowl study on Twitter by the end of Sunday. Meanwhile, an HCD Research study determined Bridgestone’s “Saluting Beaver” ad to be the best Super Bowl XLV spot. In addition, according to the more than 250,000 tweets monitored by BrandBowl2011, Chrysler was the most effective brand that advertised during the game. The study found to be the least effective advertiser.

    Print | Tags: Marketing and Sponsorship, Football, Volkswagen, Chrysler
  • Joe DiMaggio Merchandise Line Expected To Launch Next Year

    DiMaggio trading cards, bats, T-shirts and jerseys will be part of new line

    The estate of Joe DiMaggio has signed a deal to put the late Baseball HOFer’s “name and likeness on a slew of new merchandise that's planned to launch next year,” according to James Covert of the N.Y. POST. MODA Licensing President & CEO Michelle Alfandari said that “an assortment of trading cards, bats, T-shirts and jerseys are already in the works” to commemorate the 70th anniversary of DiMaggio's 56-game hitting streak. Alfandari said that the “bigger initiative is to develop a stable of enduring product lines inspired by Joltin' Joe, from food to fragrances.” A new line of “men's clothing and accessories aimed at department stores will be a special focus.” Dominant Players Owner Elizabeth Kanna, whose firm is devising a brand strategy for the efforts, said that the deal is worth "millions and millions," but declined to be more specific. Kanna compared DiMaggio's “superstardom to that of his one-time wife Marilyn Monroe, whose image rights likewise were acquired last month by a different licensing firm.” Sources said that that deal “was cut for less than $50 million after about six months of talks.” Morris Engelberg, DiMaggio's lawyer who is serving as counsel for the licensing initiative, said that he will “impose a few strict guidelines.” He noted that “until now the rights to DiMaggio's name have been granted only to a tiny handful of ventures, including Manhattan's West Side Highway and a children's hospital in Florida.” Kanna said that “Italian and ballpark fare such as hot dogs probably make sense” for food licensing (N.Y. POST, 2/7).

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  • Heading To The Valley: PGA Of America Signs Chalone Vineyard As Official Wine

    Chalone Vineyard, a California-based Diageo brand, has signed a three-year deal to be the official wine of the PGA of America. The sponsorship will enable Chalone to integrate its wines into PGA of America events, while also gaining access to the group’s 27,000 PGA pros and the 10,000 PGA-staffed facilities that are affiliated with the association. “This is a category we’ve been looking at,” said PGA of America Senior Dir of Business Development Kevin Carter. “We had this space open for a couple of years and this is a good match. Chalone has done some golf marketing in the past and with the events we have plus all of the clubhouses and corporate events we have, it’s a good fit in the golf space. There’s the idea that we’ll also do some wine-tasting around some of our events.” Financial terms of the deal were not available, but there is a cash component from Chalone as well as access to work with clubs on how to market and sell wine. Chalone will provide wine education programming, tips for selling wine on site and other hospitality ideas. Chalone, founded in 1919, is the oldest vineyard in Monterey County, Calif.

    Print | Tags: Marketing and Sponsorship, Golf
  • Marketplace Roundup

    Hainer expects adidas to have annual growth of 15-20% in China through '15

    The Yankees last week “signed a 15-year lease for the 2,000-square-foot storefront in the landmark Paramount Building at 1501 Broadway, the same tower that houses Bubba Gump Shrimp Co. and the Hard Rock Café” in Times Square. Newmark Knight Frank broker Jeffrey Roseman, who represented landlord Paramount Leasehold LP in the transaction, said that the team store “will open within the next few months, selling Yankees merchandise and game tickets” (WALL STREET JOURNAL, 2/7).

    GROWTH CURVE: adidas AG Group Chair & CEO Herbert Hainer said that the company “expects to continue expanding business next year after a strong 2010, but has concerns over high commodity prices.” Hainer said that the company “expects strong growth in China, where the company plans to post sales of more than one billion euros in 2011, a market where adidas [hopes] for annual growth rates of 15 to 20 percent until 2015.” Hainer said late last year that he “expects Adidas to grow faster worldwide than U.S. archrival Nike.” He added, "We are lucky, that we have the women's soccer world cup and many other sport events on top of that (in 2011)”(REUTERS, 2/6).

    PAINTING OVER: In England, Chris Hopper reported Crown Paints “will not be on the front” of EPL club Blackburn Rovers’ jerseys “next season after the firm decided to end” its US$6.78M sponsorship deal. Crown Paints said that it “made the ‘difficult’ decision after reviewing its ‘growth strategy.’” The company had sponsored the team since ’08. Blackburn owners are reportedly “interested in exploring commercial deals tied into [the] Indian market” (, 2/5).

    HAIR-RAISING ATTENTION: In Cincinnati, Laura Baverman notes the Head & Shoulders brand team, which signed Steelers S Troy Polamalu to a  season-long sponsorship in the fall, said that the “buzz it’s generated through traditional and social media is worth more than a single national advertising spot during the Super Bowl.” Head & Shoulders Assistant Brand Manager Mihira Patel said, “The great PR work behind Troy and his sense of humor around his hair has really catapulted us into the next level” (CINCINNATI ENQUIRER, 2/6).

    Print | Tags: Marketing and Sponsorship
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