Tag Archives: branding

Different Perspectives: Dream Crazy, Crazier, and Be the Best You

Consumers have many opinions about product advertising and branding, and they are not afraid to voice them. Opinions can depend on the times, trends, and moods of the population. In the U.S. today, the topics of social justice, harassment, and equality are very much top of mind for many consumers. Consequently, they may respond to advertisements in a different way today than they might have responded a few years ago.

One very timely topic that is addressed by Gillette is the harassment that started the #MeToo movement. A new ad from the company focuses on bullying and ‘toxic masculinity’ and asks consumers “Is this the best a man can get?” The ad was designed to inspire positive behavior, but has faced a backlash of negative reactions. Why?

Another company that is no stranger to controversy is Nike. A few months ago it released an advertisement narrated by Colin Kaepernick titled “Dream Crazy.” That advertisement focused on the power of social justice and dreams that drive people to achieve more. However it also generated a score of negative publicity initially for Nike. Why?

Finally, a new advertisement from Nike features Serena Williams narrating a “Dream Crazier” video focused on the achievements of women in sports, and reminding viewers that women are not crazy just because they want to achieve more than stereotypes have limited them to. This one is generating positive publicity. Why?

How can companies and brands tie into broader social messages? Should they?

Group Activities and Discussion Questions:

  1. Discuss the perspectives and attitudes of consumers. What are conditions or topics that impact perspectives and purchases? What are current events that influence behavior?
  2. Show the recent advertisements from Gillette: https://gillette.com/en-us/the-best-men-can-be
  3. Discuss the message of the ad. Should consumers view it negatively or positively?
  4. Next, show Nike’s ad titled “Dream Crazy” narrated by Colin Kaepernick: https://news.nike.com/featured_video/just-do-it-dream-crazy-film
  5. Discuss the message of the ad. Should consumers view it negatively or positively?
  6. Finally, show Nike’s newest advertisement narrated by Serena Williams about females in sports (“Dream Crazier”) from Nike: https://news.nike.com/featured_video/dream-crazier
  7. Discuss the message of the ad. Should consumers view it negatively or positively?
  8. Why do these ads generate such passionate responses?

Source: Ad Week, Wall Street Journal, New York Times, other news sources

 

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53rd Super Bowl (2019)

The Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the excitement and surprises – and that’s just the advertisements! At a cost of $5 million for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $6 million at a single event.

Love them or hate them, Super Bowl advertisements have become a talking point during and after the game. It’s a big stage, and can also be a big risk. This year it had an audience of 98.2 million viewers and a 41.1 U.S. household rating in 49.3 million homes. While still large, this was the lowest viewing in 10 years. However, days later we are still watching ads, arguing about them, and measuring results.

Watch the ads – which ad is your favorite?

Group Activities and Discussion Questions:

  1. Bring up one of the Web sites that have all the Super Bowl ads: https://www.ispot.tv/events/2019-super-bowl-commercials
  2. Divide students into teams. Have each team select a Super Bowl ad to analyze and present in class.
  3. What is the target market, key message, and offer from the ad?
  4. How does the ad integrate with a company’s other advertisements?
  5. Are the messages integrated with a company’s Web site and social media?
  6. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Week, CBS, iSpot.tv, Nielsen, other news sources

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YouTube Ads Leaderboard: 2018

Starting a new year is a good time to examine the winning campaigns from last year. The most compelling advertisements and videos are ones that have a strong story, humor, inspiration, and excitement. They build a bond with the audience, and inspire thoughts and action. It’s not easy to create a short video that engages audiences and inspires them to share the video and view it more than once, so it is worth examining the top ad videos from 2018.

Here are the most viral brand videos posted to YouTube in 2018. Combined, these top five videos generated more than 172 million views last year!

  1. Amazon – Alexa Loses Her Voice (50+ million views)
  2. YouTube – Music (39+ million views)
  3. OPPO F7 (India)– Real Support Makes Real Hero (31+ million views)
  4. Nike – Dream Crazy (27+ million)
  5. Turkish Airlines – Safety Video with the LEGO Movie Characters (25+ million)

Remember, these are the ads that people choose to watch. An algorithm factors in organic and paid views, watch time, and audience retention.

Which ads do you watch online?

Group Activities and Discussion Questions:

  1. Discuss the importance of branding and brand management. How do the videos fit into branding?
  2. Divide students into teams. Have each team analyze one of the following videos with respect to target market, key message, type of appeal, etc.
  3. All ads are available at: https://www.thinkwithgoogle.com/advertising-channels/video/youtube-leaderboard-year-end-2018/
  4. When teams have completed this, have each team show the video and discuss their analysis with the rest of the class.
  5. What are the commonalities between the videos? What are the differences?
  6. What should other companies do to replicate the success?

Source:  Think with Google. YouTube ads leaderboard: Global year-end 2018.

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