Syracuse as a football team has struggled to win games recently. As no surprise to anyone, they have also struggled to get fans into their stadium on game day. In an effort to build excitement around their new head coach, they are reaching out to their fans in a unique way.
Through this video, Syracuse head coach Doug Marrone gives the game ball to the Syracuse fans after their last second 37-34 win over Northwestern. I like this both from an advertising and a fans perspective.
As an Account Executive, I like the timeliness and relevance of the communication. I found this video, posted on the SU athletics YouTube page, two days after the game. This shows me they are actively planning and capturing natural, enthusiastic moments that come from within the brand. They don’t need to create a false story to gain interest.
As a fan (I mean the general fan, I don’t actually cheer for Syracuse athletics) this video shows me that Syracuse football is dedicated to and appreciative of the excitement their fans bring to a game. Especially in a smaller dome like the one Syracuse plays in, the fans can have an impact on the game. It’s refreshing for a fan to feel like they are a part of the team, instead of just being a money sign sitting in a seat.
What do you think about this video? What other brands use organic, exciting moments that come from within their organization to garner excitement?
- Dennis
Friday, September 25, 2009
Monday, September 21, 2009
Dex Knows How To Make A Good Commercial
This Dex Knows commercial has been around for a number of months now and every time I see it I’m reminded how effective it is. The messaging is simple and conveyed in a humorous and memorable fashion. This is the perfect example of an effective commercial in my mind. Not only do you get the point the advertiser is trying to make, the addition of humor makes it stick.
What do you think about this commercial? What is the key to an effective commercial for you?
- Dennis
What do you think about this commercial? What is the key to an effective commercial for you?
- Dennis
Monday, September 14, 2009
Missed Details Bother Me
This Heineken Light commercial has been all over sports programs recently. It’s a pretty good commercial. It makes me remember Heineken Light and gives me a chance to look at Eva Longoria. These are two great things. At the very end of the commercial though, they loose lose me. When the waitress brings the two gentlemen their Heineken Lights, she brings them glass bottles. Not one stadium, arena or amphitheater in the US, serves any kind of beer in a glass bottle.
I don’t know why this gets under my skin so much. It doesn’t distract from the communication, but for some reason I can’t get past it. Is it because it takes something away from the authenticity?
It’s a beer commercial. They are not generally based in reality. The idea that these guys would be moved down to courtside seats isn’t based in reality, but that part doesn’t bother me.
Am I crazy for letting this bother me? Does this oversight make it a bad commercial? Have you seen other mistakes in commercials that ruin it for you?
- Dennis
I don’t know why this gets under my skin so much. It doesn’t distract from the communication, but for some reason I can’t get past it. Is it because it takes something away from the authenticity?
It’s a beer commercial. They are not generally based in reality. The idea that these guys would be moved down to courtside seats isn’t based in reality, but that part doesn’t bother me.
Am I crazy for letting this bother me? Does this oversight make it a bad commercial? Have you seen other mistakes in commercials that ruin it for you?
- Dennis
Tuesday, July 28, 2009
Brink’s New Target Audience
For years Brink’s Home Security (or now Broadview) has had the same feel to their commercials. As real and frightening as it is, they have always shown a family being attacked. Whether it is the wife at home alone, the wife with the kids, the kids home alone or the entire family, Brink’s has been targeting the family market. With this newest commercial, Brink’s is going after a different market, the single female market.
My focus of this post is not the commercial itself. The commercial does a fine job of depicting a female preparing for a first date when a man dressed in the burglar uniform smashes a sliding glass door in an attempt to get it. The burglar is quickly scared away by the sound of the Brink’s Home Security System. Besides the avalanche of information that is thrown in at the end, I think the commercial does a good job of conveying the main idea Brink’s is seeking.
My goal for this post is to analyze the switch in target markets. The switch seems like a natural one. Women are seen by society as being more vulnerable to an attack of this type, making the visual images of this stick in the mind of the consumer even more. But I wonder what brought on this switch in focus from families to single women. Does it have to do with more women living alone because of the increase in divorce? Does it have to do with people delaying marriage and therefore more women living alone, or with female roommates? Does Brink’s get any type of halo effect from this? Does it carry over from single women, to families or even the elderly?
I guess this post is more of a question than anything else. I like the move on Brink’s behalf to show the vulnerability of a single woman and the safety and protection that a Brink’s Home Security System provides.
What do you think about this commercial? Does the switch in target markets or branching off of target markets help Brinks in your mind?
- Dennis
My focus of this post is not the commercial itself. The commercial does a fine job of depicting a female preparing for a first date when a man dressed in the burglar uniform smashes a sliding glass door in an attempt to get it. The burglar is quickly scared away by the sound of the Brink’s Home Security System. Besides the avalanche of information that is thrown in at the end, I think the commercial does a good job of conveying the main idea Brink’s is seeking.
My goal for this post is to analyze the switch in target markets. The switch seems like a natural one. Women are seen by society as being more vulnerable to an attack of this type, making the visual images of this stick in the mind of the consumer even more. But I wonder what brought on this switch in focus from families to single women. Does it have to do with more women living alone because of the increase in divorce? Does it have to do with people delaying marriage and therefore more women living alone, or with female roommates? Does Brink’s get any type of halo effect from this? Does it carry over from single women, to families or even the elderly?
I guess this post is more of a question than anything else. I like the move on Brink’s behalf to show the vulnerability of a single woman and the safety and protection that a Brink’s Home Security System provides.
What do you think about this commercial? Does the switch in target markets or branching off of target markets help Brinks in your mind?
- Dennis
Monday, July 27, 2009
Brain Rules - A Book Review
I found Brain Rules by John Medina through my Twitter feed. I was skeptical at first. How could a book about the brain be any use to me? I decided to check out the website and was instantly turned. The website made me believe the book would provide an interesting perspective on the brain and how it is used in the business world. I was still a little unsure on whether the book would make any sense to me or be useful.
I could not have been more wrong. The book, while technical in spots, is written in a very manageable style. The technical aspects are explained thoroughly and in such a way, you are actually left looking for a more in depth explanation. The information in the book, both from an advertising, and human perspective, is amazingly interesting. Every chapter offered another “wow” moment. So many things about the brain I never knew, explained so thoughtfully made me a huge fan of this book.
Below I’ve singled out some chapters and sections I found amazingly interesting and useful not only in advertising but business in general.
Chapter 1 – Exercise
- Exercise improves brain function including creativity.
- Agencies creative departments have always been different maybe treadmills would fit well.
Chapter 4 – Attention
- ECS – Emotionally Competent Stimulus – VW Crash commercial example.
- Why Mac’s 1984 ad worked.
- The brain remembers emotional aspects better than others.
Chapter 5 – Short Term Memory
- Most events that predict learning happen quickly. In the first two seconds of exposure.
- Environment has a major impact on learning.
Chapter 6 – Long Tern Memory
- New information given gradually and repeated improves long-term memory.
Chapter 7 – Sleep
- The amount of sleep a person needs will vary by person.
- An afternoon nap may be a biological urge felt by most of the world.
Chapter 9 – Sensory Integration
- Our senses work together, which means more learning is aided by stimulating multiple sense at once.
- PowerPoint presentations are great tools, if done properly.
Chapter 10 – Vision
- Vision is our most dominate sense.
- Learning and remembering is done best through visual mediums.
Chapter 12 – Exploration
- Humans are natural explorers. Providing an outlet for this tendency is a good thing.
I found this last chapter on exploration to be the most meaningful to me and my career in advertising. It proved to me that consumers are naturally inquisitive and they do not need to have information crammed down their throats. If a consumer is in the market for your product the best thing you can do is present the benefits and supporting information in an interesting manor and support their decision making process.
Overall I really enjoyed this book. Even the parts that had no direct relevance to advertising or business provided new and interesting information I didn’t know. I highly recommend this book for anyone looking to understand how people receive and analyze advertising.
If you’d like to find out more about the book, visit the website. Or if you’ve seen enough and want to buy it, you can find it here - Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
Has anyone else read this book or one like it? What did you think? What did you take from it and apply to your craft?
- Dennis
Full Disclosure – I have no affiliation with the author of this book or the publisher. The text link to the book on Amazon is an affiliate link.
I could not have been more wrong. The book, while technical in spots, is written in a very manageable style. The technical aspects are explained thoroughly and in such a way, you are actually left looking for a more in depth explanation. The information in the book, both from an advertising, and human perspective, is amazingly interesting. Every chapter offered another “wow” moment. So many things about the brain I never knew, explained so thoughtfully made me a huge fan of this book.
Below I’ve singled out some chapters and sections I found amazingly interesting and useful not only in advertising but business in general.
Chapter 1 – Exercise
- Exercise improves brain function including creativity.
- Agencies creative departments have always been different maybe treadmills would fit well.
Chapter 4 – Attention
- ECS – Emotionally Competent Stimulus – VW Crash commercial example.
- Why Mac’s 1984 ad worked.
- The brain remembers emotional aspects better than others.
Chapter 5 – Short Term Memory
- Most events that predict learning happen quickly. In the first two seconds of exposure.
- Environment has a major impact on learning.
Chapter 6 – Long Tern Memory
- New information given gradually and repeated improves long-term memory.
Chapter 7 – Sleep
- The amount of sleep a person needs will vary by person.
- An afternoon nap may be a biological urge felt by most of the world.
Chapter 9 – Sensory Integration
- Our senses work together, which means more learning is aided by stimulating multiple sense at once.
- PowerPoint presentations are great tools, if done properly.
Chapter 10 – Vision
- Vision is our most dominate sense.
- Learning and remembering is done best through visual mediums.
Chapter 12 – Exploration
- Humans are natural explorers. Providing an outlet for this tendency is a good thing.
I found this last chapter on exploration to be the most meaningful to me and my career in advertising. It proved to me that consumers are naturally inquisitive and they do not need to have information crammed down their throats. If a consumer is in the market for your product the best thing you can do is present the benefits and supporting information in an interesting manor and support their decision making process.
Overall I really enjoyed this book. Even the parts that had no direct relevance to advertising or business provided new and interesting information I didn’t know. I highly recommend this book for anyone looking to understand how people receive and analyze advertising.
If you’d like to find out more about the book, visit the website. Or if you’ve seen enough and want to buy it, you can find it here - Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School
Has anyone else read this book or one like it? What did you think? What did you take from it and apply to your craft?
- Dennis
Full Disclosure – I have no affiliation with the author of this book or the publisher. The text link to the book on Amazon is an affiliate link.
Wednesday, July 22, 2009
An Open Letter To Under Armour
Under Armour, I am your biggest fan. I love your product, follow you on Facebook and Twitter, and I am an overall ambassador for your brand. I have recently decided to get back into shape, which got me thinking. Where is your customer engagement?
There is no community aspect to Under Armour. Your Facebook and Twitter accounts are used as broadcast mediums. Your website is great for shopping. It is easy to navigate and intuitive, but there is no place for me to trade training stories with your other customers.
Imagine if you started a conversation with your followers on Twitter or Facebook? What would happen to your brand if you engaged your fans? If you made your customers feel like they are a part of something bigger. If Under Armour were more than just amazingly comfortable and functional gear for athletes you would have a tidal wave of excitement from your fans.
Use Twitter to send out an update on your newest technology breakthrough, not to send me a 10% of coupon. I can get that same 10% from your website before I check out. Take the honor of being invited directly in front of my face, in a preferential position and use it to engage me.
Use your website as place for me and other Under Armour faithful to chat, exchange stories and build a relationship with each other and your brand. Right now I only go to your website when I want to by something. If I was going to your site daily to talk on a message board, I may be more likely to buy more gear.
Personally, I don’t care if all you did was sell gear. I love your product so much I would buy it with or without any changes. However most people don’t feel the same way I do. Building a community and giving current and potential customers something beyond your products can do nothing but help your brand.
-Dennis
There is no community aspect to Under Armour. Your Facebook and Twitter accounts are used as broadcast mediums. Your website is great for shopping. It is easy to navigate and intuitive, but there is no place for me to trade training stories with your other customers.
Imagine if you started a conversation with your followers on Twitter or Facebook? What would happen to your brand if you engaged your fans? If you made your customers feel like they are a part of something bigger. If Under Armour were more than just amazingly comfortable and functional gear for athletes you would have a tidal wave of excitement from your fans.
Use Twitter to send out an update on your newest technology breakthrough, not to send me a 10% of coupon. I can get that same 10% from your website before I check out. Take the honor of being invited directly in front of my face, in a preferential position and use it to engage me.
Use your website as place for me and other Under Armour faithful to chat, exchange stories and build a relationship with each other and your brand. Right now I only go to your website when I want to by something. If I was going to your site daily to talk on a message board, I may be more likely to buy more gear.
Personally, I don’t care if all you did was sell gear. I love your product so much I would buy it with or without any changes. However most people don’t feel the same way I do. Building a community and giving current and potential customers something beyond your products can do nothing but help your brand.
-Dennis
Wednesday, June 24, 2009
Perfectly Targeted Natural Light Commercial
I saw this commercial over the weekend and I was immediately hit with a flashback. I could smell the aroma of stale, three day old beer. The image of waking up to roommates and other people I didn’t know sleeping on the floor. I was brought back to a simpler time in my life. A time when a 12 pack of Natural Light was dinner on a Friday night. A time when I would sit on the couch and have beers thrown at me so I didn’t have to get up. As I watched this commercial I felt like they had rewound my college life and put it on TV.
Natural Light has put a spot light on their target audience with this commercial. There are no fancy parties, no glasses of wine, there isn’t even a bottle of beer in this commercial. Natural Light in a can is joke to many people. To their target audience a Natty Light in a can is an inexpensive, crisp, clean tasting night with your friends. You don’t have to worry about which fork to use, or which glass in front of you is for water. You sit back and enjoy the beer and your friends.
The natapult is a great extension of the emotional connection formed by the commercial. I can remember multiple times when I didn’t want to get up at a party or while watching a football game because I knew my seat would be stolen while I grabbed another beer or some more chips. This commercial puts a humorous yet realistic spin on a situation the target audience can relate to.
This commercial is perfectly targeted for the Natural Light audience. I was captured the second the commercial came on TV. However, it is very heavy on the emotional connection. Having a rational connection mixed in may have made the commercial a little stronger for a viewer who doesn’t have the strong connection to the product that I do.
What do you think about this commercial? Does it have the same effect on someone who doesn’t have a strong previous connection with the brand?
-Dennis
Natural Light has put a spot light on their target audience with this commercial. There are no fancy parties, no glasses of wine, there isn’t even a bottle of beer in this commercial. Natural Light in a can is joke to many people. To their target audience a Natty Light in a can is an inexpensive, crisp, clean tasting night with your friends. You don’t have to worry about which fork to use, or which glass in front of you is for water. You sit back and enjoy the beer and your friends.
The natapult is a great extension of the emotional connection formed by the commercial. I can remember multiple times when I didn’t want to get up at a party or while watching a football game because I knew my seat would be stolen while I grabbed another beer or some more chips. This commercial puts a humorous yet realistic spin on a situation the target audience can relate to.
This commercial is perfectly targeted for the Natural Light audience. I was captured the second the commercial came on TV. However, it is very heavy on the emotional connection. Having a rational connection mixed in may have made the commercial a little stronger for a viewer who doesn’t have the strong connection to the product that I do.
What do you think about this commercial? Does it have the same effect on someone who doesn’t have a strong previous connection with the brand?
-Dennis
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