Heineken Ignite

Article #15

   Heineken has always generally targeted, America. Beer is an interesting product to sell because it appeals to mostly everyone. However, an untapped market has not been reached yet and that is the club culture. Their new interactive bottle uses micro sensors and wireless technology to interact with drinkers around the country. The LED bottle reacts when people cheers or even touch bottles. What's even more interesting is that the bottles can be synchronized with the music playing at a club! It has been gaining momentum in Japan but might take some time catching onto America. The Heineken Ignite speaks for itself and the advertisements include much more stimulating visuals rather than explanation.

http://www.adweek.com/adfreak/interactive-heineken-beer-bottle-does-everything-drink-itself-148618

Kool-Aid, Kooler Than Ever

Article #14

   The Kool-Aid Man is easily known as the worlds most famous spokes pitcher. However, with the brands new sugar-free mix, comes a new makeover for Kool-Aid. At 59 years old, the cartoon has finally received a pair of pants! With that has come an expanded personality as well as a developed personality. Although his "oh yeah!" catchphrase will still carry on, we now see Mr. Kool-Aid working out at the gym which helps reiterate their new sugar-free, health kick.
   This new Kool-Aid will completely revamp the product and image of the company and for the advertisers, it is actually pretty fun to do. They wanted to "get to know him a little bit more". The consistency of a generational brand like Kool-Aid is always important, however things still have the chance of becoming outdated and by upgrading Kool-Aid from a cartoon to a character with a persona, the audience will certainly become more captivated by the new man and the new product!

http://www.adweek.com/adfreak/kool-aid-man-gets-makeover-going-all-cgi-and-showing-his-fabulous-flavored-pants-148623

This Ship Will Not Sink

Article #13

   When someone today mentions the idea of a cruise, our minds become filled with horrific images of sewage, sinking and most importantly, the unknown. The Royal Caribbean is trying to distance itself from those negative images by employing a new star studded, eight minute commercial. They are trying to create their own category of cruise lines rather than be clumped together in the generally defeated cruise business.
   The company is now advertising their vegas style ship: Quantum of the Seas. However, the advertisers faced a problem when forming their original story boards because the ship itself has not been constructed yet. The brand agency discovered a great way to work around this problem. They passed along the ships digital blueprints to visual effects house, Brewster Parsons who were able to create a somewhat uncanny eight minute long advertisement of celebrities such as Kristen Chenoweth, traipsing around the ship. Chenoweth acts as the ships "fairy godmother" and in the cruise line business today, a fairy godmother might be our answer!

http://www.adweek.com/news/advertising-branding/royal-caribbean-fills-virtual-ship-celebrities-148617

We Want More, We Want More

Article #12

   It is no surprise that everyone loves kids. They make commercials much more lighthearted in a seemingly deceptive and competitive market. AT&T really hit the nail on the head with their recent commercial because it exemplifies that their values within a product are so straightforward that even children can appreciate them. Their recent "It's not complicated" campaign epitomizes the effortlessness that is associated with the speed of their carrier. 
   Beck Bennett is the comedian that is the spokesperson for these commercials and he prompted the children with questions such as "bigger or smaller" "faster or slower" "more or less". The children answered in hilarious, sweet and endearing ways that would captivate and charm anyone! The creative director, Stephen McMennamy described the process of working with children as one that he loved because they were able to take "time to get inside their heads and hear them talk so wonderfully about these really simple notions"The improvisation really articulates the honesty that the kids embrace. It is a great campaign that everyone seems to love! 

Twitter is More Than a Hashtag

Article #11

   The two explosions at the finish line of the Boston Marathon yesterday caused hundreds of injuries and left three dead. However, while everyone was scrambling for their loved ones, Twitter seemed to be the only source for information. Not only were our Twitter feeds overloading with shocking pictures and details of "limbs blowing off", but these tweets were actually transposed for credible news sites.
   Reporters were able to provide their coverage through Twitter while searching for deeper, more plausible stories that could actually be confirmed. What we discovered through this horrific event is how powerful of an outlet Twitter actually is. It allowed other runners to tweet to one another comments such as "Do not go near the finish line #bostonmarathon". It connected one another in a way that at the time, the news could not do. It was quick and to the point, alerting Boston of any new details. This horrific attack has exemplified the connections we make with one another. We are a society that has an impeccably fast reaction time and with the help of social media and the news, we were able to contain the aftermath in a safe and effective manor.

http://www.adweek.com/news/technology/twitter-breaks-news-boston-marathon-explosion-148603

Roadtrip Forever

Article #10

   The Transport Accident Commission of Victoria, Australia, has created a new and interactive way to promote safe driving. The campaign, "Roadtrip Forever" is a highly personal Facebook experience that lets you log in and pick any one of your Facebook friends to take on a three minute, virtual roadtrip. This new form of storytelling allows the viewer to experience that is more appealing to the younger generation.
   Technology is growing at an exponentially high rate. With that, old forms of communication have been lost through the years and our attention span requires advertising to show intercuts of different scenarios. More importantly, the campaign is hoping to make the public experience a "wow" factor. The Facebook aspect of this campaign makes it easy for people to share it with their friends as well as interacting with a site that they are already familiar with.

http://www.blogger.com/blogger.g?blogID=3401758557974155198#editor/target=post;postID=4812603164702862981

Diet Coke For President

Article #9  

I like to think of myself as a walking advertisement for Diet Coke. No matter what time of the day it is or where I am going, you can be certain that I will have a Diet Coke in my hand. You can guarantee that same certainty when it comes to Taylor Swifts drink of choice.
   A new advertisement recreates Taylor's writing process for the song "22". It has been said that her album required a lot of late nights filled with Diet Coke as she spilled secrets of Hollywoods finest. What's nice about this advertisement is that Taylor Swift has put her life so much so on display that it's actually quite easy to imagine her slaving over a song and drinking a Diet Coke. Her persona emits relatable qualities and her fans practically beg for the inner details of her life: what she eats for breakfast, what her pets names are and even what lipstick she uses on a daily basis. This advertisement is able to evoke a presence that emphasizes her already established role as a celebrity. It makes this colossal company feel much more personal and reminds the public that Diet Coke can be a part of the most monumental moments of your life...even if you don't know it!

http://www.adweek.com/news/advertising-branding/ad-day-diet-coke-148525

A Mistake That Can't Be Untangled

Molly Wipf

Article #8

      Violence against women in India has been an unavoidable issue since last December when a young women decided to take the bus and suffered a horrific gang rape. The women died from her extensive injuries and since then her death has sparked endless protests throughout India. 

      In recent news, Ford had to actually apologize for advertisements created by JWT India that illustrates an image of women tied up in the trunk of a Ford Figo. The ads themselves never actually ran but were discovered on the internet under "Ad's of the World". In one illustration it appears that Paris Hilton has tied up the Kardashian's and another displays the Italian Prime Minister, Silvio Berlusconi binding together three suggestive women. The advertisement reads "Leave your worries behind with Figo's extra-large boot" and what is so horrific is that some are arguing that this advertisement was not received well because society has become too sensitive. 

      But what we have to remember is that just because it is a cartoon does not make it any less violent and shocking. It's almost reassuring that America is starting to get disturbed by this casual violence that is all over the place! However, it is unfortunate that Ford is going to suffer a great deal and this acts as a reminder that the Internet does not understand the difference between advertisements that have been approved and those that haven't. Although this wasn't approved it is certainly a catalyst for a conversation that is unavoidable at this point in regards to violence against women. 

http://www.adweek.com/adfreak/ford-apologizes-tying-women-indian-ads-148147

America's Favorite Cookie!

Molly Wipf
Article #7

    It's a pretty rare experience when you find someone that doesn't enjoy Oreos. They are America's favorite cookie! Oreo has recently launched a #cookiethis/#cremethis Instagram campaign and the final step of the campaign with SuperImportantTest.com. It is an amusing "grab bag of a website"and it articulates the fact that there is no right answer to which you prefer: cookies or creme. Once you submit your answer you are then taken to one or more of 30 amusing videos.
  Some of the videos include 2D horse animation videos to robotic cats! The clips were created by directors, production companies and YouTube personalities from "six different time zones". After you go through your first video you can cycle back to any of the other ones. The campaign was certainly a success even off of the less than serious premise. The campaign lasted six weeks and the two choices let consumers pick their stand while still vocalizing that there is no bad part of an Oreo.

http://www.adweek.com/adfreak/oreo-wraps-cookie-vs-creme-campaign-dozens-goofy-videos-148017

Flying Towards a Serious Future...

Molly Wipf
Article #6 

    Southwest Airlines has just released a new advertisement, establishing a "grander brand message" with the help of TBWA/Chiat/Day. Southwest has been gaining so much momentum within the domestic airline industry and I actually just finished reading a book about the growth of the airline itself. It has always been known for its playfulness and lighthearted business tactics, but the new commercial actually portrays Southwest in a less humorous way and a more relatable yet committed fashion. Southwest understands that flying is an emotional experience for most people since you are giving total control of your life to an airline and this commercial truly indicates the companies commitment to the public. They do their job well.
    The commercial is a series of trailing shots of a pilot, basketball player, ballerina as they enter their "arena" of expertise. But what makes this commercial relatable is that they also incorporate a baby, a surfer and a farmer. Yes, there is some commercialism such as the flight attendants million dollar smiles and inviting mannerisms but in retrospect the commercial has built upon an already well established, prosperous company. The advertisement is the first of ten national and local spots and will certainly help underline that Southwest has all intentions of acknowledging the consequential emotions that are associated with flying. You are in good hands with Southwest! 

http://www.adweek.com/news/advertising-branding/ad-day-southwest-airlines-148046

Large, Please!

Molly Wipf
Article #6

    Many Mcdonalds consumers will be happy to know that they can still order large drinks! New York's Supreme Court rules on Monday that Sodas can in fact be more than sixteen ounces. Supreme Court Justice Milton Tingling declared that the law was both "arbitrary and capricious".
    Although Americans are certainly suffering from obesity, there has not been a direct correlation between that and the consumption of large drinks. However, shortly after the Supreme Court released the decision dismissing the law, the mayors office tweeted that they would appeal the decision and certainly get America back on track.
   Obesity kills 5,000 Americans per year and Mayor Bloomberg is truly trying to uphold this crucial health initiative. Not only in terms of the health concerns but for his public initiatives this poses a true blow to his three term reign. It undermines his authority and the crisis at hand. After hearing the news, small businesses all over the city have been deeply grateful to the Supreme Court. They also have been taking small digs at Bloomberg, saying that they look forward to "collaborating with city leaders on solutions that will have a meaningful and lasting impact on the people of New York City". This law being denied has certainly hurt Bloomberg's image but it has ensured that small businesses of New York City will continue to run normally.

http://www.adweek.com/news/advertising-branding/bloomberg-s-super-sized-soda-ban-fizzles-147848

Do You Still YouTube?

Molly Wipf
Article #4

         It seems that a company to rival and match YouTube is on the rise! Chad Hurley the sites cofounder has been eluding to a new primarily video based company that implements a new kind of flexibility for users to collaborate together. Will this be the end of YouTube?
        Hurley has reiterated that his intention is not to "kill off" YouTube but rather to create a collaborative website. There will always be a special place for YouTube in our society. YouTube is where celebrities such as Justin Bieber were founded. It has become the pillar for rising artists and has given room for expansion even outside of the entertainment field. Religious leaders have been gaining followers and even credibility through YouTube. The website has made it possible for such traditional corner stones to be uprooted. It connects us on a global level and although this expansion was inevitable, YouTube will always be the catalyst to our evolving, technological future.
      When YouTube was originally sold to Google, Hurley emphasized the "low key" aspect of the process. This simply recapitulates the fact that yes, the fading out of YouTube is important, however companies are sold and lost every day. The same way that we hardly remember AOL, we might not remember YouTube in ten years.

http://www.adweek.com/news/technology/youtube-co-founder-prepping-possible-rival-147832

Race to the Finish

Molly Wipf

Advertising Article #3

It’s pretty safe to say that any campaign involving both Nascar and Miller Lite will certainly generate a lot of excitement. Miller Lite has recently decided to sponsor Nascar racer, Brad Keselowski for a debut charity effort that has been labeled “Get on the 2” giving his fans a chance to actually appear in his car. To enter the contest, consumers of Miller Lite (hopefully of drinking age…) will send in their “Miller Lite Moments” in which people take pictures in creative and witty ways of how they enjoy their Miller Lites.

For every submission received, Nascar will donate $2 to Keselowski’s Checkered Flag Foundation, hopefully reaching $22,222. All of the submissions will be placed on his car during the Nascar All-Star race this upcoming May. Keselowski has earned a paramount spot in Nascar after the 2012 competition where a fuel fire delayed the race for a day. Keselowski gained 100,000 followers in two hours after tweeting live updates to his fans.

Keselowski has underplayed this evolutionary moment by suggesting that “The moment itself isn't so much to be celebrated as much as the overall movement—being more interactive with fans."” He has been branded today as one of the most interactive and accessible social media users in athletics. He tweets up to 300 times a week and because of that his Miller Lite campaign is expected to be a huge success. Social media, at times, is viewed as senseless or lacking depth. However, without the consistency of Keselowski’s tweets, this charity would not have gained immediate attention or support.  

http://www.adweek.com/news/advertising-branding/miller-lite-teams-nascar-twitter-star-charity-effort-147488

One Click Away...

Molly Wipf
Advertising Article #2

There is nothing better than watching a YouTube video and having the option to skip an advertisement. These "TrueView Ads" have become so popular that senior vice president of Google, Susan Wojcicki announced that users will now be seeing the skippable advertisements in both apps and games. This is the first time that Google will run TrueView ads versus non video inventory. Google is trying to create a hands on, interactive experience for their users and TrueView ads have lead to a 40% reduction in the number of people who click away from a website because they know that they will only need to watch an advertisement for just a few seconds.

Wojicicki has articulated that in order for Google to grow, they need to establish a more connected community. In order to be connected, the websites advertisements must be able to effortlessly flow. Google does not necessarily rely on the amount of clicks from a website, but the $43.7 billion dollar company relies heavily on accessible, undemanding, search clicks. I think that the increase in TrueView ads will certainly transition us into an almost completely two-way, interactive world. Placing these ads in apps and games will make it easier for companies to calculate the effectiveness of short advertisements. As a society we have a very short attention span and I think TrueView advertisements strikes a quintessential balance of both advertising success and user happiness. 

http://www.adweek.com/news/technology/google-bringing-trueview-ads-apps-games-147558

The Five Billion Dispute Over Bubbles

Molly Wipf

Advertising Article #1

      We have consistently heard advertisements in regards to champagne asking their audiences to "uncork the magic". However, are the consumers of champagne truly concerned about where that magic comes from? In 1700, Dom Pérignon discovered champagne by corking wine before it was fully fermented and allowing carbon dioxide to build up inside. The contention between France and the United States originated when enterprising wine makers adopted secondary formation tactics and started concocting champagne outside of France.

      For the French, the region in which a wine is made is a sacred, hallowed and paramount pillar for the industry. They hold it in such high regard that they created “The Champagne Bereau USA” forcing Americans to be educated and simply acknowledge where authentic Champagne comes from. Arthur Shapiro, president of A|M Shapiro & Associates has responded to this never ending dispute between France and the US by reiterating the fact that Americans are much more interested in the taste and price of a wine rather than its pedigree. Nonetheless, in 1996, the international Agreement of Trade-Related Aspects of Intellectual Property Rights, made it so wine brands, both in the US as well as France, are prohibited to use regional company names. This has not stopped France from targeting US wine companies. They recently put out an advertising that included “Champagne Only Comes From Champagne, France”.  The major response that this advertisement received from the US is, so what?

http://www.adweek.com/news/advertising-branding/french-fire-latest-round-champagne-wars-147339