Piotr Jakubowski – Mind over Marketing


Imported from Detroit
February 24, 2011, 12:30 am
Filed under: advertising, marketing | Tags: , , , , , ,

The SuperBowl has come and gone. The celebrations are over (almost), the foam fingers have been put away, and the fans have already started waiting for the start of the next season.

One of the most disappointing things about the Superbowl this year (other than the utterly disgraceful halftime show) was the lineup of commercials. At $3 million for 30 seconds, you’d think that the likes of Budweiser, Pepsi, Kia and the others would put together something truly memorable. The only thing memorable about those commercials, is how uninspiring they were – if that was the goal, mission accomplished.

A spot that really stood out from the others, by far, was the Chrysler commercial. With the issues faced by both the automaker and the city of Detroit, the last few years have been interesting in the Chrysler family. The arrival of the Fiat group and their cronies, namely Sergio Marchionne (CEO of Fiat & Chrysler Group) and Olivier Francois (CEO of Chrysler brand) brought with it immense change, including trimming the lineup of cars down to 3 – the 200, 300 and Town & Country.

The narration, the story, the familiar Eminem tune, all tie emotion into the Chrysler brand. The car is not the hero in the commercial, the brand is. At 120 seconds ($12 million!), talk about an impression.

The gloves are back on, and Chrysler is ready to play.

Imported from Detroit.

Brilliant.



Just a Second
January 23, 2009, 12:00 pm
Filed under: advertising, marketing | Tags: , , , ,

miller_highx-large1
Having changed their AOR in the last few years, Miller High Life is back on track with some interesting creative. The agency continued to center the brand’s advertising around Wendell Middlebrooks, the roly-poly outspoken MHL delivery man and in my opinion a great personality for the brand. Some previous spots had Wendell walking into a club-suite at a football game and taking the High Life away because it’s drinkers did not appreciate it or teaching some tailgaters that it’s not cool to make turkey burgers.

The Big Game, just over a week away, is the pinnacle of the advertising industry. With prices for a 30 second spot hitting $3 million and the economy heading south, many companies are looking to other alternatives. Instead of competing with companies like Coca Cola and Anheuser Busch (which bought has exclusive rights to the national beer spots), Miller High Life created a series of blinks – ads that you WILL miss if you blink because they are one second long.

The idea was created with the thought that Miller High Life identifies with value. Why would a brand that emphasizes value pay $3 million for a spot? Why not buy a spot with just enough time to say one thing (Smart did this in Germany with radio ads a few years ago).

This is a smart move for the brand as the strategy stays true to its values and identity. By buying 1 second placements in targeted spot markets, they are still covering 60% of the 95 million viewers while paying a fraction of the price. Wendell Middlebrooks, the image that brings personality to the table, is set to do a great job in bringing attention to the brand in such a short time span. Finally, people watching the Super Bowl are already drinking beer. By creating this idea and promoting it before the game, the brand does a great job of reminding people what they SHOULD be drinking while they’re watching the Clydesdales parade across the screen.

This is definitely one of the campaigns to look forward to at this year’s Super Bowl. 

Just don’t blink.
 

Check out www.1secondad.com for some of the “rejected” spots. My favorite has to be the one where the director yells action and cut before Wendell can say anything.