Morning Update: Paris prepared for love emergencies; Fake bobsledders eclipse most interesting man in Dos Equis ad
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
https://www.youtube.com/watch?v=Qk2zi5CL5CA
AdWeek: Velveeta Explains What to Do With That Cast-Iron Skillet You Carry Around Everywhere
“You have a weird, ineffable obsession with your cast-iron skillet. You carry it with you everywhere like a safety blanket. You believe like it could make you feel joy, but it does not, because something is missing.
Velveeta appeals to the kitchenware creeper segment with a new pair of spots from Wieden + Kennedy for the brand’s Cheesy Skillets dinner kits. It’s a new twist on the agency’s oddball approach to the product, with some of the dramatic flavor of Old Spice still in the voiceover and epic positioning, “It’s liquid gold,” but sight gags balancing it out.”
AdWeek: Paris Is Prepared for Love Emergencies With Breakable Flower Boxes for Valentine’s Day
“If any unexpected flames of love start flickering in Paris for Valentine’s Day today, the Cupid-shot lovesick fools will be ready. That’s because the Flower Council of Holland (an industry group that helps florists build their businesses) has installed 1,500 cute little red boxes that are modeled after emergency boxes—but contain single red roses. “In case of love at first sight, break glass,” the boxes say. It’s a cute idea, and not as dangerous as it sounds. The “glass” is actually cellophane.”
https://www.youtube.com/watch?v=uQB7QRyF4p4
Mashable: The Story Behind Budweiser’s ‘Puppy Love’ Superbowl Ad
“When you’re sitting on the couch enjoying chips and dips galore and watching the best commercials of the year during the Super Bowl, it can be hard to remember the people who were hard at work to make those ads into a reality—the people who devote their careers to coming up with amazing advertising.
To help you learn more about what the world behind the commercials is actually like, we caught up with one of the creative geniuses behind what has been voted the most successful(and, um, cutest) commercial of the year.”
The Guardian: The Sun enjoys post-Christmas sales bounce with 8.3% rise
“The Sun and Sun on Sunday boosted their circulation by about 8% month on month in January, easily the best performers in a national newspaper market buoyed by a post-Christmas holiday seasonal sales bounce.”
The New York Times: Pandora Suit May Upend Century-Old Royalty Plan
“As the music industry races toward a future of digital streams and smartphone apps, its latest crisis centers on a regulatory plan that has been in place since “Chattanooga Choo Choo” was a hit.
Since 1941, Ascap and BMI, the two giant licensing organizations that dominate music publishing, have been governed by consent decrees with the Justice Department. These agreements were made to guarantee fair royalty rates for songwriters and for the radio stations, television networks and even restaurants and retail shops that play their music.”
AdAge: How the Top Ad Agencies Win on YouTube: Great Creative, Lots of Ads
“Winning YouTube is part art, science, web savvy, luck, and let’s be honest: deep pockets to buy advertising. Some agencies, like OMD and Wieden & Kennedy, make it look easy.
The media agency and creative shop headline YouTube’s list of the top agencies to have run ads on the Google-owned video service last year .
YouTube’s agency rankings are determined by how many times an agency’s video ads — only videos that have run as ads on YouTube are counted — made YouTube’s monthly ads leaderboard in 2013. That leaderboard evaluates the ads according to how many paid and non-paid views they received as well as how much of a video people watched.”
https://www.youtube.com/watch?v=-31Y3m34Ehw
AdWeek: Most Interesting Man Eclipsed by Fake Bobsledders in New Dos Equis Ad
“The Olympic athletes in this Dos Equis ad may just be actors (the Olympics won’t let non-sponsors use legit athletes for advertising), but they still end up being the stars of this ad ostensibly about the Most Interesting Man in the World.
It’s less an ad for beer and more of an ad for female bobsledding, since the women at the start of this video have gotten a lot of the attention. Gross, creepy attention, especially in the comments of the YouTube clip or whichever website is drooling over them, but attention all the same.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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