The Super Bowl of Commercials

In Super Bowl 2018, advertisers gave us a break, a commercial break, from all the recent political controversy that has been cited as a factor in declining TV ratings for the NFL this season.

Even the NFL got into the spirit with “Touchdowns to Come” starring NY Giants quarterback, Eli Manning and his wide receiver, Odell Beckham dirty dancing!

Super Bowl Ads Salad Bowl

Photo Courtesy of Instinct Magazine

Toyota set the emotional bar high with its opening spot after the kickoff. Rather that focus on promoting their vehicles, Toyota instead chose to spotlight Canadian alpine skier Lauren Woolstencroft. She is the eight-time Paralympic gold medalist who was born missing a portion of her left arm and both legs below the knees. It focused on her story of beating the odds through perseverance and hard work. And the commercial will undoubtedly get more play during the upcoming Olympics, as Toyota is an official partner of the Games.

But Kia got no kudos for it’s sad and strange Super Bowl ad with aging rocker, Aerosmith’s Steven Tyler, driving in reverse to his youth. Especially after Melissa McCarthy’s “Save the Planet” charmer last year!

Picking up on the trend, Hyundai didn’t feature any of their cars in Sunday’s Super Bowl, either. Instead, it promoted the company’s effort to fund childhood cancer research with every purchase of a Hyundai. Watching the survivors being used as props to praise “heroes” just because they bought a Hyundai felt like a commercial way for the company to pat itself on the back.

Budweiser did a better job of sharing its social significance with its “Stand by Me” ad. By multi-purposing its manufacturing, the beer company shipped canned water to places that were impacted by natural disasters: Texas, Florida, Puerto Rico, and California.

Super Bowl 2018 Ads

Photo Courtesy of Today

Getting their bottle caps busted for trivializing protests in years past, Pepsi came back with a nod to nostalgia.

Super Bowl Celebrities

Celebrities were not sidelined from this year’s Super Bowl game, either. Super-rich founder and CEO Jeff Bezos played a part in a popular spoof when his Siri-substitute, Alexa loses her voice. And is momentarily replaced by an international assortment of sarcastic and unlikely characters including British chef and tv personality Gordon Ramsay, American rapper Cardi B, Australian actress Rebel Wilson and film icon, Anthony Hopkins.

And passing up social significance all together, M&M Mars kicked off with family slapstick fun as Danny DeVito personified a red M&M. While packaged goods provider, Proctor & Gamble’s created a funny and satirical Tide ad featuring Old Spice Terry Crews and “Stranger Things” David Harbour spoofing ads of every genre in an effort to show off clean, stainless clothes.

The end goal was to entertain without offending. That was a good thing and not easy these days.

 

 

 

 

 

 

 

 

 

 

Christmas Commercials that Connect: McDonald’s

Happy Holidays from READY FOR MEDIA and Tim Nudd, creative editor of ADWEEK, who has rated 30 of the best holiday commercials of 2017, http://www.adweek.com/creativity/see-all-the-big-holiday-ads-of-2017/, As our gifts to you, we have summarized a few of our choices in a series of holiday blogs: Christmas Commercials that Connect.

Our award for “Best New Product Introduction” goes to McDonald’s campaign, get #ReindeerReady from Leo Burnett/London. In introducing a packet of carrot sticks that can be substituted for French fries in your child’s Happy Meal, this fast food franchise gives a nod to a healthier alternative than leaving cookies for Santa.

Photo Courtesy of McDonald’s

“Our campaign focuses on the anticipation, excitement and little moments of magic the run-up to Christmas brings,” says Emily Somers, vp of marketing and food development at McDonald’s U.K. “It’s one little girl’s preparation for the big day (by saving a carrot stick from her Happy Meal) ‘for the reindeer.’”

Of course, things go temporarily south when her older brother makes a startling revelation— there’s more than one reindeer and she’s saved just one carrot stick. That becomes a pretext for yet another visit to McD’s, for more carrots with a tired Dad who attempts to also order “a cheeseburger for Father Christmas.”

The ad was preceded by 10-second teasers featuring reindeer-ready carrots, now being promoted on the McDonald’s website as “deliciously crunchy reindeer treats.”

Taking full advantage of social media, the story will also be told on Snapchat, where users can unlock a branded Reindeer Face Lens and a game called “Carrot Run.” You can unlock the hub by scanning Snapcodes on McDonald’s Christmas packaging. Free packs of “reindeer treats” will also be shared with families in restaurants, begging the question, Are you #ReindeerReady?”

“As children with one goal in mind—pleasing the man who holds the Naughty/Nice list—the question had never even occurred to us. But in these more inclusive times, it’s probably bad form indeed to think only of the saint … and not his hardworking fleet.”

 

 

 

 

What a Play!

Just one inning into the game. You can feel the tension as every sports bar in America has tuned in to the highly anticipated 2017 World Series, Game 1. The Los Angeles Dodgers and the Houston Astros begin to battle it out. An ad flashes across your screen: T-Mobile #HR4HR, Home Runs for Hurricane Recovery.

Say what? Wasn’t Houston where all the flooding was?

Hurricane scene Home Runs for Hurricane Recovery aims to heal.

Photo Courtesy of The Independent

T-Mobile created the hashtag “#HR4HR” at the onset of postseason baseball to encourage donations for hurricane relief. With each postseason home run, the company offered to donate $10,000 to the hurricane recovery fund Team Rubicon, the disaster response organization utilizing the skills and experiences of military veterans.  T-Mobile also offered to donate an extra $1 each time the hashtag was tweeted or retweeted.

The charitable acts only increased as the playoffs continued when T-Mobile President and CEO John Legere made it a double header with $20,000 per home run and $2 every time #HR4HR is tweeted during the World Series!

While some tweeters criticized the company’s interruption of the games and the use of natural disasters for promotion, most fans found the hashtag both philanthropically supportive and entertaining. The tweets poured in, not only flooding the website but also raising awareness and funds for fellow Americans in need.

Risky Business?

T-Mobile, the official partner of Major League Baseball with lots of customer tie-ins,  took a risk by putting the financial results in the hands of twenty-first century social media users and a possible seven game series. But the decision to initiate “Home Runs for Hurricane Recovery” and promote rebuilding the nation was a strategic marketing move.

Baseball’s loyal viewership guaranteed millions of eyes on the screen when the #ad first ran. This exposed all viewers to T-Mobile as a potential cell phone carrier. Even more powerful, though, was the branding image that was now illuminated: T-Mobile was working with viewers and fans to support those in need, on cell phones!

The company loaded the bases to do a good deed and enhance their brand. Seems they knocked this one out of the park!

How to Avoid #Hashtag Hazards

The hashtag, when used correctly, can reach a broader group of people than those who follow you on Twitter or connect with you on LinkedIn. It facilitates branding and allows companies to create catchy slogans motivating audiences to remember and to respond.

However, the hashtag is more complicated than just throwing a few words together. Here are a few basic tips to consider when using the #.

At READY FOR SOCIAL MEDIA, we coach:

#KnowYourMarket

Charmin hashtag #TweetFromTheSeat

#TweetFromTheSeat, Charmin’s irreverent hashtag is often talked about in marketing circles for one very good reason. It successfully makes something as unglamorous as toilet paper fun, approachable, and appealing to young people. Not an easy feat.

Here’s how it works. The company’s official Twitter account posts funny quips with the hashtag, and encourages users to do the same. Research shows that 40% of people aged 18-24 use social media in the bathroom, giving them a reason to engage with an otherwise strictly utilitarian product.

It’s working too – how else would you explain a toilet paper brand having over 68 thousand followers on Twitter?

#RememberThatCapitalizationMatters

A hash-tagged phrase that lacks capital letters allows the reader to misinterpret your meaning,

#Nowthatcherisdead was mistakenly interpreted by many who began to eulogize Cher.

#ImagineTheResponses

Social media, particularly Twitter, is a platform for users to speak their minds. Before you choose your hashtag, think about the positive and negative responses that will be sparked. If a hashtag is too broad or controversial, your message may be mocked.

#QantasLuxury. Not widely known for its great customer service or luxuriousness, Aussie airline Qantas’ social media team made a big mistake. They asked customers to enter a competition by sharing their experiences just one day after the airline grounded their fleet and locked out staff for 48 hours over a union dispute about pay. Disgruntled staff and customers took to Twitter in full irony mode!

#KeepItRelevant

Every brand, team, or company has a mission. Whether it is to sell products, win games, or recruit followers. It’s important to align the # with your product or service. Even though something may be a good cause, it may not directly apply to your purpose or product.

#RaceTogether. Starbucks launched this hashtag in an effort to raise awareness for the country’s racial divide. They printed the new hashtag on every cup of joe. Unfortunately, this # message did not apply to coffee. And while the brand’s intentions were clearly for justice, they missed the mark in getting involved.

Always remember to #Wisely.

The Good, the Bad, and the Ugly

It’s often said that the camera doesn’t lie, nor does it blink. But until recently, the camera has always been in the hands of responsible and professional photographers, videographers and journalists. Not in the hands of passengers documenting airline brutality or murderers recording their own deeds as selfies.

cell phone picture

Photo courtesy of: Time.com

Now everyone with a cell phone, and that’s pretty much everyone, is a documentarian, taking cameras and matters into his or her own hands. And thanks to social media networks like Facebook, Twitter, Instagram, Flickr, Snapchat, et al, there is no shortage of airtime.

Traditional print media like the New York TIMES, which narrowcasts to only those who choose to pay for it, advertises its policy of “all the news that’s fit to print.” But these social media publishers have yet to restrict the freedom of their presses.

According to Wikipedia, Clint Eastwood’s The Good, the Bad and the Ugly was one of the greatest and most influential Westerns of all time. But today’s citizens offer cowboy justice at its best and worst because there are no filters on these cameras.

In our Los Angeles media training and social media training world, this is the phenomena of loose cannons. Executives  must be Ready for them. It cannot be the “shoot from the hip” approach taken by United Airlines’ CEO Oscar Munoz recently. There must be a sensible crisis plan, designed, prepared and practiced in advance.

Crisis training would have explored whether it is the best policy to boot paying customers to make way for employees.  Then, not defend employees’ actions in the face of excessive force without being aware of the details: a passenger being beaten seriously enough to cause a concussion, two broken teeth and a broken nose.

Then, after a deluge of negative traditional and social media not abjectly apologize saying Dr. David Dao “did nothing wrong.” A more appropriate response would have been, Dr. Dao was badly mistreated. But for the safety of all the passengers on my airline, everyone needs to follow the orders given by my people, even if you think those orders are stupid or unfair. And for that, I will not defend his actions either.

The cost to United Airlines in dollars and reputation is impossible to estimate. Each passenger on that flight is now being reimbursed for the price of his or her ticket, which may set a precedent that other companies will be forced to follow every time someone pictures and posts a misdeed. Finally, the passenger who was documented being dragged bloodied and broken down the aisle by countless cell phones is very likely to sue and is from Asia, an important market for the company.

The lesson, of course, is to get in front of a crisis, but to do it correctly. As the victimized doctor’s code would suggest, “First, do no harm.” And not respond impulsively without planning or design.

The world wide web offers the broadest of broadcasting possibilities to everyone who holds a cell phone. And that’s pretty much everyone.

 

Mexican Standoff

Nordstrom and Ivanka Trump find themselves in a Mexican Standoff following Nordstrom’s decision to drop her fashion brand from their stores.

Mexican Standoff Blog

Photo Courtesy of: bittersweetaspects.wordpress.com

A spokeswoman for Nordstrom insisted that the company made the decision based on plummeting sales and not as a political statement following Nordstrom’s company wide pro-immigration email. “For us, the two were not connected.”

As expected, President Trump gunned-down Nordstrom in a defensive tweet. “My daughter, Ivanka, has been treated so unfairly by @Nordstrom. She is a great person – always pushing me to do the right thing.” Terrible,” he whined.

Despite Nordstrom’s explanation that this was a logical business decision, both sides remain at a stand still. Neither Ivanka Trump, the brand; nor Nordstrom, the retailer dare to make the next move and must wait until it’s made for them by their customers. Those responsible for sales!

Unfortunately, large and small companies alike, are facing boycotts and backlash from Trump supporters and non-supporters.  Some boycotted Nordstrom for selling Ivanka Trump, some for not selling Ivanka Trump.

But as the owner of one e-commerce site wrote, “for every customer I’ve lost, I’ve gained one.”

 

Gloria Steinem: Never Not Controversial

Know your Audience.

In a struggle to re-invent itself, Lands’ End featured an interview with feminist Gloria Steinem (notable for her work in abortion and reproductive rights) in its “Legends” catalog, before considering the audience. The company, popular for its khakis and primary-colored knit sweaters, contracts with many Catholic schools for uniforms and the catalog reached students’ homes. Generating much anti-abortion criticism and many cancelled contracts, the controversy received more attention than the clothes.

Photo Courtesy www.ethicsalarms.com

Photo Courtesy www.ethicsalarms.com

Although the interview with Ms. Steinem did not contain any references to abortion and focused more on equal rights, Lands’ End failed to consider the implications of their choice in interviewees. They removed the feature from their website and issued a public apology on their Facebook page:

“Some customers were troubled and concerned that we featured an interview with Gloria Steinem in a recent catalog. It was never our intention to raise a divisive political or religious issue, so when some of our customers saw the recent promotion that way, we heard them. We sincerely apologize for any offense.”

In this seemingly diplomatic response, Lands’ End alienated another group of customers:

What a terrible message to send to all the women and girls who wear your clothes,” Christina Burrows Refford wrote. “I’m sorry you see equal rights for women as a divisive issue. I see it as a human issue.

It is hard to tell which decision was more detrimental: inadvertently sending a political message or lacking the courage of its convictions amidst pressure from clients. Lands’ End, which has been under-performing since 2011, simply did not consider their audiences when seeking innovative ways to reinvent its brand.

In our Los Angeles-based media and speech coaching, READY FOR MEDIA advises researching your audiences beforehand. What unique perspective are they seeking from you?  This translates into all facets of presentation and media. For example, early morning TODAY Show viewers are looking for very different television content than the afternoon audience of ELLEN or the late-night audience of The TONIGHT Show.

Journalists all know that the lead of a print story needs the 5 w’s and an h: who, what, where, when, why and how. You should know as much about your audience: who they are, what they want, where, when, why and how to reach them.

Dotting the i’s

Fortune 500 companies sometimes can’t resist the social media mistake of subtle commercialization, which usually backfires. Here, General Mills eulogized their hometown legend, Prince, by being too cute with a Cheerio dotting the i.

Photo Courtesy www.adage.com

Photo Courtesy www.adage.com

In another General Mills advertisement from the brand, Hamburger Helper, their “helping hand” mascot, “Lefty,” a four-fingered, left-hand white glove was pictured and referenced.

Photo Courtesy www.adweek.com

Photo Courtesy www.adweek.com

“Respect for the home team. A glove can only take so much sadness.”

The social media backlash was immediate and intense, criticizing the product-pushing cuteness and insensitivity of these brands as the world mourned an incredible talent’s untimely death. The “tributes” were cancelled.

 “Pay tribute to the man,” Ad Week admonished, “don’t make it about your brand.”

Social media does not call for advertising as usual. It is a game that many established corporations don’t yet know how to play. Big brands must not play cute to push product in tragedy. From September 11 memorials to domestic abuse awareness hashtags, companies have tweeted in bad taste, attempting to jump on the pop culture bandwagon.

In media coaching, we usually recommend branding. But not in response to tragic events. If companies are going to insert themselves into the conversation, it must be straightforward and commercial-free.

Thank you for this moment

Early in life, we are told that fighting fire with fire will only make matters worse. But the fire of gratitude, diplomacy and goodness will squelch the fire of crudeness and rudeness, every time. Singer-songwriter Taylor Swift proved this useful lesson when she eloquently delivered her acceptance speech at the 2016 Grammy Awards.

Photo Courtesy www.eonline.com

Photo Courtesy www.eonline.com

While the memory of Kanye West’s interruption of Ms. Swift’s acceptance speech in 2009 at the Video Music Awards still burned, he recently added fuel to his fire by releasing a song that indecently referenced his role in her success.

Despite the public’s anticipation over how Ms. Swift would react on stage to Mr. West’s inappropriate remarks, she handled it with class and confidence. By replacing the role of victim with role model, she took her power back and delivered a message to her audience of young women and girls.

  “As the first woman to win Album of the Year at the Grammys twice, I want to say to all the young women out there: There are going to be people along the way who will try to undercut your success or take credit for your accomplishments or your fame,” Swift said while she accepted the award for her album “1989”. “But if you just focus on the work and you don’t let those people sidetrack you, someday when you get where you’re going, you’ll look around and you will know that it was you and the people who love you who put you there. And that will be the greatest feeling in the world. Thank you for this moment.”

Taylor Swift may be best known as a famous pop star, but she is also a savvy business woman. She creatively called on the loyalty of her fan base while garnering respect from a much larger audience.

Inc Magazine noted that she knows exactly how to protect her brand and her image. The lessons they took from Ms. Swift included:

  • Change the conversation
  • Keep the message about your brand or goals
  • Bring focus to a higher cause

In this case, Ms. Swift’s fire was classy, clever and confident.

 

A painful Holiday commercial

In the Hippocratic Oath, doctors promise to first “do no harm.” Advertisers should give their brands and consumers the same care.

In last season’s holiday commercial, Coca-Cola insensitively and inadvertently harmed their brand.  Opening with a bucolic view of the indigenous community of Totontepec in Oaxaca, Mexico; the Spanish text proclaimed that 81.6% of Mexico’s indigenous people feel marginalized because Spanish is not their primary language, accompanied by closeups of their desolate faces. The commercial, distributed by Coca-Cola Mexico, attempted to doctor the situation and cheer up the community with a group of hip, young Caucasions cutting 2 x 4’s, painting them in Coke’s classic red and building a giant, lighted Christmas tree of wood and red plastic bottle caps. Ending with the group of urban youths passing out bottles of Coca-Cola, a final text appears encouraging viewers to  “break down prejudice and share” using the hashtag handle #AbreTuCorazon, or #”Open Your Heart.”

The backlash was immediate.

The TeleSUR website described it as “a painful metaphor of ongoing colonialism in the country as white kids storm the Mixe indigenous community, as if a crusade, distributing bottles of Coke and constructing a giant Coca-Cola Christmas tree for all to idolize.” A lawyer for the indigenous and indigent, Elvira Pablo, describes this type of advertising “as an act of discrimination and racism by imposing a consumer culture alien to this community.”

After the commercial was banned in Mexico and a request made for the government to sanction the soft drink giant, Coca-Cola took it off the air and apologized for offending. But to quote Benjamin Franklin, “an ounce of prevention is worth a pound of cure.” YouTube users continue to post the video with sarcastic titles such as “The White Savior Ad.”

When branding, it is crucial to be considerate and careful of the message within the message and diagnose how the target audience will be affected. In this case, Coca-Cola’s message hindered unity and reinforced prejudice.

Bottomline, don’t wound your audience in an effort to heal them.