Me, Myself & Media.

In January, Pepsi launched their newest campaign, Pepsi Refresh, which is a single, year long marketing effort engaging consumers, businesses and nonprofits by allowing them to submit their ideas on how they can positively affect their communities. Suggestions are posted to the Pepsi Refresh website (refresheverything.com), and visitors are able to vote for the best ideas. The winners will receive grants ranging from $5,000 to $250,000 in one of 6 areas: health, arts and culture, food and shelter, the planet, neighborhoods, and education. By the end of the year, Pepsi expects that it will have given out more than $20 million in grants. WOW. I think that this is a fantastic idea. It reminds me of Dell's IdeaStorm, only a million times better.


On the latest episode of "If I Can Dream", the marketing director at Pepsi made an appearance, announcing their promotional tie-in to the show. The 6 cast members have been asked to come up with three ideas to help their community, which will be posted to the "If I Can Dream" site. Viewers will vote for their favorite suggestion, and then Pepsi will grant them $10,000 to enact the idea. Good PR for both Pepsi and "If I Can Dream". Touché.


Not only do I really like Pepsi's newest initiative, I also love the commercials that are promoting Pepsi Refresh, especially the most recent one that I've seen "One People", created by none other than TWBA\Chiat\Day in LA. May it's the catchy music (Black Eyed Pea's "One Tribe"), or the incredible graphic effects that are made by the people in the spot, or maybe it's that I'm partial to the ad given my support of the Refresh Project. Who knows? All that I am sure of is that it is a wonderful, creative advertisement. Unfortunately for the company though, I still won't be drinking Pepsi anytime in the near future. But my perception of the social responsibility is much higher, if that's worth anything.


One suggestion for Pepsi? Have a Pepsi_Refresh Twitter account -- It's ridiculous to depend on the #PepsiRefresh to spread awareness about the campaign. I definitely think that a separate account is needed to retweet people's comments, ideas, etc. 


Watch Pepsi's "One People" Ad

I feel like I have been seeing Ford advertisements everywhere recently -- kudos to their marketing department, they should get a big high five. Perhaps they are trying to capitalize on Toyota's woes and launch themselves far ahead of this competitor? Or maybe they just want to tout all of the new snazzy features that their recent models have to offer. My little sister just got a new Escape -- I drove it for the first time last weekend and loved it. Ford really does pay attention to details, such as removing the gas cap and having a more streamlined way to fill up on gas, a process that I strongly dislike.


Ine of the most prevalent campaigns that I have been seeing on TV, Hulu, and internet sites is the "Ford: Drive One" initiative, created by WPP's JWP Team Detroit. The ads have long intrigued me due to the fact that the seem to feature "real people" talking about their favorite features of the car. A qualm I have with the commercials is the fact that none of the statements made by the individuals seem very genuine. The group of good looking "everyday Ford drivers" seem so rehearsed, like their lines have been fed directly to them. And hey, I'm sure they have been. That's what commercials are, right? The number of takes needed to direct and film the short 15-second spots was probably pretty high, which is fine. The thing that frustrates me is Ford's determination to make the campaign so believable, going right now to the shaky camera style to give the ads the viral YouTube feel.


Interested in who these real Ford drivers were, I went online and did some research, learning more about Team Detroit and the campaign in general. Low and behold, these authentic Ford customers are also Ford employees -- who would have guessed? I understand the logic in using "their own", yet it feels sort of deceptive, like there should be fine print along the bottom that reads "Ford Employees". After all, when actors are used to endorse other products, there is the same tiny text that runs along the bottom of the screens, and who's to say that they haven't ever used the good they are selling? The supposed difference is that they are being paid to tell the world how much they love the brand, but isn't that just what Ford is doing?


With all of this said, I truly do not hate the ads. I think they are short, sweet, and convey a memorable, overlying thematic message -- Ford drivers really do adore their cars. I just wish that they could have found Ford drivers who are not receiving paychecks from Ford Motor Co. to tell us how much they like driving the whole Ford experience. All you need to do to know this is read the comments on YouTube for the different ads, like MarkerDude (really?) who said "Great spot! Ford has really improved... Best car company in America!" Clearly he is not from around here, because he'd be singing another jingle -- common, you know I have to..."Ford is the best in Texas."


Becky Just LOVES Her Ford

At the keynote speech yesterday, Apple unveiled one of their newest additions to the iProduct category - iAd. As Steve Jobs continues his global domination strategy, he moves into one space he had yet to pioneer until recently, advertising. During the presentation, Jobs described the new advertising network, which will help app developers create higher quality, engaging advertisements that allow users to click on the ad without having to leave the app, since it is played on the OS itself. Jobs also mentioned that the average iPhone user spends 30 minutes a day on their iPhone applications -- which is an incredible amount of time for an average. Although I love to play Words with Friends, I definitely do not spend 30 minutes a day doing so. I would love to see how long the average consumer spends making dinner, because it is probably more like 3 minutes in the microwave -- just sayin'.


The new iAd platform will have the capability to serve over 1 billion ad impressions per day, which like Steve Jobs said, is "an incredible demographic." Apple's foray into advertising will allow developers to get 60% of the revenue from the ads within their applications. This figure seems reasonable enough, but I guess I feel that they should get more like 75% of the money, but I am sure that there is a "reasonable" explanation for the cut.


The iAd was announced in conjunction with the revealing of the iPhone OS 4, which is being positioned as the PSN or Xbox Live of the iPhone community. This operating system will allow gamers to tap into a centralized network where gamers can play against each other -- very interactive, which makes sense, given that the top downloaded apps are games, and that the most successful games had been those which you can play with other iPhone users. It looks like my iPhone Original 1.0 will need to be updated soon, not only because I will now be 3 models behind, but also because of the number of people that send me picture messages that I never get due to the lack of that functionality. Why the iPhone did not always have this feature from the get-go, I will never understand.


MacBooks, iPads, iMacs, iPhones, iTunes, iPods, and now iAd. My prediction for the future? Say hello to Steve Jobs and goodbye to Obama - Apple is going to take over the world. 

The Masters start today, which is reason enough for mass media coverage and buzz online. Nonetheless, the kickoff of one of the oldest and most prestigious golf tournaments in America is not what people are chatting about. As a matter of fact, they are talking about one thing, and one thing only -- Tiger's back.

After a public leave of about 4 1/2 months, with exception of his terribly unsympathetic public apology, Tiger has been gone from the public eye, spending time on his private yacht named "Privacy", training, and a stint at rehab for sex addiction (so typical).

Yesterday, Nike rolled out their first advertisement featuring Tiger since the whole scandal broke loose in November of last year. Did it feature him golfing? No. Was he making another public apology? Nope (thank goodness). Instead, the black and white commercial starred Tiger, wearing a Nike vest and hat, standing with those big, sad puppy eyes, staring straight into the camera, as you hear a tape of his late-father saying "I want to know what your thinking was, I want to find out what your feelings are, and did you learn anything?" Wow. I commend Nike (or should I say Weiden & Kennedy?). Tiger has proven to be rubbish at stirring emotion in the hearts of Americans (predominantly women), but this message from his father, who passed away a few years ago, made my eyes water. This emotional reaction may be related to the recent death of one of my best friend's dads, but that's exactly why this spot will move people -- everyone knows someone whose dad has passed away, if not their own. Do I like Tiger any more because of the ad? No, but maybe it's just the start of the journey back into the spotlight. After all, it is none of our business what he does in his personal life.

Yup, I've filled out my census form -- have you? To be honest, I don't really see how people couldn't have. Or more importantly, why they wouldn't have. I mean, there were all of 6 questions, nothing personal, nothing difficult to answer. The form was very cut and dry (and not Scantron, what were they thinking??). What's more is that the postage on the return envelope is already paid, meaning that there should be no excuse not to take the 45 seconds to write in your responses. Still, I have seen lots of US Census advertisements on Metro buses, on the TV, in the papers, etc., all encouraging individuals to submit their forms. It seems a little excessive to me, especially since you are bound by law to fill it out.  According to United States Code, Title 13 (Census), Chapter 7 (Offenses and Penalties), SubChapter II, if you're over 18 and refuse to answer all or part of the Census, you can be fined up to $100. As a recap -- it's easy to understand, very few questions to answer, the postage is covered, and you can be fined $100 for not responding. Why in the world is all of the advertising necessary? It seems like common sense to me.


The advertising effort for the 2010 Census doesn't just feel like it's everywhere, it literally is. And in lots of different languages, targeting lots of different niche demographics in the United States. A plethora of advertising agencies were hired to help advertise the census, including DraftFCB, GlobalHue, GlobalHue Latino, D'Exposito & Partners, Allied Media, IW Group, PLUM Agency, G&G Advertising, and DraftFCB Puerto Rico.


I did not originally realize the intensity of this campaign, but after thinking about the nature of the project, it is quite a task. Rarely does a communications message need to be disseminated to the ENTIRE United States. For the few media planning projects that we have done in TexasMedia, we have had fairly narrow target markets which has made communications material easier to prepare. I cannot even get my head around tackling a plan that needs to reach every individual living in America. So while I still may not think that this campaign was necessary with regards to the frequency of message delivery, I applaud the communications team working for the US Census for work.

During my workout this morning, I watched the most recent episode of "Modern Family" and was pretty surprised when the opening scene revolved around Phil Dunphy, one of the show's main characters, requesting none other than an iPad for his birthday. The rest of the show developed into a big plot to get Phil this coveted new gadget for his birthday, starting with his wife's sleeping in and getting to the Apple store too late to catch one of the first shipments. Normally there are a few different, evenly weighed plot lines going on; however, this week the focus really on the quest for the iPad. The show climaxed when Phil finally gets the iPad into his hands, and all of the characters are standing around "ooh"ing and "ahh"ing at the majestic nature of Apple's newest device. All riled up, Phil declares, "Touch it! But don't touch it!!"


The iPad wasn't just "placed" into this episode of "Modern Family" -- it was truly an iPad commercial. Phil even went so far as to say, "It's like Steve Jobs and God got together to say, 'We love you, Phil.'"


Wow. I'm not sure how I feel about the whole thing. Half of me wants to say "Touché Apple" and the other half is a little repulsed by how desperate the entire show seemed. If I found out that Apple had NOTHING to do with the show, then maybe I would think it was more humorous. After all, most "modern families" probably have THAT person who is dying to get their hands on the iPad.


All in all, I still love "Modern Family" and I still want an iPad, so no harm done. But maybe a little more subtlety next time, please?

Once known for his NFL football playing skills, Isaiah Mustafa's fame is now directed towards his acting skills. Starring in Old Spice ads has recently turned Mustafa into a cult celebrity, joining the likes of advertisement stars Milly Mays and the Dell Dude.

I cringed when I heard the news, although I was not even remotely surprised. Sarah Palin's got her own reality TV show? Bad idea. I mean, to be completely honest, I actually "liked" Sarah Palin a whole lot. I thought that she was funny, I liked her personality, and I especially liked declaring how great she was in front of my dad, who stubbornly declared that he would "move back to Scotland if she were to be his VP." Nevertheless, I do not think that a TV show is the right track for her to go down. She can throw her dreams away of having any major political position now -- reality television seems to bring out the worst in everyone (besides Whitney Port of "The City", who is flawless). I believe that the reason for this is that when someone signs up for a reality TV show, they are signing over the rights to their reputation to a producer who is more interested with ratings and profits than with your public persona. The power of editing threatens to take comments out of context and make things appear as they were not -- in essence, creating drama, which is what viewers want to see.


According to Peter Liguori, COO for Discovery Communcations, Palin's show will "reveal Alaska's powerful beauty as it has never been filmed" (hopefully not describing Sarah). "Sarah Palin's Alaska" will be on the TLC, home of the once-popular "Jon and Kate Plus 8". Getting advertisers to sign up for the show has been a challenge so far, as brands are uneasy about taking the risk to advertise on such a controversial figure's show. "Conservative companies don't want to ruffle any feathers," said Ira Berger, director of national broadcast at the Richards Group. Nevertheless, Berger points out, "If you're the number seven brand in a six-company category, then why not shake it up and take a chance?" It will be interesting to see who signs on, that's for sure.


Whether people wanted her as their vice president or not, Palin does have quite a strong following -- her book "Going Rogue" sold over 1 million copies in its first month on the shelves. Not to mention her sustained position in entertainment magazines due to the scandal involving her daughter's ex-fiance (and father of her grandson) Levi Johnson, who made headlines with his racy pictures in "Playgirl" magazine. Sarah Palin: from maverick to reality TV star? 

During the height of Toyota's public meltdown due to their massive recall efforts, Claire and Phil Dunphy were still trucking along in their Toyota Sienna for all of America to see. This couple, from ABC's new sitcom "Modern Family", are seen driving in their car on numerous times throughout the show -- all part of a massive product placement deal that ABC signed with Toyota, long before the days of their crisis. Unfortunately for "Modern Family", the episodes are taped in advance, and the show producers are unable to yank the Toyotas driven by many of the show's characters. Denis Riney, Executive VP at BrandLogic, believes that for at least a year, there will be "some negative rub-off on other properties and people that associate with [Toyota]." However, I am not sure that I agree with Mr. Riney's estimations.


Not much of a TV fan, I try to stay away from getting hooked on the latest shows, because I try to be as productive with my time as possible. That being said, "Modern Family" is a must-see. My best friend managed to corale me into watching it with her one day, and I fell in love. The show makes me snort with laughter -- the one liners and comedic timing are absolutely perfect, and they really do represent a true modern family living in America today. Do I think that Cameron and Mitchell, the show's happily married gay couple, driving around in their eco-friendly Prius is going to have a negative rub-off on the show? Not at all. There are still millions of Toyota cars being driven around in the world, and although Toyota's brand image may be damaged for the time being, I do not think that their product placements will harm the brand image of popular TV shows. Doesn't this just make the Dunphys and the Pritchetts more like, well, modern families? Perhaps they have already gone in to get their cars inspected, and like the masses of other Toyota users have gone back to to the roads, able to feel safe that their automobile has received the stamp of approval?


This opinion may seem counter to the idea of product placement's purpose being to associate the show with the brands being incorporated into the content -- a sort of "guilty by association" scheme. Personally, I do not fully agree with this idea. I think that product placements help to increase reach and the number of total impressions, but even after watching "American Idol", I do not position Coke as a young, hip drink coveted by all in America. Maybe product placement strategies need to be reconsidered in order to be more effective, or perhaps it's just that all of my advertising classes have rubbed off on me and I am now a more savvy-audience member, taking note of, and knowing the relationship behind, these strategic in-show ads.

“Our 14-oz steak is going once... going twice... gone to the man in the black, pinstripe Armani suit!!”

While the restauranteurs at Smith & Wollensky in NYC may not be auctioning off their steaks, they certainly are bartering them off. In the New York Times today, a stark, yet bold worded, ad reads “STEAK FOR STOCK”, followed by body copy explaining the new deal. When the bill arrives at the table, customers are able to pay for the meal by presenting an original stock certificate and a separate stock power with a medallion signature guarantee.

The impetus for Smith & Wollensky’s innovative transaction idea results from large Wall Street banks’ paying of bonuses in stock, not in cash. The effects of their doing so will be catastrophic on the local economy, and therefore, the steakhouse decided to take action and seize the opportunity to advertise in order to gain positive publicity and increase restaurant traffic.

Allan Stillman, owner of Smith & Wollensky, said that the response has been “over the top.” He also commented on how rare it is to have such widespread media coverage of a restaurant’s advertising. He said, "When we do our advertising, we consider the fact that if you can get it to be cutting-edge, then you're doing something different from everybody else, and you don't have to worry about people copying your advertising."

I love this idea. It is well thought out, creative, and is aimed directly at their core target market -- businessmen and women. Bravo Smith & Wollensky (& Creative Team at Walrus), bravo!

In the news this morning, Merrill Lynch’s $20 million marketing effort stole the headlines. The focus of this recent advertising strategy is retirement, which is the number one savings goal for most people, according to Justine Mertz, the head of marketing for retirement and philanthropic services at Bank of America Merrill Lynch. In the recent recession, many people’s savings accounts shrunk significantly in size, and although our economy is yet to fully recover, Metz claims that Americans have proven themselves as “cautiously optimistic.” I believe that this newfound positivity about the financial markets will trigger a series of new advertising campaigns, as companies attempt to capitalize on what journalist Dan Neil of the LA Times describes as “Americans’ amnesia”. Neil also points out that the US economy is “led into and out of recession by consumer confidence, which turns on our faith in our institutions”. Perhaps Merrill Lynch’s campaign has arrived at the perfect time -- the economy is far from prosperous, with 10% of people in the United States still unemployed, but our country appears to be on the road to recovery.

Albert Einstein once stated: ”In the middle of difficulty lies opportunity.” Well, here it is -- one big opportunity. I believe that firms should continue to be careful with their messaging, but that given the current optimism in our nation, they should begin to roll out new strategies with services offering to help Americans. Copy in one of the new “help2retire_____” Merrill Lynch campaigns reads “A Merrill Lynch Financial Advisor can explain the potential benefits and help you determine if one is a good fit for your long-term strategy.” People want help, they desire stability, they need security.