Hasta La Creative!

NBC Sports meets every morning to discuss potential changes, but Chairman Mark Lazarus said the network is satisfying the majority of people.

A smart lançou em 02/08 mais uma campanha para o novo carro, com o intuito de divulgar o novo modelo do veículo. A campanha, intitulada “smart. mais espaço no mundo.”, é um convite para pensar no que realmente merece mais espaço.

Para isso, foi produzido um manifesto a partir do seguinte questionamento: o mundo precisa de mais espaço para quê?

hoje o mundo vive correndo. vive apertado.
muitos prédios, muita gente, muita pressa.

os carros fazem parte do espaço urbano. 
a questão é que alguns ocupam muito mais espaço do que precisam.

e isso faz diferença. e muita. 

olhe os carros nas ruas. conte o número de assentos. conte o número de passageiros. 
a conta fecha?

smart tem dois lugares confortabilíssimos para quem anda dentro dele.
e deixa, pelo menos, dois lugares livres para o mundo lá fora. 

e tem tanta coisa no mundo que precisa de mais espaço.

baseada nessa característica tão única do smart, a smart lança a campanha: “smart. mais espaço no mundo”.

e convida as pessoas a refletirem: o mundo precisa de mais espaço para quê?

O filme da campanha apresenta cenas do smart com mensagens sobre a melhor utilização do espaço. A estratégia online é complementada por hotsite, facebook, banners tradicionais.

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Posts patrocinados exibem informações escritas e fornecidas pelo próprio anunciante/agência. Os editores do B9 não tem relação direta com os anunciantes e não influenciam a mensagem. Saiba mais.

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pacobn became a registered member

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In the world of advertising it’s pretty much written in stone that brands portray their products in an aspirational manner using imagery and actors that are everything a consumer wants to be but can’t because they aren’t rich enough, beautiful enough, skinny enough, own a fancy enough car, have big enough breasts or a six pack that puts Calvin Klein models to shame.

Which is why we love this new Southern Comfort work from Wieden + Kennedy New York. Called Whatever’s Comfortable, it’s a celebration of just that. No pretense here at all. Just a not so perfect looking guy walking down the beach with all the calm collected coolness that only…ahem…comfort with one’s own body can bring.

A :90 version of the commercial is currently running on Southern Comfort’s Facebook page and YouTube channel and a :60 will air on television, a first for the brand, beginning August 5.

Minus any voiceover or copy, the spot is set to the tune of Odetta’s Hit or Miss. The work is Wieden + Kennedy’s first since winning the account from Arnold which had handled the brand since 2001.

WPP digital agency Possible has bought London-based digital specialist Fortune Cookie for an undisclosed sum, appointing its founder Justin Cooke as its UK chief executive.

This Olympics-focuses editorial series is written by Ronald Urbach, Chairman of law firm Davis & Gilbert LLP and the co-chair of the Advertising, Marketing & Promotions Practice Group at the firm.

How many of you have seen this phrase in advertising on the Olympics broadcast: Official Sponsor of the U.S. Olympic Committee? We have all seen these words before. But take a moment and think about them. What do these words really mean? Who cares what they mean?

Consider the word – “Official.” The key authorizing party behind the Olympics has decided that some companies will be in the club and the rest will not. To get in the club, a company has to enter in to a formal sponsorship agreement and pay a substantial fee; and in turn, it gets the right to call itself an Official Sponsor.

What’s so special about being an official sponsor of the Olympics? If you want to use those five interlocking rings in your advertising, or use the word Olympic or Olympiad in your collateral or on your packaging, or use certain other Olympic-related names and symbols to support your marketing programs, then unless you are an Official Sponsor, you are out of luck. The United States Olympic Committee, the USOC, has a potent weapon to protect itself in its arsenal.

A federal law gives the USOC the exclusive rights to control those names and symbols. This makes the Olympics different than any other sports event or league – even the mighty NFL does not have this protection in their hip pocket.

Why does the USOC have this special right? There is only one word you need to remember. No, for those who saw the film The Graduate, it is not plastic. It is money. Consider this: fielding an Olympic team, running training facilities, hiring coaches, traveling to events, and more, all costs money, and lots of it. In the days of the Cold War, the United States “fought” Russia at the Olympics – state-sponsored professional athletes versus marketer-supported amateurs. Today, same fight, different opponent – state-sponsored professional athletes (China) versus marketer-supported amateurs (USA). Well, maybe not amateurs today – just look at the U.S. Olympic basketball team.

The London Olympics is rumored to have cost over $14 billion to stage. These costs are one reason why the City of London and the British government have taken extremely strong and comprehensive steps to make the London Olympics – at least in and around the actual venue – ambush proof. Those businesses that have tried to cross the line and “unofficially” tie in with the Olympics have suffered the full weight of the British legal system. Even the most sophisticated of companies who are smart about how they advertise and market have had to work extra hard not to run afoul of the restrictions.

When you move beyond the legal rules and skirmishes that invariably result between the ambushers, the real battle – and one for which there is no clear cut winner – is determining, what is the ultimate value of being an “Official Sponsor?”

An Official Sponsor can benefit from many promotional opportunities, like giving tickets to its best customers or entertaining clients at Official events. But in the advertising battleground, what do consumers think? They see two different competitors advertising on the Olympics broadcast, one is an Official Sponsor and the other is not. Sponsors hope that the good will that a consumer has towards the games and athletes will transfer to the official supporters of the games. The end game will be increased sales.

Will consumers feel differently about the Official Sponsor? Is the opposite true? Will consumers look negatively upon those who are not Official Sponsors and just advertisers on the broadcast of the games? What about those who are not simply sponsors, but are active and aggressive “ambush marketers?” What is ambush advertising?

Advertising on the Olympics broadcast by a competitor of an Official Sponsor does not make this advertising “ambush marketing.” Using a sports theme, celebrating athletes and competition, showing certain common sports, and even referencing a location named “London” does not make a competitor’s advertising ambush marketing. A commercial that celebrates the athletic ability and competitor in each of us, like Nike did in its London spot, is a good example of celebrating sport and people without violating any organization’s rights.

Every Olympics there is hand wringing over how to protect the rights of Official Sponsors and how to stop “ambush marketers.” The London Games has shown the world how to protect the rights of Official Sponsors. The future revenue stream necessary to pay for the ever more expensive future Olympics now remains protected.

As for the consumers, they are smart enough to know who are Official Sponsors and who are not. They get it. This means that the ultimate advertising and marketing value of Official Sponsorships of Olympics will be for the consumers to decide, not the lawyers.

Ronald Urbach is the Chairman of law firm Davis & Gilbert LLP and the co-chair of the Advertising, Marketing & Promotions Practice Group at the firm. His clients include numerous multinational, national, and regional advertising agencies, including those agencies that are viewed as being the top creative agencies in the world. Ron can be reached at rurbach@dglaw.com.

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Nike continues to think on its feet during the Olympics, with a fast turnaround ad featuring Paula Radcliffe, the great British marathon hope, who has pulled out of Sunday's Olympic race due to a foot injury.

Na Irlanda, a Cadbury patrocina a transmissão dos Jogos Olímpicos de Londres 2012 em uma emissora local.

E entre um esporte e outro, entra uma série de vinhetas incríveis com a assinatura “Enjoy The Moment”. Foram feitas com Maya e diversos plugins terceirizados.

Criação da Publicis Dublin, e produção da Piranha Bar.

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After a mixed set of results for the commercial radio industry and a strong quarter for arch-rival BBC Radio 2, three senior radio buyers give their views on what the latest Rajar figures mean for the market.