Delta is investing in paid marketing for its SkyMiles loyalty program for the first time, as the program grows through new partnerships with Starbucks.
Serena Williams exited professional tennis last September, following one final U.S. Open run, in a blaze of branding glory–with a pair of powerful ads from longtime partners Nike and Gatorade honoring and cementing her legacy as the sport’s GOAT. But while Williams has long been one of the industry’s most coveted spokespeople and brand partners–after…
It’s a reasonable bet that most senior-level marketers would like–even if it’s just once–to lead the creation of a Super Bowl ad. After all, who wouldn’t want to work with a budget that lets them drop $7 million on the most prime TV time there is? What CMO doesn’t dream of having 100 million-plus consumers…
Fox was the big winner during Super Bowl 57. Ratings for Sunday’s matchup between the Kansas City Chiefs and the Philadelphia Eagles, a game that came down to a last-second field goal kick, reached an average audience of 113 million. That accounts for viewing across linear through Fox and Fox Deportes as well as digitally…
In late January, inside a sunny conference room at the JW Marriott in Marco Island, Fla., a working group of advertising technology executives gathered to discuss a contentious new update to a pair of terms–in-stream and out-stream advertising–whose precise definition would determine the fate of billions of dollars in digital video advertising. The overhaul, which…
For a struggling taco shop in Glenview, Ill., the difference between a disheartening lack of foot traffic and a sold-out menu was a 10-second TikTok post. A decor company based in Grand Rapids, Mich., was saved when the owner’s daughter brandished his collection of horror-themed Christmas ornaments on the platform. And Keith Lee, a former…
Rihanna’s Super Bowl halftime show was watched by 118.7 million.
(TrendHunter.com) These February 2023 life stages trends range from baby decoder devices to luxe residential resorts that are designed for those over 50.
When it comes to the month’s most notable Gen Z…
The company is opening two exhibitions that will tour the globe until 2028. It comes at a moment when its formidable stature in the culture has shown a few cracks.
The Consumer Electronics Show, the tech industry’s premier trade event, is famous for its sampling of flashy gadgets and glimpses into a far-flung future, but marketers in Las Vegas last month for CES 2023 had little appetite for flying cars or robot butlers. With budgets pared down to brave a looming economic downturn, brand leaders…
Jeep, Amazon and T-Mobile are among the marketers that won over consumers.
O podcast documental Primeiro Contato teve sua 2ª temporada anunciada na forma de uma campanha de financiamento coletivo. Criada pelo jornalista Henrique Sampaio, a nova temporada promete explorar as histórias de origem da internet brasileira de uma perspectiva sociocultural, abordando as primeiras redes, comunidades online e mundos virtuais. O B9, que foi parceiro do podcast …
Leia Nova temporada de Primeiro Contato vai contar a história dos brasileiros na internet na íntegra no B9.
For decades, b-to-b brands have formed their visual identity and logos based on “professional” tones and styles. We’ve all seen them: blue or red text splashed on a plain white background with minimal additional color, often devoid of any personality or flair. Appropriate for a corporate audience? Sure. Effective in attracting today’s social-first audience? Not…
Rihanna’s Super Bowl half-time performance built buzz for both her Fenty Beauty and Savage X Fenty lingerie lines.
(TrendHunter.com) The Kuckoo Emma trailer is a new take on the classic camping trailer silhouette to provide explorers with a way to enjoy a comfortable experience when on their next adventure. The trailer is…
On this week’s episode of To Dine For, host Kate Sullivan welcomes Daniel Jones, editor of The New York Times essay column Modern Love, which started in 2004 and has run every week on Sundays in The Times. The column has been adapted into a two-season original series on Amazon Prime Video, where Jones served…
Super Bowl LVII is in the books. But before we start counting down to the 2024 Big Game, set for Feb. 11, 2024, we bring you one final edition of the 2023 Super Bowl newsletter.
The results are in—and the best news for chief marketing officers and agencies with ads in the game is that there are so many Super Bowl ad ranking services that you are likely to find at least one that praised your spot.
The USA Today Ad Meter remains the most widely cited scorecard, and it ranked The Farmer’s Dog’s spot first. Amazon, which also told a doggie story, came in third. Bud Light won the beer battle, according to the Ad Meter, which put the Anheuser-Busch InBev-owned brand’s ad in sixth place, ahead of competitor Molson Coors’ spot—which plugged Miller Lite, Coors Light and Blue Moon. It came in 16th.
As for Ad Age, our creativity editors loved the Amazon ad, followed by the NFL’S “Run with it,” Doritos’ “Try Another Angle,” General Motors’ “Why not an EV,” and the Ben Affleck spot from Dunkin’, which he both starred in and directed.
Read more:
The top 5 Super Bowl campaigns you need to know about right now
Super Bowl 2023 ad review—best and worst Big Game commercials
Inside the NFL’s fun, frenetic Super Bowl flag football campaign
Measurement firm EDO reports that its “proprietary brand performance data” ranked Warner Bros.’ trailer for “The Flash” as driving the most engagement. The revelation that the film will mark the return of Michael Keaton’s Batman drew tons of coverage. The “Het Gets Us” Jesus campaign drew the second-highest engagement for its “Love Your Enemy” spot. For more on how that campaign went over, check out our latest reporting here.
Meanwhile, iSpot.tv, which showed the ads to 500 people and had them gauge characteristics including likability, found ads from Jeep, Amazon, Disney and The Farmer’s Dog came out on top. Head here for more on iSpot’s full top 10.
While Booking.com’s Melissa McCarthy spot lagged in the Ad Meter, coming in 35th, the spot drew the most game-day views on YouTube, according to an analysis done by Allison PR. It also reports the phrase “is Bradley Cooper an Eagles fan” as a “breakout Google search during the game with +600% increase.” Other trending questions included “Who owns Blue Moon beer?”—a reference to the Molson Coors ad—and “Who invented football?” a nod to Crown Royal’s Canadian-themed ad.
Of the four auto ads that ran, Kia scored the best with its “Binky Dad” ad when it comes to spurring searches on Cars.com. The online auto site reports the brand saw a 230% spike in Cars.com traffic following the airing of its ad, followed by GM (50%), Ram (46%) and Jeep (13%).
Watch: Ad Age editors analyze Super Bowl ad winners and losers
While not technically a Super Bowl ad, Fox’s promos for its Tubi streaming service gained attention by faking viewers into thinking they mistakenly used the remote to turn on Tubi. Sprout Social reports that according to its data, Tubi drove more than 2 times the mention of any other brand on Twitter. As Ad Age reported earlier today, viewers “generally praised the brand on social media—even those who felt punked by it were laughing, for the most part.” Mischief handled the campaign, which won the Super Clio Award, which goes to “the most creative commercial to air during the Super Bowl.”
One of the biggest winners of the night did not buy an ad. Rihanna’s Fenty scored major exposure when the singer flashed a Fenty compact during her halftime performance. The brand—which encompasses the beauty line Fenty Beauty and lingerie brand Savage X Fenty—built more social buzz for the brands than any in-game advertiser, Ad Age reports.
Adidas did not run an ad in the game, but the brand benefited by having the Super Bowl’s biggest star—Patrick Mahomes. He won the MVP award as his Kansas City Chiefs topped the Philadelphia Eagles, 38-35. But before the game even started, the sports brand shared on its social channels a tribute spot, which, as reported by Ad Age’s Creativity, mixes original and stock footage, and includes a moment with Mahomes and his daughter, filmed at home by his wife.
Speaking of his wife, Brittany Matthews, she has given some love to Lululemon. “I bought Patrick lucky game day underwear — red underwear from Lululemon — and he’s worn them every game day,” she said in a 2018 podcast interview that was resurfaced Sunday by the New York Post.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
