McDonald's pre-Super Bowl spot "Good Morning" touts its all-day breakfast offerings, featuring young women enjoying breakfast after a night on the town and a young couple eating a yogurt parfait together on the roof of an LA hotel. The brand is also pushing the concept of breakfast at anytime by giving away breakfast products to partygoers at the Daytona 500 and the Grammy awards in Los Angeles.
Grey New York has created a Super Bowl spot for No More, paid for by the National Football League, to highlight the warning signs domestic abuse victims might display. The ad shows two female friends texting during the game, with one saying she can't come to the party because her partner is in a bad mood. The spot ends with the bubble showing her starting to type, but then no text arrives.
How long an ad is viewable and how much of it is in view significantly affect ad recall, a study shows. In general, ads should meet "percent in view" and "time in view" requirements to be memorable. However, they can still be memorable when "percent in view" is below the Media Ratings Council standard but "time in view" is above the standard.
Snapchat has made a move into the lucrative app-install advertising market, running its first ever such ad for mobile game "Cookie Jam" within the iHeartRadio channel in Discover. Mobile app-install ad spend should grow to $5.4 billion this year and hit $6.8 billion in 2019, BI Intelligence predicts.
MDC Partners' Vitro has let go 18 staff members, less than a fifth of its San Diego office, a spokesperson has confirmed. The shop recently lost some business with its biggest client, Asics, along with losing the accounts for Wild Turkey and Kaplan University.
The first ad to run during the Super Bowl will be "Breathe" by FCB Chicago for Anheuser-Busch InBev's Michelob Ultra. The 30-second spot shows people in the middle of energetic workouts, with each letting out a loud breath before a beer appears toward the end with the tagline "Brewed for those who go the extra mile."
Instagram is offering brands the opportunity to run 60-second ads on the site, and T-Mobile has taken advantage by showing its Super Bowl spot starring Drake. Advertisers are charged after videos have been viewed for three seconds.
The concept of the real-time marketing war room is no longer necessary, as real-time content is increasingly being planned in advance, Tanya Dua writes. "It's a paid-media game today and with that, comes a lot more preparation than real-time inspiration," Anomaly's Gareth Goodall notes.
BBDO's 30-second Super Bowl spot for Snickers stars Willem Dafoe playing Marilyn Monroe when she's hungry and irritable. The actor re-enacts the scene where Monroe's iconic white dress is blown up by a subway vent.
Ad blocking is the digital equivalent to the "do not call" directory, and advertisers shouldn't be shocked or indignant about the consumer's desire to veto unwanted and annoying marketing messages, Brian Sheehan writes. Marketers should instead aim for value-added native advertising. One example is Netflix's collaboration with The Wall Street Journal on an in-depth article about the Medellin Cartel to raise interest for the show "Narcos."
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