Posts filed under ‘TV Commercials’

AT&T vs. Verizon

By Kirk Littell
A heavyweight ad battle continues to rage during commercial breaks across America. It’s a somewhat equitable battle in terms of dollars spent but my scorecard shows AT&T getting drubbed by Verizon in terms of creativity.

AT&T continues to advertise in “damage control mode” after Verizon’s recent onslaught of ads, with a new spot featuring actor Luke Wilson. If you watched any TV over the weekend you invariably saw him standing in the middle of the US map where he tosses postcards to all of the locations covered in AT&Ts 3G network. This spot is very tedious as he slowly reads city names one by one and adds odd “fun facts” as he throws the cards. The initial ad gains some momentum when you see a second commercial where he continues to throw cards until the map is bursting with them. Kudos on that media buy, but this pair seems like a big “so what”.

All of this was of course brought on by Verizon’s choice to deride AT&T’s coverage areas in multiple ads that coincided with the release of it’s new 3G phone, The Droid. They turned the iPhone’s “There’s an app for that” line into “There’s a map for that” and started attacking the largest US phone company with said maps. This ad (seen in the photo above) uses a classic holiday special to compare the networks. But as entertaining as these commercials are, comparing the maps side-by-side isn’t exactly fair. Or at least that what AT&T argues in their lawsuit against Verizon, saying that they do have 2G coverage in the areas that are not 3G-ready. (Verizon’s map for AT&T only depicts the 3G areas and nothing more; they’ve omitted the 2G and 2.5G coverage areas.)

Bloomberg.com reports: “U.S. District Judge Timothy Batten said that while the ads, which use maps to compare the companies’ third-generation networks, might be “sneaky” or “clever,” they are “literally true.” AT&T will have another chance to ask the court to prohibit the ads in a Dec. 16 hearing. Batten said AT&T is unlikely to prevail.”

Stay tuned, and if you read this blog with your 3G device just stay out of Death Valley, I don’t think either wireless carrier covers it – yet.

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November 24, 2009 at 9:43 pm Leave a comment

Pittsburgh Public Schools, Pathway to the Promise

By Kirk Littell

This is a TV spot AXIS recently created for the Pittsuburgh Public Schools to help promote the “Pathway to the Promise” to ensure that every student is “Promise-Ready”, meaning that they are academically eligible to receive up to $5,000 per year towards their post-secondary education (college, vocational school, etc.) This is one part of a larger branding strategy that AXIS developed for PPS around promoting this program to the community. It is their commitment to build a culture of expectations, promote aspirations for higher education, and ensure that students are on course to be eligible for Pittsburgh Promise scholarships.

November 8, 2009 at 6:55 pm Leave a comment

Whatever Happened to Parental Responsibility?

By Mike Kolbrener

The week’s Advertising Age reports that even after Big Food, 11 major food marketers including Kellogg, Kraft Foods, General Mills and Unilever, voluntarily shifted or eliminated $1 billion in kid-targeted junk-food marketing, critics, watchdogs and regulators such as Federal Trade Commission’s Jon Leibowitz are now pressing for more restrictions on more marketers including media companies. They are going after Viacom, Time Warner, the TV Networks as well as ConAgra, Chuck E. Cheese and Burger King.

The FTC is preparing subpoenas for 44 food and fast-food companies to examine how they are marketing products to kids. What does this mean? Coca-Cola and Hershey’s won’t aim advertisements at kids younger than 12. Mars/Masterfoods won’t advertise any of its candies to kids. PepsiCo, Kraft Foods, Kellogg, General Mills, McDonald’s, Unilever and Campbell Soup will limit all their marketing of food to children younger than 12 to more healthy foods. No more Cap’n Crunch. No more “Silly Rabbit” (Trix). No more Count Chocula. Possibly, no more Happy Meals. These developments make me take pause and ask whatever happened to parental responsibility? I don’t see kids younger than 12 checking-out at the grocery store. I’ve never witnessed an 8-year-old placing their order at McDonald’s or Burger King.

Does Congress really need to mandate a study of how products are advertised to kids? Rather than following in the footsteps of “No Child Left Behind”, another federal initiative that has removed parental accountability in the education of our nation’s children, maybe Congress should look at the state of parenting in America. When I was 8 years old in 1980, there were advertisements for Cap’n Crunch during Speed Racer, Big League Chewing Gum during GI Joe, and Hershey bars during the Justice League.

I could have probably sung the Big Mac song, word for word. This didn’t mean I ate Cap’n Crunch for breakfast every morning, chewed gum and devoured Hershey bars all day and ate at McDonald’s every night. Why? My parents. My parents dictated my diet. My parents were involved in my education. My parents . . . well, they were freakin parents. Today, I see too many parents shifting the blame and not taking on the responsibility they should. It’s not my fault or Billy’s fault he’s failing, it’s the teacher, the school, or the school district. It’s not my fault Cindy isn’t healthy.

“It’s all the marketing for the junk-food. I’m compelled to buy it for her.” Really?! I do applaud Big Food for the steps they have taken, but I am equally dismayed as to why they need to.

October 6, 2009 at 4:40 pm 2 comments

All-Bran: Take a load off

All-Bran cereal has a new commercial, which really speaks to the brand’s promise.

By Mike Kolbrener

The construction worker in the commercial had problems staying regular until he tried All-Bran. The advertisement never comes out and says what ‘staying regular‘ is or how All-Bran will help, but their metaphors are pretty hard to miss (especially 16 seconds into the commercial).

Makes a pretty cool viral video too. Via Ad Rants.

October 6, 2009 at 4:38 pm Leave a comment


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