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- Wheat Thins ad shows that even a yeti will try to take your "snack"
Mondelez International has banished the word "cracker" from Wheat Thins boxes and introduced new flavors as it looks to reposition the brand as an "unaccompanied snack," writes Andrew Adam Newman. In a spot by TBWA Worldwide's Being that will air during the Super Bowl pregame show, a man guards his Spicy Buffalo Wheat Thins with night-vision goggles, looking to thwart raids from "an intruder, the dog, Bigfoot, Ted from next door." The spot ends with the man wrestling a yeti -- "Honey, I was close!" he yells to his wife. The ad also uses the brand's new tagline: "Must. Have. Wheat Thins." The New York Times (tiered subscription model)
(1/24)      
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- Payless taps MARC USA in Chicago for lead creative role
Payless has settled on the Chicago office of MARC USA as its new lead agency after a review that also included The Richards Group as a finalist. Payless dropped Omnicom Group's Martin/Williams last year as lead creative and had since been working with agencies on an individual-project basis. Adweek
(1/24)
- J.C. Penney confirms R/GA has been added to digital roster
J.C. Penney has put R/GA on its roster for digital work. A representative of the retailer would only confirm that R/GA "was brought on based on their history of digital product, service and marketing innovation for a variety of retail clients," which include Nike, Verizon and American Eagle. J.C. Penney is still adjusting its marketing mix under CEO Ron Johnson since dropping Saatchi & Saatchi and using a series of roster shops. Advertising Age (tiered subscription model)
(1/24)
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- Kaley Cuoco stars in Super Bowl teaser for Toyota
Kaley Cuoco will star in Toyota's first-quarter Super Bowl ad from Saatchi & Saatchi in Los Angeles. The star of CBS' "The Big Bang Theory" is already part of a teaser campaign in which she is dressed in lavender and grants people's secret wishes, which correspond with the lyrics of the 1990s rap song "I Wish." The teaser ties into a consumer wish-granting contest that will culminate at the Super Bowl. Adweek
(1/24)
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| Trends & Research | | |
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- Survey: Adults watch Super Bowl more for the commercials
Nearly 40% of American adults said watching the commercials was their favorite part of the Super Bowl -- more than the food, the halftime show and the game itself, according to a Lab42 survey. "It's very interesting that 64% of the respondents said half or more of their conversations with respect to the Super Bowl were about the commercials," says Lab42 CEO Gauri Sharma. Last year, a Harris Interactive poll found the opposite result, with respondents preferring the game. But a BIGInsight poll found that nearly 3 of 4 Super Bowl fans consider commercials to be a form of entertainment. Adweek
(1/24)
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- GE will sponsor "30 Rock" tribute ads despite being a comic foil
General Electric is going to salute the NBC show "30 Rock" with a tribute montage, despite the show's having frequently poked fun at its previous owner. The campaign is part of an initiative by GE to create spots that reference trending ideas and have more relevance. In past seasons, Verizon Wireless, Kraft and Snapple bought into "30 Rock" with product placement deals in which the brands were ribbed within the show. Advertising Age (tiered subscription model)
(1/24)
| Association News | | |
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Deadline Extended for the 4A's O'Toole Awards
Great news: The entry deadline for this year's O'Toole Awards has been extended until next Friday, Feb. 1. This year the competition has been ratcheted up with the introduction of the O'Toole Awards for Media Excellence, which honor and recognize the agencies that consistently drive media excellence through innovation, transformation and creativity. Winners will be announced during Transformation: The Idea Effect conference, which is March 10 to 13 in New Orleans.
Visit the O'Tooles website for details about how to enter.
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Advertising Metrics and ROI: A Guide to Improving Agency Accountability and Effectiveness
Help your agency make more informed business-intelligence decisions with this exclusive 4A's book, "Advertising Metrics and ROI: A Guide to Agency Accountability and Effectiveness." Find out which key performance indicators you should be measuring. A template for aggregating the results of an ROI analysis is included.
While the book is free for 4A's members, non-members can also purchase it for just $100 in the 4A's Bookstore.
To place your order, visit our website today.
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