Showing posts with label Advertising. Show all posts
Showing posts with label Advertising. Show all posts

Sunday, May 7, 2017

Susan Lucci Featured in New Progressive Ad Campaign

All My Children legend Susan Lucci is once again bringing the drama, this time for a new national advertising campaign for Progressive insurance, titled "The Turns We Take."

The four-part soap-opera-esque series includes three 30-second spots with Lucci, each with alternate endings. In the ad, a fur coat-wearing woman storms into a lavish room and tells a cardigan-clad gentleman that she's leaving him. "You haven't noticed me in two years!" she cries. "I was in a coma," he laments. Longtime Progressive spokeswoman Flo pops into the frame to helpfully mention that the insurer's Snapshot reward program for good drivers is a great way to show appreciation.

Right on cue, Lucci descends a grand staircase with a heart-stopping declaration. In one spot, she, too, wakes from a coma! In another, she realizes she can walk again! In all three, she's dismissed by the dude. "Go back to your room, Susan Lucci," he snarls. In addition to the four initial TV spots, Progressive will run 15-second promo clips on social media.

The new campaign, which debuted May 1, is in keeping with Progressive's continued strategy of what Chief Marketing Officer Jeff Charney has dubbed "memory lane marketing." The new spots should appeal to consumers who remember watching Lucci in her 41-year run as Erica Kane, and cut through the clutter of the competition by tapping into that emotional beat.

"We created the world's shortest soap opera -- complete with everything that makes a good soap opera, like captured emotion and cliffhangers," said Charney. "With today's generation, short bursts of content is what they're used to seeing."

Watch the alternative endings featuring Lucci below.

Wednesday, April 13, 2016

New Tostitos Web Series Inspired by Taste for Drama and Passion for Flavor

Tostitos is introducing Botanas Del Cielo, the “spiciest” telenovela in history, directed by renowned film director and producer Pedro Pablo Ybarra. The new web series offers the passion and flare of traditional Mexican-style telenovelas with a spicy twist — chips, dips and salsa!

“Telenovelas have become this cultural phenomenon,” said Jeff Klein, vice president of marketing, Frito-Lay North America. “Tostitos wants to inspire America to have spicier telenovela moments with our newest Tostitos products - Tostitos Cantina Chipotle Thin chips, Tostitos Dip-etizers Spicy Queso, Tostitos Chunky Habanero Salsa, and party-favorite Tostitos Rolls! tortilla chips - that bring the heat.”

In every telenovela there is a common storyline: love lost, love found, betrayal, redemption, drama and most importantly, unexpected endings. Botanas Del Cielo showcases four spicy telenovela storylines: from Gabriela’s long-awaited wedding thwarted by a surprising suitor to a dramatic chain of drink tossing over Enrique’s shameless double-dipping … even a paternity shocker!

Tuesday, October 16, 2012

ABC Announces Partnership With Target & Neiman Marcus With First-of-its-Kind Integration In REVENGE

Target and Neiman Marcus have partnered with ABC for a ground-breaking integration in conjunction with the critically acclaimed series REVENGE. As part of the highly anticipated reveal of the retailers’ holiday collection, Target and Neiman Marcus will be the exclusive show sponsor in the episode airing Sunday, November 11 (9:00-10:01 p.m. ET/PT) on ABC. In lieu of commercials, the retailers are working directly with the creative team of REVENGE -- a series known for its flair for fashion and high style -- to create original content incorporating the Target+ Neiman Marcus holiday collection.

Thursday, May 3, 2012

ADVERTISING REVENUE: Soaps Clean Up in Nielsen's New Analysis of Primetime Moneymakers

Purell + BIG BANG THEORY = #1 Brand Integration
Here's more evidence that the soap opera, though rebranded as the serious and oh-so sophisticated-sounding "serial drama," remains the workhorse of the Television stable. That old chestnut about soaps being dead? Toss it aside, already! Character-based series with continuing storylines (which together with a smaller cohort of crime procedurals make up most of the evening dramas) continue to be, unambiguously, the biggest broadcast earners. In a nutshell? Soaps sell.

In a spanking new analysis of network TV's primetime moneymakers, Nielsen looked at viewership and advertising across the five traditional primetime genres. Their findings make good sense, especially in this Year of the Soap.