Media Owner Ads: MTV vs Dunkin, ESPN vs Toshiba

Seemingly, Comedy Central has recognized that their demo is not too likely to stick around through a commercial break, opting to fast forward through the ads or take a Twitter break instead. In fact, many young viewers only watch television commercials when someone sends them a YouTube link to one. Turning the traditional 30-second spot on its head, the titular Michaels (comedians Michael Ian Black and Michael Showalter) of Michael & Michael Have Issues perform sketch ads for brands such as Palm, Dunkin Donuts, and Klondike during what would normally be commercial breaks.
michael and michael
To help sell Toshiba TV sets and laptops, ESPN worked with the Japanese company to create advertising that illustrates specifically how ESPN fans could use those products. The ESPN-centric campaign represents “one of our efforts to reach sports fans while they are watching their favorite team in the living room or if they are on a laptop trying to check fantasy scores,” said Eddie Temistokle, manager-corporate communications, Toshiba America. “We really want to engage the whole fan base.”
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Brands v Obama

  • This Friday Pepsi brand ambassadors will be roaming the streets of Washington handing out samples and branded badges and scarves bearing various “Obamaisms” like “hope” and “change”.
  • Ikea has installed its own version of the Oval Office inside Washington’s Grand Union Station. The installation matches the look of the room but uses Ikea furniture.
  • Quaker Oats is supplying oatmeal to 11 bloggers’ parties to promote a campaign to feed 1m low income families.
  • Dunkin’ Donuts has launched a limited edition “Stars and Stripes” donut for the week of the inauguration.
  • Shopping TV network QVC is broadcasting during an inauguration ball hosted by actors’ political group the Creative Coalition. This event is also sponsored by Pepsi. QVC will also sell memorabilia including Obama and Martin Luther King commemorative coins ($20) and a “Presidential” pocket watch ($90).


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