2005

CareerBuilder.com Awarded Funniest Commercial of the Year

The votes are in and the monkeys win! CareerBuilder.com, the nation’s largest online job site, took the top spot in TBS’s annual countdown of the “Funniest Commercials of the Year.” An estimated 3 million-plus viewers tuned in last night to see the results of TBS’s online poll, where voters selected their favorites from the ten most popular humorous TV commercials of 2005. CareerBuilder.com’s “working with monkeys” ad, which features a human employee working in an office inhabited by chimpanzee co-workers, was ranked number one, rounding up a series of kudos the job site received for its national marketing campaign this year.

CareerBuilder.com’s TV commercials, created by Cramer-Krasselt, made their debut at the 2005 Super Bowl and quickly became a crowd favorite. The ads recently scored among the Top Ads of 2005 in USA Today’s end-of-the-year Ad Track Survey, which measures the “likability” of ads among the public.

Local company goes Super-ad route

Advertising during last year’s Super Bowl was just what a Stockton-based company needed to get the word out about its products. What a difference a year makes.

Emerald Nuts, the snack-food division of Stockton-based Diamond of California, made itself known to “sports nuts” with a 30-second ad.

The surreal spot involves a father refusing to give his young daughter some Emerald cashews, saying “maybe unicorns will disappear” if he gives her the treat. Suddenly, the father is visited by a unicorn, Santa Claus and a bizarre-looking Easter Bunny, threatening him if he doesn’t share the nuts. Ultimately, dad gives in.

The ad was so successful that ESPN.com counted it among the Top 10 TV ads of Super Bowl XXXIV.

Frito-Lay Will Take a Pass on Running Super Bowl Ads: Snack Maker Isn’t the Only Big Company Skipping the Big Game

For only the third time since 1993, snack king Frito-Lay Inc. will not be among the companies paying millions for Super Bowl ad time, the company’s chief executive said Wednesday.

Irene Rosenfeld told The Dallas Morning News that the company plans to focus its marketing might at the first of the year on new products such as Cheddar and Sour Cream Baked Lay’s potato chips.

But consumers should not expect to see those spots in the much-hyped gridiron showdown, where a 30-second spot is expected to cost $2.4 million, according to published reports.

Gillette May Plan Big Super Bowl Blitz

forbes.com Gillette May Plan Big Super Bowl Blitz Greg Levine, 12.22.05, 12:07 PM ET NEW YORK – Gillette is a man’s-man brand. Sure, it makes batteries, toothbrushes–and Venus Divine shavers for the fairer sex. It even introduced the first razors made specifically for women: Milady Décolletée, in 1915. But with signature goods bearing rip-roaring names reminiscent of Arnold Schwarzenegger B-movies–Mach…

A-B may cut back on future Super Bowl ad spending

Anheuser-Busch Cos. Inc. is expected to remain the largest advertiser in the 2006 Super Bowl, but it may be cutting back in future years.

Tony Ponturo, the brewer’s vice president, global media and sports marketing, said in a Dec. 18 AdWeek report that the company will be more cautious in the future because the long-term contracts may tie up money that it would want flexibility with in later years of a contract.

A-B said recently that the company plans to begin moving its ad dollars from TV to cable and the Internet to better target its dollars to the consumer. However, Ponturo said in the report that the company “still believes strongly” in the Super Bowl as an ad vehicle.

Passing Up on the Super Bowl: Visa, McDonald’s Are No-Shows

The price tag for a 30-second spot on Super Bowl XL, on ABC Feb. 5, 2006, is flat versus a year ago, when it was $2.4 million, sources said, making it the third time in five years that the cost to advertise during the big game has not increased. In addition, the Winter Olympics, as well as clients’ interest in newer ad platforms like wireless and an unwillingness to undergo the creative scrutiny of Super Bowl ads, could divert some dollars from the football telecast, media buyers said last week.

Perennial advertiser Visa is believed to be one client forgoing the Super Bowl in favor of the Olympics, and McDonald’s, an on-again-off-again Super Bowl advertiser that had one spot last year, is also taking a pass in 2006.

Who’s Not Going to the Superbowl?

If you were looking for the tipping point for television advertising, I suggest you pay attention to the 2006 Super Bowl. While prices for a 30-second spot remained flat from last year at $2.4 million (urp) some major companies will not be suiting up. McDonald’s and Visa both are taking the year off, instead focusing dollars on the shortly thereafter and much cheaper Winter Olympics. McDonald’s reportedly is choosing not to buy time after all the negative reviews of the “Lincoln Fry” ad/fake blog, though that’s unconfirmed by the company. Even perennial advertiser Anheuser-Busch will be taking another look at Super Bowl ads come the 2007 game. They see that the huge amount of money they spend on a few commercials could be better used on more flexible forms of sponsorships and advertising. ABC would not comment on what percentage of the 58 spots within the game had been sold to date.

H&R Block Passes on Super Bowl

While last year the Kansas City, Mo., company blamed the relatively late Feb. 6 date of the game for the decision, the firm said it is trying a different marketing plan. Interpubic Group’s Campbell Mithun, Minneapolis, is the agency of record on H&R Block’s account.

“This year we’re looking at all of our budget and putting it where we can make a bigger difference,” said Janine Smiley, client representative. Smiley declined to outline further plans.

A longtime Super Bowl advertiser, H&R Block last aired ads during the game in 2004, featuring country music star Willie Nelson. Last year, the company ran a TV and print-push around its first-ever instant-win game, which dangled the chance to double a filer’s tax return if it was filed early.

CareerBuilder First Super Bowl 2006 Advertiser

Yesterday, CareerBuilder.com announced its intent to advertise during the 2006 Super Bowl. It is the first company to make such an announcement. CareerBuilder.com’s reports its 2006 marketing strategy will include national outreach and grass roots promotions in local markets. It will include primetime network and cable television, local radio, print, interactive and stadium ads. The campaign will be complemented with advertising support from the more than 130 newspapers, 48 television stations and Web sites of owners Tribune Company, Gannett and Knight Ridder.

Why Did Super Bowl Advertisers Ignore Women?

http://www.adage.com/news.cms?newsId=44297 40% of the Audience Was Female but Ads Skewed Heavily Male QwikFIND ID: AAQ32E By Martha Barletta and G. Mark Alarik There was a time when $2.4 million was a lot of money. You didn’t spend that kind of coin without a pretty good reason to believe your advertising was going to create awareness, deliver a message or build…

Censorship Wasn’t The Reason For Poor Super Bowl Ads

http://www.adage.com/news.cms?newsId=44310 Marketers Are Trying to Hard to Be Entertainers and It Shows QwikFIND ID: AAQ32R By Rance Crain It’s time the Super Bowl ad parade stopped being a popularity contest. Our own Bob Garfield lamented that “smart-minded idiots” polluted the environment by censoring Super Bowl commercials “for their own craven political ends.” Rance Crain, editor in chief, ‘Advertising Age’ Our…

Super Bowl Ad Campaigns Send Viewers Rushing to the Web

Press Release Late-Breaking Data Reveal Major Traffic Spikes at Advertiser Sites RESTON, Va., comScore Networks today released an analysis of the online impact of Super Bowl XXXIX. In 2005, consumers came to expect that many Super Bowl commercials will deliver a call to online action, whether to learn more about an intriguing product, enter a sweepstakes or make sense of…

Most Replayed Moment Was Skin, Not Pigskin, But Super Bowl Sets New Record

http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=27035 by David Kaplan DESPITE EFFORTS TO SCALE BACK tastelessness and sexuality surrounding the advertising and entertainment for Super Bowl XXXIX, TiVo users nevertheless prevailed when it came to commercials that pushed the envelope, as the DVR company reported that the few moments of ribaldry still drew the most enthusiastic viewing. In particular, the highest spike in commercial replay activity…