Posts made in April, 2017

on Apr 28, 2017

By Laurie Fullerton Underwear brand Jockey has launched a new ad campaign featuring Michaela DePrince, a war orphan turned ballerina demonstrating human endurance and overcoming obstacles in its ‘Show ‘Em What’s Underneath’ campaign. The campaign introduces Michaela proudly wearing Jockey in an intimate video and series of portraits illustrating what’s underneath it all, both literally and figuratively. Michaela explains she grew up in Sierra Leone, her father was killed by rebels, and her mother starved to death when she was three years old. Her suffering is documented as she dances in the background in a pair of jockeys and an athletic bra top. Read full story › Source: The Drum...

on Apr 28, 2017

By John McCarthy German car manufacturer Audi is the latest brand to jump aboard 20th Century Fox’s upcoming addition to the Alien franchise in a branded ad documenting a close encounter with a Xenomorph. The Ridley Scott-directed movie Alien: Covenant also counts among its partners AMD which co-released a Michael Fassbender-led short ‘Meet Walter’. Now the auto brand has rolled out some branded video of its own, showing the AI-driven Audi lunar quattro patrolling the colony ship covenant. In addition to the ad, the vehicle will be integrated with the movie in an intriguing piece of product placement underling Audi’s very Read full story › Source: The Drum...

on Apr 28, 2017

By Michael Moszynski I recently had the opportunity to read the new book ‘Marketing in the Boardroom’ by Ruth Saunders. I was so impressed by the insights contained within that I would say, if you are in marketing, this is the next book you must read. Full stop. Marketers spend an inordinate amount of time looking into markets, competitive scenarios, consumers, marketing and communications plans etc. etc. etc. However, all of that time, effort and cost is irrelevant if the board does not buy into your marketing plan, new product launch or request for more budget. Ruth Saunders has spent over 25 years Read full story › Source: The Drum...

on Apr 28, 2017

By John McCarthy Reebok is celebrating the impending return of the Alien franchise to the big screen with the release of two new pairs of sneakers paying homage to the series’ iconic visuals. The partnership has birthed two new pairs of trainers celebrating so reminiscent of the “climactic clash from Aliens” that fans and collectors’ chests may burst in excitement. Taking design cues from the Queen Alien and Power Loader, the ‘Queen’ and ‘Powerloader’ trainers were created by Chris Hill and Xavier Jones. They will also be shipped in a futuristic box, reportedly ingrained with parts of the script. <div contenteditable="false" entity-bundle="gallery_item" entity-id="11958" Read full story › Source: The Drum...

on Apr 28, 2017

By Seb Joseph Rather than bundle social video into sponsorship deals, Premier League clubs want to carve out its commercial value to convince sponsors to pay more for that engagement. The modern-day newsfeed is as stuffed with posts from wannabe stars and celebrity spats as it is with videos from training grounds and changing rooms. Yet many of those creating this content aren’t sure of its commercial worth as it becomes increasingly hard to ignore how much more exposure football teams can get on social media compared to TV. But because it’s tricky to track the value a brand gets on social, it’s arguably Read full story › Source: The Drum...