By John McCarthy Deadpool, 20th Century Fox’s ‘merc with a mouth’ has been mouthing off a lot in a ubiquitous marketing campaign targeting a broad spectrum of viewers while tying into almost conceivable event over the last year with often lewd and self-aware humour. It ran work through Thanksgiving, Easter, Mother’s Day, ComicCon, released awful Valentine’s Day cards, and even marked non-day, National Crayon Day with a Deadpool themed colouring book. Furthermore, Deadpool was rejected from The Avengers just ahead of the launch of Infinity War and also interrupted a heartfelt birthday message from Hugh Read full story › Source: The Drum...
Read MoreBy John Glenday UK advertising regulator The Committee of Advertising Practice (CAP) has followed through on its pledge to formalise the way it regulates ads containing gender stereotypes, by launching a public consultation on toughened new rules in addition to guidance as to how these new rules are likely to be manifested in practice. The industry has broadly welcomed moves to clarify the thorny issue which will see a new rule added to the Advertising Codes covering both broadcast and non-broadcast content upon the consultation’s close on 26 July. This will for the first time expressly prohibit ads which ‘include gender Read full story › Source: The Drum...
Read MoreBy John McCarthy Fifa boasts an almost full stable of sponsors ahead of World Cup 2018 despite these official partnerships costing as much as £100m annually. Ken Robertson, ambush marketing expert and former head of mischief at bookmaker Paddy Power believes that any CMO considering this investment “should be shot”. Russia will be ripe for ambush marketing, be it on the ground, or on social media from brands who have deemed not to invest in troubled football body Fifa’s tournament. But they will have a tough time finding loopholes and vulnerabilities in Fifa’s thick rule book which among other things protects its IP Read full story › Source: The Drum...
Read MoreBy John Glenday Paddy Power Betfair has bowed to fervent media speculation and confirmed that talks are underway with fantasy sports website FanDuel with regard to a potential merger of its US operations and forge a new sports betting giant. Needless to say negotiations remain at an early stage with no guarantee that both sides will be able to agree on terms that are amenable to both, nor indeed how quickly any potential tie-up might be realised should the merger sail through. Fan Duel specialises in fantasy sports leagues and matches in which players pick imaginary NFL Read full story › Source: The Drum...
Read MoreBy Katie Deighton Amstel‘s latest spot for the Russian market is a testimony to friendships formed over a pint or two, and the lengths one mate will go to when devoutly keeping a promise to hold another’s beer. In the film, two modern day blokes meet at a pub in an unspecified cutesy European location. One asks the other to hold his beer while he heads to the bathroom, however a misstep leads the toilet-goer onto a boat and off to sea. Months pass and the seasons change, yet the accidental seaman’s friend continues to wait while holding the beer. His charge soon turns Read full story › Source: The Drum...
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