© Copyright 2020
Baker Street
March 31, 2020
Sarah Inglis & Bob Dorfman

DO YOU KNOW THE WAY? WE DO.

By:

Little known fact: the biggest city in Northern California is not San Francisco, it’s San Jose. Which also happens to be the Bay Area’s richest market, thanks hugely to all those Silicon Valley movers and shakers.

So why would any touring music act skip a chance to play in this lucrative market’s premiere entertainment venue—SAP Center at San Jose?

Well, with a new arena—Chase Center—just open in San Francisco, the marketing team at SAP Center was concerned that tour managers would be blinded by the shiny lights of SF and pass up the smart money in San Jose.

That’s where we came in, with an eye-catchingly fun and informative print campaign in the music trades, mapping out all the advantages of SAP Center: years of live event experience, a young, rich and passionate fan base, easy arena access, and profitability through the roof.

Using a playfully-stylized California travel map format, and starring SAP Center’s power booking duo, Steve Kirsner and James Hamnett—a well-known pair in the music biz nationwide—we center on the importance of San Jose through a variety of genres and costume changes.

How can any act say “no way” to San Jose after this?

Baker Street Advertising Credits:
Co-Chairman/CEO: Don Donovan
Co-Chariman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Copywriter: Bob Dorfman
Art Director: Sarah Inglis
Illustrator: Ryan Ruiz
Design Studio and Production Manager: Jeff Teator
Senior Account Manager: Sarah Danaher
Assistant Account Executive: Jordan Leet

Client Credits:
Vice President, Booking & Events: Steve Kirsner
Director of Booking & Events: James Hamnett
Arena Marketing Manager: Megan Ebeck
Creative Services Manager: Whitney Hallock
Vice President, Marketing and Digital Marketing: Doug Bentz
Director of Marketing: Casey Leppanen

Uncategorized

January 29, 2020
Bob Dorfman

SUPER BOWLING FOR DOLLARS: WHICH 49ers & CHIEFS WILL SCORE ON MADISON AVENUE?

By:

With over 100 million people watching, Super Bowl LIV is an unparalleled opportunity for Big Game players to make a big time impression with fans and marketers.

The winners will earn in the neighborhood of $120K apiece in bonus money. And those shiny new championship rings have been valued at around $50K. But the real dough is in the national ad deals, appearance fees, autograph charges and other off-the-gridiron earnings that Super Bowl superstars can rack up.

So which San Francisco and Kansas City players, if any, have enough game to make it big on Madison Avenue? Who’s going to land the talk show appearances, video game and cereal box covers, “I’m going to Disney World” cameos, Dancing With The Stars guest spots, and namesake fast-food sandwiches?

Here’s how this expert rates the endorsement talent:

TOUCHDOWN:

Patrick Mahomes. Arguably the best QB in the NFL, and the biggest star in this Super Bowl, Mahomes couldn’t be missed during playoff commercial breaks for State Farm and Head & Shoulders. In only his third season, he’s already become a household name and face, with an endorsement portfolio that also includes Hunt’s, Adidas, Oakley, EA Sports and more. Comfortable on camera, humble, well-spoken and always fun to watch, nobody doesn’t like Pat Mahomes. As the odds-on fave to be the Big Game MVP, he’s most likely to land the “I’m going to Disney World” spot. And that name is just begging for a deal with The Home Depot, At Home, Amazon Home or Zillow. A Super Bowl ring could be worth as much as $5-7M a year in new deals, easily making Mahomes the most marketable player in the NFL.

Jimmy Garoppolo. Arguably the best-looking QB in the NFL, Garoppolo’s best-looking move in the playoffs so far has been the handoff. A big game in The Big Game could elevate him to endorsement superstar status, and quickly expand a sponsorship list that currently includes Nike’s Jordan Brand, Bose and New Era. Jimmy G and Gatorade would be a perfect match; so would his model-esque face and physique for any men’s fashion, grooming product or fragrance campaign—or starring on the next season of The Bachelor. And you know he’d get plenty of attention from fans on both sides of the ball in an ad for Hanes briefs. Just make sure any script includes his trademark “Feels great, baby” tagline. With the 49ers’ and Garoppolo’s future looking very bright, a ring-worthy effort in Miami could add $3-5M annually to his off-the-field income.

FIELD GOAL:

George Kittle. The league’s best tight end is never tight in front of a camera. Entertaining, enthusiastic and irreverent, Kittle doesn’t take himself too seriously, and always looks like he’s having a great time. Expect to see a lot of George during Super Bowl week, where he can show off his winning personality to a broader audience. Kittle for Skittles is a natural (Tagline: “It’s not Skittles without Kittle”), and George would be a fun pitchman for any product that promises a good time—video games, snack foods, sports cars, condoms. It would also be fun to see Kittle vs. Kelce in a Panda Express vs. McDonald’s battle.

Travis Kelce. The league’s second-best tight end will be making his first Super Bowl appearance, but has already appeared in national McDonald’s and Sleep Number ads, and his own dating reality show on E! Like Kittle, Kelce is always a good interview, highly charismatic and plenty wacky. But Travis beats George in the looks department—which might make him a better choice for fashion or grooming products. Add his brother Jason to the mix for any “two-for-one” ad or telecom family plan. Ultimately though, deciding between Kelce and Kittle may come down to who catches their first ring in Miami.

Richard Sherman. Stanford grad Sherman is smart, articulate, speaks often and usually has something controversial to say. Few NFL defensive players can match his endorsement resume: Nike, Beats By Dre, Oberto, BodyArmor, Campbell’s Soup, T-Mobile, Domino’s, Neff, Wonderful Pistachios, Microsoft and more. A wise choice for any high-IQ product: computers, financial services, smart phones—or any script with lots of words. And given that Sherman always seems to have a chip on his shoulder, he could work for Lay’s, Chips Ahoy or Intel.

Nick Bosa. The NFL’s Rookie of the Year is a rising superstar with a tremendous marketing upside. Brother Joey, who plays for the Chargers, only adds to his marketing value. Team up the Bosa Boys for any product that’s strong, powerful and defends well: Right Guard, Rust-Oleum, Lava soap. Nick’s probably not the best choice for Levi’s, though; don’t think any size will fit his tree-trunk thighs.

Raheem Mostert. The breakout star of the playoffs, Mostert was cut by six teams before making it big with the Niners. Good choice for any marketer delivering an inspirational “Never give up no matter what the odds” message, or for any moving company. And of course, a Heinz ad titled “Mostert & Ketchup.” And though Mostert is an expert surfer, board companies take note: it’s forbidden in his NFL contract.

Tyrann Mathieu. Honey Badger has one of the league’s best nicknames, and is a fearless defender. Try Tyrann for KC Masterpiece Honey BBQ Sauce, Jack Daniel’s Tennessee Honey, Post Honeycomb cereal, or in a commercial with a real honey badger, facing off in a death match for the last HoneyBaked Ham.

Katie Sowers. The only 49er to star in an ad this Sunday is Sowers, the first female to coach in a Super Bowl. Her 30-second Microsoft Surface spot, which aired during the playoffs and made her famous, has been expanded into a less sell-y, more inspiring 60-second version for the Super Bowl. Expect Sowers’ fame and role-model status to grow even larger, and keep her top of mind as a spokesperson for any ad message dealing with empowerment and breaking boundaries.

EXTRA POINT:

Kyle Shanahan, Andy Reid. One of these two head coaches will win their first Super Bowl. The other will qualify for a Maalox Moment or Southwest Airlines “Wanna get away?” spot.

Kendrick Bourne. A strong Super Bowl performance could earn the 49ers’ best dancer a spot on the next season of Dancing With The Stars. Or have him deliver your next “Everything Must Go” sale message and title it “The Bourne Ultimatum.”

Sammy Watkins. Might work for any product used in making sandwiches: Oscar Mayer, Wonder Bread, Kraft singles, Hellman’s Mayo.

Emmanuel Sanders. Playing in his third Super Bowl; seeking his 2nd ring. Made the move of the year, going from the Broncos to the 49ers, midseason. Of possible interest to any moving company or airline.

Deebo Samuel. Rookie WR with big potential and a memorable name. Sign him now before he gets real expensive. But like all the SF receivers, his immediate marketing success may depend on a stronger passing game than the 49ers have shown in the postseason so far.

Chris Jones. The Chiefs’ Pro Bowl DE has his own soda line, Stone Cold Jones Sodas, which just added a new flavor: Berry The Niners. If his team wins on Sunday, he should replace the Gatorade Dump on Coach Reid with Stone Cold Jones Soda.

Dee Ford. His offsides penalty cost the Chiefs the AFC Championship last season. Now a 49er, redemption is possible, along with a role in any ad with a message about overcoming your mistakes.

Kendall Fuller. Kendall’s brother Kyle currently plays for the Bears; his two other brothers are former NFLers. Put all four Fuller Brothers in a spot for any fast food chain that offers a family meal, or in a campaign for any car with loads of interior space.

Damien Williams. The kind of player who could come out of nowhere to earn Super Bowl MVP honors, be immensely poplar for a week, then fade back into obscurity.

DeForest Buckner & Dre Greenlaw. Team them up for any outdoorsy product, environmental ad, or Smokey the Bear PSA.

Terrell Suggs. 17-year vet is 8th all-time in the NFL in career sacks. Could work for Hefty Cinch Sak.

Robbie Gould. Kicker could work for anything foot related: Lotrimin, Tinactin, Dr. Scholl’s.

Mitch Wishnowsky. Aussies underrepresented in American advertising. Good choice for Australian tourism ads, Qantas, Foster’s Lager or vegemite.

Laurent Duvernay-Tardif. Canadians underrepresented in American advertising. Good choice for Air Canada, Moosehead, Canada Dry or Klondike bars.

Laken Tomlinson. Jamaicans underrepresented in American advertising. Good choice for Caribbean Air, Myers Rum, any jerk chicken sauce, or, given his plans to become a neurosurgeon after football, Kaiser Permanente.

Joe Staley. Veteran offensive lineman provides important protection for Jimmy G. Worthwhile choice for any product that protects well: Axe Deodorant, Coppertone, Trojan.

Dustin Colquitt. Oldest player in this Super Bowl. Decent choice for Ben-Gay, Metamucil, or Advil.

Jaquiski Tartt. Of possible interest to Pop-Tarts.

Byron Pringle. Of possible interest to Pringles.

Akhello Witherspoon. Benched. Of possible interest to Preparation H.

PUNT:

Tyreek Hill. Too controversial. Convicted of domestic assault and investigated for child abuse, Tyreek could wreak havoc on your marketing plan.

Frank Clark. Another player whose overwhelming talent is undermined by his arrest record.

Tevin Coleman. Dislocated shoulder and Raheem Mostert’s emergence could limit his exposure in Miami.

Matt Moore. Tough to stand out when you’re Patrick Mahomes’ backup.

Mecole Hardman. Getting ad deals as a return specialist is hard, man.

Weston Richburg, Austin Reiter. Centers are never the center of attention.

K’Waun Williams, Kwon Alexander. Too kwonfusing.

Jimmie Ward, Charvarius Ward. See above.

Kyle Juszczyk. Too hard to pronounce.

Tanoh Kpassagnon. See Kyle Juszczyk.

Anthony Sherman. Overshadowed by Richard.

Cameron Erving. Overshadowed by Julius.

Ben Garland. Overshadowed by Judy.

Ross Dwelley. No need to dwell on Ross.

Matt Brieda. Not a breed apart.

Tavarius Moore. Moore is less.

Justin Skule. Skule’s out.

Derrick Nnadi. Nnada.

###

Bob Dorfman is a Creative Director at San Francisco’s Baker Street Advertising, and a nationally recognized sports marketing expert whose insightful and pithy comments have been featured in such major media as ESPN, CNN, MSNBC, NPR, Fox, Bloomberg, Time Magazine, Sports Illustrated, New York Times and Washington Post. He writes his Sports Marketers’ Scouting Reports regularly for the Super Bowl, World Series, NBA Finals, and both the Summer and Winter Olympics.

Dorfman on Sports, Sports, Sports Marketing, Uncategorized

December 27, 2019
Brian Bacino

Look What Santa Left Under The Baker Street Tree!

By:

Four Gold Communicators, and a Silver Telly, which is ironically the top Telly, despite its hue, and 4 Bronze Tellys, which are actually second place, along with another Communicator of Distinction.

Complicated and perhaps meaningless, but it gives us a chance to celebrate the creative we are proud of and the people that helped make it. So without further ado, the winners:

1. Honda “Gingerbread Man” :30 TV Spot

— Gold Communicator Winner | Category: Use of Animation

— Bronze Telly of Distinction Winner | Category: Automotive Advertising

We certainly were not the first to employ a gingerbread man as a spokes-character, but matching Honda’s legendary safety features and gas mileage to the primal survival of a gingerbread man fearing a cannibalistic demise…well, that earned top honors.

2. NCAA College Football National Championship “Guess Who’s Coming” :30 TV Spot

— Silver Telly of Excellence (Top Award) Winner | Category: Best TV Commercial

We gamified last year’s College Football Playoff National Championship game by creating an iconic, interactive billboard that invited fans to make predicitons. Then we filmed it. Then we got this cool trophy.

3. Honda “Dream Commute” :30 TV Spot

— Gold Communicator Winner | Category: Best Use of Animation

— Bronze Telly of Distinction Winner | Category: Best Use of Animation

The animation from our friends at Bent in Portland won the awards, but the song, “Shaboom” performed by the Chords stole the show, along with a clever story from the Bakers.

4. Honda “Time Machine” :30 TV Spot

— Silver Communicator Winner | Category: Best Copywriting

— Bronze Telly of Distinction Winner | Category: Best Copywriting

The dumbest metaphor of the year — that Honda’s “No Payments for 90 Days” sale was the equivalent of a magic time machine, earned top writing honors with the judges. So dumb.

5. Honda Hispanic “Siempre Contigo” :30 TV Campaign

— Gold Communicator Winner | Category: Best TV Campaign: “Antonio’s” :30, “Floaties” :30, and “Missing Monkey” :30

Our Hispanic brand campaign for Honda, translates to “Always with You” and has resulted in category-defying sales results for the last 4 years. Our latest three chapters tapping into emotional truths among Hispanic families earned gold from the American judges.

6. Hotel Nikko “Stay in the Moment” Campaign

— Gold Communicator Campaign Winner | Category: Best Print, Outdoor, and In-Hotel Print & Poster Series Campaigns

Hotel Nikko offers a Zen-like experience — they pride themselves in providing guests an elevated level of service that never calls attention to itself. We want our guests to enjoy their experience without distraction, inviting them to “Stay in the Moment.”

National Geographic Campaign: UK Audience

Out-Of-Home Posters to Promote Restaurant ANZU

In-Hotel Print & Poster Series

_________________________________________________

1. Honda “Gingerbread Man” :30 Credits

Baker Street Advertising Credits:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Copywriter: Michael Williams
Art Director: Sarah Inglis
Producer: Brody McHugh
Social Media Video Editor/Copywriter: Harrison Chapman
Social Media Animator: Xavier Li
Creative Manager/Social Media Copywriter: Lesly Pyle
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland
Senior Account Executive: Lisa Coonts
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Line Producer: Kevin Hayes
Colorist: Roger Krakow, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Animation Production Credits:
Animation Director: Joshua Cox, Bent Image Lab Partner/Executive Producer: Ray DiCarlo, Bent Image Lab
Producers: Brianna Vitale, Bent Image Lab
Editor: Brent Heise, Bent Image Lab

2. NCAA College Football National Championship “Guess Who’s Coming” :30 Credits

Baker Street Advertising Credits:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Copywriter: Bob Dorfman
Art Directors: Corey Stolberg/Jason Wong
Producer: Brody McHugh
Creative Manager: Lesly Pyle
Design Studio and Production Manager: Jeff Teator
Group Account Director: Dan Nilsen
Account Supervisor: Nick Spillner
Media Director: Glenn Yajko
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino
Executive Producer: Michael Pickman-Thoon, Rough House Editorial
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Post Producer: James Hagedorn, Rough House Editorial
Audio Mixer: Jeremiah Moore, Rough House Editorial

3. Honda “Dream Commute” :30 Credits

Baker Street Advertising Credits:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Copywriter: Harrison Chapman
Art Director: Sarah Inglis
Producer: Brody McHugh
Social Media Animator: Xavier Li
Creative Manager: Lesly Pyle
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Lisa Coonts
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Directors: Solomon Burbridge and Joshua Cox, Bent Image Lab
Executive Producer: Ray Di Carlo, Bent Image Lab
Director of Photography: Kevin Fletcher, Bent Image Lab
Editor: Brent Heise, Bent Image Lab
Colorist: Roger Krakow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Post Producer: Michael Pickman-Thoon, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

4. Honda “Time Machine” :30 Credits

Baker Street Advertising Credits:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
TV Copywriter: Brian Bacino

Art Director (All Media): Sarah Inglis
Radio & Social Media Copywriter/Social Video Editor: Harrison Chapman
Producer: Brody McHugh
Creative Manager/Script Supervisor: Lesly Pyle
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Account Supervisor: Megan Boland
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Line Producer: Kevin Hayes
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Graphics: Eric Stafford, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

5. Honda Hispanic “Siempre Contigo” Credits

Credits, Baker Street Advertising:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Copywriter: Claudio Martinez-Valle
Art Director: Ken Woodard
Producer: Brody McHugh
Creative Manager: Lesly Pyle
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Senior Account Executive: Megan Boland
Senior Strategist: Howie Leibach
Media Broadcasting Supervisor: Sheila Taylor
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Producer: Tamara Treu, Ntropic
Senior Flame Artist: Amanda Amalfi, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

6. Hotel Nikko “Stay in the Moment” Credits

Client Credits:
VP/General Manager: Anna Marie Presutti
Director of Marketing and Revenue Strategy: Jeanne Ferrari
Associate Director of Marketing: Dani Ortega

Agency Credits:
President: Jack Boland
Chief Strategy Officer: Don Donovan
Chief Creative Officer/Copywriter: Brian Bacino
Art Director: Ken Woodard
Copywriter: Lesly Pyle
Design Studio and Production Manager: Jeff Teator
Senior Strategist: Howie Leibach
Account Supervisor: Nick Spillner
Senior Account Executive: Juliana King

Accolades, Automotive Marketing, Awards, Baker Streeters, Brian Bacino, Creative Chief B2, Holiday Advertising, Honda, Hotel Nikko, Sports, Sports Marketing, Uncategorized

October 27, 2019
Brian Bacino

Discovery, Strategic Discipline and the Mighty Creative Multiplier

By:

Baker Street’s new integrated digital and broadcast campaign for Northern California Honda Dealers is arguably our finest moment, resulting in the most inspiring and effective Tier 2 Auto Dealer Association advertising in the country, helping our Clients outpace all competition in the region.

The campaign delivers relevant consumer benefits, an enticing and urgent, yet thoughtful offer, all wrapped in an emotional story worth watching, magnified by the importance of family: “Honda is Family. Ask Anyone Who Owns a Honda.” And it was built, brick by brick, using Baker Street’s proprietary process of discovering behavioral opportunities and measuring a benefit’s ability to lift consumer interest, then creating clever, emotional work that people remember and respond to at rates that outpace the industry average.

“Father and Son” :30 — An epic road trip turns into a 15-year-long tradition. And the Honda Accord is always there. But blink and you’ll miss it.

“Neighborhood Pride” :41 — An entire neighborhood reminisces as a 16-year-old embarks on her first solo drive down the street she was raised in a new Honda Civic.

“Winning on the Road” :30 — A team of undersized basketball players gain a competitive edge from the superior sound system of a Honda Pilot.

“Save the World” :30 — This is Susan. Susan really, really, really, really cares about the environment. Susan drives a Honda Insight Hybrid.

Credits, Baker Street Advertising:
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Copywriters: Brian Bacino/Lesly Pyle
Art Director: Ken Woodard
Producer: Brody McHugh
Director of Client Solutions: Christine Rodriguez
Senior Account Executive: Sarah Danaher
Media Director: Glenn Yajko
Broadcast Director: Shelly Kalianis
Media Supervisor: Jena Benzel
Senior Broadcast Media Buyer: Cel Vital Bella
Assistant Media Buyer: Indira Valladeres

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Colorist: Chris Martin, Mission Film & Design
Flame Artist(s): Ethan Chang, Deron Hoffmeyer, Ntropic
Executive Producer: Luke Watson, Ntropic
Producer: Emily Rivvers, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Automotive Marketing, Branding, Creative Chief B2, Honda, Qualitative Research, Quantitative Research, Uncategorized

September 18, 2019
Krista Hubbel

Digital News with Krista | Edition 3

By:

Here’s what’s hot in the online ad world today:

— Audi Ignites the Electronic SUV Mix

— Amazon’s Ad-vantage Over Google

— Pandora May Soon Be Listening To You

Introducing e-tron by Audi

Audi has launched a new campaign to highlight its newest electric SUV, e-tron. This campaign focuses on debunking stigmas surrounding EV technology. The commercial shows a passerby gazing at the vehicle, wondering if an electric SUV would be right for him. As the car shifts through various scenes, we begin to learn about all of the benefits of e-tron, including range, charging infrastructure, and performance. Audi’s e-tron seamlessly handles inclement weather as well as travels longer distances (with an EPA range of 204 miles). Audi is committed to the “electrification” of the future and ultimately wants consumers to become more educated on the real meaning of “going electric.” Full Article

Amazon’s Ad-vantage Over Google

Amazon is continuing to increase its focus on advertising to take advantage of the controversies surrounding Google and Facebook. As a result, Amazon’s advertising revenue has been spiking year-over-year by 117%, hitting $10 billion in 2018, and becoming the third largest digital ad platform in the US. This is no surprise as findings have shown that more than half of consumers now start their product search on Amazon instead of Google. For consumers searching for a new vehicle, Amazon has a product called Amazon Vehicles to help jumpstart their initial research. The ROI from Amazon ads overall is relatively significant, since the platform consists of a captive audience that is ready to make a purchase. Full article

Pandora’s Voice-Activated Ads

Pandora has announced they will be testing voice-activated ads later this year. When an ad plays, listeners respond to Pandora saying whether they would like to learn more or to skip it. Pandora wants to change the way consumers interact with brands and believes voice-powered ads will help with attribution as well as tracking. The primary benefit for marketers is increased measurement capabilities. Pandora envisions that voice ads may become even more interactive, to the point where consumers and brands can have in-depth conversations. Voice-powered ads have been designed to provide a more positive and respectful experience for the digital consumer. Full article

I welcome any feedback at khubbel@bakerstreetsf.com. (One day, maybe you’ll be responding to me via Pandora.)

Automotive Marketing, Digital Marketing, Digital News with Krista, Uncategorized

May 22, 2019
Krista Hubbel

Digital News with Krista | Edition 2

By:

Well hello again. I’m Krista, your friendly neighborhood digital news deliverer. Today, we’ll examine three hot topics in the online ad world:

— Pause-vertising: Stop Now Means Play

— Ford Detours from “Built Ford Tough” In 5 Markets

— Yes, Ad Fraud Affects You — And Everyone You Know

Pause-vertising?

A possible new ad format is popping up in the streaming content space, where ads play when the viewer hits the stop button. Although there are mixed industry reviews surrounding this hot topic, Hulu and AT&T are already planning to give it a try. With video services booming (reaching about $20.1 billion in revenue last year), advertisers are competing to look for new ways to reach consumers. Pause-vertising may be the answer to the concerns of subscription fatigue and to hit binge-watchers alike. The strategy behind pause-vertisements is to be creative, while being less intrusive by giving consumers control. Hulu and AT&T are looking to creatively tailor ads to be aligned with the reasons why viewers pause a stream (doorbell, running to the kitchen, etc.). These types of ads will be one of many new formats coming to the digital advertising scene in 2019. For more information, please find the article here.

Ford Ranger’s New Campaign

Ford’s new Ranger campaign will target five cities with a hyperlocal approach. Ford is segueing from their normal messaging of “Built Ford Tough” in order to focus on more niche marketing for this 2019 Ranger campaign. This campaign will focus on consumers in Los Angeles, Seattle, Boston, Denver, and Phoenix. The spots labeled as “Tough Has More Fun” show men and women engaging in various extreme sports such as skiing, surfing, and mountain climbing. Ford will also team up with The Weather Channel to promote this campaign with digital billboards and website images that can dynamically update to match real time local weather reports. Their national campaign ad is called “Strange Creatures” and will highlight thrill-seekers who participate in challenging physical activities. Ford is aiming to seek a more personable approach overall via these new local and national lifestyle ads. The full article can be found here.

Digital Ad Fraud

As mentioned a few weeks ago, digital ad spend will surpass traditional ad spend this year and will account for $250 billion globally. However, it is of no surprise to advertisers that with this increase in digital investment, also comes a rise in ad fraud. Tel Aviv-based cybersecurity firm “Cheq” reports that about 20% of media on average will be affected by ad fraud. New and advanced fraud talent is now coming from other industries such as financial sectors. The short-term problems consist of data privacy issues, but the long-term consequences involve the deterioration of trust amongst the system. This directly threatens the relationship between advertising and the free internet. When more is taken away from advertising, the less money publishers and content producers receive, as they essentially make the stuff we see for free. The ad industry is being warned to re-examine their fraud prevention measures and to make sure it is being monitored very closely. And yes, Baker Street is all over it. Check out the full article here.

I welcome any feedback at khubbel@bakerstreetsf.com. (Unless you are a cyber criminal.)

Automotive Marketing, Digital Marketing, Digital News with Krista, Uncategorized

February 28, 2019
Krista Hubbel

Digital News with Krista | Edition 1

By:

Hi. I’m Krista. Baker Street’s newest Assistant Digital Planner and author of a new series called “Digital News with Krista.” The name, like my series, is intended to be direct. (Just the way the kids like it.)

Every other week, I’ll highlight 3 news articles on digital trends and innovations and dissect them into digestible bits. (Just the way the kids like it.)

I welcome any feedback at khubbel@bakerstreetsf.com. Or tweet me @khub55. (You know, the kids).

YouTube Under Fire (Again)
The “Adpocalypse” has struck YouTube once again. Many large brands that advertise on the platform are putting their ads on hold or pulling their investments out completely, due to innocent videos of children (mainly young girls) receiving inappropriate and disturbing comments from pedophiles. Some of these brands include Disney, Epic Games, Nestle, Hasbro, and AT&T. This “wormhole” was initially shared by YouTube creator Matt Watson, who has become the leader of the #wakeupyoutube movement. Advertisers are looking to YouTube to take a more aggressive approach to the regulation of inappropriate content, to ensure brand safety for their ads. In response, YouTube has disabled derogatory comments, deleted numerous accounts, and are reporting all illegal activity to authorities. They have also reported that they will be making updates to their recommendation engine, in addition to making improvements to their AI systems. YouTube has also tightened their strike policy for Creators, which will go into effect today. Additional details can be found here.

Digital Becomes King
The future is digital, according to the latest e-Marketer reports. Digital advertising investment is on the rise and is anticipated to surpass traditional spend in the U.S. this year. We are talking about $130 Billion in total digital ad spend by year end. This is due to a significant decline in print spend as well as TV, which is suspected to dip by 2.2% this year. In the years to come, digital ads are anticipated to make up two-thirds of all ad spending, with mobile ads accounting for more than two-thirds of the digital ad spend. Google and Facebook are expected to remain as the top 2 digital platforms in terms of ad revenue, holding 59% of the market combined. The full article can be found here.

Cadillac Rises Above
Since the Superbowl commercial industry letdown, anticipation has increased for more creative ads. Cadillac rolled out a new advertising campaign called “Rise Above” which debuted nationally during the Oscars. This campaign is tailored to highlight new innovations with their SUV vehicles, and to showcase their updated crest. The models they chose to focus on were the Escalade, XT4 and XT5. Their ads focused on a consistent message around “perseverance.” Additionally, one of the TV spots showed various high-achieving women linked with driving these SUVs. As for their digital ads, Cadillac teamed up with Yalitza Aparicio (actress from “Roma”) to be the face of the ads, along with sharing stories of everyday people breaking barriers and overcoming adversity. You can read more about Cadillac’s new campaign here.

Automotive Marketing, Digital Marketing, Digital News with Krista, Uncategorized

January 10, 2019
Brian Bacino

How We Gamified The College Football National Championship

By:

Guess Who’s Coming?

That’s the question Baker Street posed to the Bay Area in our integrated digital, outdoor, and experiential campaign for this year’s College Football Playoff National Championship at Levi’s Stadium.

Our first step was to create an iconic poster and outdoor design, seen in the video below, that helped communicate that the National Championship game was actually the result of a playoff system involving the top 4 teams. This is only the 5th time the National Championship has been decided by the Playoff system.

The visual language of the campaign practically challenges fans to fill in the brackets, in their own mind, and make their own predictions. The design inspired a campaign where we literally asked fans to place the logos from the top 25 teams in the country, into the final four, and then make their predictions for the big game.

Did you guess right?

Baker Street Advertising Credits:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriter: Bob Dorfman
Art Directors: Corey Stolberg/Jason Wong
Producer: Brody McHugh
Creative Manager: Lesly Pyle
Design Studio and Production Manager: Jeff Teator
Group Account Director: Dan Nilsen
Account Supervisor: Nick Spillner
Media Director: Glenn Yajko
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino
Executive Producer: Michael Pickman-Thoon, Rough House Editorial
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Post Producer: James Hagedorn, Rough House Editorial
Audio Mixer: Jeremiah Moore, Rough House Editorial

Brian Bacino, Creative Chief B2, Sports, Sports Marketing, Uncategorized

November 11, 2018
Lesly Pyle

Stay In the Moment at Hotel Nikko

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Hotel Nikko challenged Baker Street to convey the hotel’s Zen-like experience in a way that would differentiate them from the other 4-star properties in San Francisco. Convincing people to stop and smell the roses in a society that moves at the speed of life, even while on vacation, is no small task.

Animated GIF - Find & Share on GIPHY

Hotel Nikko San Francisco Restaurant Anzu GIF - Find & Share on GIPHY

So we dug deep during our Discovery research phase and uncovered this truth: “In the world of luxury hotels, personality goes a long way.” This insight drove the thinking behind the “Stay in the Moment” campaign we created that’s anchored by a graphic time stamp. This stamp is a reoccurring device marking every metaphorical magic moment during a guest’s stay.

We refreshed Hotel Nikko’s website and added an extra dimension to the time stamp, making it a real-time clock. The home page appears like a live video feed as though the viewer is watching what’s happening at the Hotel Nikko at any given moment.

We also designed it to be completely responsive with a mobile-first UI/UX.

In the print world, the time stamp works as a static lock-up, freezing the moment in time. Like in these magazine ads we created specifically to entice British tourists.

As well as this Print and Poster Series strategically-placed around the property to create allure for a uniquely Nikko offering. The series works as a one-two punch, with one image showcasing an actual amenity and the other with a more conceptual graphic.

And who doesn’t love a nice surprise and delight “Do Not Disturb” door tag?

We also made some brochures that are, well, worth your time.

And here’s who literally Stayed In the Moment to make it all happen.

Clients:
VP/General Manager: Anna Marie Presutti
Director of Marketing and Revenue Strategy: Jeanne Ferrari
Associate Director of Marketing: Dani Ortega

Agency:
President: Jack Boland
Chief Creative Officer/Copywriter: Brian Bacino
Chief Strategy Officer: Don Donovan
Art Director: Ken Woodard
Copywriter: Lesly Pyle
Design Studio and Production Manager: Jeff Teator
Senior Strategist: Howie Leibach
Account Supervisor: Nick Spillner
Senior Account Executive: Juliana King

Branding, Brian Bacino, Hotel Nikko, Uncategorized

October 30, 2018
Brian Bacino

Stupid Fresh Time Machine Idea for Honda

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OK, this is the dumbest thing we’ve ever done for Honda. I think it’s my favorite.

Tasked with a straight-forward, shout-from-the-rooftops brief: “buy any new Honda now and pay nothing for 90 Days,” we created this clever notion that for a limited time, Hondas are like magic time machines.

Which, of course, means you can buy a Honda today and have enough time to grow ridiculous beards, hairstyles and give birth to your baby before you have to pay.

We imagined 90 days passing before your eyes, but rather than invest in special effects, we went with dumb jump cuts that make you smile. No matter how many times we see the joke, it’s a smile and a reminder that you can get any new Honda right now and pay nothing for 90 days.

We had some fun with our social messaging too, including the best Facebook header ever, if you like wagging dog tails:

Facebook Cover Video:

Social Media Social GIF: Civic

Social Media Social GIF: Accord

Social Media Social GIF: CR-V

Social Media Social GIF: Kelley Blue Book

And one of our better radio spots of the year was inspired by the most famous time machine ever — The DeLorean.

Baker Street Advertising Credits:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
TV Copywriter: Brian Bacino
Art Director (All Media): Sarah Inglis
Radio & Social Media Copywriter/Social Video Editor: Harrison Chapman
Producer: Brody McHugh
Creative Manager/Script Supervisor: Lesly Pyle
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Account Supervisor: Megan Boland
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Line Producer: Kevin Hayes
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Graphics: Eric Stafford, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Accolades, Awards, Brian Bacino, Creative Chief B2, Honda, Uncategorized