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
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
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.
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.)
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.
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
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
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.
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
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