{"id":1229,"date":"2023-02-17T13:50:38","date_gmt":"2023-02-17T18:50:38","guid":{"rendered":"https:\/\/www.kenbanks.com\/?p=1229"},"modified":"2023-02-17T16:17:27","modified_gmt":"2023-02-17T21:17:27","slug":"competing-with-super-brands-its-a-jungle","status":"publish","type":"post","link":"https:\/\/www.kenbanks.com\/?p=1229","title":{"rendered":"COMPETING WITH SUPER BRANDS&#8211;IT&#8217;S A JUNGLE!"},"content":{"rendered":"<p>KEN BANKS\u2019BLOG FEBRUARY 2023<\/p>\n<p><iframe loading=\"lazy\" title=\"KEN BANKS&#039; BLOG FEB 2023\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/jgBgy5MASJ4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p><a href=\"https:\/\/youtu.be\/jgBgy5MASJ4\">https:\/\/youtu.be\/jgBgy5MASJ4<\/a><\/p>\n<p><strong>PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO<\/strong><\/p>\n<p>COMPETING WITH SUPER BRANDS\u2014IT\u2019S A JUNGLE!Another Superbowl has come and gone and most of the news is that it was one of the best Superbowl games ever (although some Eagles fans may disagree).\u00a0 The hype is finally over. As usual I think the halftime show is over-rated and a waste of time.\u00a0 The advertising rates have gone bonkers but the hype for the spots continues to grow and so from a pure audience perspective the costs are not surprising.\u00a0 What is disappointing is that with that high expenditure, the messages for the most part don\u2019t measure up with predicable, copycat creative that leave many viewers looking for more snacks and restroom breaks than watching the messages.\u00a0 However, as I do every year since I went to Superbowl #3 in 1969 (Joe Namath\u2019s famous game), I watched closely and here are some reactions.It seems that one advertiser uses a celebrity and then the others follow with as many stars as they can \u201cbuy\u201d.\u00a0 The spots should be built around the product\/service rather than figuring a way to us a famous person.\u00a0 And if one is not enough, why not put cameo roles for as many as you get show in 30 seconds.\u00a0 Others just seem like they are assuming that everyone knows the product and why bother with a USP or benefit statement.\u00a0\u00a0\u00a0 Here\u2019s my summary of some of the spots:<\/p>\n<p>&nbsp;<\/p>\n<p>THE GOOD<\/p>\n<p>KIA Binky.\u00a0\u00a0<a href=\"https:\/\/youtu.be\/ZSY0qp6mVCA\">https:\/\/youtu.be\/ZSY0qp6mVCA<\/a><\/p>\n<p>Any parent who has travelled with their infant or toddler knows the importance of a pacifier to help baby make it through the trip. Kia makes a case for its Telluride suv and how it can get you anywhere you need to go.<\/p>\n<p>Dunkin Afflek;\u00a0 <a href=\"https:\/\/youtu.be\/BBIX9FG6kZ0?t=26\">https:\/\/youtu.be\/BBIX9FG6kZ0?t=26<\/a><\/p>\n<p>In this case using a celebrity works because Ben Afflek is well known as a loyal Bostonian who also has worked in the drivethru at Dunkin&#8217; Donuts several times in the past.\u00a0 Dunkin is a local favorite in New England as well as around the country so it makes sense.\u00a0 Having Ben&#8217;s new wife, JayLo, order a donut as well helps make the product sell really work.<\/p>\n<p>E*TRADE Baby investors. <a href=\"https:\/\/youtu.be\/X8aV2tbCMUM?t=14\">https:\/\/youtu.be\/X8aV2tbCMUM?t=14<\/a><\/p>\n<p>Babies are always good subjects and E*TRADE has done this before with the babies with financial investor jargon conversations.\u00a0 Their hilarious but they also make the point of why online investing is really popular.<\/p>\n<p>Hellman\u2019s. Ham and Brie <a href=\"https:\/\/youtu.be\/r_xfLBvk-AA?t=16\">https:\/\/youtu.be\/r_xfLBvk-AA?t=16<\/a><\/p>\n<p>Here are two celebrities John HAM and BRIE Larson as their namesakes in a fridge with a jar of Hellman\u2019s mayonnaise.\u00a0 They didn\u2019t need to \u201csandwich\u201d their message between that not only is this a cute spot but also make the star out of the product.<\/p>\n<p>Jesus.\u00a0 <a href=\"https:\/\/atlas-production-ads.s3.amazonaws.com\/11949306.mp4\">https:\/\/atlas-production-ads.s3.amazonaws.com\/11949306.mp4<\/a><\/p>\n<p>A big surprise in big game advertising and a message that is really well presented.\u00a0 Given all of the challenges and hate in the world today, this message is not only timely but one that puts the game into perspective.\u00a0 Whether you\u2019re a Christian or not it hits the mark.\u00a0 If you\u2019ve heard about the where the funding comes from to run this, forget about it and think about the message.<\/p>\n<p>THE BAD<\/p>\n<p>GM Electric autos.\u00a0 Ferrell. <a href=\"https:\/\/youtu.be\/mdsPvbSpB2Y?t=42\">https:\/\/youtu.be\/mdsPvbSpB2Y?t=42<\/a><\/p>\n<p>I love Will Farrell as a comic and actor who is always outrageous.\u00a0 However, this GM elecdtric vehicle spot is outrageously stupid in my opinion.\u00a0 I didn\u2019t get a charge out of this one at all.<\/p>\n<p>Pepsi. Ben Stiller <a href=\"https:\/\/youtu.be\/ok38Xuc5UTE?t=20\">https:\/\/youtu.be\/ok38Xuc5UTE?t=20<\/a><\/p>\n<p>Another commercial built around a celebrity for a product that everyone knows.\u00a0 Pepsi has for years beaten out Coke in blind taste tests but this one is a loser.<\/p>\n<p>Rakuten cash back rewards. <a href=\"https:\/\/youtu.be\/PDh7W0WFTd8?t=2\">https:\/\/youtu.be\/PDh7W0WFTd8?t=2<\/a><\/p>\n<p>I never heard of the company.\u00a0 It\u2019s nothing new when Capital One, Discover, Sams Mastercard and almost every other credit card offer cash back.\u00a0 I don\u2019t know who this is either but then I\u2019m not their target\u2014even though I got a lot cash back on my credit cards this year.<\/p>\n<p>There are more that are so forgettable that I can\u2019t remember them.\u00a0 I do know that Patrick Mahomes went to Disneyland after the game!<\/p>\n<p>&nbsp;<\/p>\n<p>Ken<\/p>\n","protected":false},"excerpt":{"rendered":"<p>KEN BANKS\u2019BLOG FEBRUARY 2023 https:\/\/youtu.be\/jgBgy5MASJ4 PRESS PLAY&gt;&gt;TO VIEW THIS MONTH\u2019S WELCOME VIDEO COMPETING WITH SUPER BRANDS\u2014IT\u2019S A JUNGLE!Another Superbowl has come and gone and most of the news is that it was one of the best Superbowl games ever (although some Eagles fans may disagree).\u00a0 The hype is finally over. As usual I think the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-1229","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/1229","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1229"}],"version-history":[{"count":4,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/1229\/revisions"}],"predecessor-version":[{"id":1233,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/1229\/revisions\/1233"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1229"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1229"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1229"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}