Rich Clark Marketing

Opinions from Rich Clark one of the UK's leading Marketing Professionals


1 Comment

Product Placement back on UK TV

Regulation U-Turn

Simon Cowell PhotoAs terrestrial commercial TV revenue streams continue to struggle in these difficult financial times, the government have agreed in principal to lift the ban on product placement on TV.  However this isn’t an even playing field as the ban is still likely to effect productions made for the BBC.

In theory the lifting of the ban could produce a decent level of secondary advertising income for programmes such as Coronation SCheryl Cole Photo from X Factortreet or Hollyoaks, however I would question the actual volume revenue unless we get into placements on the scale of those seen in 80s American blockbusters such as Superman.  I can picture X-Factor now, Simon Cowell and Cheryl Cole drinking from very well branded Coca Cola glasses.  The introduction really needs to have some clear parameters.  The move is rumoured to be worth c. £100m to the commercial broadcasters, something that would be welcomed in these troubled times.  Contrary to some of the critics, I don’t see such a big issue as long as programme writers and producers can keep their editorial integrity in place.

The benefit of this U-turn does provide an improvement to the ambience of the sets in drama series.  Rather than some bizarre made-up lager in the Woolpack we will actually see genuine brands, making it more realistic.  Why should Eastenders be any different though?

If advertisers can get their products in the right placements and done in a non-intrusive way it could really support their brand.  Association with popular programmes or characters could help support their brand credentials.  However association with programmes such as reality shows could provide as many issues as benefits.  I would imagine that Big Brother would have made a significant amount of money from product placement.  Imagine the likesPhoto of Big Brother 10 Winner Sophie of Craig from the original series drinking a can of Carlsberg.  Or this years Big Brother winner Sophie tucking into Cadburys Dairy Milk.

Advertisements


4 Comments

Top 5 TV Ads

 

This is a list of my Top 5 favourite recent or current TV ads.This won’t feature the usual high-budget productions from Nike, Guinness or Coca Cola that you are used to seeing. For me the ads on this list off something different. Create engagement, impact or break the mould in their sector. 

1. Cadburys Dairy Milk

The latest series of ads are both creative and show a brave move from the Cadburys Head of Advertising. Rather than concentrating on the chocolate or people enjoying the flavours, Cadburys have created a new stance. They have managed to mix music with humour and creativity and not once does if feel like the brand is being bastardised. Hats off to Cadburys and their agency on these. I could have picked any of the recent series, the Gorilla is probably best known, however due to currency and sheer weirdness I have selected the two kids with the 80s watch and eyebrows.

2. Compare The Market

This ad is a fine example of where creativity takes a lead over the brand police. Obviously the outcome of a creative think tank, the agency that came up with this concept probably couldn’t believe their luck when their client bit. The ad lends itself to some neat viral activity with a spin off website comparing Meerkats. It also very simply gets the message of Compare the market across. Its use of the web to extend the campaign further is a fabulous example of using all channels effectively. The Meerkat with his simples slogan, could also become a great icon. Visit Compare the Meerkat – its worth a look

3. PG Tips

The series of ads featuring Johnny Vegas and Monkey from ITV Digital is a genius idea from the outset. However the latest ad which shows the over complex method of making a cup of tea. Including the milking of the cow and Vegas dancing with Monkey to the Stripper by David Rose. It takes on some classic cartoon style moments as well as classic slapstick. There is no other tea to beat PG

 4. T-Mobile

The first time this was aired was as an exclusive to channel 4. With over 2 minutes of footage from a ‘flash mob’ in Liverpool Street train station, London – it took a while for the pay-off to show that it was an ad for T-Mobile. What T-Mobile created here was a talking point, a stand-still moment that is very rare in advertising. The slimmed down versions are no less entertaining. Whether this is more than a good one-off remains to be seen. The snippet showing a bar-code is hardly inspirational. However as a piece of creative with standout, this is up there.

5. Virgin Atlantic

The ad works on a number of levels. Maybe it is a generation thing. Maybe it’s the visual clues to the 80s, Wimpey and Our Price. Maybe it’s the distinctive Frankie sound-track. Maybe it’s the vivid colours used on the cabin crews uniform and the photogrpahy in the background. Whatever the reason. The ad works – it simply and effectively puts Virgin’s birthday message across (something I wasn’t even aware of before the ads)

Nearly made it: 

 

Nationwide Building Society OK, so I may be a little biased here (having had a hand in the development of these ads). However, Nationwide broke the mould in terms of advertising Financial Services products. Rather than solely concentrating on the product and the potentially good rate, they took a brave step of moving to a situational approach. It focussed on exactly what Nationwide isn’t by introducing the bungling Bank Manager, played by Mark Benton. This combination of good story, good one liners and a pay off, mean it is without doubt worthy of a place. Also, it was a contributory factor to the downfall of those annoying Halifax/Howard ads.

 Barclaycard  The ad with the slide is another fine example of standout within a sector. Finance is slowly moving away from the stayed boring ads. Visually it stands out with good filmography and great visual clues to every day life (Scanning card in supermarket). The music is unusual (Let your love flow by The Bellamy Brothers) offering standout. The addition of a few funny elements such as getting stuck on the slide and the towel line, means this deserves a mention.

Love to hear your views.  Do my choices resonate with you?  Or do they jar with every sense you use?