Movies have trailers. TV shows have “teases.” Book publishers are getting in on the act, too, with book trailers.
If you were upset with the outcome of Super Bowl LI, you may not enjoy Under Armour’s new ad about the villain hero of the game.
Under Armour and Michael Phelps pack quite a punch when they work together. Yesterday, advertising publication Adweek announced that sports brand’s 90-second “Rule Yourself” ad centered around Phelps’ training regimen took home its top honor as “Ad of the Year.”
Advertising is a funny thing.
Judging from what I saw on Sunday, Super Bowl ads fall into a few different categories. There’s the Go Daddy style babe-centric ad, preferably featuring scantily clad women wrestling or fighting; there’s the joke ad, preferably featuring some football in-joke; and there’s the story ad, preferably featuring a puppy and a Clydesdale who are best friends.
Advertisers have long relied on the selling power of sexiness–female sexiness, of course–claiming that it’s the best way to get people’s attention. But according to research by a Johns Hopkins professor, sex appeal isn’t actually what makes people pay attention to an ad.
Not long ago, Ed Benckert was driving his car and minding his own business when he saw those dreaded flashing lights in his rearview mirror. “What did I do?” he asked the cop who pulled him over. “Oh, nothing,” the cop replied. “I just want to take a picture of your car. My daughter loves zombies.”
You see, Benckert’s car is not like other cars; it features fake gore and a life-size, realistic looking zombie on the roof. It’s a tribute to the current zombie craze, but it’s also smart advertising — Benckert runs Laser Shark Design, a company that provides custom vehicle wraps, among other innovative marketing products. And the zombie car is a perfect example of how a car wrap can get you noticed: “I can’t leave the parking lot at Wegman’s without someone stopping me and wanting to take a picture,” Benckert says.
Alas, there were no controversial PETA babes in sight when a Baltimore County fire station revealed the area’s first fire truck emblazoned with an advertisement. Cash-strapped fire departments around the country have started to turn to local businesses to raise funds.