The TV Marketing That’s Making its Mark

Flash mobs, split second real time Twitter reaction ads, brandjacking, GIF puzzles, the now defunct Facebook sponsored stories, Instagram ads...over the last year marketing has become more fragmented—and creative—than ever. But as important as experimenting and engaging with new forms of marketing is (and it definitely is) when we asked Millennials ages 14-29 what advertising MOST influences their shopping and purchasing decisions, they still named TV commercials more than any other type. TV ads were also the type of advertising named the least when they listed the marketing they never pay attention to. While tech is changing the marketing game, for now TV ads still matter. But because of the increasingly crowded media space, they have to truly stand out to capture young viewers’ attention. Here are the commercials making their mark with Millennials right now, and why they work:   

Duracell “Trust Your Power”

Duracell’s “Trust Your Power” series has spotlighted the stories of multiple NFL players over the last few years, but none has made as much of a splash as their new one-minute spot featuring the Seattle Seahawk’s Derrick Coleman, the first legally deaf player in the NFL. The commercial has been viewed over 3 million times on YouTube in the past five days, and is earning the brand major buzz. In the spot, Coleman’s struggles as a hearing impaired player are revealed as viewers watch a young boy being mocked for his hearing aids while Coleman’s voiceover talks about coaches who didn’t know how to talk to him, and going undrafted out of college. If the Seahawks end up as one of the teams in the Superbowl, the commercial could gain even more traction.

Why it works: Millennials love the story of an underdog making it big, and Duracell’s new ad perfectly encapsulates what they…

 
 

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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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