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

“I love reality TV shows. It's always fun to watch average people make themselves look foolish just for a shot at fame.”

—Female, 17, CA

“Bored kids” and “desperate parents” are the most likely to love their smart speakers. Nine out of ten children who own one say they enjoy their device, and 57% of all smart speaker owners with children admit entertaining their children was one of the reasons they opted for the purchase. Ypulse found 13-34-year-olds consider Amazon Alexa one of the “coolest tech products” so it’s no surprise smart speaker owners love their devices: 65% “would not want to go back to their lives before getting one,” 42% consider it an everyday “essential,” and over half of parents plan to purchase another. (Fast Company)

Plastic surgery is reportedly having a moment with Millennial men. According to the American Academy of Facial Plastic and Reconstructive Surgery, of the over one-third of men who are “extremely likely” to consider cosmetic procedures, 58% are 25-34-years-old and 34% are 18-24-years-old. Some reasons they’re willing to go under the knife (or needle)? To boost their self-confidence, to appear less tired or stressed, and to stay competitive in their careers. Experts say social media and the self-care trend is making men more appearance-conscious. (Bloomberg)

Reading Rainbow is back and it’s all grown-up, just like its fans. The well-loved show's host, LeVar Burton, is picking up a book and laying down a podcast for his Millennial fans. He’ll be reading selected works of fiction and breaking down the themes just like in the old days, but he’s also adding a little something extra: his personal take on the tale. The only thing missing from the original PBS Kid’s show? The coveted chance to get on screen and read a review from your favorite story.

(Huffington Post)

Gen Z is thinking finances-first when making college decisions. Almost 80% consider the cost of an institution in their decision of where to attend, which makes sense considering over one in three are planning to pay for part or all their expenses. Avoiding the student loan debt that most Millennials know all too well is a key component of their finance-savvy thinking: 69% of teens are concerned about taking on loans, and the number of teens who plan to borrow has dropped 10% since 2016. (CSF)

Leisure and hospitality are the “hottest” jobs for teens this summer. A full 41% of teens went into leisure and hospitality last year, nearly double those that landed a wholesale and retail gig. Education and health services rounded out the top three, with all other industries claiming 5% or less of the summer teen workforce. When Ypulse asked teens where they’re planning to work this summer, restaurants and fast food jobs combined would land the top spot on the list. (Markets Insider)

“Everybody loves Drake. People that claim to not like Drake don't know themselves well enough.”

—Female, 21, CA

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