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: “I like following Jeffree Star on social media because he creates high-quality makeup while also being entertaining.”

—Female, 21, FL

Millennials are more likely to talk politics at work than their parents. A new study from Peakon has revealed that despite the highly-tense political climate, most Americans are actually comfortable discussing politics at work. Millennials are the most comfortable, with 68% stating they feel “no discomfort” talking about the topic, compared to 62% of 55-64-year-olds. According to Peakon, the internet has encouraged Millennials to “shar[e] their opinions everywhere—on Twitter, Facebook, Instagram, blogs, etc.,” and their desire for a “more transparent” workplace is also likely driving the trend. (Elite Daily

Honest Company is taking their diapers to the Major Leagues. In a partnership with MLB, the company is launching a “Born a Fan” collection in Target that will offer personal care products, household cleaners, and diapers with logos from six teams: the Red Sox, Yankees, Cubs, Giants, Cardinals, and Dodgers. The brand hopes to tap into “hardcore” baseball fans with the venture, but according to one expert, it may end up being more of a novelty: “It[’ll be] fun to do once in a while. But ultimately parents know diaper performance, and they buy the best.” (Adweek

Aspiring musicians have found a home—and a lot of money—on emerging live streaming spaces. Not only do live stream apps, like YouNow and Live.ly, give up-and-coming music acts the chance to build up large fan bases, but the addition of virtual tip jars has become a lucrative channel of revenue for some, even eliminating the need to do IRL performances or sell recordings. Brent Morgan, a 29-year-old musician, is finding his way into the industry by broadcasting twice a day on YouNow, where he’s making between $15,000-$20,000 a month. (The Wall Street Journal

Asian-Pacific kids would choose internet over TV if they had to pick. TotallyAwesome’s APAC Kids Market Insights report found that 77% of six-14-year-olds in the Asia-Pacific region would prefer to use the internet exclusively versus just TV—an 11% increase from the year before. In five out of the seven countries surveyed, children are more likely to have access to smartphones than TV, but both TV and smartphones are the most popular devices used daily, with 60% using them multiple times a day, versus 44% who use tablets daily. (Kidscreen

Virtual reality is getting a “first-of-its-kind” animated family series. Raising a Rukus, created by Virtual Reality Company, follows the story “of two siblings and their mischievous pet dog Ruckus, who are traveling to different worlds and have magical adventures together.” VRC describes the experience as “watching a Pixar short—except that you are immersed in it.” The series will be available through headsets and in theaters, first in Canada and then North America later this summer. (Variety

Quote of the Day: “My favorite brand to follow on social media is Urban Outfitters because not only do they post about items I am interested in, but I also get inspired by the artistic photos that they post.”—Female, 16, CA

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