Category: Television
August 29th, 2013

Measuring the Man in Manvertising.

Have y’all seen these recent ads for Sauza? Hmm. Hunky guy with muscles narrating against a kitschy backdrop. Wait, I’ve seen this before! It’s gotta be good, right?

Sauza Tequila, “The Refreshing Lifeguard” (2013) – 670,000 views

https://www.youtube.com/watch?v=BK642YwfP7E

Hey! That wasn’t the least bit entertaining. Thanks for making my minute of procrastination totally not worth it.

Sorry – we’re making a point. Ever since W+K’s Old Spice campaign broke the YouTubes with 46 million views, it seems like everyone in the hemisphere has tried to replicate its success. Of course, male ad icons are nothing new, having been a marketing staple since the days of the Marlboro Man and the Brawny lumberjack. (Btw, have you seen Brawny boy’s 21st century makeover? Eesh. Someone should let him know mustaches are in again.)

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Posted by MortarMark in Best of the Ad Blogs, Deep Thoughts, Digital Advertising, Great Advertising, Television, Viral ROI, Web/Tech
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May 23rd, 2013

Somewhere In This City, A Brand Manager Is Drunk And Weeping.

If there’s one thing we’ve always preached on the mighty Mortarblog, it’s this: Be brave. Be honest. Be nice. (OK, that’s three things. We’re bad at rules. You should know that by now. Hush.) And we dearly love to point out examples of these qualities. So allow us to stand up and applaud the stones on Mazda’s brand team – it takes a ton-and-a-half of those to hand the keys to your brand to Sir-Doctor Stephen T. Colbert, DFA.  “Did he just call it an Oldsmoblile? Did he just say “Mazda, It’s What’s For Dinner?” But that doesn’t follow the Brand Guidelines!”

You’re right, Imaginary Brand Manager’s Brain, it doesn’t. But – hey, put that tequila down – your customers don’t follow them, either. Because your customers are people. And they love it when you treat them like people.

Observe:

mazda

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Posted by MortarMark in Branding, Current Affairs, Marketing Insights, Television, Viral ROI
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February 6th, 2013

Superbowl Ad Recap: Less Talking Animal, More Oil-Drenched Cookie.

For those of you who were face-deep in the guac during the commercials, enjoy our biased topline summary. For those of you who missed the game entirely, be glad your face muscles got to relax rather than violently cringe while watching the 49ers try to defend the pass. Any pass. Eesh. The 34-minute blackout was more fun to watch than that shoulda-been-a-comeback final play. It’s ok, though, because GIANTS. And now a message from our sponsors.

The ones that made us laugh:

Oreo, “Whisper Fight”

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Posted by MortarMark in Current Affairs, Great Advertising, Media commentary, Television, Viral ROI
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February 4th, 2013

GGU Rules the Superbowl; Meets Dashon Goldson Along the Way.

There are some things that only happen once in a lifetime. Like a snowflake made of human skydivers. Or your hometown’s team making it to the Superbowl. With the San Francisco 49ers headed for football’s biggest night, Mortar’s media team knew this opportunity was rare. We also knew that Comcast Sportsnet Bay Area – the authority for 49ers coverage – was sending their entire team to broadcast live from New Orleans. Which made it the perfect opportunity for a local brand to reach a captive SF audience…

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Posted by MortarMark in Current Affairs, Media, Mortar's Work, Sports, Television
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August 21st, 2012

Putting The Awesome In Your Dog – Vol. 3

Why there are no cameras at the Mortar Holiday Party.

In this scenario, you are the giraffe. Eat24 is the ostrich. Mortar is David Attenborough.
Let’s watch nature in action:

http://youtu.be/Tu7BYX5K3YM?hd=1

Wait a minute. Did they just make fun of your cooking skills? Just because you think hollandaise is a Dutch tour company? That’s ok. You don’t need to know how to cook. You’re beautiful, you know how to Eat24, and puppies love you. It’s true. See?

http://youtu.be/nD9nXMTeGuI?hd=1

Stay tuned. We’ll be right back.

Posted by MortarMark in Advertising San Francisco, Branding, Food and Drink, Mortar's Work, Television
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