Showcasing the best practices of the industry and providing insight into how to best use celebrities or influencers to your brand’s advantage.
(1). StubHub – Future, Todd Gurley & Albert Pujols
StubHub released a new marketing campaign centered around regret. Future proves that concert tickets to his show is better than a fancy dinner and boring birthday present. Todd Gurley is in a pottery class with a bachelorette party where the bride would rather be at a NFL game. Albert Pujols proves you should call your dad and invite him to a MLB game. Tying these commercials together with the slogan ‘Be There’ plays on the viewers heartstrings that they will probably regret the fancy dinner, pottery class and not calling your dad, but they won’t regret buying one of these live experiences with StubHub being the only way to get you there. StubHub is trying to change the way a consumer views them, from just selling tickets, to selling experiences.
(2). Ruby Tuesday – Rachel Dratch
At the beginning of 2018, Ruby Tuesday hired a new CEO who wanted to find a way to set the brand apart from the competitors. His first mistake was choosing a partnership with Rachel Dratch. Yes, Rachel Dratch certainly made the commercial different than competitors but not in a positive way. Even though the goal of the commercial was to target the younger crowd, it missed the mark mainly because the younger crowd most likely does not know who she is unless they watch old reruns of SNL. Her voices along with the annoying sub-par jokes would make any viewer change the channel quickly.
(3). Walmart – “Let’s Get it Started” by Black Eyed Peas
While Walmart is a household name, their back-to-school ‘Go Back Big’ campaign with “Let’s Get it Started” by the Black Eyed Peas brought more awareness to their brand with the 2003 song. The week of July 23, 2018 the commercial was the number three most Shazam’d commercial, yet again placing Walmart on another Shazam list with a successful music licensing partnership. With the help of the Black Eyed Peas, Walmart was able to stand apart from other back to school commercials because it showed the ease and excitement of back-to-school shopping using the Walmart app. With an overwhelmingly upbeat song, parents lining up-cheering and high-fiving their children as they run up excitedly to school for the first day, makes any parent dream that this is their child’s first day experience. A commercial like this, where the brand and song are benefiting, is definitely a successful music licensing campaign.
(4). Dick’s Sporting Goods – song by Nacey
The ‘Play Like You Own It’ campaign by Dick’s Sporting Goods was a refreshing summer sports commercial. It showed the dedication and hard work athletes put into off-season training. “I Own It” by Nacey caps off the campaign by giving it an upbeat feel without overpowering the underlying message of all the apparel and equipment offered at Dick’s Sporting Goods.
(5). Coca-Cola & FIFA – Jason Derulo
With the help of Burns Entertainment, Coca-Cola released their #Ready commercial after the beginning of the FIFA World Cup. “You Had Four Years” and “Don’t Wait Until the Last Minute” appeared on the screen to remind spectators not to be like the Jason Derulo or the other fans, missing any of the World Cup because they were not prepared with a Coca-Cola in hand for the game. Coca-Cola has one of the longest corporate partnerships with FIFA, having advertised in stadiums at every FIFA World Cup since 1950. Partnering with Jason Derulo this year, Coca-Cola commercials hit 185 countries before the beginning of the 2018 World Cup. Derulo and Coca-Cola also collaborated on the 2018 World Cup song, “Colors”, continuing that nostalgic relationship between FIFA and Coca-Cola.
(6). Gatorade – Serena Williams
Serena Williams, a mother of one, was featured in the Gatorade ‘Like a Mother’ commercial. The campaign shows that Serena did not return to greatness despite becoming a mother, but rather she has always been great because she plays #LikeAMother. She commentates, “you sacrifice, push through the pain, got back to work, gave 100% without any sleep, grew stronger, found an extra gear, never lost you, you created greatness, like a mother.” Gatorade exemplifies the drive that mothers have, much like athletes, and that being a mother is not a hurdle. Gatorade’s commercial is compelling and empowering to all women. The only hope is that viewers do not take the “like a mother”a derogatory way.
(7). Specialized – Peter Sagan (3x Cycling World Champion)
Specialized used the Tour de France to promote the Turbo Electric Bike with the help of three-time Cycling World Champion Peter Sagan and Grandma Joan, creating a lighthearted, “friendly” competition commercial. Grandma Joan, with two knee replacements and a pacemaker, ultimately wins the race against a world champion cyclist because of the Turbo e-bike. The brand Specialized is proving that “electric bikes are leveling the playing field for the future of cycling” and could be enough for the brand to see a large revenue boost in their turbo e-bikes sales.
(8). Rolex – Rickie Fowler
Rolex has been the Official Timekeeper of the U.S. Open since 1980. Their campaign with various golfers tells the story of how they became the golfer they are today. Rickie Fowler was a natural choice for Rolex because he regularly shows off his collection of Rolex watches on social media. Being sponsored by Rolex for a few years, Fowler’s commercial was inspirational and tells a story like every Rolex tells a story. He said, “If you keep being who you are, everything else falls into place.” Rolex makes it clear that the brand holds the same beliefs as Ricky Fowler and other golfers and share in the ambition for excellence and superior performance while making a name for themselves in their collective industry.
(9). Speedo – Olympic Swimmers
Celebrating swimming’s most decorated brand, Dripping In Gold features #TeamSpeedo Olympic Medalists Nathan Adrian, Missy Franklin, Conor Dwyer, Cullen Jones, Elizabeth Beisel, Ryan Murphy, Kevin Cordes, Katie Meili, Hali Flickinger and Becca Meyers. Speedo is already jumping on the 2020 Summer Olympics marketing bandwagon with this commercial proving how trusted the brand is among athletes by showing them practicing in the apparel. Being the most trusted brand for over fifty years, Speedo took a subtle approach to show their achievements. Dripping in Gold is a creative way the brand ties the Olympics, athletes and the success of the brand together.
(10). Priceline – Kaley Cuoco
Priceline has done nothing new in their latest commercial featuring Kaley Cuoco. The past two years she has stood in a hotel and talked about the features Priceline has over competitors. This commercial is no different. With her large social presence and fan base, Priceline could have used Cuoco to their advantage. They have not done that in their latest commercial. In 2013 when the partnership began, she sat alongside William Shatner with much better creative concepts. But since Shatner’s exit, Cuoco’s commercials resemble all the other travel website commercials and needs new creative or a new face.
photo credits: YouTube