theAdVantage for October 21st
Inspired by theSkimm—sign up here http://www.theskimm.com/?r=2KEFT theAdVantage is an e-newsletter created by UGA AdClub to keep students in touch with advertising & media industry headlines.
GET THOSE DIGITS “U.S. teens now describe Instagram as "most important," while Facebook and Twitter lost ground on this measure, according to Piper Jaffray's twice yearly teen survey” - Thiago Guimarães, Business Insider
DO YOU BUY THIS!? THE STORY Buy This! is television’s newest Finnish sitcom…. only it’s filmed at an ad agency instead of a Hollywood set, and the commercials are the actual show. This work of art is proof that ad agencies have mastered product placement. Basically, Buy This! is the new Mad Men minus SCDP and fake clients—and plus real ads for real TBWA clients.
WHICH CAME FIRST—THE SHOW OR THE PLACEMENT Buy This! ads generate more viewers for the show while simultaneously accumulating impressions for TBWA clients’ brands. TBWA Helsinki and FremantleMedia (AKA the company that produced American Idol) collaborated to create the sitcom. Each episode is written based on a creative brief. The brief is sent to Buy This! writers who develop comedic character/project-specific storylines. What’s more—the show gets free social media promotions from their clients’ brand accounts. The result? Buy This! is raking in the ratings. OH, and BTW, the format has already been sold to Sweden, Norway, Denmark, Australia and New Zealand for production. Read: It’s just a matter of time before US Americans follow suit.
WHAT’S theAdVantage? Advertising is continuing to push storytelling possibilities (Exhibit A: Buy This!). The show’s innovative product placement strategy markets to viewers who will enjoy the joke (and thus, will refrain from throwing the remote at their television out of ad cynicism and frustration). Mention this during an interview! Explain the potential success associated with creating a
more involved customer base through the use of the new show’s tactics. Your advice might lead to the creation of fan loyalty, more original content, or maybe, just maybe, a career!
SPEAKER OF THE WEEK WHO: Kathryn Harmon and David Haan with Creative Circus WHAT: Summer @ the Circus WHEN: TODAY @ 7:30-8:30pm WHERE: MLC 101
REPEAT AFTER THEM… What to say when you want to pie someone in the face… The circus is in town. The Creative Circus, that is. The art & advertising school is sending representatives all the way from the ATL to the UGA. Tonight, these reps will explain why their portfolio school is one of the best in the country. Aspiring copywriters, art directors, producers and designers: be there or be square.
What to say when good isn’t good enough… I want the best. And that’s exactly what you’ll get out of your experience at The Creative Circus. The school’s mission is to mold the best creative professionals. Sure, your undergraduate degree will give you an education—but spending a “Summer at the Circus” will get you hired. Come learn how The Creative Circus turns “good” into the best tonight at AdClub.
What to do when you don’t know how to spend your upcoming summer… Step 1: Attend the AdClub meeting tonight in MLC 101. Step 2: Chat up Kathryn Harmon & David Haan. Step 3: Apply to the Summer at the Circus program. Step 4: Ideate, create, then graduate —with a job offer.
TRENDING AGENCY TO KNOW Creative agency Goodby Silverstein & Partners. The San Fran shop is anything but sans fans. 10,182 people “like” them & we think you will too
AD OF THE AGE You probably saw it at the top of your “My Story” feed yesterday. Yep, we’re talking about Snapchat’s first ad for “Oujia,” an upcoming movie from Universal Pictures. You can expect
to see many advertisements filling up your favorite social media app in the near future. This is big news, people.
SITE TO SEE Creativity. Seriously, that’s the not-so-creative name of the news/media site that features the best creative work in the world‌ & our best kept secret. Until now. Happy (almost) Halloween.