Saturday, January 1, 2011

Holiday 2010 commercials - one strong, one risky

Two TV campaigns - two outcomes: one builds brand, other builds band

This holiday season featured companies that took different routes in their television advertisements.

Planters Peanuts (a division of Kraft Foods) had a witty, fun ad that starred their longtime "spokesperson" Mr. Peanut -- who has been around since 1916 -- in a holiday themed advertisement.  The focus of this ad was the product and Planters brand.

Meanwhile, Hyundai had several commercials that might have crossed the line of showcasing the indie band Pomplamoose more than the Hyundai brand or product. While wanting the attention star power can bring to an ad, care must be given so that such attention does not overshadow the commercial's intended message.

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