Labels: television commercials, United States
posted by Carl in Jerusalem @ 4:46 AM
0 comments
Labels: humor, Israeli television, television commercials
posted by Carl in Jerusalem @ 11:54 AM
0 comments
CBS banned SodaStream’s Super Bowl spot because, apparently, it was too much of a direct hit to two of its biggest sponsors, Coke and Pepsi.
Please pause and read that sentence again.
I am shocked that CBS would ban a spot for being too competitive. But I’m even more shocked that the advertising world isn’t up in arms about it.
The media’s job isn’t to judge.
SodaStream has a product that could be wildly disruptive to the soda industry, if successful. As in, the “automobile” to the soda industry’s “buggy whip.” If SodaStream takes off, Coke and Pepsi would have a lot to worry about, for sure. But isn’t that what progress is all about?
CBS is protecting its relationship with Coke and Pepsi. Those two brands spend big bucks on the Super Bowl and on the network, in general. I get it. But all CBS would have to do, if Coke and Pepsi put the pressure on, is say, “Hey, we’re just the unbiased middle man here. It’s not up to us what competitors of yours say about you.” There’s no need for the medium to have a say in the message.
Competitive battles should be fought in the marketplace.
If the SodaStream product is a better “soda idea” than Coke and Pepsi, then shouldn’t it be given a fair shot within any medium it decides to risk its dollars? If it’s not a better idea, the market will decide its fate, not CBS. But even beyond that obvious argument, it’s in CBS’s, and all media’s, interest to encourage unbridled competition. The more threatened a Coke and Pepsi feel, in this case, the more likely they are to launch new campaigns specifically targeting the threat. And that’s more money pouring into the media, not less. But Coke and Pepsi won’t do that now (or are less likely to), because CBS intervened, took the pressure off, and effectively sided with Coke and Pepsi.So here's what SodaStream ran instead.
Labels: Judea and Samaria, Super Bowl XLVII, television commercials
posted by Carl in Jerusalem @ 11:31 AM
5 comments
In the ad that the company plans to run, which has been released on Youtube and has already garnered millions of views, users of the SodaStream system are seen helping to rid the world of plastic bottles. The ad will emphasize SodaStream's campaign as an environmentally conscientious choice for consumers who want to help reduce pollution, as well as live a healthier lifestyle.
The Superbowl is seen by some 700 million people around the world, and is seen as not only the championship game of professional American football, but as the “big leagues” of advertising by corporations. Ad agencies scramble to produce original, interesting ads for a huge audience which tunes in as much for the advertisements as they do for the sports action.
The cost for an ad on the Superbowl is easily the most expensive of any television program.
Let's go to the videotape.Speaking Tuesday, Daniel Birnbaum, the CEO of SodaStream, said that the company saw advertising on the Superbowl as an important part of the company's strategy. “The ad is part of our expanded effort to reach out to the American and world market with our message,” he said.
Labels: Super XLVII, television commercials
posted by Carl in Jerusalem @ 4:33 AM
1 comments
I am an Orthodox Jew - some would even call me 'ultra-Orthodox.' Born in Boston, I was a corporate and securities attorney in New York City for seven years before making aliya to Israel in 1991 (I don't look it but I really am that old :-). I have been happily married to the same woman for thirty-five years, and we have eight children (bli ayin hara) ranging in age from 13 to 33 years and nine grandchildren. Four of our children are married! Before I started blogging I was a heavy contributor on a number of email lists and ran an email list called the Matzav from 2000-2004. You can contact me at: IsraelMatzav at gmail dot com
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