WHY BRANDS ARE FAKING OUT CONSUMERS WITH CAMPAIGNS DISGUISED AS MOVIE TRAILERS.
In the weeks leading up to the Super Bowl, movie buffs were surprised to find IMDb pages popping up online and unexpected trailers dropping for what appeared to be a reboot of Crocodile Dundee. The trailers for Dundee looked expertly shot, with a dazzling cast of Danny McBride and Chris Hemsworth to match. Viewers soon learned the marketing for Dundee was a sham. There was no movie, but instead fans were watching a campaign from Droga5 for Tourism Australia.
A few weeks earlier, Taco Bell dropped an equally deceptive trailer, starring Josh Duhamel, to announce the addition of fries to Taco Bell’s menu. Other brands have tapped into the growing trend of disguising fake movie trailers as ad campaigns—from a fictitious film trailer by fashion brand Robert Graham, to the NFL’s cinematic trailer, “Hope,” ahead of the 2017 season. It’s keeping consumers on their toes and tapping into humor in a new way that viewers seem to welcome.
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News Anchor Of The Year Megyn Kelly
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The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
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Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
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Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
