It’s time to admit there’s something new going on with long-form commercials — they’re achieving high-art status that’s accomplishing the brand awareness marketers were trying to reach all along.
Marc S. Pritchard
When P&G’s Marc S. Pritchard speaks, marketers listen. And ad creativity is his latest call to action for marketers absorbing every word emanating from the mouth of the chief brand officer for the behemoth advertiser, Procter & Gamble.
Nike welcomed the nation’s birthday by rewriting history — and not selling a “Betsy Ross” flag shoe that Colin Kaepernick, who partners with the sports brand, deems the glorification of racism and slavery. It's a bold political stand by a brand.
Nike’s plus-size clothing sales may rise 10 to 35% with the brand’s addition of curvy mannequins, but the brand stand in favor of inclusivity isn’t the sportswear company’s first step into controversy.
Even pessimistic marketing thought leaders believe more than 100 million viewers caught the Super Bowl ads. For marketers like SunTrust Banks and Mercedes-Benz, it’s been the best place to announce initiatives that can then live on other marketing channels.
In much of the brand messaging taking on societal issues, marketers were establishing positions that had been absent before. In Gillette’s new marketing strategy, its viral commercial that takes on “toxic masculinity” is actually a mea culpa for its own previous branding.