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Weighing In On Tiger Woods

by Judy Neer, Wednesday, February 24, 2010

Everyone is weighing in on the Tiger Woods drama, most recently the public apology he made last Friday.  I must confess that I was right there in front of the TV.  Clearly it was well-scripted and he was in a safe environment with no press calling out questions.  I actually thought he did a good job and there is a small, very small part of me that feels sorry for him. There is no way he can get through this bad time in his life without the scrutiny of the press. 

Today I read this article on bnet.com, (http://industry.bnet.com/advertising/10005744/tiger-woods-speech-more-sales-pitch-than-apology/) and I was quickly brought back to my senses and to the real world of celebrities.  Early in their careers, they are only focused on getting in the press to increase their “brand” and marketability.  Then when they’ve made it, they want to slip back into obscurity, particularly if there is something they want to hide.  Guess what…it doesn’t work that way.  

It is no different than the brands agencies work to build.  You can be sure Toyota would love nothing more than to be fixing its cars without the public knowing there was even a problem.  But there too, it doesn’t work that way.

So I guess I don’t feel sorry for Tiger anymore…he asked for it!

Super Bowl 2010 - A captive audience, but what did you tell them?

by Judy Neer, Wednesday, February 10, 2010

This week, it’s only appropriate that I weigh in on the Super Bowl ads. To be honest, I was disappointed. There wasn’t one ad that really surfaced above the rest to be ‘my favorite’ or ‘the best Super Bowl ad’.  I have to wonder, what are clients trying to achieve with having spots in the Super Bowl?  This years Super Bowl was the most watched TV show ever – ever!  What do you want to tell 106 million people about your brand?

 

Comedic spots ruled of course, largely comprised of male humor and user-generated content.  The fact that male humor dominated isn’t surprising, but over the years the humor has gone from comic to sophomoric. Rather than celebrating the male, it makes him look, well, dumb. Maybe this year the Creative Briefs simply said: make it funny.  I personally just think everyone missed the mark. 

 

Well, at least I laughed a little bit watching Betty White try to play football.
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Can Anything Good Come From Toyota's Mistake?

by Judy Neer, Wednesday, February 03, 2010
The drama in the automotive industry continues.  Just when you thought that things couldn’t get any worse, the king in the automotive wars suffers a huge blow.  The questions is “Is there any positive that can come from Toyota’s crisis”?

I certainly don’t have the answer, but will pose a few possibilities:

1.    GM reaps the benefits of its “trade-in” offer and moves up in the automotive consideration set.
2.    Toyota’s advertising budget increases providing an upside to the media and their agencies.
3.    Companies get to witness a real-life crisis communication case and can be better prepared through those learnings.
4.    All automotive manufacturers increase their quality control procedures resulting in safer cars.
5.    A lesson is learned….growth at the expense of quality, no matter what the product, is a risky path to take.

The coming weeks will be very interesting.  I for one will be watching closely, both how Toyota handles the situation and how their agencies rise to the occasion.

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