Posts tagged with "Advertising Age"

Going out with a bang-up ad campaign: VW bids farewell to the Beetle on New Year’s Eve

January 1, 2020

Volkswagen is saying goodbye to the Beetle during the last moments of 2019 with a little help from a Beatles song, actor Kevin Bacon, the late pop artist Andy Warhol, and Bravo’s Andy Cohen, Advertising Age reports.

A nostalgia-laden animated ad called “The Last Mile” will get a significant push during New Year’s Eve TV programming, with airings on ABC, CNN, as well as digital billboard buys on Times Square. The spot, by Johannes Leonardo, depicts the iconic car’s role in the life of a man who is shown growing old with the Beetle, which ended production earlier this year after a run that began in the 1930s. Along the way, the ad works in references to the Beetle’s outsized role in pop culture.

The soundtrack—a rendition of the Beatle’s “Let it Be” sung by Chicago-area children’s choir Pro Musica Youth Chorus—is a nod to the car’s appearance on the Abbey Road album cover, Ad Age notes.

Bacon appears in animated form as Ren, the Beetle-driving character he played in  the 1984 movie Footloose. An animated version of Warhol quickly appears (at the 1:01 mark, snapping a photo of the Beetle) in a nod to a painting the pop artist did of the car.

The ad also includes a reference to VW’s classic “Think Small” and “Lemon” ad campaigns from the 1960s by the agency Doyle Dane Bernbach.

Cohen appears at the 1:03 mark, on the receiving end of a “punch buggy”—the old road trip game that calls for a punch on the arm upon spotting a Beetle. The Bravo personality will co-host CNN’s New Year’s Eve coverage. He teased the ad on Instagram with a paid post encouraging followers to post pictures of their own Beetles, the news outlet said..

It’s part of a larger influencer campaign that will include postings from other Beetle enthusiasts. The TV ad will also run during NBC’s January 1 coverage of the National Hockey League’s “Winter Classic;” as well as during college football programming, including the Sugar Bowl and Rose Bowl.

Research contact: @adage

Ahead of her time? Were Faith Popcorn’s predictions correct for 2018?

October 3, 2018

She is not a psychic or a fortune-teller. However, “futurist” Faith Popcorn claims that her strategic consultancy, the New York City-based BrainReserve, can tell her corporate clients—with 95% accuracy—what’s ahead in the shifting consumer and cultural landscape. And she has been offering her remarkably accurate insights into impending American lifestyle trends through her TrendBank since 1974.

 But just how reliable is Popcorn? In 1986, she told Coca-Cola that bottled water would be the Next Big Thing. A couple of years later, she gave Kodak a heads-up that film was on its last legs.

We took a look at some predictions that Popcorn offered to Advertising Age in January 2018, to see whether she was “on the money” for this year.

Note: Popcorn said her predictions would not reach the mainstream for at least 15-20 years, but that signs would begin emerging during the year ahead.

To begin with, Popcorn painted “ a shockingly bleak view of gender relations in the wake of the sexual harassment scandals” that rocked the corporate and entertainment worlds in 2017: The sexes will be separated, she predicted—at least at work, she told Ad Age.

“I think there will be female-only floors in companies and male-only floors,” she says. “There will be rage rooms where men can act out because they are going to be very angry.”

Second, Popcorn told the trade journal, “digital doctors” will become increasingly popular. A trip to the doctor could soon become obsolete as people increasingly monitor their health via embedded computer chips, swallow-able trackers, and color-changing dots that rest on the skin’s surface, Popcorn predicted.

“Doctors are going to become keyboard technicians,  because all the measuring apertures will be in your body,” she says. “You can have a full checkup without even being there.”

Amazon—which is eyeing a move into prescription drug marketing—will play a major role on this new health playing field, she suggested. The company “can control the entire supply chain and tap their deep data insights,” her firm stated in its 2018 predictions presentation.

As for the number-one upcoming health threat, Popcorn predicted that anxiety would be rife nationwide. And, she said, virtual reality will prove to be the most-used stress-relief solution.

Instead of hitting the road for a relaxing vacation, for instance, people will plug into a VR experience. “You don’t really go anywhere,” Popcorn says.

 With VR, nothing is out of reach, including a relaxing trip to outer space or a Narnia-like snow voyage, her firm predicts. Brands could get involved by buying ad placements in these virtual weekends away. “It’s a new media,” she said.

On the weather front, Popcorn anticipated that climate change would lead to strict environmental monitoring and extreme survivalist solutions, with shore towns, under threat from rising tides, being replaced by floating cities, according to the predictions presentation.

Finally, back in January, Popcorn forecast, “Your interior life is about to go public,” noting that technology like facial recognition will be used to monitor our moods.

Your escape mechanism? “Private, scan-free get-togethers where people can vent, mourn and rejoice without prying AI eyes” will take hold.

For most of us these predictions may be too close for comfort. Brace yourselves: Popcorn’s 2019 predictions will be out soon.

 Research contact: info@faithpopcorn.com