And the Crowd Goes Wild – Associating Sports Fandom with Brand Loyalty

When I was growing up, I never saw a bag of Golden Flake potato chips that I didn’t think about Paul “Bear” Bryant eating them in commercials.

Today, my child isn’t used to seeing Nick Saban unless there are AT&T logos behind him, and a Coca Cola on his podium.

Being associated with supporting your community’s local sports teams – whether little league, college, high school, or pro – well, that’s the “Halo Effect”. Read more

YouTube Trueview: The Value of Skippable Ads

Imagine you just bought a 1920’s house, with all original plumbing. Bold move. Even bolder? Making the decision to re-plumb the house yourself. Naturally, you turn to the best Do-It-Yourself teacher you know: YouTube. After searching “how to re-plumb a house,” and scrolling through until you find a seemingly trustworthy plumber-looking person, you find a video of another Do-It-Yourselfer talking through his process when he re-plumbed his house last year. Before the second video you click on begins, a 15-second video appears from Joe’s Plumbing. After five seconds, a “Skip Ad” button appears; but Joe’s ad is relevant to you and he’s actually giving you some good tips, so you choose to watch the entire video.

That is TrueView:
YouTube’s video ad product that empowers consumers to consciously choose to watch the ads they’re curious about. Read more

McAleers Furniture

From The Director’s Chair (The Office Furniture :15 spot)

The final product

The Design Brief

We wanted to show how easy it can be to build the office of your dreams using the McAleer’s Office Furniture online catalog. What followed was an amazing combination of client collaboration, hard work, and some of the most rewarding creative we’ve built. Read more