MIRACLES HAPPEN WHEN YOU BELIEVE IN YOURSELF. THAT GOES DOUBLE FOR BARBIE FOR OVER HALF A CENTURY

24. 8. 2023 | 16 min read The summer of 2023 is marked by "pink madness". Thanks to a hugely successful blockbuster movie, Barbie doll is making a comeback with all the pomp and circumstance. But the movie is not just a fairy tale with a message for adults. From the first to the last minute, Barbie is filled with references to the real history of the Barbie product line and its creators at the multinational toy corporation Mattel. A closer look at the mark Barbie has left in the world of marketing and television advertising for more than 60 years makes it clear that Barbie is a pop culture phenomenon that is also an integral part of the mainly American cultural identity. What makes the story of Barbie marketing so unique and worthy of emulation?

SWEDISH TV ADVERTISING: THE LONGEST ADVERTISING SERIES AND A FOCUS ON GENDER EQUALITY AND CHILD PROTECTION

20. 8. 2023 | 10 min read Where can you find an alcohol ad that discourages drinking? In sweden, of course! This country is just perfectly doing things its own way. Viewers had to wait a long time for tv advertising. But the swedes have quickly caught up and their ads are among the world’s best. The beginnings of TV broadcasting in Sweden and delayed TV advertising The birth of television broadcasting in Sweden dates back to 1956, when the first television station TV1 was established. In 1966, the first testing colour broadcasts were run, and in 1970 regular colour broadcasting was launched. For a long time, there was only one television channel. TV2 was launched in December 1969, and only a few months later broadcasting in colour started. The full-screen commercial TV4 was launched in 1992.

TELEVISION ADVERTISING IN MALAYSIA: A SIMPLE PRESENTATION BUT A POWERFUL, EMOTIONAL STORY

15. 8. 2023 | 11 min read Malaysia, with its multicultural environment and ethnic diversity, is a uniquely cosmopolitan country that manages to bring together diverse communities through shared forms of art and culture. All Malaysians place great emphasis on the values associated with the Malaysian lifestyle and therefore celebrate all festivals exuberantly. For example, the Hari Raya holiday could easily be compared with the American Super Bowl in terms of television advertising. Those who do not advertise during Hari Raya seem to be invisible. History of television broadcasting in Malaysia The television industry is a multi-billion-dollar business in Malaysia. Television has long been one of the most important media there. Malaysian television broadcasting was first launched on 28 December 1963. It was a single, black-and-white network known as Rangkaian Pertama (Channel One in English). Six years later, at the end of 1969, Rangkaian Dua (Channel Two in English) was launched, providing information, entertainment, and education.

PRINCE HARRY, JAMES BOND, AND PADDINGTON BEAR. THEY WERE ALL LUCKY ENOUGH TO APPEAR IN TV SPOTS ALONGSIDE ELIZABETH II

10. 8. 2023 | 15 min read When the British queen Elizabeth II died last autumn, it affected the whole world. Both those who loved the queen and those who see the British monarchy as a relic of the 19th century. To some extent, this is due to the fact that the queen and her family are not only political actors but also (and perhaps above all) part of global pop culture. Elizabeth II was also aware of this specific role during her lifetime, and she did not hesitate to engage in several marketing activities to promote events that were important to Great Britain. However, marketing and the british royal family are not exactly concepts that necessarily go hand in hand. If you are a traditional manufacturing or distribution company, you are probably not going to get the official royal stamp in your presentation. But there are options - official ones and less so. But you must always remember that you are teetering on the edge, with only one thing setting the basic direction - strict rules. RULES, RULES, AND MORE RULES First of all, it is good to remember that even a simple mention of any member of the royal family or a significant event is not a commonplace for marketers. Of course, many of them would like to add a touch of formality to their product, and references to the ruling family or symbols of the British monarchy are more suited to this than anything else. But as has been said, it is not that simple - no member of the royal family can be mentioned or shown in any marketing campaign without prior approval. The only exceptions to this are incidental mentions that are not directly related to the product being advertised and mentions in books, articles, films or other sources associated with that person. But even this is not a 100% rule.

TV ADVERTISING IN NEW ZEALAND: EMPHASIS ON NATIONAL IDENTITY AND PROMOTION OF MAORI CULTURE

9. 8. 2023 | 12 min read Would you like English or Maori? In a country with the Maori name Aotearoa, which means “land of the long white cloud”, you can choose. New Zealand’s ads focus on national identity, are heartfelt and reflect the kiwis, Their character, and their unique world.

TV ADVERTISING IN INDIA: BOLLYWOOD CELEBRITIES EARN MORE FROM ADVERTISING THAN FROM FILMING

3. 8. 2023 | 9 min read The world’s second largest TV market. A country where advertising is based on celebrities, who are looked up to as deities. Where the most common language is English, but many population groups don’t speak it. Where, despite the prevalence of vegetarians and sanctity of the cow, the McDonald’s brand has caught on. A country where the chosen ones live in modern western-style residencies, brimming with luxury, but those born in the “wrong” caste survive in shacks in abject poverty. This is India, a land of contrasts. Let’s see what specifics define Indian advertising. IN THE BEGINNING, THERE WAS CLOTHING The very first black and white television advertisement in India was aired on January 1, 1976 (some sources say 1978) and it was for Gwalior Suitings garments. Unfortunately, the footage is not available. However, this is not true of the first colour advertisement. The colour spot, which lasted a full 100 seconds, is highly reminiscent of a Bond parody. It concentrates everything you might think of in connection with an action movie (in this case, an ad) - knife throwing, leopard, python, swords, shooting, murder, kidnapping, helicopter, sensuality, suspense, speedboat. It would probably make Agent 007's own chin drop:

TV ADVERTISING IN JAPAN: ECCENTRIC SPOTS FULL OF CELEBRITIES, ANIME AND FANTASY – COLOURFUL, CRAZY, FUN – AND COMPLETELY DIFFERENT

27. 7. 2023 | 9 min read Japanese TV commercials are so quirky they are a world unto themselves. And they’re so famous that they’ve even been parodied in the Simpsons series. But as well as being noisy and colorful, they also offer a glimpse into the Japanese soul. They reflect traditional Japanese culture and a deep respect for consumers.

SPORT AND SOCIAL ISSUES: TV ADVERTISING IN GERMANY TAKES A MORE SERIOUS TURN

24. 7. 2023 | 10 min read Not only discipline and organization, but also a specific humor, a love of sport and, above all, an intrinsic need to solve social problems. All of this is reflected in the German ads, which react very sensitively and emotionally to the current difficult situation and interpersonal relationships.

THE DRIEST HUMOR, THE MOST TOUCHING STORIES AND THE BEST CHRISTMAS COMMERCIALS. THAT’S TV ADVERTISING IN THE UK

12. 7. 2023 | 9 min read UK TV spots are winning awards around the worlds. And rightfully so. British creatives are pouring out some interesting ideas and are able to play both the poignant and the humorous notes. This is evidenced by the large number of awards that British brands took home from this year’s Cannes Lions 2023 International Festival of Creativity.

DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.

9. 7. 2023 | 6 min read Every brand has a story to tell — a narrative that breathes life into its purpose, values, and aspirations. In the realm of brand positioning, this narrative becomes the driving force behind success. It holds the key to connecting with consumers, establishing a unique position in the market, and leaving an indelible mark in the hearts of its audience.

TV ADVERTISING IN THE USA: HUMOUR, CELEBRITIES AND THE SUPER BOWL

4. 7. 2023 | 9 min read Nearly 124 million TV households, more than 14,000 advertising agencies, tens of billions of dollars invested in broadcast advertising, and the Super Bowl as a gold mine for TV spots. The USA just thinks big. Let us take a look at TV advertising in the United States in the past and today. Do you know what works for american viewers?

COMING UP WITH A TV AD BASED ON A JOKE IS NOT EASY. THE MARKETING BATTLE IS FOUGHT OVER THE BEST POSSIBLE PUNCHLINE

3. 7. 2023 | 12 min read The first of July is a symbolic date for several reasons. It is, of course, the first day of the summer holidays, an event that is awaited with great anticipation by schoolchildren and with less enthusiasm by their parents. But the first of July is also the international joke day, so we hope you remembered to have a good laugh this past weekend. If you did not, maybe you will with one of the ads that are universally appreciated for their ingenious, witty and well-constructed punchlines. Whether you are fans of sarcastic humour, cruel jokes, absurdity taken to extremes, or hilarious paradoxes and contradictions, the world of TV advertising has something in store for everyone! Diet Pepsi – Could I Borrow a Diet Pepsi? (1986) What would not a man do to please an attractive neighbour who comes to his apartment for a Diet Pepsi? The legendary escapade of Michael J. Fox, who was at the height of his fame in the 1980s not only thanks to his role as Marty McFly in Back to the Future, may be familiar to Czech viewers who have come to love the satirical TV show Česká soda. The punchline of the joke is the same in both cases. Fox, of course, has drunk all the Diet Pepsi, which he is certainly not about to admit. He is thus able to do practically anything to get the lady her coveted soft drink. Not a window ledge, rescue ladders, or the street during rush hour can stop him. When he triumphantly returns with a bottle of Diet Pepsi, he thinks he has scored. But it would not be a proper joke without a final twist. Presently, an equally attractive roommate of the first visitor who shares her fondness for Diet Pepsi comes to the apartment. For Michael J. Fox, this undoubtedly means another dangerous quest for the holy grail of soft drinks.

FROM NEW YORK TO MANILA: TV ADVERTISING AROUND THE WORLD

1. 7. 2023 | 6 min read The summer season is here together with the time to fulfil the desire to explore mysterious distant places, new cultures and customs. For most people, summer is a time when the gateway to a world of experiences far beyond our everyday lives opens. We do not stay at home either. In our summer series of articles, we will travel around the world to explore TV advertising and its specifics in different countries to get inspired by original approaches to creating TV ads that can bring new, uncommon creative elements to our own campaigns.

GREASE CELEBRATES FORTY-FIVE YEARS. HOW HAS THE ICONIC MUSICAL MADE ITS MARK IN THE HISTORY OF TV ADVERTISING AND WHAT DOES THE FUTURE HOLD?

16. 6. 2023 | 14 min read On 16 June, the american musical Grease will celebrate its 45th anniversary. Although it is a film that is the epitome of american pop culture of that time, after its release in cinemas, it won fans all over the world, including the Czech republic. And what is even more extraordinary - the strength of the fan base continues to grow today. So it is no wonder that when T-mobile decided to reminisce about this popular musical at this year’s Super Bowl, it received enthusiastic reactions and discussions about what is next for Grease. Can appropriately targeted marketing herald the revival of an unforgettable phenomenon in this situation? And what about the legacy of Grease in the marketing world - are companies trying to make the most of it?

MILAN ŠTEINDLER, THE ICON OF CZECH PROVOCATIVE ADVERTISING

6. 6. 2023 | 5 min read The Czech humorist was born in Prague in 1957. He is a well-known comedian who firstly became famous mainly for his acting roles. You may know him for example from the films Kopytem sem, kopytem tam, Vrát se do hrobu, Díky za každé nové ráno or from the series Česká soda. He is also a co-founder of the Sklep Theatre. However, he is also no stranger to the world of advertising - he works as a screenwriter and director. He studied directing at FAMU in Prague. However, during his studies he already worked at the Barrandov Film Studios as an assistant director. He has many successful TV commercials to his credit. For example, he is behind the spots for Fidorka or the campaigns for the CLEVER brand, where he presents effective scientific experiments. He is also the author of the children series Z deníku žáka 3.B aneb Edudant a Francimor. His work is characterized by a humorous touch and tends towards recession and light provocation. FIDORKA AND MISCHIEF Milan Šteindler has directed several spots for the Fidorka brand. Despite the fact that, as usual, they were mainly based on exaggeration and humour, these were not among the most provocative and were accepted by the Czech audience - both laymen and professional - without protest, unlike other films from Šteindler's workshop. This series of spots was created in cooperation with the Havas Prague agency and appeared on television in 2008.

CHILD-ORIENTED ADVERTISING OR THE BALANCE BETWEEN REGULATIONS AND ETHICS. WHAT ARE THE RULES OF THIS COMPLEX MARKETING DISCIPLINE?

3. 6. 2023 | 15 min read Most of us are probably able to figure out what information the creators of each television spot are trying to convey to us when watching TV. We can tell when they’re using well-intentioned hyperbole and we can equally tell when they’re trying to sell us ideas that aren’t quite our own. But there are those among us who don’t yet have that ability - children, of course. For some businesses, children are the main target group they are trying to reach with their marketing. The very concept of advertising aimed at a group of people with limited capacity for critical thinking and analytical reasoning is also bound by many regulations or unwritten rules. Marketers are entering a thin ice where the main question is - what is still allowed and what is already over the line?

IVAN ZACHARIÁŠ, THE CZECH WHO CONQUERED THE WORLD WITH HIS ADVERTISING

25. 5. 2023 | 5 min read Ivan Zachariáš is one of the most successful Czechs in the world of advertising. He has created ads for major world-renowned companies including Stella Artois, Land Rover and Adidas. He is also the director for jingles for the International Film Festival in Karlovy Vary. He has also worked on feature films, including the drama Pustina (Wasteland), the series Bez vědomí (The Sleepers) and the feature film Konec světa (The End of the World). A good commercial can be done for any product Ivan Zachariáš has been inclined to filming and directing since his student days. He graduated from the Department of Documentary Filmmaking at FAMU in Prague and some of his short films have achieved considerable success. For example, Mulit, a 2003 parody of Bollywood films, is part of the collection of the Museum of Modern Art in New York.

BEHAVIOURAL SCIENCE IS NOT A STRAITJACKET FOR CREATIVES AND PLANNERS

23. 5. 2023 | 16 min read Richard Shotton is an expert in the practical application of behavioural science. He talks to Contagious about why friction should come first, why agencies should apply biases laterally rather than literally, and more.