FROM THE KITCHEN RIGHT ONTO THE SCREEN. WHAT IS THE SECRET INGREDIENT FOR BRANDS WORKING WITH POPULAR CHEFS?

5. 12. 2024 The stars of the culinary world no longer dazzle with their creations on the plate - they also become icons who inspire advertising and shape trends. Combining their talent, charisma, and strong brands not only brings innovation in marketing but also a new perspective on how gastronomy can influence our everyday lives. How can combining culinary art with business reach customers, transform their expectations and strengthen the image of well-known brands?

TELEVISION CELEBRATES ITS DAY: EVEN IN 2024, IT REMAINS A RELIABLE COMPANION AND GUIDE IN MODERN LIFE

21. 11. 2024 Every year on 21 November, we celebrate World Television Day, which highlights the irreplaceable role of this medium in our lives. While streaming platforms are changing the ways we consume content, traditional television still holds a crucial position. It delivers current information, supports education, preserves cultural heritage, offers moments of entertainment and shared emotions, and serves as a significant marketing platform. How does television continue to shape our society today, and why is it important to remember its significance? TV informs As more primarily fictional content moves to streaming platforms, the significance of news channels and programmes as the dominant content for traditional continuous television broadcasting grows. Television remains one of the main sources of information for the general public, with millions of people worldwide turning to news channels to stay informed about events both at home and globally. Thanks to globalisation and technological advancements, it is now possible to watch events in real time, even on the other side of the world. The news and informational function of television becomes increasingly important, especially during crises and exceptional events, when access to verified information is crucial.

EFFIE GAVE OUT SIX GOLDS, NO GRAND PRIX

14. 11. 2024 This year's edition of the Effie advertising effectiveness competition has its winners. The award for the absolute best campaign, the Grand Prix, was not awarded this year.

CZECHS AGED 45-64 – THE RICHEST TARGET GROUP YOU MIGHT BE OVERLOOKING

4. 11. 2024 Czech society is ageing unstoppably. The options for staying fit and healthy are continually improving and evolving, but middle age (and retirement) still seems to be mainly associated in marketers’ minds with outdated notions of a “walking-stick-and-scarf” lifestyle.

FORREST GUMP AND MARKETING: TELEVISION ADVERTISING IS LIKE A BOX OF CHOCOLATES. YOU NEVER KNOW WHAT YOU’RE GONNA GET. BUT THE EXPERIENCE WILL BE GREAT

31. 10. 2024 Just like many other famous films, Forrest Gump, overflowing with now-iconic scenes and quotes, caught the attention of brands. This iconic film, celebrating its 30th anniversary, combines a personal story with significant historical events, evoking powerful emotions, which is immensely valuable for marketing. Let’s take a look at which brands have successfully drawn inspiration from this cult film.

FROM KENNEDY TO THE CZECH VELVET REVOLUTION: TELEVISION WAS, IS AND WILL BE THE VIEWER’S GUIDE THROUGH MODERN HISTORY

28. 10. 2024 Television has shaped modern history: from the rise of John F. Kennedy in the USA, through the Watergate scandal, and the tragic footage of the Challenger disaster, to the fall of the Berlin Wall and Princess Diana’s funeral procession. It has been both a witness to and a catalyst for change, including in the Czech Republic—it broadcast the 1968 invasion, showed the revolutionary days of 1989, and shaped opinions during the first direct presidential election. Today, in combination with social media, television influences the world more than ever. What has been its historical role so far? The Rise and Fall of JFK: A Career Framed by the Lens John F. Kennedy’s political career unfolded on television screens. This was logical, as Kennedy’s charisma and celebrity status made him seem like a face made for television cameras. In 1960, he won the first televised presidential debate in the USA; this moment likely catapulted him to the top of the state. His opponent, Richard Nixon, looking tired after illness and refusing makeup, appeared less attractive than the fresh, youthful, and prepared Kennedy—an unfortunate strategic mistake. This debate beautifully illustrates the power of television: while Kennedy overwhelmingly won the hearts of television viewers, those who only listened to the debate on the radio were much more inclined towards Nixon. Presentation, to a degree, triumphed over content. Just three years later, on 22 November 1963, television cameras became witnesses to the last chapter of Kennedy’s life, when he became a victim of an assassination in Dallas. The whole of America mourned together with the screens. Along with the young idealistic president, the idea of an idealistic America died. Hope turned to sorrow, then to scepticism.

TV VIEWING AND ITS ROLE COMPARED TO OTHER TOUCHPOINTS

17. 10. 2024 Gigabytes of articles have already been written about the current viewership of classic television. But it doesn’t hurt to look at what is behind the claims of people who indicate in surveys that they watch TV. In a previous article, we examined what “watching TV” means. Only with a clear definition of “watching TV” can we assess the role of classic TV as a touchpoint. TV viewing surveys The question of how often people watch television has been the subject of dozens of studies. The results of these studies are used, among other things, for media planning. Although everyone might seem to know what watching TV means, clarifying the concept and asking viewers about their understanding appears to be a good idea. This is what the GroupM project Media Bubbles is doing. It examines the differences in media habits between the general Czech online population (which includes about 92% of the total population) and people from media and advertising agencies. In addition, the latest survey took a closer look at young consumers under 25. What does it mean to watch TV? Let’s briefly summarise what people mean when they say they watch TV. For 80% of the Czech online population, watching TV is equivalent to watching a live broadcast in real time. Among young people under 25, 72% have the same understanding. However, watching TV includes watching pay VOD services for almost half of the population. A quarter of the population (and 31% of the young under 25) even include YouTube in watching TV. Watching TV – what does that mean?

TRANSFORMERS HAVE BEEN ENTERTAINING AUDIENCES FOR 40 YEARS. TV ADVERTISING INSPIRED BY THE PHENOMENON HAS ALSO BEEN SUCCESSFUL

17. 10. 2024 It was 1984 when the Transformers brand was born, founded by American toy manufacturer Hasbro and Japanese brand Takara Tomy. The battle between the Autobots and the Decepticons was about to begin - in comics, innovative toys, films, and various TV shows. Even in TV advertising.

FILM ANNIVERSARY: AUDIENCES WANT TO LIVE AS FRIENDS OR THE ADVERTISING POWER OF THE SITCOM

1. 10. 2024 It has been an incredible thirty years. When Friends first appeared on TV screens in September 1994, no one imagined that the sitcom would become a global phenomenon, capturing millions of viewers worldwide and becoming the darling of agencies and brands that use its power to promote their products.

THE MARVEL PHENOMENON: COMICS AND TV ADVERTISING IS A GREAT DUO

16. 9. 2024 Marvel is a ticket to a world of superheroes transcending generations and cultures. Characters like Captain America and Spider-Man bring values of courage and tenacity to the advertising landscape. They reinforce not only the story embedded in the campaign but also the brand itself. Creative agencies and advertisers across all sectors – from cars to fast food – are successfully riding a Marvel wave that is not about to dissipate. On the contrary, it grows stronger with every new film launched.

TV ADS AND FASHION: ART AT THE SERVICE OF FASHION BRANDS

2. 9. 2024 Fashion, art, and advertising are a triangle of creative worlds that influence and inspire each other. TV ads that combine the prestige of works of art with the individuality of fashion brands have the chance to impress with their originality and freshness.

ANIMATED TV ADVERTISING ADDS A DIFFERENT DIMENSION TO TOURISM

30. 8. 2024 In the tourism industry, animations are truly invaluable. They allow travel agencies, airlines, and online platforms to break free from copycat advertising, transport viewers to a magical world of imagination and emotion, and make them want to sit down at their computer and book a tour or flight immediately.

ART IN ADVERTISING: CZECH BRANDS ARE INSPIRED BY FOREIGN ARTISTS AND CZECH GREATS

21. 8. 2024 Czech viewers are very specific, and when it comes to television advertising, they are quite different from viewers in other countries. But they have one thing in common with foreign audiences: pride in their national greats. That is why creatives – in their efforts to tailor television advertising to the Czech viewer – like to draw from abroad as well as from Czech history.

ANDY WARHOL’S ADVERTISING REVOLUTION OR ART IN THE SERVICE OF ADVERTISING

7. 8. 2024 Artist, philanthropist, filmmaker, visionary. Andy Warhol, the pioneer of the art movement known as Pop Art, became a catalyst, changing the world’s perception of art and advertising forever thanks to his extraordinary flair for advertising. With his creative work for brands ranging from Converse to Estée Lauder, Calvin Klein, and Dior to Coca-Cola and Burger King, Andy Warhol could be said to have blurred, if not completely erased, the line between artwork and advertising. He would have celebrated his 96th birthday on 6 August.

FILM ANNIVERSARY: ADVERTISERS TAKING INSPIRATION FROM THE MATRIX WILL DODGE BULLETS AS WELL

5. 8. 2024 Keanu Reeves dodging bullets is just one of the scenes that have inspired many creatives in the film and media industry. The Matrix is a phenomenon that can’t be easily topped. So, it is no wonder that ideas from the film and its protagonists have appeared in television ads. 5 August marks the anniversary of the Czech premiere of the first part of this fantastic sci-fi tetralogy, which captivated the masses around the world. Let’s take a look at a few TV ads based on The Matrix.

SALVADOR DALÍ: NOT ONLY DALÍ’S BIZARRE WORKS BUT ALSO THE GENIUS OF SURREALISM HIMSELF CONTRIBUTED TO ADVERTISING

1. 8. 2024 Salvador Dalí, the master of Surrealism, is world-renowned for his recognisable style, characterised by dreamlike imagery, mind-blowing illusions, and meticulous attention to detail. He can be considered one of the most distinctive and enigmatic artists of the last century. With his works that invite the viewer to come closer and explore the strange harmony of the bizarre and the mundane, Dalí has captivated the world since 1925 when his first work was exhibited in Barcelona. His fresh perception of the world has also influenced the world of advertising and inspired many brands.

ART IN ADVERTISING: ALFONS MUCHA PROMOTED FAMOUS BRANDS THROUGH TENDER FEMALE BEAUTY

23. 7. 2024 If Alfons Mucha had been born into the present day as a creative, media agencies would probably have fought over him. After all, even in his time he worked for the most important brands and promoted a variety of products, such as biscuits, champagne, instant soups, rum, chocolate, bicycles, or cigarette papers. Even today, he is a role model for many artists. And the Pilsner Urquell brand has been so inspired by him that it has incorporated him into its television advertising.

PREPARATIONS ARE DRAWING TO A CLOSE. THE SUMMER OLYMPIC GAMES ARE ALWAYS A CHALLENGE NOT ONLY FOR THE ATHLETES BUT ALSO FOR THE MARKETING DEPARTMENTS OF THE PARTNERS

19. 7. 2024 We are just days away from the start of the most spectacular sporting event of this year. The 2024 Summer Olympics in Paris are just around the corner and preparations are reaching their peak on all fronts. Fans are already studying the schedule, searching for the streaming platforms that will offer them the best coverage of each event. The athletes go into the finals after often more than a year of intensive preparation. Organisers are making the final touches and reassuring the public that they have done their utmost in terms of security to ensure the smooth running of the Games. And what about the Olympic team partners? Their marketing departments are racing to see who can put together the most creative campaign full of hope, motivation, and positive sportsmanship with the help of national heroes. The same applies to the Czech Olympic Committee and its most important sponsors. How have they managed this discipline during the past Olympics and what have they prepared for us this year? Czech Olympic Committee - Living London like John Cleese (2012) Traditionally, the Czech Olympic Committee, as the main carrier of the Olympic message in the country, airs its TV advertisements in the run-up to the Olympics. In 2012, it managed to engage a truly exclusive partner – British actor John Cleese, best known as a former member of the legendary comedy group Monty Python, and neurotic hotel manager Basil Fawlty from the Britcom Fawlty Towers. The campaign featured several spots in which Cleese takes the role of the viewer’s guide to Olympic and traditional London. Of course, he provides basic information on red phone booths, the five o’clock tea tradition, and a basic English language lesson. The COC has launched a total of ten spots featuring John Cleese, and interestingly, the actor has made one condition for his participation – that he will be actively involved in the scripting of all the adverts. The result is a unique campaign with an international star actor who excels in the art of dry British humour, which would be difficult to imitate by an exclusively Czech creative team. Czech fans couldn’t have asked for a better invitation to London.