LAW OR ETHICS? ADVERTISING BENEFITS FROM BOTH FORMS OF REGULATION SEAMLESSLY BUILDING ON EACH OTHER

5. 10. 2023 Many marketers come to a crossroads in their professional career where they have to evaluate whether their creative idea is suitable for public presentation or whether it is unnecessarily teetering on the edge of ethics and good taste. This is a decision on which the future of the promoted brand may depend, so it is 100% advisable to think twice. Fortunately, there are imaginary directives that roughly outline what is allowed and what is not. Generally speaking, this is the concept of ethical marketing, but it needs to be evaluated in some way both by states and by business and industry players. The Czech republic is no exception to this and advertising is thus limited by boundaries originating in public and private space. Let’s learn a lesson from the violation of the code of ethical advertising, taking a look at some of the spots that have been banned from the airwaves by the advertising council for various reasons. And let everyone get an idea of the concept of advertising that is already teetering on the imaginary edge. ARE WE LIVING IN THE ERA OF ETHICAL MARKETING? In the past, the issue of morality and ethics has led to the emergence of an industry with a specific focus - the so-called ethical marketing. The main idea is based on the simple premise that reputation is one of the basic intangible assets available to companies. Accordingly, great demands are placed on marketers, as they must bear in mind not only the protection of their own brand but also that of consumers, specific categories such as children or ethnic minorities, as well as society as a whole. Simply put, they take responsibility for ensuring that the brand they represent communicates honestly, accurately and with respect for human individuality and dignity.

STARRING A BANDICOOT, A PLUMBER, A DECEASED FOOTBALLER OR AN ANONYMOUS HERO. VIDEO GAMES AND TELEVISION ADVERTISING HAVE EXISTED HAND IN HAND FOR YEARS

7. 9. 2023 It’s time to flip the calendar to September. This means both the children returning to school and settling into a standard work setup after a perhaps more relaxed holiday regime. But at the same time, the main video game season traditionally kicks off - and 2023 promises to be the most packed since the pre-covid years. That means we will be seeing a hefty dose of marketing presentation, too. When video games are concerned, it goes without saying that originality, freshness, and creativity are what matters most in related campaigns and ads. This is not just theory but practice, which many studies have confirmed for decades. What games have been preceded by a launch of such magnitude that brands in other industries can only quietly envy them? Take a look at a selection of the top TV ads from this specific industry. MORTAL KOMBAT – MORTAL MONDAY (1992) Talking about video game history in the context of games does not make much sense in the age of remasters and remakes. On 14 September (a date specially chosen to reflect the release date of the original MK), we will see the remake of Mortal Kombat, the game that helped define the popular fighting arcade genre in the 1990s and gave birth to a franchise that, alongside Tekken, which was based on similar principles, continues to set the course for this type of games. No one doubts that the anticipated remake will be as fatal as the original 1992 game. The original marketing is to some extent followed by the one from 2023, but back then the developers from Midway Games did without the star cast of Dave Bautista in the lead role. The original ad depicts a battle frenzy in the streets on a normal Monday. Thanks to this presentation, the Mortal Kombat battle cry has caught on and was enshrined forever in the video game hall of fame. But what is important is that the entire presentation feels triumphant - even though at the time, no one yet knew how substantial and influential MK would become. But this lack of self-awareness also reflects to some extent the identity of the game itself, including many of its protagonists. And it is a foundation from which the series has not budged an inch to date.

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

24. 8. 2023 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?

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

10. 8. 2023 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.

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 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.

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 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?

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

3. 6. 2023 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?

THE LEGENDARY MASCOT AND THE FEAR OF EXCESS CONSUMER GOODS OR TV ADVERTISING IN SOCIALIST CZECHOSLOVAKIA

12. 5. 2023 Czech TV broadcasting celebrated its 70th anniversary in early May. In the days when television was still “czechoslovak”, its role was very specific - at all times, it had to balance between national political interests and its important role as a follower and promoter of modern trends - at least to the extent allowed by the then political establishment. For advertising, this balancing was absolutely crucial. Without this constant conflict and contradictory results, it might never have succeeded in establishing itself in Czechoslovakia. And if that had not happened, there would have been nothing to build on after the Velvet revolution. How did this complicated situation affect advertising? And how does “mr. Egg”, the most famous egg-shaped ad character of the socialist era, fit into the whole mosaic? Forcibly halted advertising boom The roots of real television advertising in Czechoslovakia can be seen in the tradition of so-called advertising films. These began to appear especially in the cinema at the end of the 1930s, during the First Republic. The dawn of advertising films was preceded by the establishment of the Prague Advertising Club, REKLUB, in 1927, which gradually elevated the whole discipline of advertising marketing to a modern business standard. Thus, an expert community began to form, within which other platforms and projects were gradually created. One of them was the magazine for successful businesses called TYP, which had become an essential item for all manufacturers, tradesmen and entrepreneurs. As such, the breeding ground for the emergence of audiovisual advertising formats was sufficiently nourished.

COMMERCIALS ARE A SECOND HOME TO CZECH CELEBRITIES. POPULAR ACTORS, RENOWNED ATHLETES AND EVEN KAREL GOTT HAVE EXPERIENCE WITH THEM

3. 5. 2023 We can hardly imagine today’s advertising without the involvement of public figures. The so called celebritisation has taken over the marketing world and many brands can’t do their campaigns without their ambassadors, influencers and mascots. The Czech Republic is no exception and the world of advertising is no attribute simply to the fact that it works. But it is interesting to note how many people have not resisted these temptations. I’m sure we could put together a long list of famous actors, singers, models, doctors and athletes. Some spots, of course, resonate more than others in the crowded media space, so it is not out of place to focus on those that can be described as memorable, given the popularity of the actors and the presentation itself. Even so, it seems that to list just ten of them is pitifully inadequate. How the nation got its dream president With the introduction of the direct election of the president, a virtually endless debate opened up in the Czech Republic on the topic of who citizens would imagine as the ideal inhabitant of Prague Castle. The names of popular personalities are more frequently mentioned than those of experienced politicians - Marek Eben, Jaromír Jágr or, at least until his death, Karel Gott, the father of Czech popular music. The company Karlovarské minerální vody (Karlovy Vary Mineral Waters) served people a taste of how the multiple winner of Zlatý slavík (Golden Nightingale) would have fared in the role of president back in 2011. The company joined forces with him in an advertising campaign promoting the new Aquila Team flavoured iced teas, which happen to be the new president's favourite drink. He even stands by their quality so much that he refuses to remove the bottle from the lectern where he is to deliver his speech to the nation. To the objection that the whole thing might be an advertisement, the Master replies, "Advertisement? I hope not." This is an allusion to the rather stubborn attitude with which Gott refused to participate in television commercials for many years. With a few specific exceptions, he only appeared in front of the cameras in this role after he turned 70. The company's costly investment (the fee is estimated to be in excess of CZK 10 million) reportedly paid off, and not long after the campaign was launched, Karlovarské minerální vody praised the improvement in sales. And what did the Master himself say? "I have tasted the tea and believe me, it is delicious cold. I also had the space to play a bit. You know, when I don't get any roles in films, I just have to take the ads." This is evidenced by the fact that he then appeared in several commercials before his death in 2019 - for example, in campaigns for ŠKODA AUTO or the Austrian rail carrier ÖBB.

A BASTION OF TRUST IN ADVERTISING: WHY DOES TELEVISION STILL WIN OVER MOST OTHER FORMATS?

24. 3. 2023 We live in world where we are constantly under attack by advertising from all directions. It is multiplicity that is the source of criticism from many pessimists who believe that marketing has got off the hook and appropriate to dismiss them entirely. The logical consequence of this is a loss of trust in various forms of marketing, mainly in online and social media marketing. By contrast, traditional media - and among them, primarily television - consistently enjoy a high level of user and consumer trust. Trust is still a highly sought-after commodity, but one that is paradoxically more scarce today than before. But television commercials, for example, continue to show us that if you want it, you can do it. SOCIAL MEDIA ARE NO MATCH FOR TRUST IN TRADITIONAL MEDIA Television emerges from opinion polls as one of the most trusted. Despite the ubiquitous realities of life in the digital age - or, conversely, it's just a symbol that the digital age has been overcome and we are slowly moving into a post-digital era that is far more critical than enthusiastic about cutting-edge technology. For example, a survey by analysts at mntn research offers concrete figures, revealing that TV and print advertising share first place in trust between adult respondents (nearly 50%). Pop-up ads, which are most commonly encountered on social media, came second in the ranking with just 19%.

SHOCK THERAPY ADVERTISING. WHEN DID IT WORK AND WHEN DID THE CREATIVES GO TOO FAR?

2. 3. 2023 Capturing the attention of the TV viewer is still one of the goals of marketers around the world. This field is becoming more and more complex as the market is filling up with all kinds of campaigns, so the consumer will appreciate those that are original, innovative and imaginative. But there is an old recipe that is still guaranteed to work - shock therapy. However, ad writers who manage to shock might still not pat themselves on the back after all. Marketing history is full of examples where not only did the desired effect not occur, but the response was strictly negative. Shock marketing is a category that, by its very nature, teeters on the edge. But we know of a number of campaigns that are universally considered good practice.

THE SUPER BOWL PHENOMENON AND HOW THE SPORTING EVENT OF THE YEAR ELEVATED TELEVISION ADVERTISING TO A PRESTIGIOUS DISCIPLINE

1. 2. 2023 In just a few day, nearly 100 million Americans will be in front of their TV screens. The Super Bowl finals are just around the corner. However, it’s not a purely sporting event, as it might seem. The eyes of marketing experts from all over the world will be on the State Farm Stadium in Glendale, Arizona, watching closely the commercials that are regularly broadcast during half-time. It’s practically the most expensive advertising slot ever, and it’s here that marketing trends are set for years to come. How is it possible that the Super Bowl is such a phenomenon? And how does it help form the current shape of what we consider to be truly quality television advertising? THE PURE ESSENCE OF AMERICA For Czechs, the whole concept of the Super Bowl may seem almost exotic, as we are not exactly used to such sporting events in this country. In a local context, the finals of the Czech First League, the top Czech competition, should function exactly like the Super Bowl. However, nothing like this is happening, we do not celebrate this event so massively. So how is the Super Bowl different? The answer may lie in the fact that the playoffs themselves are much less related to American football than it might seem to an outsider at first glance.

THE ECONOMIC CRISIS AS A MARKETING OPPORTUNITY? 2023 DOESN’T HAVE TO CRIPPLE COMPANIES, BRAND LOYALTY AND A TOUCH OF EMPATHY ARE THE KEYS TO SUCCESS

5. 1. 2023 Analysts around the world predict a challenging year for business. According to them, the past year was essentially a warm-up and the cost of living crisis will only become fully apparent in the coming months. This will undoubtedly be a challenge for marketers in all sectors, but there are also words of comfort and encouragement that we can add - while the world faced an unprecedented situation during the pandemic, the cost of living crisis is not something we have no historical experience of. There was a similar situation in 2008, and it provided a lot of lesson that we can apply now. Marketing and advertising experts even claim that the crisis is an opportunity to make an established brand even stronger. The key to this is strategies that do not abandon marketing in favor of a short-term performance boost.

BABY JESUS OR SANTA CLAUS? HOW CZECH CHRISTMAS ADS DIFFER FROM FOREIGN ADVERTISING

23. 12. 2022 Advent marks the beginning of a period when advertisers’ budgets are releasing larger sums of money into TV marketing. This is driven not only by the desire to thank their customers and wish them a prosperous new year, but also by the motivation to catch up with sales targets in the fourth quarter. According to statistics, investment in Christmas advertising rose by a billion in 2021 compared to the previous year. In recent years, many online retailers have joined traditional brand advertisers. TV advertising is valued by consumers as a great source of inspiration for Christmas shopping and also tops the charts in terms of relevance of recommendations and trust in the quality and value of products. In recent years, Christmas campaigns have also often been an unofficial competition to see who can film the spot that captures the audience’s heart, sticks best in their mind or (even) goes viral. TV ADVERTISING IS THE MOST CRUCIAL IN INFLUENCING CHRISTMAS SHOPPING BEHAVIOUR According to RTU, Christmas advertising has a big influence on what gifts people buy for their loved ones. According to research by Nielsen Admosphere, almost two-thirds of Czechs are influenced by Christmas advertising and the percentage of women is higher than men. Of course, with the popularity of social networks, customers are also inspired by other platforms, but they are only third on the scale. In the second place there’s the good old fashioned 'word of mouth', i.e. a recommendation from someone we know. But TV spots are still the best advisor when deciding on a gift for our loved ones. CZECH CHRISTMAS ADVERTISING HAS ITS SPECIFICS Most of the Czech commercials have one factor in common - fun. In the past, brands were often afraid to go down this route, but this tendency has been visibly modified in the Czech environment in recent years, and the domestic scene is gravitating towards funny ads. Czech creatives are not too keen on theatrical film environments and deeply moving advertising. Maybe it is due to a different culture or a limited budget, but as the creators of the 2006 spot for Vodafone with Petr Čtvrtníček proved, even with a small budget, Czechs can make funny and functional advertising that then goes viral on the Internet. NARRATIVE COMMERCIALS LIKE THE BRITISH ARE RARELY SEEN IN THE CZECH REPUBLIC Although Czech advertising (not only Christmas advertising) is to some extent influenced by foreign countries, it still keeps the Czech distinctive mentality at the forefront. Unlike the Czechs, British marketers try to create mostly touching and emotional content for Christmas. The preparation, execution and processing of advertising, which relies primarily on the story and the overall atmosphere, requires precise execution as well as a high budget. To make commercials such as those created by John Lewis, a legend of Christmas advertising, is a very high standard in terms of Czech budgets. Although it is not impossible, domestic filmmakers more often bet on easier (cheaper) forms of the concept.

TYPICALLY CZECH CHRISTMAS. IN THE CZECH REPUBLIC, HOLIDAY ADVERTISING IS HANDLED DIFFERENTLY, THE CREATORS ARE NOT AFRAID OF CONTROVERSIAL HUMOUR OR SERIOUS MESSAGES

8. 12. 2022 Czech Christmas ads are a category in themselves. It’s quite possible that abroad they would look in disbelief and awe at, for example, a Kofola pig, while for us the ad is the epitome of Christmas spirit. Of course, Czechs are no strangers to classically emotional and serious spots, and even excel at them. But the big domestic specificity is the fact that the most memorable advertising achievements are largely humorous pieces. Even so, they combine what we always look forward to at Christmas. The two categories then complement each other beautifully on the screen, creating a commercial mix that suggests that Christmas really is just around the corner! THE UNDYING LEGEND: KOFOLA - THE GOLDEN PIGGY Even Czechs have their own advertising that de facto heralds Christmas. Just as the UK has their John Lewis, we have our wild boar, but it lacks something to the golden one. The legendary Christmas advert doesn't seem to have aged at all since 2003, when it first appeared on TV screens. Unlike John Lewis, who year after year comes up with new original spots exquisitely rich in narrative, this domestic gem has made do with a few basic remasters and adaptations over nearly twenty years. The spot brilliantly combines honoring popular Christmas traditions with typical Czech situational humor. The main role here is played by the superstition of the golden pig that appears to those who fast on Christmas Eve. The popular catchphrase "No, I don't have to, I can see it already." is proof that this superstition can take on a whole new dimension when you go into the woods. This year, however, the re-launch of the ad will have a sad touch - on 1 November, its author Robert Peňažka died after a long illness. But for this achievement alone he will certainly never be forgotten, even though he himself admitted that no one expected the ad to become such a success. "With Kofola, the intention was not to create a legendary campaign at all, but to come up with a good Christmas campaign. That's the main ingredient. If you do it right, it will pay off and it has a chance to become a legend," he recalled in 2020. Well, in this case, he succeeded brilliantly.

CHALLENGE EVEN FOR THE BEST MARKETERS. WHY DOES A GOOD TV AD NEED TO GRAB THE VIEWER’S ATTENTION?

14. 11. 2022 Does it ever happen to you that while watching a commercial break on TV, an ad sticks in your mind so much that you have to think about it the next day? Or that you completely forget the “skip-ad” button when watching an ad before an online video? That is exactly the kind of situation where the real marketing experts rub their hands with satisfaction. They have just managed to grab your attention, which is an extremely difficult discipline that challenges even the most renowned brands. Is there any manual on how to tackle it with honour and create an ad that will become a viral hit?

THE MYTH OF “UNNECESSARY” MARKETING. WHY DOES IT PAY FOR COMPANIES TO INVEST IN PROMOTION IN TIMES OF ECONOMIC RECESSION?

27. 10. 2022 When the harsh reality of an economic recession hits companies, most of them tend to respond somewhat schematically according to the established rules of business logic. However, the more statistical data we have, the more clearly we see that these rules may not be as logical as they may appear at first sight. While in a worsening economic climate CEOs are cutting what they consider “unnecessary” costs - with advertising and marketing traditionally being the first to be cut - marketing experts advise exactly the opposite approach. Experts agree that you can advertise your services and products happily during a boom, but you absolutely must advertise during a recession. Why don’t companies realise this? INFLATION DOES NOT HAVE TO BURY MARKETING COMPLETELY We can draw useful data from an examination of the market response to the economic recession of the early 1980s. Just like today, it was triggered by the global energy crisis - at that time it was caused by the Iranian Revolution. As a result of that geopolitical upheaval, the price of oil began to soar. Later, this period became known in history as the ‘oil shocks’ that drove already high inflation in the Western world into double digits. Historians agree that this was the biggest economic crisis since the Second World War.

HOW TO DO ‘GREEN’ ADVERTISING? AUTHENTICITY AND A PROACTIVE APPROACH WIN WITH CONSUMERS, HYPOCRITES ARE PUNISHED

3. 10. 2022 We are living in a time of climate crisis and there is no point in turning a blind eye to it any longer. This is how one could sum up the efforts of many global companies that are giving more and more space to the environmental protection and sustainability in their advertising and marketing campaigns. It is clear that specific actions remain the responsibility of each of us, but these authorities can contribute to a complicated and heated public debate with their attitude and opinion. However, marketers should keep one thing in mind - the “preach water and drink wine”approach is becoming even more fatal in this peculiar discipline. Examples of good practice from abroad will give you a clue as to how to master this difficult task. ADVERTISING REVOLUTION IN the shades of GREEN At the turn of October and November last year, Glasgow, Scotland, hosted the 26th annual UN Climate Change Conference, known as COP26. It is traditionally considered one of the world's most important forums for discussion on climate, nature and landscape issues. To mark the occasion, the British media company Sky Media has decided to adjust its broadcasting schedule, including its commercial breaks. The reason was to sufficiently emphasise the course of the forum and the importance of the issues discussed for the TV audience. Viewers had the opportunity to watch the first ever ‘green’commercial break in British television history on Sky Media portfolio stations.