ART IN ADVERTISING: A FEW TONES CAN CHANGE EVERYTHING. CLASSICAL MUSIC IS A TIME-PROVEN CHOICE

15. 8. 2024 Mozart and Wagner, Strauss or Vivaldi. In their desire to captivate the audience and evoke emotions, advertisers and the creative agencies they approach do not hesitate to draw on the proven history of music. Advertising without music is like heaven without stars. And why not capitalise on the fame of the oldest artists? Music and emotions The use of music in advertising has good reasons, even scientifically based. Scientists have shown that humans use the same parts of the brain to process music as they do for memory and emotion. It is natural for the human brain to associate certain types of music with an object, place, or person.

SOLVENT CZECHS LIKE TO HOLIDAY WITH A TRAVEL AGENCY. SEE WHAT YOU CAN DO TO APPEAL TO THEM IN YOUR TV ADVERTISING!

12. 8. 2024 Around 60% of Czechs go on domestic holidays every year, 45% go abroad. Although holidays are no longer exclusively associated with summer, summer is still the main season. Some people like to arrange everything themselves, others rely entirely on travel agencies, and some make a choice depending on circumstances. The current summer mood led us to the idea of looking at Czechs through the lens of holiday arrangements and we came up with one downright summer finding. Or more accurately, a travel finding.

COMPETITION IN THE TRAVEL INDUSTRY IS FIERCE. TRAVEL AGENCIES NEED TO GET POTENTIAL CLIENTS OUT OF THEIR SEATS AND INTO THE ACTION IN THEIR TV ADS.

11. 8. 2024 Maximum personalisation, modern technology, tailor-made travel packages, the most exotic destinations, unique experiences... Today’s travel agencies, online platforms and tour operator platforms have a wide arsenal of weapons with which to attack their audience to entice them to buy their services. But standing out in the plethora of offers is not easy.

STUDY USA: CTV COMMERCIALS DELIVER MORE ATTENTION THAN OTHER DIGITAL VIDEO FORMATS

10. 8. 2024 Yahoo, Omnicom, Amplified Intelligence team up for study. Commercials on connected TV deliver more attention and better business outcomes than other forms of digital video advertising, according to new research.

UNDER THE FIVE OLYMPIC RINGS. GAME-CHANGING TV ADS

9. 8. 2024 The 2024 Summer Olympics in Paris are slowly heading towards the Closing Ceremony. As we already know, the Olympics are not only the pinnacle of professional athletes’ careers but also a very rewarding time for marketers to present their revolutionary ideas. World-renowned brands have always used and continue to use the emotional power of sport at Games time to spread positive values and connect people across continents. Olympic history is full of memorable ads that have not only defined global marketing but have also co-shaped the international Olympic movement. What are some of the most memorable ones? Coca-Cola – Celebrate Humanity (1996) When Atlanta, Georgia, hosted the 1996 Summer Olympics, it was widely expected that one of the largest global companies having its headquarters in the metropolis, Coca-Cola, would be heavily involved in the process. And indeed, the 1996 Olympic Games went down in marketing history as the “Coca-Cola Games”. The Coca-Cola Olympic City where some of the Olympic sports could be watched in virtual reality was clear evidence that the company, one of the oldest Olympic sponsors, was certainly not underestimating this opportunity. The company also launched its Celebrate Humanity campaign to mark the occasion and, predominantly, celebrate humanity and joy. The campaign’s message was presented through emotive stories and visuals that showed the athletes and their paths to success. The individual spots consisted of authentic footage from the Olympic Games, inspirational music and voiceovers, which were combined with images of the athletes and emotional moments from the Games. And, of course, localisation for each national market was an important element. The advertising spots were one of the most important elements of the campaign – they included inspirational quotes from athletes and worked with authentic footage from past Games. As a result, Celebrate Humanity has become an Olympic benchmark for Coca-Cola, and there is perhaps not a single Olympic ad that doesn’t take at least a small nod to this legendary campaign.

INSIGHTS FROM THE 2024 CANNES CREATIVE EFFECTIVENESS LIONS WINNERS

7. 8. 2024 Consistency, simplicity and tapping into fandoms at scale are the keys to creative effectiveness success, according to a new WARC report, Creative Effectiveness Lions – Insights from the 2024 winners. What it’s about The report, which is available exclusively to WARC subscribers, analyses the entries and has insights into the jury’s deliberations to provide a commentary on the themes from the work, unearth what makes a campaign both creative and effective, and offer a behind-the-scenes view of the strategies that lead to winning in this category. Why the 2024 winners matter John Bizzell, WARC’s awards lead, explains that the 2024 Creative Effectiveness Lions jury set themselves a mission to “seek causality in every case” – with clear evidence that the campaign had directly caused business impact.

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.

WITH TV EVOLVING, WHAT GOES INTO A REMARKABLE AD TODAY?

7. 8. 2024 TV can offer attention, trust and emotional clout. Coincidentally, these are also the foundations of a good story — just make sure that story is a short one.

JOHN HEGARTY: THE WORLD OF ADVERTISING AS SUCH IS TERRIBLY BORING

7. 8. 2024 The world of advertising in general is boring, but the ten percent that get it right are amazing. That’s why when I create, I look around, says legendary advertising creator John Hegarty.

BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

6. 8. 2024 Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1.

THE AD THAT GETS YOU ON THE ROAD IS THE RIGHT ONE. THE PRIMARY REQUIREMENT IS ORIGINALITY

6. 8. 2024 It is not easy to create an advertisement that gets people up from their chairs, makes them head to the nearest travel agency and book a trip, or keeps them glued to their laptops where they spend hours looking for accommodation and trips in the advertised destination. The ability to stand out amongst a plethora of adverts teeming with stunning shots of dreamy landscapes, showcasing fantastic sights, and offering enticing adventures requires the utmost creativity and originality.

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.

MALTE HILDEBRANDT, SCREENFORCE MD: “TELEVISION IS MORE THAN JUST AN ALGORITHM”

3. 8. 2024 Screenforce Managing Director, Malte Hildebrandt, does not want to leave the interpretation of information to social media. In an interview with HORIZONT, he explains that the initiative of TV marketers in Germany, Austria, and Switzerland carries a great social responsibility on its shoulders.

WHY LINEAR AND CONNECTED TV ARE BETTER TOGETHER

2. 8. 2024 Peanut butter and jelly. Movies and popcorn. Road trips with the windows down, music blasting. Some things are just better together. Including linear and Connected TV advertising.

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.

HUB: VIEWERS POSITIVE TOWARD STREAMING VIDEO ADS

1. 8. 2024 The proliferation of ad-supported subscription and free streaming video platforms is apparently resonating with viewers.

HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES

1. 8. 2024 A summer of sports gives marketers the chance to win big when it comes to audience engagement. But how can contextual advertising help them stay ahead of the competition?

THE INFLUENCE OF MEDIA PSYCHOLOGY ON ADVERTISING

31. 7. 2024 Advertising has long been influenced by the principles of psychology. With the application of the discipline of media psychology, this influence has deepened and become more nuanced.