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?

MILAN ŠTEINDLER, THE ICON OF CZECH PROVOCATIVE ADVERTISING

6. 6. 2023 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 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 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.

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.

JAKUB KOHÁK – CONNOISSEUR OF THE CZECH AUDIENCE

5. 5. 2023 You may know Jakub Kohák as an actor but what you may not know is that he has created many TV ads that you must have seen on the screen. Being a controversial man, he is easy to remember. While some people are his fans, others would say that he is not their cup of tea. But to be objective, he has made very successful campaigns, which we will describe in more detail. He has created ads for big brands such as Kofola and T-mobile.

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.

DAN WIEDEN – THE CREATIVE MIND BEHIND THE BIGGEST BRANDS

21. 4. 2023 What comes to mind when you hear the slogan “Just do it”? Or “The man your man could smell like”? Nike and Old Spice - the brands that are inherently associated with them certainly spring to mind. But what was the path to their creation and who is behind the unique identity of these brands? We’re introducing Dan Wieden, the creative mind behind them.

ADVERTISING AS A DREAM FACTORY: CLAUDE C. HOPKINS, FOUNDER OF MODERN ADVERTISING

9. 4. 2023 Claude C. Hopkins is known as the man who laid the foundations of modern advertising. And quite literally - the book with the same title is probably his most important work. He worked as an advertising creator and copywriter in the first half of the 20th century, when television was still in its infancy. The boom in TV spots came in the 1950s and the 1960s, after the death of Hopkins, who lived from 1866 to 1932. So he did not experience the world of television advertising, but his ideas and techniques, based on scientific methods, testing and measurement of effectiveness, gave advertising a completely new direction and generally provided the theoretical basis for successful advertising. He is also regarded as one of the professionals who have made the greatest contribution to the field of copywriting. "ADVERTISING MUST BE DONE SCIENTIFICALLY" Claude C. Hopkins, during his time in advertising, applied advanced methods such as tracking the effectiveness of advertising campaigns and testing. In this article, we'll introduce the key methods and techniques described in his books, and show specific examples of campaigns he created - so what was the strategy behind the most successful campaigns for Schlitz Beer, for example, and others? We will reveal the ways in which he has enriched the rules of successful copywriting. In the conclusion of the article, we will also summarize what important takes we can apply to current advertising and marketing practice and how to use his ideas effectively for successful sales. HE COULD HAVE BEEN A LAWYER, BUT HIS PASSION WAS THE BUSINESS WORLD Claude C. Hopkins was a prominent American advertising creative, marketer and copywriter who was born in 1866 in Hillsdale, Michigan. After studying law, he decided to pursue advertising and entered the world of agencies. He worked his way up to a senior position at Lord & Thomas advertising and his talents helped the company to considerable success. During his career, Hopkins has created successful advertising campaigns for many companies including Bissell Carpet Sweeper, Goodyear Tire and Rubber Company, and Pepsodent Toothpaste. He is considered one of the pioneers in modern advertising, who sought to combine creative elements with scientific methods and data to create effective advertising campaigns. His approach to advertising has become the basis for many of today's marketing techniques and strategies. HOW TO MAKE A GOOD COPY? TEST AND CALL TO ACTION! Hopkins is rightly considered one of the most influential copywriters in history. His writing is the subject of his work My Life in Advertising. Many of the copywriting techniques described here are timeless and effective to this day. One of his key methods was the use of facts and evidence. Hopkins believed that if you provide customers with enough persuasive arguments, relevant facts and statistics, they are more likely to eventually make a buying decision. Let's look at some specific examples of practices that have influenced the way marketing strategies are shaped today:

THE FATHER OF ADVERTISING DAVID OGILVY

30. 3. 2023 There’s probably no one in the advertising world who hasn’t heard of David Ogilvy. How did he make commercial communications history? And what is his contribution to the world of advertising?

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%.

THE KING OF CONTROVERSY OLIVIERO TOSCANI

9. 3. 2023 The series of advertising creators, which we are presenting to mark the sixth anniversary of AKTV, presents important authors in the advertising sphere. Today, you will read about an inspiring creative who was not afraid to break boundaries and enriched the advertising field with many non-advertising topics. It’s Oliviero Toscani.

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 GREATS OF TELEVISION ADVERTISING OR HOW LEGENDS MADE AND BROKE THE RULES

28. 2. 2023 Many factors influence the world of television advertising. Whether it is the evolution of society, the era, technological possibilities or the specific mentality of consumers in different countries, the human factor is also inevitable. The way in which media promotion is done is also influenced by the creators.

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.