CHRISTMAS SPECIAL: PEOPLE LOVE CHRISTMAS ADS. BUT IMPRESSIVE COMMERCIALS HAVE THEIR RULES

23. 12. 2023 | 6 min read Some people have a secret recipe for the best eggnog, others for their grandmother’s amazing vanilla crescent cookies. And some brands have a secret recipe for the best Christmas ads. It’s all about getting the right amount of nostalgia, mixing in a good dose of visual elements, carefully whipping up a story, adding a pinch of humour, and sprinkling in a few secret ingredients – and voilà, an amazing Christmas ad to be remembered for years is here. You say it’s not that easy? You’re right, it’s not.

SCREENVOICE TOP 12 CHRISTMAS CAMPAIGNS 2023

15. 12. 2023 | 4 min read The year has come and gone, and famous and lesser-known brands have come out with their long-awaited Christmas campaigns, which unmistakably draw us into the pre-Christmas spirit and put us in the mood for a genuine festive atmosphere.

TV ADVERTISING IN BRAZIL: SEDUCTIVE FEMALE BODIES, DIVINE PELÉ, AND CARNIVAL IN A HIGHLY CREATIVE PACKAGE

29. 8. 2023 | 10 min read Brazilians are creative, sensual, musical and are known for their good mood. No wonder their love of life and cheerful nature are mirrored in their advertisements. They are a reflection of the local people, their behaviour and their lives.

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.

BRANDZ: APPLE REMAINS THE MOST VALUABLE BRAND AHEAD OF GOOGLE

14. 6. 2023 | 1 min read Apple is the world's most valuable brand, according to the BrandZ 100 Most Valuable Brands in the World ranking compiled by research company Kantar.

DAN WIEDEN – THE CREATIVE MIND BEHIND THE BIGGEST BRANDS

21. 4. 2023 | 8 min read 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.

HOW THE POWER OF MUSIC DRIVES EMOTION, RETENTION IN AD SPOTS

27. 2. 2023 | 5 min read We all know the drill, and we’re all guilty as charged: The commercials come on and the phones come out. Now, more than ever (other than the Super Bowl), there is little to no incentive for viewers to pay attention to ads, be they on live TV, streaming or FAST channels. A 2022 study published in Marketing Science analyzed 4 million ad exposures across a year and found that although the vast majority—70% of viewers—technically were exposed to the ads, the research revealed that they’re doing everything and anything to avoid watching the commercials. While older viewers change channels, millennial and Gen Z audiences tend to check their phones, tablets or laptops during commercial breaks.