TV ADVERTISING IN THE USA: HUMOUR, CELEBRITIES AND THE SUPER BOWL

4. 7. 2023 | 9 min read Nearly 124 million TV households, more than 14,000 advertising agencies, tens of billions of dollars invested in broadcast advertising, and the Super Bowl as a gold mine for TV spots. The USA just thinks big. Let us take a look at TV advertising in the United States in the past and today. Do you know what works for american viewers?

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 | 12 min read 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.

ADVERTISING TRENDS: HOW TO WIN IN A DIGITAL WORLD

29. 6. 2023 | 5 min read Kantar’s Creative Effectiveness Awards celebrate the world’s most creative and effective ads, and we reveal what makes them so great.

MILAN ŠTEINDLER, THE ICON OF CZECH PROVOCATIVE ADVERTISING

6. 6. 2023 | 5 min read 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.

MOOD MATTERS: REACHING TV VIEWERS AT THE RIGHT MOMENT

30. 5. 2023 | 8 min read Reaching people in positive moods can boost the likelihood that people notice, like and believe our ads. So why do so many marketers ignore its power? Joanna Stanley looks at the behavioural science behind mood, and offers ideas to optimise your next campaign.

PETS WIN FOR BRANDS IN 2022’S MOST LIKEABLE TV ADS

4. 1. 2023 | 2 min read Among the many insights included in iSpot’s upcoming 2022 TV advertising report is a look at the most likeable ads of the year.

CREATING MEMORABLE CHARACTERS IN ADVERTISING

25. 10. 2022 | 6 min read How character fluent devices support long-term brand building?

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

15. 8. 2022 From 2020 till now, it seems the bad news is never-ending. From a pandemic to a war, now we have to contend with the cost-of-living crisis. Aye, yai, yai. What next?! We all sigh, deliberately not clicking on the latest monkeypox article. To quote TikTok, we do not have the capacity.

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

9. 8. 2022 | 8 min read Loren Cook and Bronwyn Sweeney are Creative Directors at MullenLowe and certified funny people (according to them). They share their thoughts on why, in the darkest of times, brands should keep looking on the bright side of life.

CONSUMERS WANT HUMOUR FROM BRANDS, BRANDS OFTEN FEAR IT

27. 6. 2022 | 2 min read Up to 72% of consumers would choose a brand with a sense of humour over its competitors. However, most advertisers are afraid of being funny.

‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

24. 6. 2022 | 6 min read The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022 | 5 min read The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny

A THIRD OF ADS USE HUMOUR AND THIS IS IN DECLINE

15. 3. 2022 | 2 min read One-third of ads use some form of humour and those that do are more effective.