Archive for April, 2010
April 27th, 2010
To promote edgy Devassa blond beer (“devassa” means “naughty” in Portuguese), the brand convinced Paris Hilton to be videoed partying non-stop for three weeks in Brazil.
Daily Youtube uploads got an enthusiastic following, and the event was amplified by media coverage of her more unguarded moments.
Devassa went on to produce a sultry TV commercial, with Paris in a short black dress, sensually rubbing a can of Devassa beer on herself, delighting onlookers who watch through her apartment window.
April 13th, 2010
While “serious” brands such as Accenture and Gatorade dropped Tiger Woods like a hot potato when his extramarital affairs suddenly went public, the more edgy global footwear brand Nike took a calculated risk and stood behind him.
On the back of Tiger Woods’ emotional apology and return to the US Masters green, Nike aired a commercial that directly addresses his behavior and subsequent penitence. In the ad, the golf champion’s late father Earl returns from the dead and asks Tiger what he was thinking – and what he has learned.