When a Brand Screws Us All.

Posted by truecreek on May 20, 2010 under Opinions. Everyone has them. | 3 Comments to Read

By Joseph Young

They have been all over television over the past few years.  You’ve seen them before.  The beautifully art directed HD spots from BP. All those bright green and yellows flying around to that perfect music. It’s easy to find outstanding animated spots in just a few minutes on the web.  And from what I have heard within the business, there were some spots produced recently that were in the $3 million per range. All of that backed up by a substantial national media buy.

All concepted and produced with one thought in mind:  to position BP as a friendly, “we’re here with you” company that is working hard to make the world a much better place.

What a crock.

How long do you think it will be before the millions of dollars spent by BP to position themselves as the savior of our collective energy future just melts away?

When a brand screws us all like this, they become lepers. We cringe at the very thought of doing business with them. We now look at their brand as a ‘taker’, not a ‘giver.’  And in the case of BP, I suspect you will see a growing disdain for the company as the days wear on.

So I wonder when the first round of new TV spots will start up?  It must suck for the agency that is responsible for producing what comes next from the company.  If it were my shop, I would really have to do some soul searching before anyone spent another minute behind the lens on behalf of BP.

It’s Time to go to The Movies.

Posted by truecreek on May 4, 2010 under Opinions. Everyone has them. | Be the First to Comment

Summer is almost upon us, a time when the cinema industry generates over 40% of their total annual box office revenue. It’s a time when people go out to the movies in droves, choosing to watch the hot new movies of the summer rather than stay on the couch and sit through another season of reruns on television.   According to Nielsen, the shift is dramatic, with a  13% tick up for cinema in share during the summer months.

Last year, the industry experienced a record-breaking summer, with huge hits like Transformers, The Hangover, Harry Potter and the Half-Blood Prince and many others. Coming up this summer there will be another 13 blockbusters and remakes scheduled for release on the big screen.

Here’s just a few of the flicks you can expect to see this summer at a theater near you:

Iron Man 2

Shrek Forever After 3D

Sex and the City 2


Toy Story 3D

The Twilight Saga:  Eclipse

For most consumer marketers, cinema is the place to be this summer. And throughout the year, cinema advertising is a fantastic complement to any broadcast TV schedule.  So if you are in the theater, consider yourself a smart marketer.  If you’re not, give True Creek a call and let’s fix that.