It seems like you’re trying to blend a commercial with a stand-up comedy routine. Here’s a punchline for you:
PepsiCo and Paramount Global are making a significant move to demonstrate that television advertisements continue to hold relevance in today’s era
Starting this coming Thursday, I, a devoted cinema enthusiast, am thrilled to announce that Pepsi is embarking on an epic video campaign! Set in the grandeur of ancient Rome, it’ll showcase some of their iconic drinks, as well as tease Paramount’s upcoming blockbuster “Gladiator II”. This isn’t just a beverage promotion; it also previews the new NFL season, featuring stars like Megan Thee Stallion, Josh Allen, Derrick Henry, Justin Jefferson, and Travis Kelce!
As a cinema enthusiast, I’m eagerly anticipating the attention-grabbing move by Megan Thee Stallion and the dynamic duo, Travis Kelce and Josh Allen. According to John Halley, Paramount’s advertising president, this is a premium branding opportunity for Pepsi that will undoubtedly resonate with the audience. He believes it’s going to be a lasting impact. The campaign runs until the movie’s premiere in late November
The hard-to-ignore commercial salvo serves to put a spotlight back on some of TV’s best-known ways of serving advertisers — qualities that are being forgotten in the streaming era.
Advertisers on Madison Avenue traditionally spent large sums on TV shows to showcase catchy commercials to the broadest media audiences. However, with the arrival of streaming services like Netflix, Hulu, and Max, viewers can now watch their preferred content whenever they want, leading to smaller, fragmented audiences for each streamed sitcom, drama, or movie. This has prompted more advertisers to leverage digital data to identify specific consumer groups, such as first-time car buyers or pregnant women
And yet, it’s hard to resist the lure of the teeming crowd.
Halley stated that Paramount put in the necessary effort to display an advertisement before a substantial number of people, and this strategy encompasses all aspects they can manage
Back then, a major advertiser could just air a few TV ads and expect to hit the mark for generating sales. However, today, an advertising strategy must extend over numerous viewings across various platforms like series, movies, and specials, aiming to capture consumer attention in numerous touchpoints
Some notable marketing giants have made bold moves in their attempts to captivate a wider audience. For instance, Frito-Lay, a relative of Pepsi Corporation, seized nearly one-third of all daily advertising space on ABC in February, allowing them to repeatedly air eight unique Lay’s potato chip commercials that linked to the 1993 movie “Groundhog Day.” Similarly, during NBCUniversal’s broadcast of the Paris Olympics this year, GroupM, a significant media agency, chose an uncommon approach by purchasing an entire commercial break and filling it exclusively with advertisements from their clientele such as Target, Coca-Cola, and Google
In modern language:
For nearly five decades, Pepsi has maintained a strong partnership with Paramount and its earlier company Viacom, which played a significant role in nurturing the idea. Over this period, Pepsi has been a major sponsor of the MTV Video Music Awards, and has delved into various initiatives such as sending text alerts about “Laguna Beach” episodes to fans, or encouraging viewers of VH1, Comedy Central, and other cable networks to submit photos to win prizes
Back in the past, the beverage company made a trip to the ancient Roman Empire. In the year 2003, Pepsi generated quite a buzz with an attention-grabbing commercial for global audiences. This ad depicted Beyonce, Britney Spears, and Pink as Roman gladiators, engaging in a thrilling battle within the Coliseum, accompanied by Queen’s “We Will Rock You.” Enrique Iglesias portrayed a ruthless Emperor whose schemes were foiled by these musical combatants
Paramount’s Halley explains that the Pepsi partnership is the initial offering in what he terms as “Summit” packages. These packages aim to provide advertisers with the largest possible exposure across all of Paramount’s platforms – television, sports, cable, and digital channels. This extensive coverage will be connected to well-known content. The company has already discussed potential ideas with several advertisers, hinting that similar collaborations will become more common. Additionally, he suggests that future concepts might encompass Paramount films or even original scripted TV series
It appears you are attempting to compare the process of creating a business or advertising content with the act of learning new skills, particularly those requiring significant effort. Nonetheless, there are indeed some businesses and advertisements that can achieve impressive results
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2024-09-05 16:23