ORLANDO, Fla (January 4, 2012) — During these challenging economic times, the American Advertising Federation-Orlando has poised local businesses of all sizes for national exposure through participation in their ADDY® Awards competition, with a deadline for entry of January 13.

The annual, AAF-Orlando ADDY Awards competition provides their members and local business the forum to showcase the year’s most notable advertising efforts, helping to drive membership for the organization and revenue for local businesses by recognizing all forms of advertising, in all types of media, created by all sizes and types of entrants. Winners of the local ADDY Awards Competition advance to their respective district level of competition before advancing to the national level of the competition, introducing local entrants, members and brands to a national audience.

The ADDY awards are the advertising industry’s largest and most representative creative competition, recognizing creative excellence and the very best advertising worldwide. The national competition is 12 times larger than Cannes and 2 ½  times larger than the Clios. The ADDY Awards are a celebration of outstanding creative work and the creative minds behind the work. With the local ADDY Awards competition, the size of the idea is what matters most, not the size of the organization or the size of the budget. This distinction truly separates the ADDY Awards from virtually every other advertising competition and affords even the smallest local businesses the opportunity to be recognized on a national scale.

The final deadline to submit entries into this exciting competition is January 13, 2012 from 9am to 7pm at Full Sail University, 3300 University Blvd., Building B, Winter Park, FL 32792. No entries will be accepted after 7PM. To be eligible for consideration of an ADDY®, all work must have been published or aired between January 1, 2011 and December 31, 2011. All agencies, in-house marketing departments, students and aspiring creatives are encouraged to enter.

The ADDY Awards competition will culminate with the ADDY Awards Gala on February 17, 2012 at The Abbey & The Mezz. This Awards Gala will announce and celebrate the local winners from a multitude of categories, including the coveted Best in Show Award.

Key Links:
Orlando ADDY® Website http://www.theorlandoaddys.com
American Advertising Orlando Website http://www.aaf-orlando.org
American Advertising Federation Website http://www.aaf.org
Facebook http://www.facebook.com/AAFOrlando
Twitter http://twitter.com/aaforlando

About The American Advertising Federation – Orlando

The American Advertising Federation-Orlando is a division of the American Advertising Federation (AAF) and is composed locally of 300 members. AAF-Orlando’s membership is diverse and collectively represents every major industry. Members include advertising agencies, print and broadcast media, production houses, creative designers, salespeople, talent, photographers and more. It is the combination of our members’ skills, knowledge and experience that make AAF-Orlando and AAF a complete organization. For more information visit www.aaf-orlando.org.

A commercial during  the first Superbowl cost around $40,000. Two decades later, following Apple‘s groundbreaking “1984″ commercial, ad prices began skyrocketing, and by 1987, reached $600,000. In 2008, one 30-second spot came in at around $2.5 million.

So, how much would you pay for what Nielsen promises is more than 95 million viewers? This year, advertisers bought 30 seconds at a cost of about $3.5 million each. The price took a big jump over last year’s $3 million, and this year’s figure represents a 59% increase since 2001, a year in which 30-second commercials ran about $2.2 million. This year’s advertisers include GM, Volkswagen, Dannon Yogurt, Teleflora, M&M, Pepsi, Coke and of course, Anheuser-Busch InBev.

Stephen Master, vice president of Nielsen Sports media research stated, “close to 50% of viewers tune in to actually watch the commercials, more than they watch the game. The level of engagement for those people who choose to advertise is obviously very high.”

Being advertisers ourselves, we all still bow down to Apple’s “1984” – the highest rated Super Bowl ad in terms of impact of the advertising. This commercial was rated the number one television ad, period, of all time by TV Guide in a 1999 exploration of the top commercials. It was also rated the number one Super Bowl ad (ads that debut during the Super Bowl) of all time by both readers and experts on ESPN.com. Rough estimates suggest that this commercial has created 50-60 times more value in free publicity than it did from the paid spots that it ran. This publicity has come in the form of media play (definitely an added value when buying a Super Bowl spot), college classes using the commercial as an educational tool, and web sites using it on “Best of” lists.

So, that begs the question, is the ad alone worth it or do you have to have the hoo-haw that comes along with it? The first ads that aired during the Superbowl did so at a cost of around $.001 per viewer. In 2011, that number was closer to $.025 – a 2500% increase. So if the CPM is down, advertisers must extend the reach right? That’s the buzz these days – brand extension (besides “social media” of course – fyi, all future white papers must use the term “social media” at least once to have any SEO value whatsoever). Just look at what BBDO is doing with Ms. Brown – the second female in the M&M’s cast, after Ms. Green.

Starting with a teaser campaign, Ms. Brown arrived in social media, taking over the M&M’s fan page on Facebook, at facebook.com/mms, and sending messages on Twitter, where the character has her own account with the handle @mmsbrown.

Also included in the campaign are print, online and mobile ads as well as a deal to incorporate Ms. Brown into the radio program “Elvis Duran and the Morning Show,” syndicated by the Premiere Networks unit of Clear Channel Communications. Other elements include events in Los Angeles and New York, displays in stores, radio commercials and appearances for Ms. Brown during episodes of the new season of “The Celebrity Apprentice” on NBC. Now, that’s brand extension.

We firmly believe sharing is caring and it is also another way to have brand reach with a Superbowl ad. The funnier the better and our friends at AdFreak were gracious enough to supply us with The 20 Most-Shared Super Bowl Spots of All Time (http://twitthis.com/gj7xq7). Thanks, AdFreak – you’re so damn freaky.

Now, for some Fun Facts:

Price

• In 1967 a 30-second Super Bowl ad cost $37,500. That Super Bowl was viewed by 24,430,000 people, which equates to a cost of a little more than a tenth of a cent per viewer. In 2008, a 30-second Super Bowl ad cost $2.7 million, and 97,448,000 tuned in for the game. That’s about 2 1/2 cents per viewer.

Cost Trends

• The cost of a 30-second Super Bowl commercial increased from $37,500 in 1967 to $900,000 in 1994. That was an increase of 2,300 percent in those 27 years, an average of a little more than 80 percent per year. The cost for an ad in 2009 was $3 million, which represents an increase of 233 percent since 1994, an average of 15 percent per year.

Ratings

• The 1982 game between San Francisco and Cincinnati had the highest Super Bowl ratings of all time. The Neilsen rating was 49.1. The cost of a 30-second Super Bowl ad that year was $324,300.

Dipping Costs

• There have been three years when the cost to purchase a 30-second ad dropped from the previous year. The first year it happened was 1971, when the $78,500 cost was $6,000 less than in 1970. The most recent drop came in 2007, when the $2.4 million price tag was $100,000 less than in 2006.

Shortest Commercial

• The shortest-ever Super Bowl commercial ran in 2009. It lasted one second. Miller High Life purchased the commercial, which was so short that the beer company was not able to fit its entire name in the allotted time.

Notable commercials (thanks Wiki – we’re with ya in your “struggle” against oppression)

• 1973 – The first famous Super Bowl commercial was for Noxzema featuring legendary New York Jets quarterback Joe Namath.
• 1973 – Master Lock ran the first of their long-running advertisements showing a sharpshooter shooting at and hitting a Master Lock in a failed attempt to open the lock.
• 1977 – Xerox introduced the 9200 high-speed duplicator system with Brother Dominic duplicating documents in a medieval monastery.
• 1980 – A spot for Coca-Cola featuring Pittsburgh Steelers All-Pro defensive lineman “Mean Joe” Greene, who is offered a Coca-Cola by a young fan and tosses the kid his game-worn jersey as repayment. However, it is technically not viewed as a Super Bowl ad since it actually debuted on October 1, 1979, not during the day of the game.^[8][9]
• 1984 – Perhaps the most famous Super Bowl ad ever, the ad for Apple‘s Macintosh followed a 1984 theme. Directed by Ridley Scott, the ad featured a woman wearing track-and-field clothing sprinting into a large auditorium and hurling a large hammer into a screen right before security guards can subdue her. On the screen was a large Big Brother-type of face speaking to a massive assembly of drone-like people. His last words were “We shall prevail,” before the screen explodes and leaves the audience enraptured in gazing at the spectacle. The ad ran just one more time on television, perhaps compounding its renown.
• 1985 – Generally considered unsuccessful, the Apple “lemmings” ad is shown featuring many PC users walking to their doom over a cliff.
• 1990 – Ridley Scott directed an ad for the Nissan 300ZX Twin Turbo. The ad depicts a dream sequence with the driver in a Twin Turbo 300ZX, competing against an unknown enemy. First the 300ZX races a motorbike, then a racecar, and finally a jet fighter plane. At that point the plane is about to catch up to the 300ZX before the two turbochargers of the 300ZX “kick in”, greatly increasing engine power and the car accelerates away from the plane. The ad was only run once due to complaints that it promoted street racing.
• 1993 – And perhaps his most famous ad, Michael Jordan and Larry Bird play a game of HORSE for a McDonald’s Big Mac and French fries. The game is made more interesting due to the increasingly complex set of obstacles set for both players. Another Michael Jordan ad featured him and Bugs Bunny playing basketball against Marvin the Martian. This commercial inspired Warner Brothers to create Space Jam.
• 1995 – Nissan again ran a commercial for the 300ZX (which they advertised in 1990). The ad featured the car as a toy driven by a G.I. Joe picking up a Barbie-like doll. Despite being a popular advertisement, Mattel successfully sued Nissan to take the ad off TV.
• 2000 – Year of the dot com commercials.
• 2002 - Budweiser produced a commercial featuring the Budweiser Clydesdales (titled “Clydesdale Respect”) as a tribute to the terrorist attacks of 9/11. The commercial shows the horses walking across the Brooklyn bridge into New York City. They then stopped, gazed at the ruined New York skyline, and bowed in reverence and respect. The commercial aired only once, but was available on the website for a period of one year.
• 2009 – Joe and Dave Herbert from Batesville, Indiana create a Doritos commercial where one employee makes a wish come true by throwing a snow globe against a vending machine glass and breaking it (which was done in one take), and another worker using the same snow globe to hit his boss in the “family jewels”. The ad earned a US $1 million payday as the number one ranked ad in the annual USA Today Super Bowl Ad Meter survey from Doritos’ owners, Frito-Lay as part of their annual “Crash The Super Bowl” contest.
• 2009 – Pittsburgh Steelers safety Troy Polamalu is involved in a spoof of the 1980 Coca-Cola ad where a kid tries to give him his Coke Zero, but the two Coke brand executives which usually appear in Coke Zero ads and overzealously defend their brand suddenly appear and take the bottle. Polamalu tackles one of them, drinks the Coke Zero, then rips their shirt off and tosses it to the kid.
• 2010 – In an ad for Snickers candy bars, Abe Vigoda playing an old man with little energy is said to be “playing football like Betty White,” with the 88-year-old actress subsequently tackled for comedic effect.
• 2010 – A nationwide controversy surrounded Tim Tebow‘s decision to appear in an ad funded by the socially conservative organization Focus on the Family that was broadcast during Super Bowl XLIV on CBS. There were two 30-second commercials, which included Tebow’s personal story as part of an overall pro-life stance. The abortion issue was not specifically mentioned in the ad. Pro-choice groups condemned the ad, while pro-life groups rallied around Tebow.
• 2011 - Chrysler created an ad featuring shots of the once great industrial city of Detroit, cutting to the visuals of rapper Eminem driving the Chrysler 200 about the city while his song “Lose Yourself” plays in the background. The commercial pauses just enough for the MC to enter downtown Detroit’s famous Fox Theater and face the camera to utter the line “this is the Motor City and this is what we do.” At 2 minutes, this is the longest advertisement in Super Bowl history.
• One of the most famous Super Bowl ad campaigns has been the “I’m Going to Disney World!” ads for the past 20 years.
• Bud Bowl
• “You keep your hands off my momma, and you keep your hands off my Doritos!”

So, our advice to you…don’t drink a lot of fluids – ok do, but have a DVR and some understanding friends to catch all the commercials during this year’s game and each time you scratch your head and say “what the heck was that?” extend the brand reach along with us and say to yourself, “there goes another $3.5 million dollars down the Superbowl.”

Television

The Allstate “Mayhem” campaign debuted in 2010, but just seemed to get better and better as it continued into 2011. Even more impressive, it’s for the insurance category, which is usually pretty dry and boring. Hard to pick a favorite, but the odds around the agency seem to be on “Raccoon”.

http://www.youtube.com/watch?v=thzUR_mq6OY

In the public service category, Darren Aronofsky, the Oscar-nominated director of “Black Swan” and “Requiem For A Dream”, was behind a very disturbing but quite effective campaign of anti-meth ads for the Meth Project.

http://www.youtube.com/watch?v=2ZO2Rhqjuw0

The Volkswagen spot “The Force”, combines both humor and emotion. Not an easy task, and they did it brilliantly.

http://www.youtube.com/watch?v=R55e-uHQna0

Viral

You can always tell something is good when people who don’t work in advertising are sending you things they’ve come across and liked. This Carlsberg cinema prank was one of those.

http://www.youtube.com/watch?v=RS3iB47nQ6E

Print / Digital

Recruitment ad for Ogilvy Asia reinvents the QR code in a very interesting way.

http://adsoftheworld.com/media/print/ogilvy_asia_digital_recruitment_poster

Outdoor

Best Fries On The Planet from McDonald’s. Smart and simple.

http://adsoftheworld.com/media/outdoor/mcdonalds_fries_fry_lights

What were some of your favorites from the past year?

LAKE MARY, Fla., (December 16, 2011) – Today evok unleashed a digital Christmas card, entitled Rebrand Santa. As the first digital greeting card for the agency, the QR-coded cards and microsite housing the Christmas video are already becoming popular with social media connections and clients, one of which stated, “Brilliant. Absolutely friggin’ brilliant.”

With outlandish ideas like Santa getting a Justin Bieber haircut to holding a digital only broadcast with Christ and Claus to moving out of the North Pole, the evok team has gotten all types of feedback and are enjoying the posts, tweets and comment received after posting the video early this morning.

Casey Koppenhoefer, evok’s digital strategy manager said, “As kids, we always wanted the next big thing for Christmas and that idea translated well for the evok team when we developed the concept. Presenting our digital Christmas card is our way of telling clients that we’re ready for anything in 2012 and we’ve got the digital tools and know-how to help them succeed in the digital space over the next year.”

Watch this video on YouTube.

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With offices in both Orlando and Memphis, evok advertising houses a team of individuals who together capitalize on years of experience working on both the client and agency sides of the industry. With extensive and diverse capabilities, evok advertising is equipped to provide a high level of service to their clients in all key areas of advertising, public relations, marketing and visual communications.

View as a web page

This month in the evōker, we let our interns have the floor and blog about their experiences working at the agency. You’ll also get an inside view as we pitch one of the most recognized brands in the world. And be sure to follow our up-to-the-minute doings on Facebook, Twitter and the agency blog. Enjoy. Have a safe and happy holiday season.

Winner! Jennifer Johnstone   First Losers Jen & Larry

Casey Koppenhoefer has always been a bundle of energy. As a young girl in Stone Mountain, Georgia, she aspired to be a competitive clog dancer, but an injury kept her dreams of stardom from coming true. So college it was. While working for a personal training company as a communications intern, she found a new passion and became a certified personal trainer. In addition to her digital strategy duties at evōk, Casey still stays active with yoga classes and the occasional clogging dance off.

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Two weeks later, I started working as the account services intern at evok. I’ll admit I was nervous at first but that didn’t really last too long. The team is welcoming, friendly and always willing to teach me as much as I want to learn. The laid back atmosphere makes it easy to get to know them and get an insight to all their experience in the industry.

I always thought I had a strange sense of humor, well that was until I started interning at evok. I don’t think I’ve ever laughed so hard and so often. But that’s what makes working there so enjoyable. No, I’m not making coffee; I’m doing work and a lot of it. But I’m learning more than I ever thought possible and I’m having fun while doing it.

There’s no ordinary day at evok. I’m constantly being challenged – challenged with more responsibility and creative freedom to apply what I’m learning in the classroom with first-hand experience in the industry.

My experience thus far has beyond exceeded my expectations. I’ve had the opportunity to work on a variety of accounts on everything from public relations, social and paid media to assisting with marketing plans. I get to participate in most internal meetings just as any other team member and truly understand the entire process of a successful marketing campaign.

It’s unique to have the opportunity to work with such a diverse team. They each have very different personalities with a variety of strengths. That’s what I believe makes the agency so successful. Each project is approached from a different perspective, always guaranteeing the highest quality of work. ideas. work. results. That’s our mantra, and we live by it.

I wake up every morning excited to go to work. So excited that I’ll be returning to intern in January for my second semester. I’ve never been so sure that advertising is the career path I want to follow. Once I graduate, I hope to have the opportunity to work with such knowledgeable and personable professionals.

It’s true – the interview process can be daunting. Just imagine the public relations manager and media buyer asking you questions – some off-the-wall and others you’ve been preparing for since you chose your major. Is your answer crazy or sane enough? Have they heard these answers a thousand times already from other candidates?

When I got home, I replayed the interview in my head like a cassette (yes I’m old enough to know what those are), rewinding and fast-forwarding to the toughest questions. I sent my follow-up letter, did my due diligence and two weeks later, the public relations manager called me with the news. I’ve never crossed my fingers so hard in my life. Then she finally said it, “We’d like to offer you our spring internship position as our PR/Media intern.”

So, cool – I’m now the newest intern at evok advertising. A fancy title follows – Public Relations/Media Coordinator – even though I know I’m going to be doing just about anything and everything asked of me. Surprisingly, that’s not the case though – one thing I learned real quick, was to throw that image of a stereotypical coffee retrieving, brown-nosing, know-it-all intern out the window. You’re with the big boys now and to learn is only the beginning.

A few broad responsibilities of my internship at evok included the following:

• Pitching stories to the media / following-up
• Collecting digital and hardcopy clips
• Putting in creative tasks / interactive tasks
• Writing trafficking instructions for radio, billboards and TV
• Uploading blogs to the company website
• Managing social media for a variety of clients
• Researching upcoming media trends
• Researching media contacts
• Developing media plans & rationales

Being an intern within a full-service advertising agency like evok will surely open your eyes. I find that before stepping into an agency, we understand things only as the television and the media portray them. In fact, we have no idea as to what happens inside a genuine “think tank.” This is no 1960s Mad Men television episode where Lucky Strike cigarette smoke fills the air and whiskey is downed like water. No real life Donald Draper seemingly spurs some sort of last minute campaign slogan that’s going to bring the agency to the brink of fame. As an intern who watches the inner workings of an agency, evok works as a team to understand each client’s needs completely, rather than rely on one person to spearhead the entire process. The skilled team at evok works in-sync and studies their client and its industry inside and out. Sometimes they even show up at the client’s business to be a customer or an employee for day. The research is immense, but because of what they put in on the front-end, they can develop groundbreaking ideas that lead to quality results, which are tracked and revised as needed to strengthen each campaign.

The top five things I learned at evok:

• No client is better or more important than the other
• Take on whatever sort of work is asked of you, no matter how far out of your comfort zone
• Stay organized, I promise it’ll help in the long run
• Be confident
• Don’t be afraid to ask questions

This is how evok separates itself from other agencies: ideas. work. results. It’s the slogan the agency lives and dies by, because an agency like evok doesn’t divert from their principles when working with clients or with their team.

I’m proud to write on my resume that I interned at evok advertising, because it has given me the chance to witness an agency in which principles guide the way business is done, where clients are treated more as friends then as just run-of-the-mill business associates. Interning at evok, you can be sure you’ll learn skills completely out of your comfort range but these only build your character. And everyone here won’t skip the chance to tell you that.

So what is Augmented Reality? AR occurs when the line between what’s real and what’s computer generated is blurred because what we see, hear, feel and smell are being enhanced by technology. Engineers are able to pull graphics out of your TV or computer and integrate them into real-world situations. Developers of mobile applications have been using this technology for a couple of years and have exponentially advanced the levels of AR available to consumers.

Here are my favorite AR mobile apps to help get you through this year’s holiday shopping madness:

Heads Up Navigator Pro – Get the absolute most out of your location. Use your phone’s built-in camera to find a central shopping destination that allows you to get all your shopping completed in one area. Or use it to easily guide you to the store with the must-have gift of the year. Overlapping floating 3D labels are directly displayed on the environment around you. ($.99 with no advertisements or Free with some advertisements / iOS 3.1 or later)

Acrossair – Walking from store to store, carrying tons of bags and fighting over the last “it” gift of the season can be really exhausting. Need a cocktail or a bite to eat? Use this app, which is integrated with Yelp, Stella Bar Finder and Wikipedia to find the perfect spot to take a break from shopping. Set your search range with the user interface and this app will give you information about all the locations near you. You can even share with your friends via email, Flickr and Twitter! (Free / iOS 3.1 or later)

Quick Writer – Need to answer an email or send a text but you’re worried about bumping into a store display or the mob of people walking about the mall? With this AR app there’s no more worry – you’ll be able to walk and type at the same time without ever taking your eyes off the screen! This app actually lets you see the view beyond your phone while typing. Whatever your built-in camera sees, you will see. ($1.99 / iOS 3.0 or later)

Car Finder – Never lose your car after hours of shopping again! This app is a must for anyone who has ever forgotten where he or she parked, or has been issued a ticket for going over the parking time limit. With this app, your camera viewfinder can see an overlay of your car’s location, the direction and the distance you are away. It even keeps a timer that will send you meter alerts. ($.99 / iOS 4.0 or later)

SnapShop Showroom – So a woman is out shopping and sees a Lay-Z-Boy that her husband would love for his man cave. At the same time, this other guy is shopping and sees a vanity for his daughter’s new room. With this app, shoppers will never have to guess again whether or not a piece of furniture will fit and/or match the receiver’s space. You simply take your phone to the room in question, launch the app, choose a piece of furniture from a catalog and tap your screen to use the menu options. The AR technology will let you visualize the furniture in your real world environment. (Free / iOS 3.1 or later)

As this technology grows, Augmented Reality will open many new doors for marketers. Imagine being able to point your cell phone at any product at any store at any point in the world, and you’re instantly shown information such as a sales sheet, demonstrations, customer reviews, competitor pricing, alternative products, and one-click purchasing ability. To say the least, mobile AR could change the way we shop just like the Internet changed the way we communicate. Who knows, maybe it will be the game-changer of the 2012 holiday season! Is your business ready?