Picks of the Week: September 11, 2017
Von Miller is "Unforsweatable" in new Old Spice spots
Last week, Old Spice rolled out the next phase of their “Unforsweatable” campaign featuring Denver Broncos Outside Linebacker, Von Miller. This included the launch of two new digital content pieces featuring the defensive player and his larger than life personality. The ads focused on the new Old Spice Invisible Antiperspirant spray and found a creative yet humorous way to authentically integrate Miller while highlighting the product and its benefits. Old Spice will also release a limited run of Millers favorite scent, Pure Sport Plus, featuring his face on the aerosol can. This partnership effectively utilizes the spokesperson to promote new product while remaining true to both personaly and corporate branding.
Richard Sherman teams up with Samsung to launch new video series
Out of Context is a satirical play on sports publications and tradition sports media created by the Players Tribune. Out of Context follows the mold of Players Tribune articles since all content is generated by Seattle Seahawks Pro-Bowl Defensive Back Richard Sherman. Samsung is equipping Sherman's home and car with Galaxy S8 and Note 8 devices. He will use them to record spur-of-the-moment observations. The Players' Tribune will edit and produce the content, publishing posts at least once a week on the site and on Sherman's social channels during the season. Samsung's sponsorship gives his new series a partnership that brings financial stability for the site. However, any time a sponsor is involved, it raises the risk that any controversial content is not used and defeats the purpose of having player generated content.
TTC launches harassment awareness campaign #ThisIsWhere
The #ThisIsWhere campaign highlights real stories of harassment that have taken place on the TTC, and posters will be placed throughout TTC terminals and vehicles, and aims to focus on all forms of unwanted behavior, verbal or physical. The TTC also launched the SafeTTC app which allows users to discreetly report unwanted behavior and suspicious activity to the Transit Control Centre. When opening the app there option to call 911 or file a report, and since there is a lack of reception on the TTC underground subway cars, the report is saved and will be submitted as soon as a connection is reached. These ads could portray the TTC as a place where people get harassed, which may discourage people from taking public transit. However, harassment happens and the TTC has acknowledged it through this app and campaign, which are steps towards raising awareness to help prevent future attacks through reporting techniques.