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Friday, February 03, 2006 9:04 AM
Sign of the Times
Kevin Salwen on Culture

If the Super Bowl is the single largest marketing event, it tells us something about our culture to hear what those marketers want to say. In many ways, it's one of our clearest reflections of our society's current thinking.

So, I'm excited (and maybe not surprised) to learn that of the 6 auto ads running during Sunday's big game, 2 are for hybrids. Kermit the Frog will promote Ford's hybrid and Toyota will use a boy comparing his bilingual father to a hybrid. In this 'guy' event anchored by beer and boobs, it's nice to see socially responsible can have a place at the table too.

For those looking for the annual poke at cubicle culture, Careerbuilder will be back with its office monkeys in two ads.


Jennifer Warwick - 2/5/2006 11:28:47 AM
And be prepared for a bit of steak with your sizzle at the commercial break. Of the 51 advertisers who spent $2.4 million each for 30 seconds in front of your eyeballs, Dove is using its time to promote the Dove Self-Esteem Fund, founded to teach girls that beauty comes in all shapes, sizes and colors (and, I hope, ages).

The ad features the Cyndi Lauper hit True Colors, as sung by the Girl Scouts Chorus. And it also features an Asian girl who “wishes she were blonde�…a redhead who “hates her freckles�…and a little girl who simply “thinks she’s ugly.�

I get a little sniffly just reading that. Here's to Dove for keeping their 'Real Beauty' momentum going.
Kevin - 2/4/2006 1:08:04 PM
Julie, great point. For instance, our recent survey of Worthwhile magazine subscribers showed that 76% said they would consider buying a hybrid. Let's hope this branding brings more sales across the finish line.
Julie - 2/3/2006 11:18:49 PM
Catherine -- one out of three is miles ahead of hybrids as a percentage of total vehicles sold. Give advertisers credit for peddling a product that lots of consumers say they are interested in but relatively few actually buy.
catherine howell - 2/3/2006 10:55:42 AM
One out of 3 is good?? I'm sure there will still be ads for testosterone-driven trucks and for Hummers. With all those 20something-year-olds who watch this game, I wish more advertisers would make a real statement.


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