Benedict Advertising - Business Building Solutions

Commercials Moving onto the Big Screen

January 28th, 2008

by Donna Cooper, Jr. Copywriter

As the strike carries on into it’s 4th month, a new threat looms on the horizon. Advertisers and media buyers are looking for new ways to put their dollars to use. With the TV season looking like a sinking ship, move theaters all across America are in the sites of advertisers.

The once unspoiled domain that was the movies is the new target for developing advertising space. While it’s understandable that they don’t want their ad dollars to go to waste, it’s a touchy subject as to whether it’s a good idea to start advertising in movie theaters. The majority of moviegoers relish the fact that they can spend anywhere from 90 to 180+ minutes immersed in commercial free entertainment. Infringing upon that enjoyment with unwanted product advertisements that they try desperately to avoid using TiVo and DVR at home, will only succeed in annoying them further at the theater, what used to be a safe-haven from commercials.

Theaters in recent years, have been leaning toward using their giant screens for more than just local advertisements. Nowadays before the trailers start, you can see a wide variety of spots, but they typically have to do with the movie itself, the industry, or are sponsored by the products available in the theater lobby. But, if the strike continues and more and more buyers start looking for new ways to spend their money, we can expect to see Tide commercials at the beginning of Rocky XVII.

Even if the strike ends tomorrow, all might be lost for the untouched domain of movie theaters. Because of the prolonged state of the TV season, nobody is sure if TV is going to be a viable option for advertising anymore. With more and more people already gravitating to more interactive forms of entertainment (YouTube, MySpace, and Online TV shows)—the strike exacerbating the situation—it’s likely that people are going to turn their backs on TV.

Not only will it be likely that we will watch a series of commercial spots before the movie, but expect to see displays and interactive experiences in the theater lobby, as well.

If the strike goes on much longer, our movie going experience, as we know it might come to an end. In fact, it might already be too late.

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January 24th, 2008

Too Wild?

Sweeney Todd: The Demon Barber of Fleet Street

January 22nd, 2008

by Donna Cooper, Jr. Copywriter

I’m not opposed to musicals. I just don’t make it a habit of watching them. It’s not at the top of my list of things to do, to say the least. I mean, I’ve seen a few musicals hear and there. Enjoyed them, even. To me, though, musicals seem to mostly be bubbly and have usually had some type of happy ending.

So, imagine my surprise when I went to the theater to see Johnny Depp singing his heart out as Sweeney Todd.

Now, my knowledge of the musical went so far as knowing he was a barber who killed people. I was surprised to learn, however, the story behind his killings and the overall darkness of the piece.

I expected there to be a comical aspect of it. Disappointed as I was, I enjoyed the unusual nature of this movie. With Tim Burton producing and directing his tag team of Johnny Depp and Helena Bonham Carter, it was a great flick no matter what your thoughts were going in. Most people, I gather, were under the same veil of ignorance about the Broadway Musical and were surprised once the lights dimmed and the opening scene unfolded.

The film was dark, with beautifully designed scenes and outstanding camera work. After spending some time immersed in the scenery, the viewer is thrown into a surreal fantasy that it’s bright and colorful—which has the air of something more sinister behind it—and then thrown back into the dark reality of the movie.

One of the most compelling aspects of the film was—of course—Johnny Depp’s character, Sweeney Todd (aka Benjamin Barker). The man was wrongfully accused of a crime just so the Judge (played superbly by Alan Rickman) could steal his wife. When that didn’t work out, he took Benjamin Barker’s infant daughter instead and raised her as his ward until she was old enough to marry him.

Once Benjamin Barker was released 14 years later from his false imprisonment he returned to London as Sweeney Todd to seek out his long lost family. Only upon his return did he learn that his coveted wife was no more, and his daughter was raised by the man who ruined his life. Possessed by revenge, and encouraged by Mrs. Lovett (Bonham-Carter), Todd sets up shop and starts practicing for his intended target.

This macabre string of events turned into the ultimate tragedy when Todd realized that his all-consuming quest for revenge—and the realization that Mrs. Lovett had betrayed him—cost him everything he so desperately wanted.

With an impressive list of acting talent, this film delivered in performance and believability, to the point where you actually felt bad for all the characters—even the bad ones. Each one of us can all relate in some way to what motivated these characters—Love, Hate, Loneliness, Revenge, Envy.

Overall thoughts: Great movie, but a little hard to watch at times. Tim Burton didn’t spare us the graphic details of Sweeney Todd’s murderous rampage.

Taste the Sweet Nectar of Anonymity…

January 17th, 2008

by Brenna Lewis, SUBWAY® Account Coordinator

Working in the world of SUBWAY® restaurants keeps a girl busy, with lots of interesting things.  But what is the number one question asked?

Do you get to meet Jared?

Ah, yes. Jared, The SUBWAY guy. Poor thing lost his last name in exchange for his fame. If you ask Jared if he thinks he is famous, he will tell you, “absolutely not.” Jared Fogle was just another student at Indiana University. And like a lot of students, he was over weight. Being the big man on campus was a problem for him.  At 20 years old, he had developed sleep apnea because of his excessive weight, especially around his chest and neck. This caused Jared to stop breathing in his sleep. This gave Jared the motivation to change his lifestyle, and fate would have it he lived 10 steps from a SUWBAY® restaurant. Jared walked into the restaurant, looked at the nutritional guide and devised a daily diet for himself. For one year Jared ate a 6-inch turkey, no cheese or condiments for lunch and a footlong veggie for dinner. A year later Jared had lost 100 pounds and had started walking for at least 30 minutes a day.

Another frequent question is how SUBWAY® restaurants first came to hear of Jared’s story. Despite what others may think, Jared did not contact anyone.  Jared had a friend who was writing for the school newspaper who wrote a simple story about Jared’s weight loss.  That story was picked up by a town newspaper, then a regional newspaper up to the point where SUBWAY® restaurants head quarters, in Milford, Connecticut was contacted for information on Jared. This was the beginning of the end of Jared Fogle the man and the inception of Jared, the spokesman.

Flash-forward almost 10 years later, Jared is traveling over 200 days of the year for SUBWAY® restaurants. He is just a regular guy with an irregular lifestyle now. He cannot walk into a public place without smiles, stares and being called at.  Basically, Jared knows what if feels like to be hot young girl. Witnessing the behavior of a mob of people asking for pictures, or not asking for them, makes me unbelievably grateful for my anonymity. I do get noticed occasionally when working with Jared, but the girls just want to make sure I’m not his wife and then the conversation is done. Well, at least I get asked.

I appreciate that I can dance like a fool and it wont end up on YouTube™ or that I am not satirized on South Park. Jared is a professional.  He knows his job is to maintain a brand image, which is a lot of work.  This is no 9-5 job, when you are in the public eye you are “on” and your life is a show.

The agency just brought Jared in this week to shoot a commercial for SUBWAY® restaurants, so how many of you were out and about town last night to witness the show?

Bringing Home the Gold

January 16th, 2008

Award Season is right around the corner. And while Hollywood’s Awards, shows are in mortal peril, thanks to the writer’s strike. Rest assured that other awards shows, banquets and galas are still alive and well. Especially, local ones.

The Daytona Beach Advertising Federation’s Annual Addy Awards, will take place on March 1st, 2008 and we’ve been busy reviewing the of our best and brightest creative materials from 2007. It’s been an eventful year, and we have a long list to choose from. With so many great options for multiple categories, it’s going to be hard to whittle that list down.

For those of you who will be attending we look forward to seeing you there.

Stay tuned for the results blog.

43 Things I Want to Accomplish

January 9th, 2008

by Ashley Kelly, Executive Assistant

Up until last year I never really had a list of goals that I wanted to accomplish (other than my life long goal to save up $2.5 million and live off the interest for the rest of my life).  I mean there were those school assignments where teachers made you list a short term and long term goal and mine were always Short Term: Get an A in this class, Long Term: Graduate. (Clearly I didn’t invest much though into it.) Life changes so fast, who knows if what I want to accomplish today I’ll still want to accomplish a week from now… much less a few years from now.

So last year, with the help of a friend, I hammered out some goals that I wanted to accomplish. None that would change the world for the better, but simple things like Learn to Surf, and Get My Motorcycle License. Some I accomplished, some I didn’t, but this year I plan on adding to that list… and for that I’ve turned my sights to 43things.com. Here you can list 43 things that you want to accomplish, keep track of your progress and cheer on other people as they do the same.

I thought that finding 43 things I wanted to accomplish in life was going to take a while but I found myself reading other peoples goals and thinking “HEY I WANT TO DO THAT TOO!” I’m up to 40 and am trying to choose my last 3 wisely. I may never Drink A Guinness in Dublin #27… but here’s to trying!

New Years Resolutions

January 4th, 2008

by Amie Dreibelbis, Subway Account Coordinator

HAPPY NEW YEAR!

Can you believe its 2008? How many of you have set goals or resolutions for the year? We all may have are own resolutions, but there are a few that we can all agree on. The most popular resolutions are losing weight, paying off debt, saving money, getting a better job, eating right, drinking less alcohol, quitting smoking, reducing stress, taking a trip, and volunteering to help others.

How many of you have made at least one of the above resolutions? I know I have…actually three of them.

Did you know 40 to 45% of American adults make one or more resolutions? Now the real question is, how long will you maintain the resolution(s) as time goes on? Research shows that 75% of people maintain past the first week, 71% past two weeks, 64% after one month and 56% after 6 months. They gradually taper off as the weeks go on. Although we tend to break them, people who make them are 10 times more likely to attain their goals than people who don’t make resolutions. Only 8% of Americans say they always achieve their resolutions. I unfortunately do not fall in this percentage.

Do you?

Last Blog of the Year

December 28th, 2007

Well, another year is soon to be behind us and as we look back at the year in review we realize that it has been an eventful year.

Between the highs and lows, it’s been a productive year. We’ve landed new clients, parted ways with others, renovated the office, thrown some great parties and celebrated each other’s birthdays, milestones and anniversaries. It was a great year full of laughter, encouragement and hard work.

So, what’s in store for 2008?

Endless possibilities…

Happy New Year! May it be wonderful and prosperous.

From,
Benedict Advertising

A Visit from Saint Nicholas IN THE ERNEST HEMINGWAY MANNER

December 21st, 2007

(A Visit from Saint Nicholas IN THE ERNEST HEMINGWAY MANNER originally appeared in The New Yorker, December 24, 1927. We hope you enjoy it.)

Written by James Thurber
It was the night before Christmas. The house was very quiet. No creatures were stirring in the house. There weren’t even any mice stirring. The stockings had been hung carefully by the chimney. The children hoped that Saint Nicholas would come and fill them.

The children were in their beds. Their beds were in the room next to ours. Mamma and I were in our beds. Mamma wore a kerchief. I had my cap on. I could hear the children moving. We didn’t move. We wanted the children to think we were asleep.

“Father,” the children said.

There was no answer. He’s there, all right, they thought.

“Father,” they said, and banged on their beds.

“What do you want?” I asked.

“We have visions of sugarplums,” the children said.

“Go to sleep,” said mamma.

“We can’t sleep,” said the children. They stopped talking, but I could hear them moving. They made sounds.

“Can you sleep?” asked the children.

“No,” I said.

“You ought to sleep.”

“I know. I ought to sleep.”

“Can we have some sugarplums?”

“You can’t have any sugarplums,” said mamma.

“We just asked you.”

There was a long silence. I could hear the children moving again.

“Is Saint Nicholas asleep?” asked the children.

“No,” mamma said. “Be quiet.”

“What the hell would he be asleep tonight for?” I asked.

“He might be,” the children said.

“He isn’t,” I said.

“Let’s try to sleep,” said mamma.

The house became quiet once more. I could hear the rustling noises the children made when they moved in their beds.

Out on the lawn a clatter arose. I got out of bed and went to the window. I opened the shutters; then I threw up the sash. The moon shone on the snow. The moon gave the lustre of mid-day to objects in the snow. There was a miniature sleigh in the snow, and eight tiny reindeer. A little man was driving them. He was lively and quick. He whistled and shouted at the reindeer and called them by their names. Their names were Dasher, Dancer, Prancer, Vixen, Comet, Cupid, Donder, and Blitzen.

He told them to dash away to the top of the porch, and then he told them to dash away to the top of the wall. They did. The sleigh was full of toys.

“Who is it?” mamma asked.

“Some guy,” I said. “A little guy.”

I pulled my head in out of the window and listened. I heard the reindeer on the roof. I could hear their hoofs pawing and prancing on the roof.

“Shut the window,” said mamma.

I stood still and listened.

“What do you hear?”

“Reindeer,” I said. I shut the window and walked about. It was cold. Mamma sat up in the bed and looked at me.

“How would they get on the roof?” mamma asked.

“They fly.”

“Get into bed. You’ll catch cold.”

Mamma lay down in bed. I didn’t get into bed. I kept walking around.

“What do you mean, they fly?” asked mamma.

“Just fly is all.”

Mamma turned away toward the wall. She didn’t say anything.

I went out into the room where the chimney was. The little man came down the chimney and stepped into the room. He was dressed all in fur. His clothes were covered with ashes and soot from the chimney. On his back was a pack like a peddler’s pack. There were toys in it. His cheeks and nose were red and he had dimples. His eyes twinkled. His mouth was little, like a bow, and his beard was very white. Between his teeth was a stumpy pipe. The smoke from the pipe encircled his head in a wreath. He laughed and his belly shook. It shook like a bowl of red jelly. I laughed. He winked his eye, then he gave a twist to his head. He didn’t say anything.

He turned to the chimney and filled the stockings and turned away from the chimney. Laying his finger aside his nose, he gave a nod. Then he went up the chimney. I went to the chimney and looked up. I saw him get into his sleigh. He whistled at his team and the team flew away. The team flew as lightly as thistledown. The driver called out, “Merry Christmas and good night.” I went back to bed.

“What was it?” asked mamma. “Saint Nicholas?” She smiled.

“Yeah,” I said.

She sighed and turned in the bed.

“I saw him,” I said.

“Sure.”

“I did see him.”

“Sure you saw him.” She turned farther toward the wall.

“Father,” said the children.

“There you go,” mamma said. “You and your flying reindeer.”

“Go to sleep,” I said.

“Can we see Saint Nicholas when he comes?” the children asked.

“You got to be asleep,” I said. “You got to be asleep when he comes. You can’t see him unless you’re unconscious.”

“Father knows,” mamma said.

I pulled the covers over my mouth. It was warm under the covers. As I went to sleep I wondered if mamma was right.

Adspeak: We’re All Guilty

December 13th, 2007

As I was reading the Small Agency Diaries, I came across this contest entry that I found amusing. It was written by Steve LaMonica, Senior VP of Berber Silverstein Group in Miami. His topic was “Can the Corporate Speak.” Enjoy.

Subject: I’m glad you extended the contest as I was out of pocket.
I wanted to helicopter up with my embarrassment of riches hoping this will move the needle and give you the most bang for your buck. To capture the mindshare of your demo and be your true marketing partner with an intrusive, breakthrough full court press, we should cherry pick the low-hanging fruit.

We’ll do the heavy lifting up front because this will only be news once. First we’ll drill down to your year-over-year objectives and focus on the aspirationally chic D.I.N.K.S. The RFP/RFI/RFQ/ ITN isn’t a problem, it’s an opportunity to make dollars work harder because it’s an investment, not an expense.

Our response will be ownable, accountable, have a long shelf life with value added and the nuts and bolts will change the landscape and level the playing field. Down the road we’ll push the envelope with award winning non traditional guerilla media, page stealers, and a liberal use of white space. The push will be a front-loaded, server crashing effort with depth and breadth to saturate to the point where viral word of mouth will work even when you’re not on the air.

We’ll burn midnight oil to change the mindset, up the conversion rate. We’ll do lunch and your money’s no good near me.

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