Competitive Edge
Category: Lesson 4.7 – Advertising

Product Placement, Now Starring in the Streaming Era

Hiram Lodge, the manipulative crime lord who targets the fictional town of Riverdale, sits back in his office chair. After plotting his latest scheme with a cohort over submarine sandwiches, he takes a bite of a Doritos chip, holding the bag in clear view of the camera while looking away

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Does ‘Impossible is Nothing’ still work for Adidas in 2021?

Adidas has lately been strafing us all with a fresh barrage of celebrity-focused biographical videos/ads featuring its long-running “Impossible is Nothing” tagline, along with an #ImpossibleIsNothing Instagram campaign. Click here to read the story at adage.com. Discussion Questions: What is branding? What is a tagline? Why might taglines be used

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The Dual Identities of Disney’s ‘Cruella’ Marketing

Who, exactly, is Disney’s Cruella made for? Marketing. It is the oft-overlooked yet integral engine of Hollywood success. It is the pre-cursor to hype, the stoker of expectations. Click here to read the story at observer.com. Discussion Questions: The article begins by stating “Marketing. It is the oft-overlooked yet integral

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New Balance Humbly Pitches ‘the Best Running Shoes on Earth’

“We’d tell you it’s a nice day for a run. But you know every day is Runday.” It’s punday too, apparently, as New Balance launches a global campaign themed “The best running shoes on Earth. No, really.” That hyperbolic positioning (and some self-consciously cringy wordplay) applies whether you love running

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No Duke? No Problem: CBS, Turner Sports Sell Out March Madness

A year after the coronavirus pandemic wiped out what is arguably the greatest three weeks on the sports calendar, advertisers have scrambled back to assume their positions with March Madness. Speaking to reporters on a Zoom call late Wednesday afternoon, the senior-most ad sales execs at CBS Sports and Turner Sports said that anyone who’s

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