Super Bust: Ads that fell flat

There are always a few people at every Super Bowl party that only come to watch the ads. Unfortunately for them, there wasn’t much to watch in between timeouts. Even though 30-second spots cost a whopping $5 million, there seemed to be more duds and misfires compared to years past.

Granted, some companies still delivered when it counted, Doritos. But there were no dancing babies, not many talking animals and not a lot of LOL moments in the pack.  There was a puppy-monkey-baby, but that thing was by no means “cute”. It was scary.

Instead of picking our what commercials we all seemed to like, this year the Ants are highlighting four commercials we could barely sit through. One thing we all learned this year, besides that Hyundai makes some cool cars, is that even when you spend $5 million on airtime, you still have to budget for creative. So spend wisely!

4. Sofi: Loans for Great People.

super bowl blog 4After this spot aired, who else looked around the watch party and considered which people were great or not? Then immediately suggested to the list of “un-great” people that it might be their time to leave, because there’s only room for on the couch for greatness.

3. Heinz: Meet the Ketchups.

super bowl blog 3This one had all the makings of a great commercial. Wiener dogs dressed like hot dogs, a cute kid and people in funny costumes, but nothing happened. No dog tripped and caused all the others to fall, the Ketchups just stood and waited. Nothing happened. We expected the Ketchups to end up on the ground, covered in adorable wiener dogs, but no. Luckily we have the Internet. Surely we can find what we’re looking for there.

2. Doritos: Doritos Dogs.

super bowl blog 2Doritos Ultrasound was top notch. However, their second ad stunk like a wet dog. Dogs want Doritos, but they can’t enter the store because of some dog-hating manager. So, what do the dogs do? They all stand on each other and walk in disguised as a human. Oh, how original! Nobody has ever used that trick before. Hey, at least there were dogs.

1. Xifaxan: GutGuy.

super bowl blog 1Ah yes, just what everyone was thinking, “Why hasn’t there been an ad about controlling bowel movements yet?” Actually, no. No one said that, or possibly has ever said that. This ad was the biggest stinker of the bunch. As soon as the turtle-looking lower intestine came on the screen, everyone at your watch party suddenly needed to know the score of the Puppy Bowl (Team Ruff won by the way). Valeant, the company behind the drug Xifaxan, should have crumpled this one up and flushed it down the toilet.

Well, that’s it. Another year of, for the most part, disappointing Super Bowl commercials are behind us. Let’s hope that Super Bowl commercials return to their former glory next year, otherwise what are all the non-sports fans going to watch? Let us know which ads were your favorites and which ones you thought were duds in the commercials.

Insider Info: How the Ants celebrate the holidays

Everyone celebrates the holidays a little differently. Some families have certain traditions that others don’t partake in. For the Ant family, celebrating the holidays starts with our 12 days of Christmas.

Now in its fourth year, the 12 days of Christmas signals the start of the holiday season and also the start of dressing up, taking pictures and sharing on social media for all to see. From hat day and pajama day, to twins day and throw back Thursday, the Ants put everything on display for their clients and followers. It’s a way to show people who normally aren’t around the Ant Farm just how creative and fun we can be.

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We aren’t all fun and games. We also give back!

Women in Recovery is a cause that is near and dear to our hearts. Women in Recovery is a program designed to help keep non-violent women out of prison and give them the tools they need to reunite with their children and break the cycle. Oklahoma incarcerates more women per capita than any other state. Which is why this program is so important to our community. While in the program, women learn parenting and life skills, as well as learning what it takes to have a successful career and stay out of the prison system.

We support the Women in Recovery program in different ways each year. During Christmas, that means sponsoring graduates of the program and their children. This year, we sponsored 10 children and 50 women graduating from the Women in Recovery program. All from funds gathered from employees and matched by the AcrobatAnt partners.

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All these activities culminate in our Christmas party where we exchange handmade gifts to our Secret Santa recipients and have a fun and funny white elephant gift exchange. The Ants also enjoyed drinks, playing games and each other’s company at our holiday party.

From everyone at AcrobatAnt, we wish you and your family a Merry Christmas, Happy Holidays and a Happy New Year!

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10 best practices on how to talk to your agency

When it comes to talking and dealing with your creative agency, there are a few tips that help get the most out of your partnership that you may not know, especially if you’ve never worked with an agency before. We polled our office and got some good feedback on how best to talk and deal with an agency. Hopefully these tips will help next time you and your agency hit the roadblock. (In no particular order)

1. Understanding the problemshutterstock_258823979

Allow us to do that. You may want to try and define the problem yourself, but including your agency in that process can be very beneficial. The more information we have about your brand and your goals the better equipped we will be to offer valuable input and produce something that delivers the results you want.

2. Include as much information as possibleshutterstock_261566594

The more information the client can give to the agency at the beginning of the project, the better. Sometimes knowing what you don’t want is just as helpful as knowing what you do want. Provide all input/assets at the start of a project. Often, changing direction or new information mid-project causes the scope and budget to change.

3. Be transparentshutterstock_164665187

With transparency, time is used effectively and problems or issues are defused. It allows for the relationship to be authentic, in which trust is created, and the client and agency can work in harmony. There is a mutual respect in what the client brings and what the agency brings in the relationship.

4. Give good feedbackshutterstock_228790603

Client feedback is crucial to the creative process. Before providing feedback, gather a full consensus from your team so everyone is on the same page with any design or copy edits. This will save time and production costs in the long run.

5. Be concise shutterstock_256115929

The more concise you can be, the more likely the agency won’t miss something. Use bullets or organize content so it’s easy to make sure things aren’t missed. Writing one long paragraph may lead to items being missed.

6. Be clear about requirements, optional items and wish list itemsshutterstock_161233412

Be very clear about what is required and how success will be measured. Separately, indicate wish list items and optional items- if we know the ultimate wish list, we can try to achieve it. Itemizing must-have and ‘nice-to-haves’ is a good way to give the creative folks freedom while making them aware of what would exceed expectations.

7. Remain present and engaged in conversationsshutterstock_254080660

Remain present and actively engaged in the conversation, whether it’s in person or on the phone. Remove distractions and be open and honest, both in listening and communicating back to the agency. If you are demostrating that you are making the project a priority, the agency will too. Direct and honest feedback is the best way to communicate.

8. Give accurate and achievable deadlinesshutterstock_184538510

In order to do the best work possible the agency needs deadlines that can be met while maintaining internal agency processes that are in the place to ensure the best product from the agency. There are times when rushing something is unavoidable, but with proper planning and preparation clients should be able to provide the agency with the time necessary to develop great work. Rush deadlines should be the exception, not the rule.

9. Know what your objective isshutterstock_277496639

What are you looking to accomplish? Are we driving traffic to a website or event? If not, what is it you want to happen? This is very important information to provide when it comes to creating a campaign that is not only creative, but also effectively meets your need and produces the results you were expecting.

10. Be clear on what not to includeshutterstock_107966306

If competitors use certain elements in their branding, pass that information along to the agency. If there are certain themes or colors to steer clear of because of industry connotations or CEO preference, it is better to know upfront rather than to find out after the first design options have been developed.

Let us know in the comments if you have any other best practices when it comes to communicating with creative agencies. 

Ever since thinking outside-the-box became so inside-the-box, we just did away with the box and got an oval.

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Who’d ever guess that one of the Top 5 Pollstar entertainment venues on the planet is right here in Tulsa? The BOK Center. Prior to the food venues, we have worked with the BOK Center to create some outstanding ads for trade publications, but this new project took our partnership to new heights. Our project was to take their existing concession stands and transform them into irresistible food havens for arena visitors. Thankfully, we have some amazing wordsmiths and designers that bring fresh ideas to life.

This resulted in Graphex 45 award-winning concession stands with fantastic food. And also some earned media in the Tulsa World and other news outlets.

“The concession stand remodeling project was so important to us because we know it will vastly improve the customer experience for guests who attend BOK Center events,” said Sarah Haertl, SMG Regional Director of Marketing, BOK Center. “We enjoy every aspect of working with the Ants. Their enthusiasm for our project and their level of commitment to our satisfaction made this project an enjoyable experience.”

How does it feel working with your agency? Gratifying?

Check out more of our work:

 

AcrobatAnt Marketing & Advertising
AcrobatAnt.com
1336 East 15th Street Tulsa, OK 74120
918-938-7912

 

UPDATE:

We’ve just learned that our “Bring out Your Inner Rock Star” ad won the Best Trade Pub Ad at the Second Annual SMG Marketing Awards held at the Mercedes-Benz Superdome in New Orleans. More than 70 SMG marketers from over 49 venues across the U.S. and Puerto Rico voted on the ad produced by Amy Smith. We are excited to be able to showcase our talent on behalf of clients like the BOK Center.

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