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What's Old Is #ANALOG WHAT’S OLD IS NEW n looking to its future, Kentucky Fried Chicken is evoking the past. In May, the fast-food brand launched a campaign that strives to leverage Colonel Sanders, the company’s founder and mascot from days gone by. The campaign, Iwhich promotes KFC’s $5 Fill Up and $20 Family Fill Up, was built around an interactive web experience called The Hall of Colonels, and a series of TV commercials and digital spots star- ring former Saturday Night Live (SNL) regular Darrell Hammond. The commercials featured many callbacks to things that are considered classic Colonel, including his iconic wood-paneled ofce and white stretch limo. Now another former SNL star has taken on the Colonel’s persona. This time, it’s comedian Norm MacDonald donning the white suit and ribbon tie. The swift change in actors caused many to wonder if KFC was unhappy with the results of its springtime campaign. Kevin Hochman, chief marketing ofcer at KFC, insists that’s not the case. “We had tre- mendous buzz and our sales were better than what we had expected [with the campaign],” he told Ad Age. Instead, the transition was planned from the start. Wieden+Kennedy, the creative agency behind the campaign, envisioned the role evolving in a way similar The notion of an imposter Colonel is another nod to the to James Bond, with diferent actors shufing in and out. past, this one dating to a 1960s comic book that featured two Hammond still fgures to have a role in future ads, though. Colonels — one real and one fake — and serves as another Already in one spot, MacDonald sees Hammond on TV, and example of how KFC is leveraging its history to captivate a exclaims, “That’s not the real Colonel Sanders!” new audience. — Ryan Dinger // THINK ABOUT IT MAKING THE CONNECTION Among TVs sold in Q2 of this year, 45 percent of them were capable % of connecting to the Internet. While not all of them reach their full 325 “ Relevancy potential, the number that do is increasing. Connected TVs actually hooked up to the Internet: Rate at which is currency.” malvertising — the practice of infecting — VINEET MEHRA, president of % % % legitimate online ad global marketing services at J&J 45 61 69 networks with malicious IN 2013 IN 2014 IN 2015 Consumer Group of Companies, ads — rose in 2014. speaking at the 2015 ANA Digital & Social Media Conference source: 2015 NPD Group Connected Home Entertainment Report source: 2015 Cyphort Labs COLONELS SANDERS//KFC; TROLL//THINKSTOCK 2 // ASSOCIATION OF NATIONAL ADVERTISERS Something Wicked (Awesome) This Way Comes Calendar Later this month, a mob of goblins, witches, mummies, and Elsas will show up on doorsteps, bags in hand, looking for a treat. None of these visitors are likely to pose a ANA MULTICULTURAL & problem. However, if a troll darkens your doorstep looking for something (on Halloween DIVERSITY CONFERENCE or at any other time), you may find yourself in a frightful situation. November 8–11 A 2014 ANA white paper on patent assertion entities (PAEs), also known as patent trolls, reports lawsuits by PAEs have cost the U.S. economy $500 billion over that past 20 Miami Beach, Fla. years. The median damages awarded to PAEs by the courts is $6.9 million. Scary stuff. To help protect members from litigious predators, the ANA now offers patent infringement defense insurance. The program sets standard limits of $500,000 per claim per year with BAA MARKETING LAW $1,000,000 aggregate of all claims per year, though higher rates are available. The program CONFERENCE debuted earlier this year in August and is only available to ANA members. November 9–11 Chicago, Ill. Mobile Is On the Move Projected U.S. mobile display ad revenue (amounts in billions) ANA DIGITAL & SOCIAL MEDIA CONFERENCE (EAST) 2015 1 IN 5 December 2–4 $1.47 $1.19 $0.57 Surveyed Amelia Island, Fla. marketers who responded that 2016 their company $1.87 $1.72 $1.37 has engaged in 2016 ANA BRAND MASTERS connected TV CONFERENCE advertising over 2017 the past year. February 3–5 Hollywood, Fla. $2.38 $2.29 $2.39 source: 2015 ANA/ BrightLine Connected TV Survey GOOGLE TWITTER INSTAGRAM source: 2015 eMarketer 2016 ANA MEDIA LEADERSHIP CONFERENCE // WATCH IT March 2–4 The Boy Who Asks Questions, an Hollywood, Fla. animated short by Charles Schwab, depicts a boy, armed only with a question mark, making his way through different obstacles. “The 2016 ANA ADVERTISING film is mostly tailored to young, LAW & PUBLIC POLICY up-and-coming families,” says CONFERENCE Paul Cuneo, the creative director April 6–7 at Creative Center, Schwab’s in- house agency, who also believes Chicago, Ill. the fable-like story will appeal to anyone looking for a different approach to wealth management. 2016 BAA BRAND The short was created to run ACTIVATION SHOWCASE before feature films in theaters. Earlier this year it ran during the Summer Outdoor Movies in the Park festival in Bellevue, Wash., April 18–20 to thousands of moviegoers, according to Cuneo. “We’ve heard from quite a few prospective Chicago, Ill. clients who felt like the film really resonated with them,” he says. The short, which supports Schwab’s core philosophy that asking questions and being engaged can have a transformative // Learn more, visit ana.net/events impact not only on one’s investing but also on one’s life, is slated to appear in numerous theaters across the country, and will also run in Schwab branch locations, Cuneo says. ANA.NET // 3.
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