sign in sign up
<<
Home , Seth Rogen

FINANCIAL POST, FRIDAY, JANUARY 29, 2016 FINANCIAL POST financialpost.com FP3

MEDIA Billionaire Warren Buffett will serve as a judge in NBCUniver- the world’s third-richest person has made a pop-culture ap- sal Inc.’s eighth season of The Apprentice. Buffett, pearance. The CEO of Berkshire Hathaway Inc. had a cameo 85, will oversee 16 as they compete in business- role in ABC’s All My Children and lent his voice to an animat- BUFFETT, BALLMER driven tasks for a US$250,000 prize donated to the charity ed character in DIC Entertainment Holdings Inc.’s cartoon of the winner’s choice. Other judges include former Micro- The Secret Millionaire’s Club, which taught children about fi- TO JUDGE CELEBRITY soft CEO Steve Ballmer, supermodel Tyra Banks and actress nancial literacy. The popular NBC show is produced by Met- Jessica Alba. Arnold Schwarzenegger will serve as the show’s ro-Goldwyn-Mayer Studios Inc. Carrie Sova, Warren Buffett’s APPRENTICE boardroom chairman, according to a statement Thursday assistant at Berkshire Hathaway Inc., didn’t immediately re- from the New York-based company. This is not the first time spond to a request for comment. Bloomberg News

MARKETING lar celebrity. Last year, T- Mobile’s Kim Kardashian ad was a dud on social media, said Devra Prywes, vice- president of marketing for research firm Unruly, which monitors Super Bowl ads’ Celebrities are online buzz. The famous-for- being-famous celebrity just provoked too much Internet hate to be effective. “No matter how care- the hook in fully you choose a celebrity, they’re polarizing,” said Peter Daboll, chief executive of Ace Metrix, a firm that Super Bowl ads rates the effectiveness of ads. “Not everybody loves .” Baio will make an appear- When there’s a good fit ance to promote avocados between celebrity and a Social media key from Mexico. brand, though, the payoff to creating online Pre-game buzz is crucial; can be huge. Daboll pointed ads will cost as much as an to popular ads by Snickers, buzz before game estimated US$5 million for which in the past have fea- a 30-second spot, up from tured Betty White tossing US$4.4 million last year. The around a football and char- M a e A n d e r s o n cost, and risk, is worth it to acter actor Danny Trejo play- the advertisers battling it out ing a hungry Marcia Brady, NEW YORK • The Big Game for the more than 114 mil- an ad that landed in Ace Me- is more than a week away, lion pairs of eyeballs the Big trix’ list of top 25 Super Bowl but Super Bowl advertis- Game is expected to draw ads of the past five years. ers are already out in force on Feb. 7. The Carolina Pan- Snickers has teased a spot online, playing up celebrity thers will face off against the this year featuring Willem cameos to drive buzz for Denver Broncos in Levi’s Sta- Dafoe playing Marilyn Mon- their brands. dium in Santa Clara, Calif. roe. First-time advertiser Pre-game teasers, which Bud Light is hoping some- Amazon on Wednesday debut online one or two thing similar happens with teased its ad with Alec Bald- weeks before the game, can its ad showcasing actor/com- win. help advertisers stretch that edians Amy Schumer and On Thursday, Hyundai investment over weeks in- Seth Rogen. They focused on revealed that Kevin Hart stead of seeing it gone in 60 regular-Joe Bud Light fans and Ryan Reynolds will be seconds. (Or even 30.) in last year’s Super Bowl ad, in ads showcasing Genesis “If an advertiser can get but this year, they went with and Elantra sedans. Skittles people thinking about the ANHEUSER-BUSCH VIA THE celebrities to introduce Bud will have front brand before the game, the Anheuser-Busch hopes actor/comedians Amy Schumer and Seth Rogen will “bring us Light’s new packaging and man Steven Tyler promote risk goes down and returns back to (Bud Light’s) humour,” Bud Light vice-president Alexander Lambrecht says. logo. the candy. Bud Light is cre- go up,” says Tim Calkins, a “They’re current and rel- ating its own fake political Northwestern University boost online buzz. know how much organic lebrity might have.” evant, so they were the per- party with actors Amy Schu- marketing professor. “A ce- “Celebrities like Kevin shares or unearned media There are, of course, fect spokespeople to bring us mer and Seth Rogen. BMW’s lebrity is a great hook.” Hart are adding thousands (media mentions that aren’t downsides. A star can some- back to the brand’s humour,” Mini is cramming six celebri- Companies also appreci- of followers a day,” said Dean paid for) we’re going to get times eclipse the brand, or said Bud Light vice-presi- ties into its ad (if not into its ate celebrities’ reach on so- Evans, Hyundai’s chief mar- from that kind of celebrity worse, drag it down if people dent Alexander Lambrecht. car). Even 1980s actor Scott cial media, which can help keting officer. “We never and social reach that that ce- react negatively to a particu- The Associated Press

Futures Fund Scholarships

FuNDED BY: ’S OuTSTANDING CEO OF THE YEAr™

Providing scholarships for deserving students is an investment in the leaders of tomorrow.

Each year, Canada’s Outstanding CEO of the Year™ award program provides CEO of the Year™ program, through its Futures Fund scholarships, encourages scholarships to ten exceptional students to further their education ambitions. and supports our next generation of leaders. Scholarship recipients are chosen By honouring the accomplishments of Canadian business leaders who are from ten selected schools of business across the country, based on their outstanding role models of achievement, both in Canada and internationally, the academic achievements, leadership qualities, and extracurricular activities.

Maya Basa Heather Speers Nicholas Haggerty Catherine David Nicholas Connolly Acadia University University of Alberta University of University of Manitoba McGill University

Jackson Brian M. Aylward Jia Li Helen Shen Manpreet Toor Virgin-Holland Memorial University University of Ottawa University of University of McMaster University Western Ontario

Canada’s Outstanding CEO of the Year™ Award and the Futures Fund Scholarship together recognize exceptional present and future business leaders in Canada. If you would like more information on the Futures Fund Scholarship Program please call 1.800.292.2973, email: [email protected], or visit us at www.ceoaward.ca

PrOuDLY PrESENTED BY: wITH NATIONAL SPONSOrS: GALA SPONSOrS:

NNP00497810_1_1