The Dr Pepper slogan, “More to explore,” plays out in the in-banner video ad that launched Monday. Viewers click on three hot spots in the ad to see more shorter videos playing beneath them. “We’re laying them on top of the original video that gives users a total of four videos within one banner with no load time,” said Tony Snethen, creative director at VML, the agency that created the video ad. It was produced by Vedros and Associates/Kansas City, Mo.
Drool, a 30 second video that is playing with run of site buys at AOL and Yahoo!, shows Dr Pepper being poured from a can into a tall glass. The visual of the beverage with the fizzy sound effects is “an eye catching way to appeal to browsers,” Snethen said. “We know how annoying banners can be. This was a better way to make it as tantalizing and tasteful as possible. We wanted to get them off their couches to grab a Dr Pepper.”
The hot spots, little red circles with white plus signs inside them that appear on the can and the glass, click to show the soda fizzing in the glass and dripping down the can. Snethen said this is one of the first times an in-banner video has used hot spots to play additional video content.
The video ad is considered “ultra high def” because of the size and quality of the image, which was achieved with a Red One camera with Zeiss Super Speed lenses. The camera produces a 4900 x 2580 pixel image which is much higher than traditional video cameras. “We shot it on the Red instead of standard high def because we wanted a filmic depth of field,” said Nicholas Evan Vedros, the Vedros and Associates director. “It captures everything you want to see about Dr Pepper, the effervescence and the flavor.”
Snethen said the high def video “was shot like a car commercial. We showed the can with ice on it with the sensory audio. We wanted it as detailed as possible.”
Jason Scheidt, director of marketing at Eye Wonder, which prepared the ad for delivery, said Dr Pepper was “one of the first advertisers to use hi def video. It’s a heavier file with more information packed in it. It takes more bandwidth and costs more to deliver.”
Richard Lyons, manager of interactive for Dr Pepper Snapple Group, said Drool “provides an enhanced experience. It allows us to hit on the brand objective and provide the deep and engaging experience we were looking for. It illuminates the aspects of Dr Pepper, so you can taste it as it comes up on the screen. It provides nice consumption appeal.”
A Closer Look At Proposed Measures Designed To Curb Google’s Search Monopoly
U.S. regulators are proposing aggressive measures to restore competition to the online search market after a federal judge ruled Google maintained an illegal monopoly for the last decade.
The sweeping set of recommendations filed late Wednesday by the U.S. Department of Justice could radically alter Google's business, including possibly spinning off the Chrome web browser and syndicating its search data to competitors. Even if the courts adopt the blueprint, Google isn't likely to make any significant changes until 2026 at the earliest, because of the legal system's slow-moving wheels.
Here's what it all means:
What is the Justice Department's goal?
Federal prosecutors are cracking down on Google in a case originally filed during near the end of then-President Donald Trump's first term. Officials say the main goal of these proposals is to get Google to stop leveraging its dominant search engine to illegally squelch competition and stifle innovation.
"The playing field is not level because of Google's conduct, and Google's quality reflects the ill-gotten gains of an advantage illegally acquired," the Justice Department asserted in its recommendations. "The remedy must close this gap and deprive Google of these advantages."
Not surprisingly, Google sees things much differently. The Justice Department's "wildly overbroad proposal goes miles beyond the Court's decision," Kent Walker, Google's chief legal officer, asserted in a blog post. "It would break a range of Google products — even beyond search — that people love and find helpful in their everyday lives."
It's still possible that the Justice Department could ease off on its attempts to break up Google, especially if President-elect Donald Trump... Read More