Just in time for the summer barbeque season, Bob Ackerman, partner and editor at The Colonie, has finished a new campaign for Hebrew National.
Two spots, directed by Backyard Films’ Kevin S. Smith, show just how far some people are willing to go when they learn that their hot dogs don’t measure up to the famous kosher brand. Charred opens with two couples tending batches of franks on a backyard grill. One couple is preparing Hebrew National hot dogs, the other a generic “all beef” product. When the generic couple learns about the high quality ingredients employed by Hebrew National, they take drastic steps to satisfy their burning desire for the superior franks.
Tailgate employs a similarly unexpected twist. Two couples grilling hot dogs outside a sports stadium chat about the great taste of Hebrew National. That prompts a man to find a unique way to dispose of his inferior dogs.
Ackerman says that it was a treat to work with a director of Smith’s caliber. “I’ve long admired Kevin’s Smith’s work but this was the first time I was able to cut for him,” he observes. “Having someone with Kevin’s instincts at the helm always sets the stage for a great piece of advertising.”
A former actor himself, Ackerman loves editing good performance, especially comedy. “The casting was fantastic,” he says. “Being from Chicago, I appreciate good improvisational skills from actors. Across the board this was A-level talent. Even though there was a fair amount of product dialogue everyone involved knew the gag and that made the spots special. They all deserve a nod for fighting for the funny.”
Video Credits
Mary Caddy
Executive Producer
The Colonie
312.255.1234
Contact Mary via email
Media:
Linda Rosner
Artisans Public Relations
(310) 837-6008
Contact Linda via email
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More