Three Spots Capture the Essence of Living Country
Creative production company Impossible TV was recently tapped by GAC to conceive, produce and deliver an image campaign featuring the iconic actor and country artist John Corbett. The idea was to tell the network’s brand story in three spots, each featuring a different scenario that conveys what it means to “live” country… beyond merely the music. n nBorn and raised in West Virginia, Corbett grew up country and has come to represent the quiet, confident cool synonymous with today’s country lifestyle. As such, he was the perfect spokesperson for the brand and personality on which to base the live-action sequences, created to symbolize pride, country wisdom and living country. nn
John Corbett – Living Country from Impossible on Vimeo.
“Having worked with Impossible before, we knew they could accomplish this for us,” said Stacey Hagewood, GAC’s VP, Creative Services. “Not only did they help develop the creative pitch that secured Corbett’s spokesperson participation in the first place, but their resulting campaign was spot on.”n n”GAC is so much more than music, so this campaign needed to transcend that association, using a bright, fresh palette to capture the contemporary vibe of the overall country lifestyle,” said Impossible’s Creative Director Brian Eloe. “And John Corbett merely had to be himself to exude that down-to-earth country appeal for both men and women. Our Nashville setting provided further authenticity.” n nThe GAC image campaign is currently airing across the Scripps stable of networks. Watch the spots HERE. n nProject CreditsnnGACnStacey Hagewood, VP, Creative ServicesnSarah Trahern, General Managern nImpossiblenBrian Eloe, Creative Director/DirectornVicky Lemont, Copy Writer (collaborator)nHarry Clark, DP (collaborator)nJoel Pilger, DP, 2nd UnitnEric Williams, Line Producer (collaborator)nJulie Morrandez, Senior Producern nAbout Great American Country (GAC)nGreat American Country is the leader in country music entertainment, and delivers to viewers the widest variety of country music, its artists and the lifestyles they influence. GAC broadcasts original country music programming, music performance specials, live concerts and music videos. GAC is available in more than 62 million households and online at www.GACTV.com.n nGAC is owned by Scripps Networks Interactive, the leading developer of lifestyle-oriented content for television and the Internet, including HGTV, DIY Network, Food Network, Cooking Channel and Travel Channel. Scripps Networks is based in Knoxville, Tenn., with offices in New York, Los Angeles, Chicago, Detroit, Atlanta, Chevy Chase, Md. and Nashville, and is a unit of Scripps Networks Interactive (NYSE:SNI).n nAbout ImpossiblenImpossible produces moving images that move audiences. The brand-building production company’s expertise spans network branding, promos, commercials and integrations. Serving a client roster that includes Discovery, Scripps, Sundance Channel, A&E, DISH Network, Blockbuster, MoneyGram and MillerCoors, among others, Impossible’s award-winning work is seen daily on millions of TV screens, computers and mobile devices, and has been recognized with numerous industry accolades, including Clio, Emmy®, PromaxBDA and Addy Awards. www.impossible.tv
Contact:Jeff Pryor Priority PR 310-954-1375
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