Risky Business Using Movie Characters In Ads?

Risky Business Using Movie Characters In Ads?
SHARE
THIS



There’s a lot of brands out there under the guise partnering with a movie franchise and its famous characters is riskier than slapping the brand on a sports team. At least, that’s what Craig Harkness, marketing manager for V Energy, has said he’s seen.

He told B&T there’s not many brands using the cachet of established characters. His comments come off the back of the energy drink’s new campaign from Clemenger BBDO that uses X-Men’s Quicksilver character, played by Evan Peters. Watch the ad at the end.

But Harness believed many perceived using movie characters as brand ambassadors comes with risk, as they think the audience is going to be different.

“Certainly in Australia, we’re much more risk averse,” he said. “I think people are much more willing to partner their brands with sporting properties – State of Origin for example. I could reel off millions of brands that partner with sporting properties in Australia and not so many who do anything with movies.

“If you think of the franchise model that Marvel have created with Disney and with Fox – and other franchises like Harry Potter and James Bond – those have a bankability that you always know are going to get your audience.

“They’re as predictable in terms of their audience as a tournament is. And I think sometimes people think the movies aren’t going to be, but if you look at the people who spend the money in the first weekend of a movie release, you’ve got a great audience.”

He did note though partnering with a new movie with no history has more risk attached.

Still, teaming with sports teams too is not risk free, as the recent Maria Sharapova drug revelation showed and Essendon’s scandal last year.

David Born, director of entertainment brand licensing company Born Licensing, agreed there’s elements of risk with any brand alignment.

“There are some very high profile examples of sports stars and teams getting into mischief which has subsequently forced brands to disassociate themselves and ditch large scale marketing plans,” he said.

“Additionally if we are talking specifically about a sporting team, we know that fans love to hate teams other than their own so an alignment with one team is alienating a huge portion of consumers. A movie on the other hand is a much safer bet, where the demographic is clear and the appeal is much broader.

“Taking a punt with a new character or movie can attract a higher risk but the reward potential is also higher as usually there are less partners on board, which makes the brand alignment a more unique offering for consumers.

“Partnering with an existing movie, TV or animation brand can offer even less risk again, as there is no question of their success or brand awareness. Classic movies, well known animation characters and iconic TV shows have proven to be very popular for brand alignments from all over the world for this reason.”

Harkness noted too when it’s just the character aligning with a brand, it’s easier to predict their behaviour. There’s been numerous brand ambassadors that have buggered up their contracts with their behaviour.

We had asked for behind-the-scenes imagery of the latest V Energy campaign, but Harkness hesitated, as behind-the-scenes images of Evan Peters holding the can of V would mean it’s Peters, not the character Quicksilver. And Harkness said it was critical to remain the ambassadorship to Quicksilver as a character, not Peters.

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]