Risky Business Using Movie Characters In Ads?
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.
Please login with linkedin to comment
#amplifiylive Advertising Standards Bureau australian museum movie characters in ads path to purchase x-menLatest News
What It Takes To Help Build Brand Trust Online In 2021
By Suzanne Mitchell, Senior Director of Marketing at GoDaddy Australia As 2021 dawns in Australia, it does so with greater stability and hope for businesses and individuals than since the pandemic intensified locally last March. The Covid-induced digital transformation boom has created, in its wake, a hyper-individualised world whereby audiences have more control over what, […]
Mumpower Launches Inaugural ‘Vote On Purpose’ Australian Business Awards 2021
To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]
BREAKING: Justin Drape Departs The Monkeys
B&T delivers a breaking news industry scoop. And, trust us, this time we're 79.98% certain it's even correct.
Outbrain Signs Three-Year Deal With Australian Community Media
Outbrain signs deal with Australian Community Media. Discover the brains behind the deal in this insightful synopsis.
Stan Sport Subscription Price Revealed
Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]
Guardian UK Honours Kamala Harris Inauguration With Full-Page Ad, Via Uncommon
Once again the power of print is on show here. It's also on show for those who enjoy craft using papier-mâché.
Sitecore Secures US$1.2B In Funding
Sitecore has secured $US1.2 billion in funding. Said to be prioritising internal chocolate river and flying elevator.
Mintel Announces Global Consumer Trends For 2021
It's the latest global consumer trends report that, as you'd expect, continues to be bad news for airport duty frees.
2021 Data Predictions: What To Expect In The Year Ahead
Once again, data set to join omnichannel and full-service as the advertising industry's most ubiquitous words.
Sarah Wilson Launches New PodcastOne Australia Series
You have to hand it to Sarah Wilson, doesn't eat sugar AND has so far refrained from murdering anyone.
David Beckham Leads Star-Studded Adidas Football Promo, Using WhatsApp
David Beckham - women want him, men want to be him. Despite his wife constantly taking all the wardrobe space.
Morse Micro Appoints Milk & Honey PR To Enhance Brand Identity
Have absolutely no idea what Morse Micro even do? Discover the power of PR by reading this submitted press release.
Metro Commercial Radio Ad Revenues Down 10.4% In December Quarter
Kyle forced to eat beans from a tin in fingerless mittens as the great plague continues to savage ad revenues.
Endemol Shine Announces Leadership Shakeup
Endemol Shine announces management shakeup. Still no news on the enduring appeal of the actual edamame, however.
Stan Inks Exclusive Content Deal With Walter Presents
Stan inks latest content deal that unfortunately doesn't include Best Of Red Faces or Ask The Leyland Brothers.
Bohemia Appoints Chloe Schneider As Head Of Content
Chloe Schneider joins the Bohemia team and provides DIY press pic thanks to local passport photo booth.
News Media Bargaining Code Remains “Unworkable” For Facebook
Sure, you may not be reading any of B&T's News Media Bargaining Code coverage, but you have to admire our persistence.
Oz Premiers, PM Share Lamb Chops In Berlin Wall Art Parody, Via The Monkeys
Look, it's the second instalment of the lamb ad. And it's even better than the first, like Radiohead's second album.
UnLtd Board Welcomes Verizon Media MD Paul Sigaloff
Verizon's Paul Sigaloff joins the UnLtd board. Forced to sit on milk crates until arrival of leatherette swivel chair.
Sorrell Grabs Another One As MediaMonks Merges With German Auto Agency Staud Studios
Sir Martin invests in new set of lederhosen and felt alpine hat after snaring latest German agency.
Shutterstock Reveals Visual Trends 2021
Global creative platform Shutterstock has launched the 10th anniversary edition of its annual Creative Trends Report, highlighting the trends that will inspire creative expression and ingenuity in 2021. Announcing the report, Shutterstock creative director Flo Lau said that, after the year that was, the company was encouraged by the “positivity, originality, and resilience displayed by […]
Ogilvy Australia CEO David Fox To Head Middle East & North Africa Office
David Fox hurriedly learning where Tunis and Marrakesh even are after landing North Africa-Middle East role.
Vic Gov Chooses QMS For Its Holidaymaker Fire Warnings
It wouldn't be a B&T newsletter without the latest outdoor news. Well, save for the past four that is.
Jobs On The Rise: 2021’s Looking Good For Marketers, Digi Pros, Podcasters & Bloggers
It's the latest hot jobs report! Get set for that unsettling, stomach churning nausea feeling if yours ain't on it.
Have We Entered Peak Podcasting? 2021 Predictions
This columnist asks have we reached peak podcasting? We've definitely reached peak cavoodles, Aperol Spritz & man buns.
Lenovo Turns Aussie Tech Review Into A Death Metal Song
By playing this death metal song backwards you may conjure Satan himself, or really annoy the shit out of colleagues.
Are Media’s BEAUTY/Crew Unveils Seasonal Digital Issues
Look, here's the latest industry beauty news that'll have your sagging epidermis glowing by the end of the third paragraph.
Bastion Collective Launches New Interactive Experience Agency Bastion Interactive
Bastion Collective launches new arm, Bastion Interactive, which is a specialist interactive experience agency headed up by ex DDB Tribal Managing Director.
Major US Networks ‘Boycott’ Trump Farewell Address
Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]
Facebook Journalism Program Helps News Publishers Find New Subscribers
New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]
