Media Tea Leaves 2018 Year-End Review

The Media Tea Leaves 2018 Year-End Review

Yeah, I know it’s been a while since you’ve heard from Media Tea Leaves.  But since everybody was offering up their 2 Cents on the year, I thought why shouldn’t I contribute my 5 cents. 

I thought it would be interesting to offer my POV on ad campaigns, media companies and the industry in general.  It’s not scientific, but it is based on what I have observed in the media that I consume.  Why is it important that I state that? Because I’m not in anybody’s demo.  I am consistently ignored and when not ignored, blatantly insulted. 

So, let’s dive right in. My 5 cents on best commercials, most insulting, best corporate citizen, worst corporate citizen.  Other thoughts on best presentations, most inspiring story, the most hilarious tweet will appear in a separate post.

Best ad campaigns or commercials for 2018. These are strictly my opinion and based on whether the message hit home and/or delivered relevant information or inspiration.

P&G My Black is Beautiful.  The Talk –Agency: Egami

This was “a difficult story, beautifully told” so aptly described by Anne-Christine Diaz of Ad Age.  It is a powerful commercial depicting the encouraging and esteem building talks Black parents give their children after experiencing racist remarks, bullying and the preparation for police encounters.  No matter how many times you watch it, it hits you.  Warner, Founder, and CEO of Egami said when accepting yet another award at the ANA Multicultural Marketing & Diversity Conference, that each of the portrayals in the commercial was based on actual incidents that someone working on or close to the campaign had encountered.  The Talk has won a Cannes Lion, Emmy and ANA Multicultural Marketing award. 

Nike - Dream Crazy.  All I can say about this is Ha!  This was bold and authentic and flew in the face of all of the brand’s detractors.  When they grabbed the coveted Marketer of the Year distinction, that sent a chilly message to those who prefer to play-it-safe and the wannabes.  Made my day.

Quaker Oats - Helper of Hearts.  This probably seems a little out of place, but it’s not.  I hate oatmeal.  On my 18^th birthday when I thought I was grown and could tell my mother what I wasn’t going to do anymore, no longer eating oatmeal was the first thing on the list.  The Helper of Hearts campaign got my full attention by explaining how oatmeal affects the body and how and why it fights cholesterol, aids digestion and how it provides lasting energy as well as other benefits.  The simple forthrightness of this campaign is refreshing and frankly, should have been done decades ago. The spot linked here is not the best of the lot but is what I could find. 

Cigna - Body and Mind.   Another simple and forthright campaign.  Your emotional state affects your physical health.  This is an important factor not previously talked about openly. In fact, it is not something that western medicine would have readily acknowledged not too long ago.  Cigna does this very well using well known recognizable actors (Queen Latifah, Nick Jonas and Ted Danson) to encourage people to not only get a physical but be sure to inform their doctors of how they are feeling emotionally and mentally.  Excellently done Cigna. 

Most Insulting Ad of the Year

Liberty Mutual Insurance – Accident Forgiveness.  There are several commercials that easily qualify for this title, but the distinction goes to Liberty Mutual Accident Forgiveness.  Liberty has since modified the spot that is on their YouTube Channel and website.  But its original version was condescending and insinuated that the wife held grudges and was immature. Not known for understanding frequency caps, thankfully Liberty Mutual has pulled this spot before it runs the typical 2 years its commercials usually air. (I was going to personally find “Brad” and drive him over a cliff.)  This is unfortunate since this ad featured two of maybe 4 African Americans appearing in any Liberty Mutual commercials. Clearly, there was no one in the room to keep them from thinking they knew it all.

Progressive Home and Auto.  Not insulting, but wins the Seriously? Award. 

Best Corporate Citizen – Citi Foundation.  I saw a terrific spot highlighting the work Citi is doing for revitalizing communities.  Of course, I can’t find it now, but it was impressive.  After researching more of the Foundation’s work, I was even more impressed. 

Worse Corporate Citizen – Facebook.   Their behavior is egregious on so many levels, it deserves a separate post. But to summarize, even before Mr. Luckie published his well thought and well-written exposé, the character, and integrity or lack thereof of Zuckerberg, et.al. were evident.  What no one speaks about in public is how FB helped strangle to death niche media that was already on life support.  It wasn’t enough that FB sucked the majority of the ad investment out of the marketplace, but they also prohibited certain media companies from publishing paid content on the platform.  FB, did, however, willingly accept money from foreign agents that specifically were looking to misinform and mislead the very community that the banned media companies would have been communicating to.  

Disappointed but not at all surprised by this special brand of corporate greed. FB and IG are the socially acceptable form of crack a.k.a. as meth in other communities.  And now that they’ve got people hooked, they have no compulsion to change their errant ways. As evident by a recent call for a boycott in response to the depth of treasonous behavior, fell flat.  For those brands, businesses and organizations, including myself, who are dependent on these platforms to connect with their audiences and customers, do so knowing that integrity is not part of their corporate DNA.  Until the next technological advance……. 

If you read this far, thank you for indulging me.  More thoughts on 2018 will appear in a separate post. 

I wish you and yours the very best of everything you desire in the new year.  

Life is about choices.  What are you choosing for you today?