Around this time of year, it seems as if every brand is coming out with a new holiday theme commercial. These commercials are made to try to stand out from the others, especially at a time when gift giving is at an all time high. Purchase decisions need to be made left and right, and every brand is vying for the chance to win over the next person’s money with their use of kitschy holiday songs and humor.
One such brand isn’t having the best of luck. Recently, the NBA put out a new commercial entitled “BIG: Color”. This commercial features some of the NBA’s finest, including Dwayne Wade and Carmelo Anthony. All are wearing their teams uniform, and begin to dribble “Carol of the Bells”. An old song with a new vibrant pop culture twist. What’s gone wrong? The spot is being played on YouTube with a specific ad running right before it every time. The ad itself follows the same tune, idea, and “newness”.
Craftsman tools has decided that they too would like to get in the holiday spirit. Their 30 second ad features men of all different cultures, ages, and sizes receiving new power tools for the holiday. As soon as the gifts are broken out, “Carol of the Bells” begins to play. Many viewers have posted online about their viewing experience, wondering if there was some sort of deal between the two.
Questions:
If you were viewing this for the first time, would you think the videos were just coincidence or would you question a possible contract between the two brands?
If you were the NBA, how would you go about dealing with this problem? Do you think it’s serious or something to just be taken lightly in the holiday spirit?
Should YouTube be worried about the problem?
Article URL:
http://www.adweek.com/adfreak/craftsmans-pre-roll-ad-youtube-steals-nbas-holiday-thunder-145443
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