Pro bono campaign shows that even small donations make a difference
MINNEAPOLIS – Campbell Mithun has donated an integrated campaign to support Greater Twin Cities United Way’s annual campaign which has the theme “Every ONE Counts.” The work shows the power of ONE – one dollar, one donor, one donation – to make a one-by-one difference for real people in need. The work marks the seventh campaign donated by Campbell Mithun in support of United Way.
“Times may be tough, but people still like to help and may not know that even small donations can have a big effect,” said Reid Holmes, executive creative director at Campbell Mithun. “The message here quantifies that a weekly latte can become family meals; a weekly pizza can turn into books; one less round of golf per week can actually get children to the doctor.”
A digital video supports the workplace campaign and joins the following program assets to spread the “Every ONE Counts” message:
Media placements were secured by Haworth Media and were allocated across online (60%), out-of-home (30%) and radio (10%) channels. The work runs into the beginning of November.
Ernst and Young managing partner and 2011 United Way campaign chair John Wilgers says monies raised in the annual campaign will be used to address the most pressing needs in the Twin Cities nine-county region served by United Way. In 2010, the campaign raised $87 million.
• Chief Creative Officer: Heath Rudduck
• Animator / designer: Manny Bernardez
• Executive Creative Director: Reid Holmes
• Producer: Miriam Epstein
• Art Directors: Wendy Hansen, Mark Manalaysay
• Audio Engineer / Composer: Todd Syring
• Copywriters: Bryan DeYoung, Vince Koci
• Tracey Mercil – Project Manager
About Campbell Mithun
Since its formation in 1933, Campbell Mithun has a history of philanthropy inspired by founder Ray Mithun, who served on many community boards, set up minority scholarships at the U of MN, endowed a Chair of Advertising there and is quoted as saying: “There is no lasting success, happiness or reward unless a man is truly useful – useful to his family, to his business and to his community.” Current agency CEO Steve Wehrenberg teaches at the U of MN and sits on Greater Twin Cities United Way’s board of directors. Websites: www.cmithun.com; www.compasspoint-media.com; www.brandoptix.com
This is premiere week for the networks and last night was a big night! The local overnight numbers are still rolling in but it is clear to see that CBS hit a home run with the return of the new (and improved?) “Two and a Half Men.” It doubled its delivery year to year in all the key demos across all metered markets. In Minneapolis, WCCO delivered an 18.2 rating on Women 25-54 compared to a 8.2 last year.
The new show “2 Broke Girls” was awarded the coveted time period following “Two and a Half Men.” It also pulled very respectable double-digit numbers, albeit down about 30 percent from the “Two and a Half Men” numbers.
Of course, the next few weeks -- once the hype is gone -- will be the true test on the future of these shows. As they say in the television business: Stay tuned!
-- Jeanne Abresch, associate director of local TV
This past Sunday afternoon – the 10th anniversary of 9/11, of course – I decided to lounge on my sofa, coddling a recently broken ankle. My plan of spending a few hours watching television (Go Vikes!) didn’t include being moved, for two totally different reasons, by television ads.
The first, an ad for State Farm, featured school children singing Jay Z’s “Empire State of Mind,” today’s version of “New York, New York.” Under Spike Lee’s direction, this ad was the right note for the day. And it certainly came as no surprise that it struck an emotional cord.
But the second ad, for me, was anything but warm and fuzzy.
During TV timeouts in the Vikings’ season opener, I clicked over to National Geographic Channel’s 9/11 programming. Before long, I noticed a very highbrow ad for Delta Airlines, with fantastic photography and Donald Sutherland’s dulcet voiceover. My assumption was that this particular spot must have aired within the Vikings broadcast. But I was wrong.
During National Geographic’s coverage, the spot aired a few more times. How could this be? Promoting an airline right in the midst of 9/11 programming? With shots of a Delta plane flying across a clear sky? My gut reaction was that it had to be a mistake. Surely Delta would not authorize this kind of thing! After all, it’s always been a rule of thumb to avoid news and programming that highlight flight disasters.
With some experience partnering on airline accounts, I couldn’t help but cringe – and be glad that I didn’t place this particular schedule.
But when I viewed the spot for about the third time, my response became more personal. For most of us, airline travel is a necessity, a means to get from Point A to Point B, and often filled with aggravation and inconvenience. The tone of Delta’s ad was peaceful. It invoked a nostalgic sense of glamour and adventure – when air travel was considering an exciting part of the journey. The realities of security lines, insane baggage fees and missed connections were swept away, if only for 60 seconds. Or perhaps 30 seconds; but the point is, in the midst of agonizing recounts of a terrible day, Delta took a huge leap of faith.
While I can’t say whether or not the general public even took notice, it made an impression on this flyer – a positive one. How often do we take a leap of faith and in the face of common sense, seize an opportunity? Whether or not one agrees with Delta’s decision to be within such programming, their bold choice has merit. And courage.
The experience also made me think about how we, as marketing professionals, must constantly challenge conventional thinking and our personal assumptions. To question what is considered “right or wrong,” or what is appropriate, takes courage and, yes, can be a risk.
But without risk, there is the danger of just being one of many. And while we work with our clients to push the envelope and make a statement, we may be changing our own perceptions as well.
-- Val O’Sullivan, senior broadcast negotiator / cable specialist (& armchair advertising/media quarterback)
Unless you’ve been living under a rock, you’ve heard that “The Oprah Winfrey Show” is scheduled to depart from local television station line-ups on September 9th. A whole new crop of hopefuls are waiting at the stage door to be the new King (or Queen) of the female genre syndication landscape. The clear favorite is this year’s daytime Emmy winner for “Outstanding Talk Show,” The Ellen Show.
For local stations across the country, the addition of Ellen, or, in most cases, the upgrade into Oprah’s time slot, is their best bet for maintaining viewers. But let’s take a look at the competition. First and foremost, let’s glance at the impressive list of Oprah’s protégés: Dr. Phil, Dr. Oz, Rachael Ray and Nate Berkus. These proven competitors are primed for the challenge especially since they couldn’t contractually compete against Oprah and, in most cases, are going into the fall season with upgraded time periods.
A strong new contender, Anderson Cooper has hopes that his CNN gig and guest stints on “Regis and Kelly” will assist in catapulting him into the hearts of America women with his show “Anderson,” which premieres on September 12.
The recent interest in the Casey Anthony case may help increase the already growing judicial sect. Syndicators are banking on the addition of Gloria Allred’s new show “We the People with Gloria Allred.” Powerhouse Judge Judy is the judge to beat, with viewership rivaling Oprah’s. “Judge Joe Brown” and The People’s Court are also clear contenders in this category.
|•||An obvious replacement for Regis Philbin’s retirement departure in November would be Kelly Ripa’s husband Mark Consuelos, but don’t count out others such as Andy Cohen from the “Real Housewives” franchise. |
|•||ABC will be replacing “All My Children” with “The Chew” in September, and in January will introduce “The Revolution” in the current “One Life to Live” time slot.|
|•||Syndicators are hoping for the Jillian Michaels brand to boost ratings as she joins “The Doctors.”|
We’ll have to watch and see which of the above programs wins over the female viewing audience and whether any can replicate Oprah’s long reign in syndication.
-- Jeanne Abresch, associate director of local TV