Category Archives: marketing

5 Recent Ad Campaigns That Caught Our Eye

By Neha Saboo

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Advertisements, in their earliest form were used largely by companies in an attempt to get more people to buy their products. They had one sole purpose and that was to get the name of their product across and increase sales. Today, the Millennials have changed the face of advertising. It’s shown that there’s much less tolerance for low production value and the reduction in depth and quality only add to the “digital landfill.” As Vice Media LLC CEO Shane Smith said “There’s going to be a consolidation in media. Only the strong survive.” We want stories in our advertisements today. We want depth, emotion and integrity. We want to connect.

In recent years, there have been better and better ad campaigns coming out, some that deliver hope, some that tug at your heartstrings and some that motivate you to get out of bed and do something (Nike’s Just Do It slogan just came into your mind didn’t it?)

So without further ado, have a look through some of the campaigns that caught our eye as we searched the web.

1.  Audi – DaughterJust two weeks before The Super Bowl, more than 2.5 million people participated in the historic Women’s March around the globe. With the 60-second “Daughter commercial” the German automobile manufacturer stood its ground as a Feminist on behalf of one of the most troubling social issues today.In today’s era, you can connect to people through humor or speak to them emotionally. Audi decided to take a chance from its previous style of advertisements, including humor and showcases of its newest cars, features and technology.

Audi – Daughter

The ad showed a dad’s thought process while watching his young daughter compete in a cart race. He contemplated what to tell his daughter about her worth. Should he have told her that she will ‘automatically be valued as less than every man she ever meets?”

Set in dark, grim tones, the commercial ends on a hopeful note as the girl crosses the finish line first as the dad thinks “Or maybe I’ll be able to tell her something different.”

Our generation today is a generation of change. We fight for what we want, what we believe in and we don’t back down. Through this gender equality commercial, Audi showed millions of people where they stand in this fight.


2.  84 Lumber – The Entire JourneyThe United States of America has been home to many types of people. People of different origins with different beliefs and different lifestyles. It is, or was the land of diversity. It was the single opportunity for people from different parts of the world to come to this land and make a life for themselves because America doesn’t discriminate against race, color, religion or sex.Today, the circumstances have changed. President Trump managed to make immigrating a much more difficult and strenuous process, proposing the referenced border wall. 84 Lumber wanted to bring to attention what was going on in this nation and as mentioned, the company felt it would be wrong for them to ignore the conversation taking place in every kitchen table in America.

84 Lumber

The ad featured a mother and daughters ‘entire journey’ from Mexico to America. There were moments of strength, weakness and struggle but it would be worth the wait right? As they reached their destination, they found a huge, daunting wall stopping them from crossing the border. The emotions that both the mother and daughter felt were echoed throughout America. They ended, similarly to Audi, on an opportunistic note, stating “The will to succeed is always welcome here.”

Featured in the Superbowl 2017, due to its controversial nature Fox allowed only 30 seconds of airtime for the commercial however the company posted the full length version on its website, which crashed due to a major increase in traffic. Nevertheless, the company took a stand in what they believe in, trying to convey that once again, America is the land of opportunity and that “84 Lumber is the company of opportunity”, according to Rob Shapiro at Brunner agency.

3.  President’s Choice – #EatTogetherIn a world running on the wheels of technology, we often make less time to actually spend time with people without any phones, any distractions any technology. We’re stuck on our phones, checking our Facebook notifications and how many likes we got on that new post on Instagram. Kid’s eat in front of a laptop, watching a movie in their room instead of sitting around the dinner table talking about their day with their family.This 2017, for Canada’s 150th birthday, the Loblaw Company and President’s Choice brand made it a goal to get Canadians to eat together. Whether it’s a 3 course meal or midnight snack, everyone knows that a family that eats together, stays together.

President’s Choice – Eat Together

The ad includes one woman noticing that everyone around her is in their own little world. No one is talking to each other, no one is connecting and no one is making an effort. She becomes so fed up that her and her roommate shove a few tables out into their hallway, waiting for others to join them. Slowly, neighbors come bringing their own food and tables. As the song “What the world needs now is love” plays in the background, you see people connecting and enjoying, bringing them closer.

Through this heartwarming advertisement, the brand shows us that in a time like this, we need to make more of an effort to keep the smallest things, smallest habits in life alive, for they are the most important.

4.  Under Armour – Rule YourselfLast summer, as Michael Phelps took part in the Olympics for the last time, he also helped Under Armour release its motivational “Rule Yourself” ad, which quickly became one of the most shared Olympic commercials ever.

Under Armour – Rule Yourself

In the ad, they show Phelps’ intensive training. As an Olympic athlete, his life is swimming. From the non-stop swimming to the cupping therapy, Under Armour showed motivation, dedication and sacrifice all in one.Once again, the ad strings an emotional chord with the millennials. As their audience views the rigorous and exhaustive training process of Phelps through the lens of a camera, the pain and hard work draws a sense of inspiration, engaging the viewers through empathy and amazement. The ad ends on the quote “It’s what you do in the dark, that puts you in the light.”

5. – Big Game Ad: Kung Fu Panda 3Another super bowl commercial, in this one we see Wix and DreamWorks Animation collaborating to develop a fun, humorous campaign with the animated character, Kung Fu Panda. – Kung Fu Panda

By the 3rd movie of the Kung Fu Panda series, Po the panda was the dragon warrior. The ad started with Po’s father wondering how they can get more customers to come to Ping’s noodles. Po suggests creating a commercial featuring him. But Master Shifu, wise as always, says the way to begin is to create a #stunning website from humorous content, connected with tens of millions of people using their Super Bowl spot, showing that they have something for everyone.







Why The Pepsi Controversy Is Important

By Moira Dugan

Over the past week the popular soft beverage brand, Pepsi, has been receiving a lot of negative backlash following the release of their latest video ad for their “Live for now” campaign. The ad was launched on Monday April 3, 2017, however, because of the negative feedback it received primarily through social media platforms, Pepsi removed the content by Wednesday April 5th. Although it was removed, it has reappeared in The New York Times, US Weekly, and The Atlantic, to name a few, and was even the punch line of an SNL skit over the weekend. The controversy will pass with time, however, today’s marketers and advertisers should keep note of the ad, and the lessons Pepsi learned from it.

Pepsi is not the first, and far from the last, brand to attempt to centralize around current social and political issues in their ads. In the 2017 Super Bowl LI, many of the halftime ads contained political and social messages. Audi, for example, also withstood a great amount of criticism for their half time commercial which took a stance on equal pay. In recent years and especially following the 2017 presidential election, the political and social landscape has been filled with a lot of tension. And for marketers and advertisers, such as Pepsi, it is a difficult terrain to cover.

One of the major mistakes Pepsi made was failing to put their money where their mouth was. Airbnb who launched a political ad during Super Bowl LI – addressing the issue of accepting refugees – had a solid stance on their campaigns message before they released their ad. The campaign, #weaccept, stood behind displaced peoples and was offering housing to those who were affected by natural disaster, no matter where they come from, what they look like, or what they believe in. And for marketers and advertisers, it is important to understand a brands values because consumers are aware and can easily piece together the sincerity or insincerity of a brand’s message.

Secondly Pepsi’s choice of celebrity Kendall Jenner highlighted the weight a cohesive message carries. Whether you love, hate or are indifferent towards Jenner, her own personal values and public perceptions are very important. Pepsi utilized straightforward imagery when they choose to depict a march/protest, however by choosing to use Jenner, it created a contradictory message. Majority of the marches and protests in 2017 have been over injustices and disparities felt by minority groups in America, and of all celebrities, Jenner does not reflect someone who has withstood injustice or inequality. One common perception of the Kardashians is that they have done nothing to deserve everything they have gotten, which quickly creates an image of privilege, a quality that strongly conflicts with the groups Pepsi was trying to portray.

And although companies have often taped into social trends to make their ads relevant, it is not always best to jump right in, especially when addressing touchy topics.

Marketers and advertisers need to have a well-rounded understanding of the topics that they want to approach, because it will not go unnoticed if it is hot or trending topic for debate. Although Pepsi “was trying to portray a global message of unity, peace and understanding” they missed the mark therefore portraying themselves as misinformed and “tone-deaf” according to many headlines.

However, the most important thing for marketers and advertisers to take away now is what Pepsi does next. They choose not to defend their ad, but rather apologize to their consumers and to Jenner. It is a tough decision to make, and perhaps not always the right one. Who knows what would have happened had Pepsi stood behind their ad and fought every negative comment they had, but now that they have chosen their path it is important that they stick to it. Now that Pepsi is in damage control mode, it is vital that other companies and creators watch not only Pepsi’s response but the consumer’s response to Pepsi’s in order to avoid similar mistakes.


E-board Summer Catch-up: Carolina Navarrete

photo imageHi everyone!

I’m Carolina Navarrete and I am one of the Event Coordinators of the BU Marketing Club this year.

This summer I’m working at Optime Consulting as a Marketing intern in Florida. I love it! I’m working on really cool projects and I’ve learned a lot of new things. I’ve also spent time with my family and my friends from home.

Later on this summer before going to back to Boston, I will also be traveling with my family to Vancouver and Alaska for 10 days and I’m really excited for that!

I can’t wait for this year and everything the Marketing Club is planning for the fall. I hope everyone is having a great summer.

–  Carolina

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E-Board Summer Catchup: Erin Stewart

Hi everyone!

My name is Erin Stewart and I am the Secretary of BU Marketing Club.

I’m very excited for BUMKC this fall!


This summer I am living in Gates Mills, Ohio. Since my family and I just moved here, we’ve been exploring around the area on weekends. During the week, I’m working at a local sub shop as part of their guerilla-marketing program.


I grew up in a suburb of Toronto, and then moved to New Jersey for high school, so I’m also making time to visit my friends this summer. At the beginning of May, I spent a week in New Jersey. After, I took a train up to Boston to see some friends from BU and go to the music festival Boston Calling for Memorial Day. I’m also looking forward to going to Toronto in August to see some friends and family before heading back to Boston.

I hope everyone is enjoying summer! I can’t wait to get back to Boston and BUMKC this fall!


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E-board Summer Catchup: Lisa Blancato

Greetings from Sunny Florida!  🙂

Ginger my lab!

Ginger my lab!

I hope everyone is enjoying their lovely summer break and taking time to relax and be with family and friends! If you are like me, you do not really take time to relax and instead involve yourself in 50,000 other activities this summer! My name is Lisa Blancato and I am the President of BU Marketing Club. If you have just found out about us or are reading our blog for the 20th time, I want to say hey and welcome you to our community! A little bit about me- I currently live in Orlando, FL, yes 20 minutes from Disney World and Universal Studios, but no, I do not go all the time! I have a yellow lab named Ginger who I love and adore and am so excited to be with her this summer! 


I am so excited for the new year and the exciting events, programs, and accounts we have prepared!

So what am I up to?

This summer I am working as a Marketing Associate at Ijenti Inc located in Winter Park, Florida. This job has been one of the most exciting jobs I have ever had! Everyday is different and I am constantly learning something new! It is a lot of work and tires me out everyday, but I am so excited to wake up every morning and work in a place that motivates me, excites me, and pushes me to do better! I currently manage several clients, this includes doing email campaigns, managing their social media, and coming up with some design! It really is awesome! On the weekends, I like to meet up with some friends and get dinner, go to the movies, and visit my favorite ice cream place: Twistee Treat! Yum! I have also visited the beach to work on my tan before coming back to Boston in the Fall!

Enjoy the summer, connect with me on twitter @lisamarieblan, and BUMKC, our facebook page, and email:!

I look forward to seeing you all in the Fall!

Peace & Sunshine,

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Company Spotlight: Tamsen Webster

Company: a&g (allen & gerritsen)

Interviewee: Tamsen Webster

Interviewer: AJ Marino

a&g screen

A few words from AJ Marino; a member of BUMKC

As I entered the a&g office, I was floored by the gorgeous, modern office space.  The walls of windows overlooking Boston harbor filled the space with light, as a large screen played a reel of some of the agency’s recent work.  The staff members at the front desk were more than welcoming, and were happy to show off the office as coworkers raced by on scooters discussing ideas, and the din of conversation and laughter flowed from a nearby team meeting room. 

Tamsen, the Senior Vice President of Content Activation and Digital Strategy, came straight out of a meeting to talk with me, full of energy and excited to share her experiences with BUMKC. I had the chance to talk to her about finding your way after graduation, the different spheres of marketing, and how technology is keeping marketing in constant evolution.

Tamsen and I

A: First off, how did you get involved in advertising?

T: Quite by accident. I went to BU, way back when, and I graduated both from SMG and CAS with a Marketing/Market Research degree as well as a degree in American Studies, with a minor in Art History.  I was pretty sure I wanted to do marketing, for museums, so I went to grad school and after finishing I worked for the Peabody Essex Museums in Salem for 3 years. After that I went to working as the Marketing head for Boston Conservatory, and then for Harvard Medical School for 3 years.  While at Harvard I hired a brand strategy firm, Sametz Blackstone Associates, and when I left the medical school they offered me a job. There, among other things, I started a content marketing program, started a blog, got them on twitter, those kinds of things, and that involvement brought me in contact with a former employee of a&g.  When I decided I wanted to leave Sametz Blackstone, he had a position open here, so here I am!

A: Did you ever have any interest in working in advertising?

T: No, I never thought I’d be in advertising. I thought I was going to run a museum someday! But actually, it’s by far the best job I’ve ever had. Absolutely well suited to my brain, it just took a while for me to figure it out.

A: Well that’s encouraging for those of us who are still confused about what we want to do after graduation.

T: Honestly, I’m glad I didn’t go straight into advertising.  There are some people who study it in school and go straight to working for an agency, and that’s great too. But doing what I do, and the perspective that I have from being on the client side for 15 years, means that I, in ways that are good and bad, approach things here very differently. I don’t look at things from the standpoint of “What’s a great campaign?” I’m looking for what is going to work and how someone is going to actually put that into place. If I had only ever studied advertising, those kinds of things wouldn’t have even entered my consideration.

A: So tell me more about what you do here at a&g.  What does content activation and digital strategy involve?

T: My role, and this team, are new as of this past August.  We are responsible for telling the day-to-day story of a brand across all media, as we like to say. We strategize what content, placed where, will drive business results for our clients with their customers, and build lasting relationships that perpetuate those results into the future. That’s the theoretical answer at least, the practical answer is that we are all about how do you take the brand strategy, the wording and the look and feel, and what does that look like on the day to day in social spaces.

A: What is a typical day or project like for you?  Although I’m sure nothing is ever typical.

T: Well that is right, there is no typical day here for us! There are several different kinds of projects. We can focus with a B2C (Business to Customer) company on what specific content they are putting out every day and how they are engaging their customers. Or, on the other side, with B2B (Business to Business) clients we do ongoing social media consulting, but also create a single product line that they can hand off to sales.  A lot of times the focus of social media for businesses is to just get a lot of numbers, but here at a&g, we want to get numbers to actually do something for you. We want to help them tie all their content together. B2B companies understand the long view, and they want to get it right, long term.  There is no typical day, but it is very, very fun!

A: What would you say is the difference between working in marketing on the client side, and now working in advertising?

T: When you work for a company, in marketing, you have essentially one big problem that you are being asked to solve, and everything you do in the course of a day, or a year, or the course of your career there is to do that one thing. You are bringing as many tools as you can find to solve that one problem.  When you are in an agency, it is almost the reverse.  You have a bunch of different problems to solve and you are figuring out which tools, or what new tools you can develop, to solve those problems.  One is not better than the other, but they are different.

A: How would you describe the culture at a&g?

T: I think Andrew, the CEO, says it best when he calls us a “fiercely independent agency.” I think that describes our culture and the people in it fairly well.  We are not beholden to a holding agency or their bottom lines, we are beholden to what is the best thing for us and our clients. What I think you find about every person who works here is that they are a section of fully realized personalities, and fiercely so. Each person has this variety of background of experiences and perspective that we truly value. We try to learn from the differences we have from each other. It is a culture that, because of its focus on people as a whole, we value ideas as a whole. It doesn’t matter where the idea comes from, as long as it is a good one.  If it is a good one, we all try to offer whatever we can and get on board with it.

A: What advice would you give to students who are interested in marketing and advertising?

T: Whatever path you end up following is the right one for you.  I would urge people to resist what they are told they “should” do. I came to advertising at the right time to come to it for me.  I had a grand plan, I wanted to run a museum, and I totally didn’t do that, but I’m also totally happy that I didn’t.  Be willing to change what you think your plan is.  Have a plan, that’s important because it keeps you going, but do not be afraid to change that plan.  Where you are going to be successful is where you are doing the things you love to do, in a place that you love to do it.  You are not going to get it right the first time out, either. Over time, with each of your career choices, you settle in with what is the right balance for you.    You may get a job that you think will be perfect, and it ends up being a nightmare. But those are the jobs that are going to teach you the most, the terrible ones.

A: Is there anything else you would like to add?

T: Another point of advice I would give is to remember that there is a separation between your personal and your professional life.  You are not your job and your job is not you.  Sometimes, at the end of the day, you need to leave work at work.  When you work, you are having two souls share the same body.  The key thing is to not let one side overwhelm the other.  In life you need to act as a sort of chameleon, where you can adapt and succeed in all of your settings, but at the same time always stay true to yourself.

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Company Spotlight: Lauren Benyo

Company: 451 Marketing

Interviewee: Lauren Benyo
Interviewer: Maithe Penaherrera


 A few words from Maithe Penaherrera; a member of BUMKC:

My interview with Ms. Benyo was very informational and made me feel more confident in my decision to concentrate in marketing at SMG. I was ambivalent of the job market and worried about graduating with a job but her insight on how this job field works, I believe, has given me a new perspective on what my goals should be and how I should go about in trying to achieve them. 

Lauren Benyo is a graduate of Boston University School of Communications with a degree in Public Relations and a Business minor from the School of Management. She is currently the account executive on the national team for 451 Marketing. 451 Marketing began as a company who catered to their clients mainly on a digital level but added Lauren’s PR team 3-4 years ago. She and her team work with clients on the national consumer brand level such as Yankee Candles with a focus on tier one national media and national broadcasting.

Maithe: Did you always know you wanted to do Public Relations? What made you get into this?

Lauren: No, I always liked writing and knew that was what I wanted to do but when I started taking more journalism classes it was more about structured writing and very focused on news writing and I’m not really a huge stickler for rules. I’m more into the creativity of developing an idea or telling a story so I decided news journalism wasn’t really for me and with that I switched into PR. I had known a little bit about it based on my intro courses but it seemed to be more in line with what I wanted to do by telling a story and creating a story that you want to tell without the really strict word count and professional diction, I wasn’t into that. I got my business minor because it’s great to have a business background, my goal was always to work with big brands too so obviously knowing about the inner workings of how large corporations work and having a perspective about what they’re going through is always good.

Maithe: You graduated not too long ago, how was it getting into the marketing world in terms of job opportunities?

Lauren: Well, 2010 was a tough year although I hear it was better than 2009. But it’s good news for you guys because it’s definitely getting easier, people are a little more confident in how the economy is going and more people are willing to hire. But it’s still a tough place because it’s such a young profession so a lot of people you end up working with are in a narrow age range which is kind of unique to a handful of industries. Chances are most of your bosses are going to be 50 or younger which in some ways makes it very competitive. One thing I always tell my interns: don’t worry about having a job the day that you graduate, obviously it’s great if you do and it’s the ideal situation but a lot of times you see things. My friends in finance graduated with a position at PWC already, but you just don’t see that in marketing. I applied for jobs around Feb./Mar. before graduating and people were interested but they needed someone that could start working 2 weeks later so that’s kind of the road rough of marketing, but I tell people to not get discouraged by that, really start submitting your resume and cover letters around April…it’s a very last minute thing, the way it works in most marketing companies is they hire after they win a client so when a client hires a company they do not have the money to start later. You shouldn’t really panic if you don’t have a job in April, it’s not a big deal.

Maithe: Did u work on the Hood blimp?

Lauren: We did actually! We like to do a lot of social media stuff, a lot of different contests for Hood, just recently over the holiday weekend we did a whole promotion around Hood cream. They wanted to promote the kind of upscale cooking that could be made with their products so we had a food truck giving away samples of soup made by local renowned chefs with Hood products.

Maithe: The Hood blimp, that is old school PR/ marketing mixed with social media, do you think this interactive mixture is best, what do you think is the best kind of marketing or PR?

Lauren: It really depends on your goals for the company and what you’re promoting. Looking at the blimp, it’s like you said, pretty old school, and actually two years ago there was no Hood blimp because there is only one blimp in America and it was already booked so Hood couldn’t get “The Blimp;” so when you look at something old school like that it’s really more interesting and beneficial when you bring in the social media and newer forms of marketing because you need to freshen it up and make it interesting. If there is one thing marketers have learned it’s that you can’t do the same thing every year, it’s not going to work. So that’s always a good way to freshen up something that’s maybe a bit more traditional and old school and it’s also a nice way to tell a story that maybe a younger generation does not know. It’s better than putting it in a super market circular and reaching a new age group with a product that’s more traditional. We hardly do anything that’s just traditional PR.

Maithe: Where do you see PR five years from now?

Lauren: Social networks dictate where marketing is going. The little that I do know about that is that there are a lot of rules of what you can promote, how you can promote it, who you can promote it to. So as those rules shift and change the marketing that goes with them will as well. As far as traditional PR, it’s kind of been happening the past couple of years, we’re being asked to create content that’s a lot different than what our predecessors where asked for. So when we look back at the history of the profession it was previously about being able to coordinate an interview, a press conference, or write a quote. Pretty short list of stuff because the media you were doing this for was a short list: newspaper, magazine, TV station. But in the last 10 years the internet changed everything. Whether it’s social media, online content, or blogs; which are important but they’re also a slippery slope, anyone can be a blogger, where do you draw the line to with who’s important and who’s not is something a lot of clients struggle with. At this point we get asked from updating website copying, updating press releases, media alerts, we get asked to approve story boards when our clients make videos to post on YouTube or twitter, we get asked to create contest ideas. That Hood food truck was completely new; it was “we have a bottle of cream sitting in the middle of the table, it is not interesting, it is not cool, what can we do to make it all these things?” We create events, promotions; the scope of work has totally broadened and being able to incorporate social media and search marketing is really important. Also, a lot of PR is creating and maintaining relationships and the number of relationships we have to maintain has skyrocketed. It used to be five people. Now I have to pick people out of twitter, bloggers, and online news outlets. Things like the Huffington post are popping up everywhere but they don’t have any printed docs and their writers come from all over the world, so how do you manage that?

Maithe: What has been your favorite campaign/client?

Lauren: My personal interest is with luxury services. I came here and I’ve been working with a couple of very similar clients, if I had to pick a favorite, Ariana skin care. They are a Dead Sea mineral skin care company and we helped them open their first store here in Boston. The owner is from Israel, been to the dead sea every Saturday since birth, the founder when she was in high school got diagnosed with cancer, had to go through various chemo and there’s a lot of things you can’t ingest, chemicals you can’t put on your skin because it was so sensitive and your immune system is so weak. All of her products are great for people who have some kind of medical skin issue, or just sensitive skin in general. It’s all good for you, which is not something a lot of companies can say. I use a lot of their products now; it’s really good for you. They’re one of those clients that you just feel good helping out. We did the store launch, about 50 people in their tiny store. We had 25 media rsvps, the client was happy. She was recommending us to everyone. She was so happy, they’ve been my favorite thing to work on so far, I would have worked for them for no money. It’s something to feel good about.

Maithe: So any advice, closing tips for students?

Lauren: I would say, have an idea of what you want because marketing is a very broad field and you can pretty much do anything. You should have an idea of what you want to do and definitely go after it, whatever it takes. There is a lot of different ways people don’t necessarily think abut to get into the field they want. Let’s say sports PR, the only way to do that is not only to work for the team, you could work for a closely tied charity of a team or an athlete. With that said, don’t put on a blinder, there’s a lot to be said about having a plan but keep an open mind. I thought I wanted to do sports marketing for a while, then restaurants and now I’m in consumer goods. It was something I was unsure of for a while but now I know that’s where my sweet spot is. But I wouldn’t have gotten here without a plan. Things happen for a reason. Be open to things that do come up that u wouldn’t have thought of before.


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The Best Commercials from Super Bowl XLVII

After an eventful game, advertisers and consumers alike are wondering: which commercials were memorable? BUMKC lined up some of our favorite from the game !

Volkswagon: Get In. Get Happy.

TacoBell: Viva Young

Doritos: Fashionista Daddy

E-Trade: Save Money

Glidan: Getaway

Budweiser: The Clydesdales: “Brotherhood”

Kia: Space Babies

Mercedes: Soul

-Madeleine Naro

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