Broderick gets another day off thanks to Honda

Honda just released an extended Honda CR-V commercial featuring Matthew Broderick on YouTube. The ad makes dozens of references to what could possibly be one of the greatest movies of all time, Ferris Bueller’s Day Off. It doesn’t even matter whether you were around when this movie was released, every generation recognizes and can relate to this legendary movie. The Honda CR-V might not be a Ferrari but you have to grow up at some point, right?

It starts off with Broderick calling in sick from a L.A. hotel room. The hotel valet brings around his Honda CR-V, calling out “Broderick….Broderick” instead of economic teacher Ben Stein droning “Bueller…..Bueller.” Broderick is also seen in the stands for a horse race instead of a chicago mets game. He visits the Natural History Museum instead of the Chicago Art Museum. He even ends up in another parade only in China town singing a Mandarin tune rather than Twist & Shout or “Danke Schoen” for the German- American Von Steuben Day parade. Throughout the whole clip you will easily be able to pick out the infamous quotes used in the original movie, ending with “Life moves pretty fast, if you don’t stop and look around once and a while, you’d miss it” as the valet drives off in the CR-V.

Every 80’s movie geek will be able to appreciate the many other movie references they made during this 2 and 1/2 minute long commercial. Honda promises fans there are more than two dozen references to the movie. They are encouraging people to tweet their friends about it and tweet what they have spotted under the hashtag #dayoff. This commercial will run during the Super Bowl for a 60 second slot, which should be costing them around seven million dollars! Thanks to social media outlets like YouTube, we get an extended version to enjoy the throwback even longer. Using a movie as iconic as Ferris Bueller was a smart marketing trick by using something that resonates with millions of viewers and linking it with the new Honda CR-V.

-Mollie Berthold, Dorothy Conley, Laura Simmons, Christina Stevenson

Will The Force Be With You?

      It’s Super Bowl season and we, as viewers, are ready for the stream of entertaining advertisements that keep us occupied between breaks. I’m sure everyone remembers last years buzz worthy Star Wars inspired Volkswagen commercial. How can one not be enamored with a little boy in a movie quality Darth Vader suit that genuinely startles himself by using “the force” to turn on his dad’s new Volkswagen? Beyond all the cuteness, the commercial relays the push-to-start feature that the affordable (and apparently fun) German car has to offer.
     To top its success from the last Super Bowl, Volkswagen has returned with yet another Star Wars inspired ad and the entertainment factor is undeniable. Yet what do barking dogs and Star Wars really have to do with the German automobile company?
     Advertisers take full advantage of the hype surrounding the Super Bowl to create innovative, touching, and entertaining commercials. Companies will pay extraordinary amounts of money to ensure that their commercial is seen by the millions of viewers watching the game. After all, this one time of the year advertisers can assume that almost every single American is tuning in. What company wouldn’t want their product showcased at this time? It’s like a black Friday Christmas sale for advertisers. These companies want to bring attention to their product in anyway possible, even if that means their product isn’t even mentioned until the last three seconds.
     In the Volkswagen ad, the viewer is unaware of the association between Volkswagen and Star Wars until the very end. This proved to be a very strategic move on VW’s part. Last year, companies were able to monitor which commercials made the biggest impact on viewers via Twitter, FaceBook and other popular social platforms. They measured the ad’s success by the number of times it was mentioned in the digital realm and were able to realize what struck a chord with the vast audience. What once seemed to be a hail marry concept of integrating marketing, advertising, and social media, is now an easy field goal for the IMC commercial championship. Volkswagen is betting that we will remember how fond we were of last year’s Star Wars theme and associate those same feelings with their brand this year as well. You can’t go wrong with puppies and kids, right?
-Alexis Kapczynski, Kacy Cox, Sara Kaloudis, Josh Bowman

The Race to be First

Reporting any new information to the public can be risky, especially when it is a headlining topic.  As any social media expert, one should always make sure that the information they are providing the public is 100% accurate.  Any false information can put you and your company’s reputation at risk.

With overwhelming attention surrounding the football program at Penn State, every tweet, wall post and blog comment brings more and more Internet traffic to the school and community.  In a society that completely thrives and relies on Internet access, acquiring information has never been easier or faster.  Along with the ability to supply millions with information via Twitter, Facebook or other social media sites, comes the responsibility to maintain an ethical mindset when sharing information.

Joe Paterno, the recently released Penn State head football coach who served for 42 years, passed away at 9:25 am this past Sunday. On Saturday night, several hours before Paterno’s death, Onward State, a student-run news organization, reported through a tweet that the community icon had passed. The Onward State managing editor, Devon Edwards claims the tweet was based on an email hoax and has since resigned.

It is shocking that a student organization (which presumably is more focused than professional organizations on performing tasks “by the book”) that is tied to an institution which has been so heavily shrouded in controversy recently, would fail to perform such a basic and necessary task as confirming information, especially when dealing with such an emotionally charged topic as the passing of Joe Paterno. Unfortunately, this is just the latest occurrence in what seems to be an ongoing problem with many forms of media.

Managing Editor of Onward State’s Apology

Will JoePa Rest In Peace?

Anyone who has been tuned into ESPN recently knows that Joe Paterno, “JoePa”, was the football coach at Penn State for 42 years, starting in 1966.  In the wake of a child abuse scandal centered around Jerry Sandusky, Penn State’s former assistant coach, Paterno was fired this past November. He was the face of Penn State and his brand was ultimately tarnished due to the scandal. Some are concerned that his tainted brand will overshadow his lifelong legacy. Sadly, Joe Paterno passed away on January 22nd due to his battle with lung cancer making it impossible to mend his stained brand.

The media has been criticized for how they handled the situation regarding Joe Paterno; some even question if the media’s involvement aided in tarnishing his brand. The question is not whether the media has a legal right to report whatever they find newsworthy because the First Amendment guarantees that they do. The issue is how media managers should employ that freedom in their own decisions about what is ethical and professionally responsible. Some may view that the media took their interrogations too far by harassing Paterno at his home and accusing him of allegations before they even knew the whole story.

“The media jumped to the conclusion that Paterno was trying to cover up the scandal when it broke out.  Because his name is so iconic, linking his name to the scandal would attract more viewers on their websites as opposed to Sandusky… more has been written about Joe Paterno’s involvement than Sandusky in the media.” – Chris Moore, Penn State University Senior  

Is it ethical for the media to do whatever it takes to get the story out first even if it damages a man’s reputation beyond repair? On another note, people have a right to know what is going on in today’s world, so is doing whatever it takes to get the news as bad as it seems? Some argue that the media is just doing their job and presenting breaking news to the public. It was already too late for his reputation when the news came out that Paterno had told superiors about the issue in 2002. According to the Penn State Board of Trustees, their reasoning for terminating Paterno was partially based on his failing to uphold a moral responsibility to report allegations made in 2002 against Sandusky to authorities outside the university.

There is no question that Paterno let the victims, their families, and the university down by not pressing the issue with the police after he approached his superiors. In our opinion, Joe Paterno deserves to be remembered for who he was as a coach and as an individual; not as a man who was in over his head dealing with the worst scandal in his university’s history.

Kelsey Bendig, Brian Burch, Brooke Keller, Andrea Blanton

SOPA/PIPA : The end of blogs

The Internet as we know it today is vast and full of amazing features that allow us to communicate in ways that its original inventors would have never dreamed of.  What began as a way for the US government and military to communicate with each other has turned into a platform in which millions of Americans recently protested against the ominous SOPA and PIPA bills.  Today’s generation of young people have finally spoken up and we’ve seen small but significant changes as a result of our awe-inspiring protests.  Since SOPA and PIPA were shelved after an overwhelming opposition from the public we’ve lost sites that were the largest culprits of Internet piracy, such as Megaupload. This is only the beginning of what will likely be a long fight for ethical Internet laws that stop piracy and abuse without censoring creativity.

The truth is, this blog and the billions of other blogs and content on the Internet would not exist with these bills in place.  Musicians, artists, designers, and various creative types rely on blogs to showcase their content to people they could never reach before.

Simply featuring a product in a blog post can bring loads of traffic to brand’s site, for free! Getting featured on a popular blog is great for small businesses with tiny advertising budgets.  In fact, numerous bloggers get paid to feature and review products.  Blogs have turned in to a great source for marketing and advertising.  If a blogger whose opinions you respect recommends a product, you are more likely to believe her than the advertisement to the left of the page. Blogs are not new, but the concept of using blogs to bring brand awareness and reach new customers is new to Integrated Marketing Communication, as is the practice of IMC itself.

Lets hope we find an ethical solution that will keep blogs, social media, and the creative exchange of ideas still alive.

-Molly Jacques


I know that I am not the only nerd out there in the world because there are so many people today on “World Of Warcraft” (W.o.W.). This game is known for being addictive and hard to get your significant other off of. W.o.W. has been around since November of 2004; it impressed game critics and got quite a following when it first arrived on the scene. The game is set in a world named Azeroth and it has heroes, villains, monsters, and anything else that you can imagine in the realm of the era of medieval magic.  Now this game has many series that go all the way back to 1994, so it has had time to obtain its millions of gamers; 10.3 million to be exact since September 2011. Like all game companies out there, Blizzard Entertainment is always looking for more gamers to buy the game so that they can earn more money. One of the ways the company has achieved its goals is with its many expansion packs; three in total: The Burning Crusade, Wrath of the Lich King, and Cataclysm. The last expansion was released in 2010, but to keep the game selling they released multiple short commercials using a lot of famous actors: Ozzy Osbourne, Shatman, Mr. T, Aubrey Plaza, and Chuck Norris just to name a few.

The game is rated T for teen by Entertainment Software Rating Board (ESRB), meaning that the game is suitable for children 13 and older. In accordance to ESRB, the game may contain more intense violence, suggestive themes, crude humor, low to no blood, simulated gambling, and/or infrequent use of strong language. The game upkeep personal has done a very good job of censoring people who use too much strong language in the game and on the discussion boards. So why is it that they slipped up in two of their commercials? The two little 30 second commercials with Ozzy and Aubrey both have parts that are censored out because these actors used foul language. The company seems to want to have a friendly game environment as we see from their vigilance with language in the game; so why did they have it in the commercials for the game? Now one can reason that the commercials were censored, so you don’t actually hear the profanities. According to the Media Awareness Network, the thing to keep in mind is that the public has to find the content relevant, tasteful, and entertaining. The public audience that W.o.W. is targeted towards is young teenagers, who need their parents to buy the game. And if a parent sees those commercials, they might not want their children playing the game because of the thought of the profanities used by the actors might lead them to believe the game uses those profanities as well. So we see that companies need to keep in mind that the commercials they show are possibly the first contact the perspective customer has with the product. If there is not a true representation of your game in that commercial then you may be losing more business then wanted.

- Dorothy Conley, Christina Stevenson, Mollie Berthold, Laura Simmons

VitaminWater: Ethically Healthy?

When asking people about their New Year’s resolutions, you are likely to hear about their well-intentioned dietary goals. Our culture today is fanatical when it comes to weight loss and getting healthy. There are numerous hit TV shows such as “Biggest Loser,” “Celebrity Fit Club,” and “I Used to be Fat” plus piles of trendy diet books littering a great deal of homes across America that all attest to this craze. With people’s insatiable appetite for slimming down quick, it is no wonder that the big players of the industry are trying to cash in, even if it means being dishonest. So where do we cross the line? Isn’t it unethical when companies are turning out products that claim to be good for you but in truth are the opposite?

By branding and promoting products as healthy, companies are capitalizing on the fact that people will buy almost anything they think will make them healthier, lose weight, or feel better. Some companies have gone to extreme lengths to ensure “healthiness” and “good for you” are  intertwined in their brand message but some go too far. It’s simply unethical for marketers to make a product seem healthy just to soothe our guilty conscience and sell their product. While striving to reach your health goals this year, keep the following misleading speed bumps in mind on your road to getting skinny and staying healthy.

For example,Vitamin Water has healthy buzz terms in its title yet when you take a closer look at the nutrition label, its marketing campaign is contradicting the actual product. The brand of choice endorsed by our favorite two-coin rapper actually has about 32.5 grams of sugar per bottle. “Vitamin” and “Water” carry healthy connotations in their misleading titles and have relied on clever campaigns that play directly at our desire to be healthy. However, these products don’t in fact deliver on their promise. These little morsels of advertising non-truths can soon turn into a fat lie.
-By: Alexis Kapczynski, Kacy Cox, Sara Kaloudis and Josh Bowman.