Archive for the 'TV' Category

How to Create a Great Super Bowl ad.

Friday, February 1st, 2013

If you’ve got an extra few million lying around there still may be time you get your Super Bowl ad on TV in your local market. So, here’s some advice on how to create one:

Use a baby, or an animal. Babies work especially well if they: a) Talk. b) Sing. c) Dance.

Regarding animals, dogs are preferred. However, chimps, baboons, guerrillas, lizards, mice, frogs, pigs, cats, chickens, rabbits, squirrels, raccoons, goldfish, ostriches, any kind of bear, and elephants are all acceptable. Avoid snakes and insects. And, as with babies, talking, singing or dancing is highly recommended. Good luck!

John Follis talk on “Marketing 3.0”

Tuesday, August 7th, 2012

Celebrity Apprentice (Personal Brand) Winners and Losers.

Monday, May 21st, 2012

While we all now know that Arsenio Hall is the ordained Celebrity Apprentice, the question that 18 celebrity managers and publicists are now asking is: “How well did my celeb score with the public and potential advertisers?” As I write this teams of celeb interns are busily foraging through Twitter posts and blogs to report back on how their celeb came off. Though their celeb may not have won, a good primetime showing could mean millions for their celeb in the form of that next TV deal or Superbowl spot. Here, then, are my big winners and losers.



Before this season’s CA, few knew much about Clay Aiken beyond his being “that gay American Idol singer.” Clay’s amazing showing on CA has totally elevated his public awareness and personal brand. Not only did it reveal his amazing vocal talents to millions of potentially new fans, but it also revealed him to be a super smart, caring, determined, classy, easy-going, and genuinely good, likeable guy. Perhaps, more importantly, it will hopefully help break down negative attitudes that continue to exist toward the gay community.


Arsenio Hall even joked about it himself, “I meet a lot of people who, when they meet me now, say: ‘wow, man, I thought you were dead.” I don’t think he’ll be hearing much of that any more. Like Clay, Arsenio proved that he’s a class act, even with his Aubrey O’Day moment. (I doubt many could blame him) And, who knew the dude could sing! I’m not sure where Arsenio went since his show ended in the mid-nineties, but wherever that was, his great, likeable CA performance should open doors in a major way for him. Woof, woof, woof!


I don’t think anyone knew Dayana Mendoza before this season’s CA. They do now. Despite the negative stereotyping that Lisa Lampanelli did her damnedest to try to re-enforce, Dayana proved that you can be both drop-dead beautiful and smart. Her calm resolve against Lampanelli’s relentless broadside salvos also proved she’s as tough as they come. Though she may not have won the game her personal brand scored huge. Bravo, Dayana.




If this was HBO or an esoteric cable channel Lisa Lampanelli might have gotten away with her condescending, foul-mouthed antics. Not on NBC in primetime. I’m sure she was told as much by her handlers (if there even is such a thing). Even with her 11th-hour attempt at crisis management by coughing up the 10k for Clay’s charity and acting all sweet and self-effacing with her final comments, it was too little, too late. She may have won big bucks for her charity, but she blew it big time to take her career up a notch. Had she been smarter she could have won while staying true to her wickedly, wise-ass persona. Instead, she just came off wicked.


It’s not surprising that Aubrey O’Day and Lisa Lampanelli bonded. Both are talented and incredibly driven. Both are also narcissists who couldn’t help but take every on-camera moment to exclaim how amazingly awesome they were and how amazingly retarded most of their teammates were. That’s not the way to win the game or public favor. Of course, her fans will continue to adore her and she deserves props for her money-raising efforts for charity. However, her “don’t hate me because I’m beautiful…and smart…and, did I mention awesomely creative?” attitude won’t score points with the public or major advertisers.


Why it’s NOT Social Media vs TV

Monday, September 26th, 2011

Is $3M for a Super Bowl Spot Worth it?

Friday, February 4th, 2011

Last year, Pepsi did something it hadn’t done in 23 years. It chose not to run a Super Bowl spot. Instead, it took the $20 million that it spent on the previous year’s game and spent it on a social media driven contest. With a blend of philanthropy, guerrilla branding, and PR the Pepsi Refresh contest invited people to submit their ideas and compete for votes to win grants ranging from $5,000 to $250,000.


Thursday, November 11th, 2010

“I like advertising. I love the telly.”

– John Lennon, 1967

Is Google TV the New Big Thing?

Tuesday, October 5th, 2010

Chia Obama? It’s no joke.

Monday, September 13th, 2010

Proud to be an American? Then “here’s your way to show it.”

Great Minds Do Think Alike (View both spots)

Saturday, July 10th, 2010

New Apple iPhone spot:

Follis created spot for Crest (1998)

Apple TV … the next Steve Jobs winner?

Friday, July 9th, 2010

NewTeeVee has apparently been tipped off by “sources” that Apple will not only release a new Apple TV but that streaming TV show rentals are also on the way. Apple’s waning interest in one of its own products that Steve Jobs calls a “hobby” for the company could be turning itself around to compete with Hulu and Netflix.

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