Population Statistic: Read. React. Repeat.
Saturday, October 14, 2021

lights out, foppa
Some like it, some hate it.

Me? I’m liking the National Hockey League’s new “Game On” goofball ad campaign, featuring players in deadpan comedic settings. The television spots are the collaborative result of ad agency Mother, hipster movie director Jason Reitman, and the NHL’s own marketing department.

I guess I like the “what’s Peter Forsberg doing in our bed” spot more than the one with Jonathan Cheechoo on a surfboard. The “lights out” hockey stick hook edged it for me, of course. But they’re both effectively humorous, with the quirky vibe that I think plays well. Future ads will put the Penguins’ Sidney Crosby and the Stars’ Marty Turco in similar spotlights.

It’s a refreshing change of pace for a league that has consistently fouled up its marketing messages in the past — with last year’s flavorless “my NHL” spots being the most recent misstep. Note that “Game On” corrects the most grievous flub from the previous campaign: The use of real-life players and team uniforms, instead of faceless fictional actors. In other words, exploiting the sport’s most promotable asset. Someone at NHL headquarters must have set aside some budget money for a copy of “Marketing For Dummies”…

Will this irreverant campaign draw in thousands of new fans? No one’s looking for an overnight explosion of popularity; that’ll take a couple of years of sustained campaigning. But even baby steps are a welcoming sign.

by Costa Tsiokos, Sat 10/14/2006 05:28:21 PM
Category: Advert./Mktg., Hockey
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Silly me. A year ago, when Google’s demonstrated disregard for content copyright considerations in its business dealings with the TV and movie worlds, I figured that would be a handicap. Likewise, Yahoo!’s rightsholders-first approach would make it Hollywood’s preferred partner, and thus vault it over Google in the digital media space.

But now, the landscape has shifted significantly. With the networks and studios landrushing to deliver their stuff electronically, Google’s laissez faire attitude to copyrights has made it a fast-track success, while Yahoo!’s polished strategy is perceived as a strategic hindrance.

Companies that try to do deals with Yahoo also say they find it to be slow, demanding and inconsistent in negotiations. The discussions with YouTube floundered, in part, over Yahoo’s demands for assurances over how YouTube would handle copyrighted material, concerns that were not so important to Google, the executive briefed on the negotiations said.

“Not so important”? In other words, Google’s counting on its billions of dollars in cash reserves to pay its litigation lawyers to tie up any copyright suits in court for years. In the meantime, they can happily let new acquisition YouTube chug along and host video content rips from whatever. And sell plenty of AdSense inventory at the same time, which is the whole moneymaking point.

And the market casts Yahoo! as the chump for following the rules. I’m not sure there’s any other business today that rewards such blantant illegal activity.

by Costa Tsiokos, Sat 10/14/2006 04:08:54 PM
Category: Business, Internet, Media
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I’m wearing a sweater that I recently got from The Gap’s collection. It looked good in the store. But now that I’m wearing it, it’s not working out for me. It’s got interlaced, uneven horizontal stripes of brown all over — giving me something of a juvenile look, I think.

I’ll have to straighten out my sense of sweater style soon, because winter tends to barge in suddenly. Just ask Buffalo, which got walloped by an early-year two feet of snow this week. No sign of the white stuff downstate, but it’s definitely chillier than it’s been. Only a matter of time.

by Costa Tsiokos, Sat 10/14/2006 02:09:52 PM
Category: Fashion, New Yorkin', Weather
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