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The goal is to bring to life a Visa ad theme, "Go world," as an exhortation.
That set the clock ticking on the Sears ad theme since August 1999, "The good life at a great price.
The video closes with Mr. Tebow's recital of the TiVo ad theme, "TiVo makes TV about a thousand times better".
Penney, the exclusive national retail sponsor, is using the Oscars as an occasion to roll out a new ad theme: "New look.
The budget for the Iams So Good campaign, which echoes the Iams brand's ad theme, "Keep love strong," is estimated at more than $50 million.
All that is embodied by a new ad theme, "We believe in a better chicken," which replaces "A healthy obsession with chicken".
Similar(42)
In addition to changing ad themes, Intel is changing how it assigns creative tasks to agencies.
Before that, Bermuda used ad themes that included "Let yourself go".
The jettisoning of "Sponsors of tomorrow" for "Look inside" is indicative of the elaborate efforts marketers make to ensure that their ad themes resonate with target audiences.
G.M. kept strengthening that connection in subsequent years with ad themes like "Baseball, hot dogs, apple pie and Chevrolet" (1975, revived in 2006), "The heartbeat of America" (1985) and "An American revolution" (2004).
Its principal competitor, Coca-Cola, is much more fond of retro marketing as evidenced by its plastic packages, based on the old-fashioned contoured glass bottles, and ad themes like "Always Coca-Cola".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com