Top
QUICK HITS

, the official car and SUV of launch a "fully integrated and multidimensional  campaign that will communicate its 'Better Drives Us' philosophy and introduce consumers to the newest vehicles in its lineup." This will be Hyundai's 10th Super Bowl appearance in 11 years.
• The NBA has named Indianapolis as the site for the 2021 All-Star Game, to be played in Bankers Life Fieldhouse on Feb. 14. The next three NBA All-Star Games are in Los Angeles (Staples Center, Feb. 18, 2018), Charlotte (Spectrum Center. Feb. 17, 2019) and Chicago (United Center, Feb. 16, 2020). Cleveland said it would seek to host the 2022 game, which could be the 75th anniversary of the NBA event.
• The Disney Co. is acquiring major assets of 21st Century Fox for $52.4 billion. 21st Century Fox said it would spinoff "Fox Broadcasting Co., Fox Sports, Fox News, Fox Television Stations and a handful of other assets into a new company." The deal brings to Disney key assets of major properties it did not own, including Marvel's X-Men and the first movie in the Star Wars franchise (Star Wars: A New Hope). Also included is FX Networks, National Geographic, 300-plus international channels, 22 regional sports networks and Fox’s 30% stake in Hulu.

POLL POSITION
BEST ALL-STAR GAME
 
pollcode.com free polls
KEEPING SCORE

Top-Selling NBA Jerseys Dick's Sporting Goods (Season to Date)

1. LeBron James Cleveland Cavaliers
2. Stephen Curry Golden State Warriors
3. Kevin Durant Golden State Warriors

4. Russell Westbrook Oklahoma City Thunder
5. Joel Embid Philadelphia 76ers
6. Kristaps Porzingas New York Knicks
7. Giannis Antetokounmpo Milwaukee Bucks

8. James Harden Houston Rockets
9. Ben Simmons Philadelphia 76ers
10. Isaiah Thomas Cleveland Cavaliers
11. Kawhi Leonard San Antonio Spurs
12. Gordon Heyward Boston Celtics
13. Kevin Love Cleveland Cavaliers
14. Karl-Anthony Towns Minnesota Timberwolves
15. Al Horford Boston Celtics

SOURCE: DICK'S SPORTING GOODS

BUY SELL

TOP SEARCHES IN U.S. ON GOOGLE 2017

Lists are based on search terms that had a high spike in traffic in 2017 as compared to 2016.
Athletes
1. Floyd Mayweather
2. Gordon Hayward
3. Aaron Boone
4. Paul George
5. Tony Romo
6. Aaron Judge
7. Gonzo Ball
8. Carmelo Anthony
9. Sergio Gracchia
10. Isaiah Thomas

Professional Sports Teams
1. New York Yankees
2. Houston Astros
3. Boston Celtics
4. Los Angeles Dodgers
5. Atlanta Falcons
6. Dallas Cowboys
7. New England Patriots
8. Pittsburgh Steelers
9. Houston Rockets
10. Philadelphia Eagles

SOURCE: GOOGLE

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

NBA; "Gift of Basketball' 'Star Wars Jedi' Ads Below

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Wednesday
Jun142017

How Geico Got Its Bad News Groove On In New Martin Agency's Boyz II Men Campaign

By Barry Janoff

June 14, 2017: Sitting in the Richmond, Va. offices of The Martin Agency, members of the creative team were plotting the next move in client Geico’s "It’s What You Do" campaign.

Geico commercials in recent years have featured among others Salt-N-Pepa, Little Richard, Charo, Dikembe Mutumbo, Ickey Woods and Glady Knight’s The Pips, a strategy that has enabled the insurance firm to delve into the world of celebrity nostalgia to showcase people who have experienced the heights of popularity but are due for an impactful comeback among a new and younger demographic.

This week, Geico breaks a a multi-media campaign staring Boyz II Men, a group formed in Philadelphia in the late 1980s, who are multi-Grammy winners with 11 albums to their credit.

The "It’s What You Do" campaign features the trio of Nathan Morris, Shawn Stockman and Wanya Morris, seen here as the bearers of bad news, but with a twist: When they sing dreadful news it goes down like a spoonful of sugar.

"We actually came up with the idea of the spot first: When you’re — fill in the blank — you make anything sound good,” said Neel Williams, creative director for The Martin Agency. "We needed a smooth singer or singing group to make the spot work, and Boyz II Men was our very first choice.

"They fell right in the sweet spot of impressive talent and feel-good nostalgia. We wrote them into the script from Day One. You never know if celebrities are going to be available or up for it, so when they agreed to do the spot, we were really over the moon," said Williams.

In the lead spot, "Side Effects," the Boyz are in a pharmacy, harmonizing as a woman picks up her medication. As with most medicine, it comes with side effects, but when they are sung by Boyz II Men (“dizziness, nausea, sweaty eyelids, and in severe cases chronic flatulence — you'll be so gassy, girl") they actually make her smile.

A voiceover says, "If you’re Boyz II Men, you can make anything sound good. It’s what you do. If you want to save 15% or more, you switch to Geico.

“Nathan, Wanya and Shawn were so collaborative and easy to work with,” said Justin Harris, associate creative director for The Martin Agency.

“A few days before the shoot we all sat in a room with the director and hashed it out. The process was surreal, to be sitting in a conference room with these amazing singers and throwing around lyrics like ‘chronic flatulence’ and ‘excessive earwax’,” said Harris.

In a separate faux "Informercial" spot, Boyz II Men offer their singing services to save people from being "brutally honest with friends and relatives, which could lead to loss of friendship, respect. And potentially your front teeth."

"The Geico ‘It’s What You Do’ campaign has been the gift that keeps on giving," said Williams. “Ken Marcus (senior writer) and Sean Riley (creative director) created the concept and developed the first five rounds of work.”

Williams indicated that the Boyz II Men effort might be the end of the line for the “It’s What You Do” creative.

"Lucky for me and Justin, they decided to open up the brief for the sixth and final round," said Williams.

In addition to the main spots, the campaign will be expanded when Boyz II Men are scheduled to perform live on Geico’s Facebook Page June 25 (4 PM EST). The Boyz are asking people to send them requests via Twitter with the hash tag #BadNewzBoyz and they will sing as many bad news messages as they can.

The Boyz also populate a Geico Web page that links to insurance information.

According to Harris, the shoot was as fun as it was a dedication to the process.

"It was a mixture of laughter and amazement because they honestly do make everything sound good," said Harris.

“On the day of the shoot, they couldn’t have performed better. It was a long day and they were 100% invested from the first take all the way though the 'Bad Newz' extended content at the end of the day."

As the “Infomercial" spot indicates, among the dozen or so eight-to-15 second bad news singing messages people can send to friends or relatives are:

"Bad Haircut" (“Your haircut looks like it wad done by a blind barnyard animal”)

"Bad Cooking" (“Your cooking is so bad it makes me gag a little just thinking about it”)

"Birthday" (“My bad, I totally forgot your birthday . . .  again”)

"Bad Dancing" (“Last night you danced like no one was watching, but, girl, everyone was watching”)

And even one to send your social media-challenged parents, "Mom and Dad" ("Please stop liking every single one of my posts").

“Every time we threw a new lyric at them, they worked out the phrasing and melodies within a couple minutes, then performed it to perfection all while hitting their marks,” said Harris. "If you watch the behind the scenes video, you get a sense for how many different things we tried and how Boyz II Men rolled with the punches all day long."

The spot directs people to YouTube.com/Geico, where the full playlist is available. A disclaimer offers: "Start social-media-ing your bad news today. Geico not responsible for destroying relationships, burning metaphorical bridges or turning friends into frenemies."

According to a "Behind the Scenes" video, Boyz II Men watched previous Geico commercials and said, “We want in.”

"We saw Salt-N-Pepa, we said, cm’on. We saw the Ice T commercial ("Is that Ice T?" "No, it's lemonade!") and got fed up. We called management and said We need to have one of those commercials.”

However, according to The Martin Agency, that was "on-screen humorous sarcasm. We reached out to Boyz II Men first."

Boyz II Men did an Old Navy commercial in 2013.

BoysZ II Men are currently on The Total Package Tour with New Kids on the Block and Paula Abdul.

For Geico, Boyz II Men Make Nausea, Sweaty Eyelids Sound Cool

Back to Home Page