Connie Britton (Rayna James) and Hayden Panettiere (Juliette Barnes), Stars of ABC’s Nashville

A few weeks into this new fall TV lineup has served up various winners and losers, lucky for ABC, they have some juicy offerings holding key audience attention. One of my favorites is the new hit country drama, ‘Nashville’, starring Connie Britton and Hayden Panettiere.

The combination of original, catchy tunes with rich personal dramas and a subplot of political intrigue in the Music City has helped make it one of fall’s hottest shows. However, I can’t help but love the last few episodes’ concentration on spin and publicity for the show’s entertaining divas who have attitude and give their advisers little room to help their careers.

Rayna, yesterday’s icon, refuses to lower herself to co-headlining a tour with newcomer Juliette, doing a greatest hits album and ruins an intimate tour over a love triangle. All these roadblocks are undoubtedly becoming increasingly difficult to bypass for her team of managers and confidantes. Britton’s character is a great example of how some clients, especially those with long established success that’s hit a snag in this changing world, can be hard to guide back to the road of relevance. Rayna’s past success and high sense of self gives her a dignity that makes it hard to compromise even when it comes to the future of her career. She’s in a new world of music that’s touched country and every other genre like wildfire, catchy is good while richer, harder to digest music sometimes can take a backseat.

If you think Rayna James’ difficulties in reviving her career doesn’t show how hard it is to be a publicist in the music world then Juliette Barnes is a land mine waiting to happen.  Barnes’ personal life clashes against her brand that sells like hotcakes to teens and their parents. While her seductress, go-getter style behind closed doors has gotten her thus far without being revealed, other aspects of her life ranging from a smartphone video of her sticky fingers gone viral to an addicted mother dragging out her roots are reshaping her public image and brand. This brand turn around has startling consequences for the young crooner including a sinking tour, retracted endorsements and cut appearances. Refusing to listen to her manager or publicist during media training, she makes things even worse by appearing unapologetic, indignant and entitled during an exclusive interview meant to save her career, instead, drowning her career even more.  Juliette utters a common mantra, “Any publicity is good publicity, at least they’re talking about me”. This common myth is the downfall of many who eclipse their previous good name with one wrong move turning into talk show fodder and not much else. On the flip side, people love seeing a comeback and her team is working hard on press releases to show a hard working young woman, using this time to get back to the studio. Will it be enough to save a rising star from falling hard?

Cast of ‘Nashville’

 

Watch  ‘Nashville’ to find out what happens to both country divas and see how PR people hard at work to save their brands in the dog eat dog world of the Music City, Wednesday nights on ABC.

Check Out New Blog!

Posted: September 27, 2012 in Uncategorized

Welcome to my new online portfolio blog. Below is a countdown to some of my favorite advertising campaigns with analysis from 2011. On my other pages on the blog, you will find a sample film kit I did, a page with work samples including  my resume and a page with more information about me. For more information feel free to e-mail me at jamilla.wright@utexas.edu!

We all know the iPhone was revolutionary and changed the mobile device market forever. We also thought nothing would top it’s sales. However, Android has conquered the smart phone market and it is thanks to more than just awesome phones. Starting off from myserious ad campaign to more specific ads the campaign to get Android up to the top had been a battle that didn’t come cheap–and it shows.

Verizon Used Viral Online Advertising

The mantra, “Droid Does” conveyed it’s possibilities and showed features taking on the iPhone head on. This aggressive marketing strategy worked out for the company and shows taking risks in a competitive market is a must to gain brand reputation. From traditional television and print advertisements to interactive online content they saturated the market with all droid could do. It works for me. I love my Motorola Droid 😉

Everyone knows it’s Google’s time. They pretty much are one of the biggest powerhouses in the world and yet they still can go viral in their new browser’s viral video campaign– Google Chrome: Speed Tests. They test the speed of their latest version of the browser against various, outlandish things from potato rockets to explosives.

While other companies try to capitalize on Google’s hold on the search market, the company just keeps doing more. That’s no exception to their new browser. One of the reasons the brand does so well is it’s not afraid to be different and funny. The new campaign embodies this perfectly. They use traditional and digital media channels to spread and the audience takes notice. They’ve continued the trend by making a fun, addicting Google Chrome: Bounce Ball game.

If any movie making powerhouses can master creating buzz and suspense for an upcoming movie it’s Steven Spielberg and J.J. Abrams. They made such a thing viral with the new ad campaign for the upcoming summer movie, ‘Super 8’ with a playable trailer in the just released ‘Portal 2’ video game. Besides unveiling sneak peeks of the movie at the 2011 MTV Movie Awards they’ve utilized a growing channel– video games.

While I’m not a huge gamer, I know enough to keep up with the anticipated titles. One of these is Valve’s “Portal 2”. What’s getting people is the level of detail and engagement with the ad. It’s a ‘Super 8’ themed level in the game which garners a whole new branch of ad-generated content!

Just released and highly anticipated 'Portal 2'

The best part is it takes advantage of the higher engagement and interactive levels the audience wants with advertisers. If they can control and pick an outcome, it’s usually always better and more fun! Besides, who doesn’t like a combination of what looks like an awesome movie and and awesome video game? I like how it pushes the envelope to product/brand placement by blurring the line of content and advertisement. If you can play a trailer shown as an ad in a game…what’s next?

I don’t usually pay attention to print or traditional outdoor advertising but Optics Schilling has gotten attention for their simple but memorable campaign. Their ads really convey to the senses their mantra and brand purpose: “See Better”.

Optics Schilling Can Make Anyone or Anything See Everything Better in New Ad Campaign

They show that the K.I.S.S. (keep it simple silly) saying in communication and advertising to the audience is true. They show creative ways to convey their brand benefits and people in the ad world have taken notice. It’s important not to forget traditional media and simplicity in a time where glitz, special effects and digital seem like all the rage. I try to remember all areas of advertising can be explored and sometimes traditional is better.

Thanks to DDB Stockholm, McDonald’s created one of the best interactive games via an outdoor, digital billboard and mobile technology. What’s awesome about this game pedestrians play to win free food? No need to download an application on your smart phone with the use of geolocation technology. Their Pick’N’Play game is an innovative one that must be a predecessor to future promotional games. While Europe, is far more advanced in the interactive and digital advertising market than us back in the states it makes you wonder how technology can really change the game of promotional campaigns.

McDonald's Pick'N'Play Digital Billboard

I believe interactive ads like this must be fun and so  are the future of advertising. I like to follow new age interactive campaigns like this. The more you know, the easier it is for you to think of your own creative way to use technology tailored to your brand, your target audience and your resources. However the best part is the promotion drives actual traffic to the store– so it helps the bottom line.