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SIGHTINGS
VOLUME 1, 2011
 
2
SIGHTINGS 2011
IN THIS ISSUE
3 Evolving Media4 Consumer Involved5 New Angles of Green7 Make It Endorsed8 Supporting the Arts, Supporting the Brand10 Less is More and More is More11 Exploring Design: Typography, Pattern, and Shape15 See & Be Seen
In this issue of
ANTHEMSIGHTINGS
, we look at new andevolving ways marketers arepromoting their brands and divedeep into elements of design.
 
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SIGHTINGS 2011
Is That an Ad in Your TVShow?
With DVR penetration reaching nearly 40% ofAmerican households, giving a huge consumerbase the ability to easily skip commercials,advertisers continue to rethink the traditional“commercial break.” To avoid falling prey to thefast-forward button, many are incorporating adsinto shows or using TV characters to pitch brand
benets. This is not product placement—it is
about integrating products into the essence of aTV show.On
Friday Night Lights 
, characters regularlyappear at Applebee’s restaurant, reinforcing itsbrand image as a neighborhood gathering place.For Subway, the sandwich retailer, it is quitecommon for their sandwiches to get close-ups,be tantalizingly described, and be eaten by keycharacters on the TV show,
Chuck 
.Taking the opposite approach, the kids from
Glee 
 sing the praises of the Chevrolet Cruze in whatlooks like a segment from the show, but is really atwo-minute commercial. A consumer would likelyhit play on the remote, thinking the show wasback on and get hooked into watching the ad.Fundamentally, advertising is what pays for TVshows. No matter the technology, advertiserswill continue to be creative to make sure theirmessages get seen and heard.
EVOLVING MEDIA
Chevrolet enlisted thecast from
Glee 
to create acommercial that was akin tothe musical performancesfrom the show.
MARKETING
The character Morgan, from the TV series
Chuck 
, delivers a Subwaysandwich, then proceeds to sing its praises and mention thechain’s “$5 foot-long” slogan.
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