got press? Let great advertising do the talking

By Roxana Lissa

If you want to power up your PR game with your ad campaign, the most important element is to create great content and memorable advertising. However, this is certainly more complex than it used to be. The attention span of consumers has lessened, and the media universe is more fragmented than ever.

Creative teams at ad agencies face challenges they have not faced before, such as lower budgets and the growth of content creators and influencers who can produce authentic brand content at a fraction of what an ad agency typically would charge with production costs. In addition, brands have been more careful with their content, which means less risk-taking, minimizing opportunities to stand out. And that’s where PR is handy – to help create buzz and excitement.

We have seen through the years why the most memorable taglines and campaigns continue to be remembered and talked about for years in books, classes, and podcasts. From funny to inspirational, good advertising touches our hearts and souls, makes us laugh, and ultimately drives action in some way. And it has always been the best ad campaigns that stood the taste of time and generated buzz, excitement, and conversation – even before social media became prevalent.

While a good PR team can generate press for a brand’s ad campaign, leveraging every tool at their disposal, something magical happens when, unexpectedly and without the need for press releases, consumers’ reactions dictate the success of a campaign.

Take the most recent Dunkin’ Donuts Superbowl videos with Ben Affleck and Matt Damon. The brand engaged their production company, Artists Equity, and Affleck directed the spots in this case. There was something authentic, lovable, and engaging that I haven’t seen with many brands lately.

The brand successfully leveraged Affleck’s love for Dunkin and popular memes showing how the actor looked bored during award show events next to Jennifer Lopez. Consumers loved it, and the PR has been incredible. Hundreds of articles reshared the ads on their social platforms, and numerous placements were featured across various trade, entertainment, business, music, and national media. TikTok fans – even moms – loved it and couldn’t wait to grab the merchandise available. The campaign was hilarious, and the press and consumers responded significantly positively. And while it certainly helps to have celebrities as part of a campaign, this only sometimes guarantees a home run in memorable media coverage.

At the end of the day, great advertising sells itself, especially when it brings smiles and laughter.