Super Bowl TV Slots: Past and Present Pt.2

Welcome back to the second part of my Super Bowl TV Slots: Past and Present, [1] this time round I am going to be looking at how well the adverts worked on the day. As mentioned in the last post, I am unable to watch the TV commercials on the BBC, but lucky enough for me and you Ads of the World [2] have them all lined up and ready for you to watch.

Now I have my favorites, which are below, but the overall winner this year after a week looks like its Budweiser's The Clydesdales: "Brotherhood" advert, which so far has racked up more than 10 million Youtube views. On the day the viewer ratings were around 108 million with it peeking at just under 114 million. [3] These are impressive figures but one advert which stole the stage on one of advertising's most expensive days of the year was something that was free. That award goes to Oreo and their advert for when the Super Bowl went dark due to a power cut. Hitting over 16000 re-tweets and another 6000 favorites and various blog posts and features on websites, this commercial, which only happened due to the blackout, became a massive hit and cost no where near the 4 million dollars for 30 seconds of TV time like their other Super Bowl advert as seen below too.

I looked into how Oreo did on the world wide web during the Super Bowl, thanks to the combination their TV slot and their blackout tweet they reached 36774 mentions on the world wide web, as seen below in that little graph there. This includes Tweeter, Facebook, blog posts and features on websites, add the views on those blogs, articles and just under 2 million Youtube views on their Youtube page. Overall Oreo has done a fantastic job at using not only their TV slot to gain mass views but also with a little help with social media outlets they have managed to become one of the most memorable adverts of the Super Bowl 2013.

My two favorites 

[1] http://matthew-walden-the-blog.blogspot.co.uk/2013/01/super-bowl-tv-slots-past-and-present-pt1.html

[2] http://adsoftheworld.com/taxonomy/awards/super_bowl_2013

[3] http://www.ibtimes.com/super-bowl-2013-how-many-people-watched-baltimore-ravens-over-san-francisco-49ers-1060698

Super Bowl TV Slots: Past and Present Pt.1

After reading Creative Reviews blog post Brands prepare for the Super Bowl [1] and seeing that for just thirty seconds of air time big name companies like Coke-Cola and Audi are forking out $4m for a slot, though take into account this doesn't include production costs and celebrity endorsements if they are there, I am more curious on the affects these highly anticipated adverts have on the brand?

Last year in America alone 111 million people watched the whole Super Bowl, with another 52 million people just watching part of it making the total viewing audience of 163 million, in the states alone [2]. That is, to be fair, a large number of eyes fixed on the television. Even though this is the case the brands that do get a time slot also go out and create new and one off adverts just for the occasion, and it is easy to see why. For example lets take 2011's stand out advert by Volkswagen, The Force, if you haven't seen it I have added the Youtube video for you to watch over.

Now being as I live in London, I don't get to see the infamous advert broadcast for the first time. Thanks to the buzz on the web via various blog posts, Facebook likes and Tweets I was able to find it with ease. So for an advert being shown to 111 million Americans, how much more did Volkswagen get for their big cash add? As I type this the Volkswagen Youtube page video has 56,039,654 views alone, a case study by Mediacom [3] tells us that on game day the visits to VW.com hit a 480% increase and on average 127% since. Please note Mediacom post was back in 2011, but this is an advert that will be mentioned for some time being such a success for Volkswagen. Both for the increase in their social media presence, from dominating Youtube to an average click-through per tweet up by 925%, and as The Volkswagen US Media Room [4] states the sales in the US increased by 26.3 across the board with the Passat outselling their 2010 volume by 124%.

Why was this advert such a massive success during and after the Super Bowl? My opinion is because of several different reasons. The young boy trying to have the powers of the force, something which any Star Wars fan has wished, and probably tried at some point in their life. The older generation wanting to be young again, the innocence that this child brings to the screen when he finally use the force to start the car. Mums and dads seeing their child as the little Darth Vader. The generation of Golf GTI drivers who have now settled down, have a partner and a child or two, the Passat is a family car and the nearest you will get to a Golf and memories of being young again. Volkswagens Golf produced an advert which explains peoples love for the Golf just perfectly. With all these factors this advert hits the 30 something families with their first children who need a new family car, adding Star Wars to the factor lets those who know the original films to talk about being Vader. With these factors and Volkswagen utilizing the fact that everyone is connected via social media, they turned a car ad into a viral ad that took the States and Europe by storm. 

[1] http://www.creativereview.co.uk/cr-blog/2013/january/super-bowl-ads

[2] http://www.ibtimes.com/super-bowl-ratings-how-many-people-will-be-watching-2012-405398

[3] http://www.mediacom.com/en/news-insights/blink/issues/edition-2-2011/case-study-vw-setting-the-stage-for-success.aspx

[4] http://media.vw.com/newsrelease.do;jsessionid=3254FC9793325020ECAC9367866A509D?&id=974&allImage=1&teaser=volkswagen-reports-26.3-percent-increase-2011-u.s-sales&mid=116

Liu Bolin - Modern Artist Inspiring The Advertising World

Liu Bolin has produced some more great self-portraits for the series Hidden Cities. The latest work brought back an advertising campaign that I had seen around London either early last year or the year before. The series stood out to me because the reference to Liu Bolin series of work. I only knew this because of being at university at the time and stumbling upon him during research for a project I had in mind (which never materialized in the end), the series I felt was a great way to advertise The Prince's Trust help to the young, with a tag-line "Lost Generation" and from afar an urban landscape image that when viewed  more closely you start to see this lost, invisible and upset individual materialize in front of you. When looking for this series I stumbled across a large amount of ad campaigns that have taken direct influence from Liu Bolin, from sports to alcohol and as mentioned the lost generation. With all the campaigns that I have found none have used Liu Bolin himself to create them, except one from Ford, which has a great post on Liu Bolin and how he goes about creating these great pieces of Modern Art.

Bombay Beach

Directed by Alma Har'el this documentary follows three residents living in Bombay Beach, Salton Sea, California. This accidental artificial lake became an American Dream, the in scene for wealthy holiday goers and a development scheme boom peaking in the late 1950's. After this it slowly declined to a scene of old, weathered and warn out buildings, with a community of largely poor, working class and retired misfits. Alma Har'el brings us the life of three males living in Bombay Beach, one young child, one teenager and one retired old man. Bringing together three essential parts of manhood in a place that has seemed to have been left behind in the dust for many years, with this you start to understand what has happened to the American Dream and how the people left behind cope with day to day lives during a severely bad economic climate. What makes this documentary stand out from others is the way Alma Har'el has filmed it. With artful photography, dreaklike choreographed dance scenes, juxtapositions of outcasts and oddballs in beautiful scenes rich in the light of sunset and sunrise and moments of uplifting humanity and moments that create a bleak look on reality, this film stands out as a new breed of documentary film making. 

Gun Culture

Lately guns have been part of the headlines on the other side of the pond. With the recent shooting in Aurora, Colorado and just a few days ago Oak Creek, Wisconsin hitting the British News Channels. I don't know enough about the gun laws in America to be able to argue whether the laws need rethinking or not and that's not what this post about. It is however got me thinking about the projects and documentary films I have looked at over the years. Two that stand out for me as defining the gun culture in America are Zed Nelson Gun Nation and Michael Moore Bowling For Columbine. Zed Nelsons project doesn't delve into the stereotypes expected from documentary essays on guns and gun culture in the States, there is no gang-banger flaunting his stash of weapons, no white supremacist in camouflage in a field doing combat training or a lost teen bullied and influenced by violent video games. Instead Zed Nelson looks at the commercial side of fire arms, the NRA and the law abiding citizens that own a range of weapons. The series delves into how something that is seen as a symbol of freedom is also something that is out of control with around 28,000 people losing their lives to fire arms a year[1] The essay makes you sit back and try and understand Americas fascination with such a deadly item. Michael Moores award winning documentary Bowling For Columbine on the other hand questions the need for fire arms and why people can get their hands on them with ease. In one scene Mr Moore walks into a bank and acquires a rifle for just setting up a bank account with said bank. The film came about when Columbine High School, the teachers and students fell victim to a shooting spree and massacre by two of its very own students on April 20th 1999. Both projects are worth having a look over if you haven't all ready as they will broaden your mind on gun culture in the States and bring you away from the stereotypes we are used to seeing and hearing about.

[1] http://www.americanfirearms.org/images/Chart__big.gif 

Time For Some Political Music

I have always been into music, unfortunately I am not musically talented, so these wont be videos of me play guitar or singing. What I do like on the other hand is a good tune or two that have meaning behind them, a point on a political, social or economical issue. These sort tracks have been missing from the charts, with No.1 hit singles like this "Hey, I just met you, And this is crazy, But here's my number, So call me, maybe?" What I am hoping for is more tracks like the following by Plan B to hit the air waves, music that questions current situations happening through out the world. I have included two more examples of this that haven't made the air waves or the television screen. These videos are not safe for work or for young ears. Enough of me talking hope you enjoy.

6th Rifles

These are some of the portraits from my latest project yet to be titled but this section is called 6th Rifles. The project will go beyond just the 6th Rifles and explore other British Armed Forces Regiment and Corps. Once I have settled down in London I plain on starting the next part of the project. So keep an eye out for the next update.

F.ThirtyEight and Graduating

The last year has been very busy for me, I've Graduated with a BA Honours in Commercial Photography from the Arts University College at Bournemouth. Along with that I was marketing manager and catalogue designer for the F.ThirtyEight Graduate Exhibition at Candid Arts Trust Gallery. The exhibition went down really well and it was fantastic to see mine and the rest of my peers work up on the white walls, especially after putting many hours into the event. Below I have picked a couple of photographs from the night and the new on-line Exhibition Catalogue for people to look over.

Open publication

Armadillo

I have been watching a lot of documentaries films as of late, partly due to the fact I wouldn't mind venturing down the route of becoming a documentary film maker as well as the a photographer. I also have been watching a fair few documentaries on the war in Afghanistan, such as Restrepo which I have talked a little about already, Armadillo was the next one on my list to watch, and I finally got round to watching it today. 

The feature-length follows the men of Guard Hussars Regiment of the Danish Army, on their first mission in Helmand Province, at the Forward Operating Base Armadillo. Instead of showing the day to day chores of the soldiers, it shows the psychological effect on the soldiers after certain events throughout their six month stay in Afghanistan, each having their own reaction and ways of coping with these events. As mentioned before the men of the Guard Hussars are Danish and I think this makes the documentary even more interesting as people relate the war in Afghanistan to America and British armed forces and it is nice to see the war from another countries point of view.

Once again the trailer is available by clicking on the image below.

The Interrupters

The Interrupters is a  multi-award winning feature-length documentary film by director Steve James and producer Alex Kotlowitz. It follows three Violence Interrupters from Chicago trying to stop the ever growing violence and death in their neighbourhood, they have all once come from a gang related background and this enables them get close and personal with the troubled youths of their community and try and help them change.

The filming does not show any violence and death except twice through out the two hours but with interviews and various establishing and detailed shots you get a clear look at just how bad the area has become for people of all ages. I feel the whole film was shot in a fantastic way and without the three main characters being able to go where many people are unable to we get a true insight in what is going on in Chicago and the rest of America with youth and gang culture within African-America and Latino communities.

This is a truly remarkable documentary that makes your feel for the communities caught up with in the crossfire as well as the people committing these violent acts and the Interrupters for doing what they can to try and prevent the violence.

Click on the picture below to watch the trailer and more information on The Interrupters website.

Old Boy - Screen Shots

Here are some work-in-progress screen shots from my latest university project, Old Boy. I am currently editing three clubs and societies I photographed looking at typology with in groups.

 

Poole Radio Yacht Club

 Battle Group South

 Netley Slot Car Club

Dissertation Note #2

Been doing some reading lately for my dissertation, I am still not 100% sure what I am going to be writing about, but I have a good feeling on what direction I want my essay to head towards. Here are few quotes and references that I am hoping to use in the final essay.

In an interview with Joerg Colberg, Benjamin Lowy states 

"what happens in NY and Iraq are separated by vast cultural, economic, and geographic differences, and getting people so disconnected to care about others is very hard." (Colberg, J. 2011)

Broomberg and Chanerin state on their website, 

"Crucially, for traditional photojournalism, is the fact that the three biggest news stories in recent years, September 11th, Abu Graib and the Tsunami, were all recorded by amateurs. Chris Boot made a joke during the Aperture discussion that these days if your photographs aren't good enough, you aren't far enough away. An inversion of Capa's famous quote. This strategy, of stepping back from the event and producing more reflective journalism, is a direct response to this new reality: that armed with a digital camera or mobile phone everyone is a photojournalist, in the traditional sense, reporting from the front line of life" (Lehan, J. 2006)

Colberg, J. (2011). A Conversation with Benjamin Lowy. [online] Available from: http://jmcolberg.com/weblog/extended/archives/a_conversation_with_benjamin_lowy/ [Accessed 17^th September 2011]

Lehan, J. (2006). Interview with Adam Broomberg and Oliver Chanarin conducted by Joanna Lehan, assistant curator at the International Center of Photography, New York for the catalogue of ECOTOPIA, the second triennial of photography and video. 2006. [pdf] New York: International Center of Photography. Available from: http://choppedliver.info/pdf/lehan.pdf [Accessed 14th November 2011]

Restrepo

I finally got round to watching Restrepo by Sebastian Junger and Tim Hetherington. The documentary follows the men of Battle Company 2nd of the 503rd Infantry Regiment, 173rd Airborne Brigade Combat Team of the U.S Army and their stay at Out Post Restrepo in the Korengal Valley, showing how the platoon cope with the day to day life in Afghanistan, and in one of the most dangerous areas for the U.S Military to be based. For me this feature-length was a great insight into military life on the front-line, the way the documentary is filmed immerses the audience into the combat, hard labour and chores of the solders, making the viewer feel as if they have been with the men from the start, seeing their blood, sweat and tears, which I think makes this an award winning documentary film. 

The image below has a link to the Restrepo website where there is more information on the film, the solders involved and an extensive selection of interviews to watch over, while you wait for your DVD to arrive in the post.

Dissertation Note #1

So now that I am into my final year I have to do my dissertation, it has been very difficult to think of a strong question that I want to ask, research and write about. I didn't want to go for something that was too easy for me to write about, as that would not teach me much about what I am interested in. I am still in the developing stage of my research but here are some photographers I have been looking at, they are not 100% going to be in my final piece but it shows the sort of work I am going to be looking at for the dissertation.


Each image is linked to the website I found them on, some of them have more of the photographers work or an article about the photographer.

Kevin Frayer

Balazs Gardi

Simon Norfolk

Luc Delahaye

Life In A Day

Last week I found out that Life In A Day was available to watch in full on its dedicated Youtube channel. The documentary was filmed all on one day on July 24th, 2010. People filmed their lives and uploaded them to Youtube, where the team behind this film had to filter through around 4500 hours of footage from 192 countries from around 80,000 submission. The historic film shows the beauty, horrors and day to day life of people from every corner of the world. A truly beautiful film that makes you laugh, cry and smile all with in ninety minutes, it opens your eyes to some great people and some beautiful scenes. The film shows our connection to one another even with so many things that make us different from everyone else. You see different cultures coming together, different places of the world, and see how people live their lives. 

Click on the poster to watch the full length feature film. 

Occupy London Stock Exchange

Occupy Wall Street is a demonstration, sit in and protest against the corporations, banks and governments that have been a major part in this economical crisis that has led to millions of people, world wide being jobless, homeless and feeling the strain of the financial meltdown. All the while the 1% have still managed to walk around with millions of pounds, dollars and euros in their own pockets, the 99% are struggling in this situation. The events that took place in New York City over a month ago, has spread across the world. Thousands of people have taken to the streets to show their support for Occupy Wall Street and to protest for their rights and to help make a change that many people feel the 99% deserve. 

The other week I went back to London for a few days and decided to pop along to the Occupy London Stock Exchange camp at St. Paul’s. I didn't take many photographs as I was just wanted to see this event for myself and take in the atmosphere. Here are two photographs that I shot on the day using a Bronica SQA. I plan on going back up to London when I get some free time and continue taking some more portraits of the protesters, and maybe creating a mini-project of this event in London.

Documentary Films

Lately I have been watching a fair few documentary films, these are partly the reason my political, economical and environmental views, opinions and interest has become stronger than ever before. As you can see from the DVD covers and posters below, they haven't been films that slightly prod the issue but they go head first into the issue, showing the true colours of some people, sometimes grim and horrible, sometimes destructive and greedy.

The images below each have link to the trailer for the film.

Welcome

After neglecting my other weblog for sometime now and wanting to re-invent my the old one, I introduce you to my new blog that is nicely titled Matthew Walden The Blog. 

To get things started I thought I would first introduce myself, I am a photographer in training, currently into political, economical and environmental documentary and portraiture photography.

This weblog is going to be a little bit different from the other weblog I produced, it will have less inspirational work, but will have more written work and my own work and projects.

Below are some of my work, just a teaser of what I shoot, which you can find the rest of clicking the first photograph below.