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American Morning

Jingles All the Way

Aired December 19, 2002 - 09:57   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.


BILL HEMMER, CNN ANCHOR: Let's get to the holiday topic right now, advertising. Some are said to be touching, others a bit tacky, but every time at this year, every year at this time, rather, advertisers unwrap some of the most eye-catching TV commercials. Here's an example of one now.
They call that the "Joe Boxer boogie." It has been good for Kmart so far. And with the news of this week, Kmart needed the business. The man in the mini Santa suit has become something of a cult figure, going the more traditional route. We'll talk about both avenues now with Barbara Lippert, our guest here in New York. Barbara Lippert is with "Adweek."

Good to see you. Happy holidays. Good morning.

What do you think of that Joe Boxer deal?

BARBARA LIPPERT, "ADWEEK": I call that dance he is doing the boxer nova. It is like thinking outside the buns and the box. It's like last year, the commercials were very reverent, very emotional, very reflective. This year they can go the full cheese.

He is very ebullient and upbeat and you can't take your eyes off of him. So it has gotten a lot of attention for Joe Boxer. They have $200 million in sales since they introduced the line. And to think that this guy replaced the high-falutin Martha Stewart is pretty funny.

HEMMER: So you buy into the whole argument that the tone is certainly different this year than it was a year ago?

LIPPERT: Absolutely. People felt they could return to sex and cheesy stuff and cheap jokes.

HEMMER: You know, Barbara, I think the other thing that highlights that is what The Gap has been doing for this past month. Look at the stripes that they've been pushing -- brilliant, broad, bright colors, selling quite well, too.

LIPPERT: Absolutely, and also, it's wonderful music. The commercially is beautifully lit and edited. And so for the oldsters, the music will appeal to them and for everyone else, the dancing will. You can watch it again and again and see something, which is good, because it runs so much.

HEMMER: Let's talk about traditional spots. Red and yellow M&Ms meeting Santa. It is running again, I assume? LIPPERT: Yes, absolutely. And it seemed like started in '96, and every year that it's run, it gets more popular. I guess, at first, people weren't used to these little hostile guys with the Mini Me (UNINTELLIGIBLE), and as they see them more and more, it becomes more of an icon of Christmas.

HEMMER: Does the nostalgia work? Does the traditional sale work? A lot of times you think about Norelco and Santa moving his way...

LIPPERT: Absolutely. Norelco was off the year with that shaver coming down the snowy slopes, and people really missed it. It was almost like a family member or a part of Christmas, and now it's back, and it's really smart for them to bring it back.

HEMMER: Heineken has an appeal for the business world. We can roll that clip right now and talk about it as well. Does it work?

LIPPERT: Absolutely. I think corporate corruption this year gave advertise a lot and this is. It looks like Christmas pod people until you see what is going up upstairs, which is so clever, and it allows Heineken, which is a beer advertiser. to take the high road.

HEMMER: We're going to let this play out again and see which way it goes toward the end of the 30-second spot. Shredding documents, shredding paper and throwing it from a very high building. "To all of those who weren't naughty this year, happy holidays from Heineken." Nice spot.

Jaguar has a spot out there. Is this wishful thinking for most of us?

LIPPERT: Well, yes. When does the time that you're allowed keep the bow on roll out? I mean, it's like the Jaguar pod people with the bows on top. I mean, I thought the bow was corny like 40 years ago in "Queen for a Day," and so you come into this town where everyone has a bow, and it's a very good step for Jaguar.

HEMMER: Got it. Wonder what we can look forward to next year. Only time will tell.

Thank you, Barbara.

LIPPERT: Thank you.

HEMMER: Barbara Lippert from "Adweek" with us today.

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com







Aired December 19, 2002 - 09:57   ET
THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
BILL HEMMER, CNN ANCHOR: Let's get to the holiday topic right now, advertising. Some are said to be touching, others a bit tacky, but every time at this year, every year at this time, rather, advertisers unwrap some of the most eye-catching TV commercials. Here's an example of one now.
They call that the "Joe Boxer boogie." It has been good for Kmart so far. And with the news of this week, Kmart needed the business. The man in the mini Santa suit has become something of a cult figure, going the more traditional route. We'll talk about both avenues now with Barbara Lippert, our guest here in New York. Barbara Lippert is with "Adweek."

Good to see you. Happy holidays. Good morning.

What do you think of that Joe Boxer deal?

BARBARA LIPPERT, "ADWEEK": I call that dance he is doing the boxer nova. It is like thinking outside the buns and the box. It's like last year, the commercials were very reverent, very emotional, very reflective. This year they can go the full cheese.

He is very ebullient and upbeat and you can't take your eyes off of him. So it has gotten a lot of attention for Joe Boxer. They have $200 million in sales since they introduced the line. And to think that this guy replaced the high-falutin Martha Stewart is pretty funny.

HEMMER: So you buy into the whole argument that the tone is certainly different this year than it was a year ago?

LIPPERT: Absolutely. People felt they could return to sex and cheesy stuff and cheap jokes.

HEMMER: You know, Barbara, I think the other thing that highlights that is what The Gap has been doing for this past month. Look at the stripes that they've been pushing -- brilliant, broad, bright colors, selling quite well, too.

LIPPERT: Absolutely, and also, it's wonderful music. The commercially is beautifully lit and edited. And so for the oldsters, the music will appeal to them and for everyone else, the dancing will. You can watch it again and again and see something, which is good, because it runs so much.

HEMMER: Let's talk about traditional spots. Red and yellow M&Ms meeting Santa. It is running again, I assume? LIPPERT: Yes, absolutely. And it seemed like started in '96, and every year that it's run, it gets more popular. I guess, at first, people weren't used to these little hostile guys with the Mini Me (UNINTELLIGIBLE), and as they see them more and more, it becomes more of an icon of Christmas.

HEMMER: Does the nostalgia work? Does the traditional sale work? A lot of times you think about Norelco and Santa moving his way...

LIPPERT: Absolutely. Norelco was off the year with that shaver coming down the snowy slopes, and people really missed it. It was almost like a family member or a part of Christmas, and now it's back, and it's really smart for them to bring it back.

HEMMER: Heineken has an appeal for the business world. We can roll that clip right now and talk about it as well. Does it work?

LIPPERT: Absolutely. I think corporate corruption this year gave advertise a lot and this is. It looks like Christmas pod people until you see what is going up upstairs, which is so clever, and it allows Heineken, which is a beer advertiser. to take the high road.

HEMMER: We're going to let this play out again and see which way it goes toward the end of the 30-second spot. Shredding documents, shredding paper and throwing it from a very high building. "To all of those who weren't naughty this year, happy holidays from Heineken." Nice spot.

Jaguar has a spot out there. Is this wishful thinking for most of us?

LIPPERT: Well, yes. When does the time that you're allowed keep the bow on roll out? I mean, it's like the Jaguar pod people with the bows on top. I mean, I thought the bow was corny like 40 years ago in "Queen for a Day," and so you come into this town where everyone has a bow, and it's a very good step for Jaguar.

HEMMER: Got it. Wonder what we can look forward to next year. Only time will tell.

Thank you, Barbara.

LIPPERT: Thank you.

HEMMER: Barbara Lippert from "Adweek" with us today.

TO ORDER A VIDEO OF THIS TRANSCRIPT, PLEASE CALL 800-CNN-NEWS OR USE OUR SECURE ONLINE ORDER FORM LOCATED AT www.fdch.com