Just yesterday the U.S. soccer team goalie Tim Howard was temporarily named Secretary of Defense on Wikipedia, and soon after a petition was started to rename Ronald Reagan Washington National Airport after him. #ThingsTimHowardCouldSave was a massive meme, too.
— Martin Daubney (@MartinDaubney) July 2, 2014
These honors had been bestowed by his fans in celebration of his 16 stellar saves during Tuesday’s World Cup match against Belgium — the most saves in a World Cup game in 50 years. Just two days later and with the entire U.S. population at his side Howard is officially the best candidate for a spokesman ever, any brand’s wet dream.
We asked five agency execs to come up with Howard-related slogans for companies outside the typical sports categories. Nike, for example, is already a sponsor. But here are a few hypotheticals that have us shouting GOOOAAAAL! (Thanks to Digiday art directors Draeger Gillespe and Matt Fraher for the mockups of ads.)
Save-A-Lot Grocery Stores. “Tim Howard, official spokesperson.”
Amazon Subscribe and Save. “Will you save as much as Tim Howard? No.”
Save the Children. “Tim Howard’s got this.”
David Angelo, founder & Chief Creative Officer, David&Goliath
State Farm. “I can see State Farm switching Chris Paul for Tim Howard. He’s got coverage like no other auto policy. Like a good goalie, State Farm is there.”
Timex. “Tim would be the perfect reason to resurrect the classic tagline ‘Takes a licking and keeps on ticking’ for the last time.”
Lubriderm. “What do you give the hands that carried America’s World Cup hopes? Daily Moisture Lotion fortified with Vitamin B5 and skin essential moisturizers, that’s what.”
A strategist who didn’t have time to get PR clearance so will remain anonymous:
Red Bull: “Tim Howard gives you wings, obviously.”
Mr. Clean: “He’s the new Mr. Clean.” ‘Nuff said.
Mark O’Brien, President of DDB North America
“He could even be called on by the pharmaceutical industry for the wide range of drugs that are known as ‘blockers’, such as ‘beta-blockers’ to treat high blood pressure. Imagine a shrunken image of Tim Howard inside your body blocking epinephrine from getting to your heart!”
Digiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."