E. Morris Communications ad for Tyson cited by IAG for effectiveness
February 2, 2007
E. Morris Communications, one the nation's leading multicultural marketing firms, continues its hot streak of creating memorable, award-winning ads. EMC's Tyson Foods television spot, featuring a double-dutch jumping grandmother, was selected as the third most liked ad among all new ads airing in 2006, according to IAG Research, the TV ad effectiveness ratings company.
"I am so proud of the work our team did on this ad because it had modest media exposure, yet it was just as well liked and memorable as some of the Super Bowl ads. This is another example of the insightful, innovative work that our shop does on behalf of its clients," said Eugene Morris, founder & CEO of EMC.
Shot in a style reminiscent of home videos, the 'Double Dutch' jump rope ad was a part of the overall campaign, "Powered by Tyson." The ads feature lighthearted family scenarios, which show ordinary people performing extraordinary feats as a result of getting energy from Tyson meat products.
"The grandmother jumping double-dutch is quintessentially an African-American activity but its theme of an older person vigorously jumping rope has universal appeal," said Phil Salter, EMC creative director. "E Morris is committed to delivering advertising messages that reflect multicultural lifestyles in a positive, respectful manner. The target values it and remembers it when shopping."
E. Morris Communications also won the American Advertising Federation's Mosaic Award for best multicultural ad campaign for the "Powered by Tyson" campaign, also winner of the 2006 ANA Multicultural Ad Campaign. The agency's award-winning work also includes winning seven Telly awards last year for various ads. The Telly Awards honor outstanding local, regional, and cable television commercials and programs along with video and film productions.
A full-service agency, E. Morris Communications, Inc. provides integrated marketing communications services to multicultural markets, with emphasis on the African-American consumer segment. The agency, which celebrates its 20th Anniversary this year, has a client roster that includes Tyson Foods and the Illinois Department of Transportation.