Groupon and its agency, O’Keefe Reinhard & Paul, are raising awareness for the discount deal platform's last-minute gifting options with the "Oh S***" campaign.
The tongue-in-cheek creative is aimed at those who realize “Oh S#&%, I didn’t get a present for everybody… and they’ll be pissed," says the ad's voiceover. These ads serve as an extension of Groupon’s broader holiday campaign that launched in early November and continues the company's use of celebratory musical storytelling with lyrics set to up-tempo polka tunes.
The media buy (executed by Blackwood Seven) runs across television, online video and radio through Christmas. Networks include Bravo, HGTV, Discovery, Food Network, E!, Lifetime, Oxygen, CBS, ESPN, and Fox.
Online viewers will hear the S-word being uttered in the opening line of the ad. TV versions will start with "Oh Fudge."
Groupon has spent more on advertising during the first six months of this year compared to the full 12 months of 2016 ($41.12 million vs. $32.90 million), according to Kantar Media.
The company is undergoing a reorganization that enables executives to reinvest some of these cost savings into its global marketing budget, which was up $17 million during the third quarter 2017 to $101 million, according to the company's most recent financial call with investors.