Yaffe Tidbits

10 Good Super Bowl 2012 Ads & An Ugly One

The 2012 Super Bowl and accompanying Brand Bowl has come and gone. There were some good ads and some really bad ads, but none stood out to me as truly great ads. In the last few years, picking a number one ad was either easy because it was a standout or hard because, like last year, there were two standouts (VW Vader spot and Chrysler's Imported from Detroit spot). This year it was hard because I really didn't have strong feelings about any one spot. But be that as it may, here's my top 10 spots and my worst of the year pick.

10. Honda - "Matthew's Day Off"

So many people loved this ad, that I had to make it a top 10. But truthfully, I'm not a big fan. I think part of it was that Honda used VW's Vader kid "leak the spot online" strategy and it backfired. Instead of endearing the spot to me with all the coverage it got before the Super Bowl, I was already tired of it. I think if I saw it and it was a surprise, I might have felt - oh wow, look what they did. Instead, I felt, meh... they took an iconic movie character and reinacted some movie stuff and it didn't tie in to the car at all. If I hadn't looked up the spot, I wouldn't have been able to tell you which car it was.

 

9. Oikos Greek Yogurt - "The Tease"

This one made the list simply because it's got a woman head butting John Stamos to the floor. And who doesn't want to see that again?

 

8. The Voice - "Vocal Kombat"

Props to NBC's The Voice for creating something far more engaging than a montage of clips for a show promo. This was entertaining, had high action, cool graphics and still got across the premise of the show, which is the judges fighting to get the best voice to choose them. Love the "Kill Bill" sequences and graphics, down to Cee-Lo's outfit. And the twist at the end made me laugh.

 

7. Doritos - "Man's Best Friend"

What's the Super Bowl without dog spots. Here's the first one to make my list. One of the winners of Doritos annual Super Bowl ad contest. Clever concept, the dog gives his master Doritos as "hush money" after "offing" the cat. Nice.

 

6. Sex Sells for H&M and Teleflora

We always see examples of good and bad use of the time honored tradition of sex sells. Here's two good examples - one for the men and one for the ladies. First, there was Teleflora. I would actually call this a great product benefit spot. Guys may think giving flowers is stupid. But, with Valentine's Day coming up, Teleflora reminds us dumb guys the real product benefit of buying flowers, mixing metaphors with Christmas, using the line, "give, and you shall receive."

 

On the other hand, we have David Beckham for men's underwear for H&M. Now, you may think they're targeting the wrong market - getting the ladies attention for a men's underwear product. But, I'm sure their research shows that most of the men's underwear is actually bought by the women in their lives. Let's face it, most of us guys will keep wearing shabby, holey underwear rather than go buy new stuff. Also, judging by a lot of the tweets I read, a lot of women are buying this stuff just because they're buying whatever he's selling.

 

5. Chrysler - "Halftime in America"

I have mixed feelings about this one. For one thing, it must have run during the one time I got up and left the set - so I didn't see it in context, just later on the web. It suffers by comparison. Last year's imported from Detroit spot featuring Eminem was so powerful and poignant. Trying to recapture the magic of a special spot is very hard to do. I think they did a valiant job here, but it pales in comparison. For one thing, as someone living in Detroit, I don't remember that "we almost lost it all" - sure time have been tough and we were hit harder than most, but I don't remember ever thinking we were going to lose everything. It's a well written, well produced spot with an icon to lead the charge. But, it's not last year's spot. Not even close.

 

4. Budweiser - Eternal Optimism

Don't love the beer, but I love this ad. And I wish my clients had this kind of budgets! It's a lot of fun, with a great soundtrack featuring a mash-up The Cult's "She Sells Sanctuary" and Flo Rida's "Good Feelin'." It basically shows that over time, people have always gathered together with their buds for a good time gathering - and often it's involved their favorite beer. It's a spot that works well with Budweiser's tagline "Grab some Buds."

 

3. Volkswagen - "The Dog Strikes Back"

This is really two spots in one. One spot about a dog that sees the new VW Beetle and really wants to chase it, but needs to get in shape to do so. And another that takes place in a galaxy far, far away. I think VW did a much better job of trying to top last year's special ad, than Chrysler. They didn't succeed either, but I like what they did better. Instead of the new and improved version, they went with a new spot that gives a nod to the old classic. I didn't see the twist at the end coming and I loved it. I know some think they should have just ended it with the dog's story. Personally, I think it could have come off as schmaltzy by itself. With the commercial shifting to the Star Wars bar and a blatant reference to last year's spot - I thought it was great. I also like that the pre-Super Bowl spot released on the web (dogs barking out the Darth Vader theme) was a nice hint to the eventual spot without actually being the spot.

 

2. Accura - "Transactions"

I originally had this as my number one ad, but upon further review, it turns out I like the Chevy ad better. I did really like this one though. Of all the ads, this one got the biggest laughs from me. Sure, it was a bit over the top. But, Leno in a flying squirrel jet back to steal the deal just as Jerry Seinfeld was about to seal it? Loved it. What can I say, you make me laugh, you're gonna get high marks from me. It's just how I roll.

 

1. Chevy Silverado - "2012 Mayan Calendar"

I love this ad. Talk about a brand promise - buy our product and survive the apocalypse. Sure, it's not realistic, but it's fun. And I don't mind at all that they took a poke at the competition. I come from a rural area where guys drive trucks and if you're a Chevy guy, you look at the Ford and Dodge guys with disdain and vise versa. It just taps into the target market mindset.

I like that they took something topical like the predicted end of the world and had fun with it. They didn't just stick with one reason either - you see alien spacecraft, volcanoes, meteors and even the more biblical rain of frogs. Loved the burning Big Boy statue and a play on the old joke (and recent Zombie movie) idea that one of the things that will last forever is twinkies. Nice co-branding opportunity, too, I'm sure. Added bonus for the counter intuitive Barry Manalow track.

 

And 1 Ugly One.

That's my take on the best spots. There were plenty of disappointments, too. I think the eTrade baby spots have lost their luster. Career Builder brought back the chimps and it wasn't bad, but it was just a rehash of previous spots. I thought the Cars.com one with the extra head singing was just creepy. But one advertiser was just ugly. I bet you know who it was. Go Daddy once again stunk up the place with horrible ads that just ticked off at least half of the possible customers right off the bat. As one woman tweeted, "what? Women don't buy domain names?" Where H&M and Teleflora (and even Fiat) used sex to sell in a good way, these people use it all wrong. Their spots are sexist. They play the bait and switch game - Oooo, come to our website and maybe you'll see these women naked (you won't). And to make matters worse, it's just bad, reheated creative. They've basically run the same idea for I don't know how many Super Bowls now. Time to banish them from the event, if you ask me.

So, what were your favorites? Did I miss some? Do you think I'm a moron for including one of these? I'd love to hear your take on the best and worst of 2012 Super Bowl ads.

Mike McClure, Ad Junkie

What You Need To Do In Mobile Marketing This Year

Part 1: Know your mobile customer

For most of us the 2012 resolutions look like this: lay off Hot Pockets, earn a ton of money and make a diligent effort to smile when your mother-in-law unexpectedly shows up on your doorstep for a visit. When it comes to resolutions for your business Mobile Marketing should be at the top of your list— especially if you’re playing catch up with competition. Last year was huge for mobile marketing and it’s getting even bigger. Technology innovations make it easy to shop, stay social, informed and entertained anywhere and anytime.  Smartphones drive our life on-the-go and with it present constant opportunities to advertise. Why wouldn’t you reach your customer through something they carry and interact with every waking (and sometimes sleeping) moment?

Watch the video below to see some amazing mobile stats

 

Know your mobile customer
Gen-Y facetweets, youblogs, and mysquares faster than you can log into your email, while Grandma is still figuring out the whole webcam thing. Each customer uses a smartphone to satisfy a NEED while being restricted or empowered by their aptitude for technology.  The game hasn’t changed, customers are still shopping, but they’re using mobile to simplify and enrich their experience.

Tracking mobile visitors
First step is to assess the situation. You might not know that people are accessing your website through mobile devices unless you have a way to track it. Meet your new best friend, Google Analytics. Study your traffic under the microscope and establish a baseline. What devices are your customers using? How does your marketing strategy affect traffic? Through analytics you will understand the current situation and pave way for future decisions.

 Identifying Mobile Segments
The wonderful thing about customers is that they can be grouped together into segments.  After you ninja your way through demographic/geo profiles think about the following.  

Psychographic and motivational segmentation will force you to step into the shoes of your customer and focus on their attitudes, goals and emotional features.
-Think about what your users seek through their mobile devices: entertainment, information, social or a bargain. For instance, customers seeking a bargain may not like mobile technology, but will use it anyway if there is a reward (like a coupon or a discount).
-Is the customer skating on the high tech edge or staying away from technology because it invades their privacy? For example: Social oriented high tech users would be more likely to check in on foursquare  at your store location, which presents a valuable opportunity to engage them.
-Is mobile a lifestyle choice or something they are forced to use? Gen Y vs Late adopters.
-In addition to insights you gather from this exercise, create a map to key customer touch points with your brand. Map out customer’s mobile shopping experience from interest about your product to purchasing decision. 
-Do they browse and compare prices on the phone before purchasing? What brought them to your website? Was it to find store locations, order online, get a deal or check in on foursquare? How did they find out about it? Through company’s e-letter, a chat with company rep, QR code or external advertising?

I leave you with many questions to answer and priorities to fulfill.  Moving forward in the Mobile Resolutions series, you’ll learn about mobile websites and implementing mobile advertising strategies.  In the meantime, share some of your mobile experiences in the comment section and give Grandma a call, she  still needs help.

Check back next week for part 2 of this series.

Dmitri Pivtorak, On the move, going mobile

The Magic of Macy's Outshines the Rest of the Best

I was reading through Ad Age's list of best Christmas ads for the year and noticed that all of them other than Macy's focus on the stress of the season, and how they can make it better. Best Buy actually takes it to a whole other level by trying to out do Santa. Sorta funny, but all of them left me feeling like the person who bemoans what the holidays have become—stress-o-shop-o-mania. All of them except Macy's, that is. I re-watched this spot several times after finishing the others, trying to wash the cynicism away, and it worked. 

This spot reminded me that though it's our job as advertisers to solve customers' problems, there's a fine line between solving a problem and exacerbating the problem by embellishing it over, and over, and over again.

Sometimes we shop because we have a problem that needs solving. That's generally true everyday of the year. But that's not how any of us really want to think about Christmas. Even though Macy's campaign evokes the magical spirit of Christmas for children, it inspires all of us in the process to WANT to buy. Not have to. And under which circumstance would you prefer to bring people into your store?

The fact that they also built in an in-store magical red box that brings the inspiration (and customers) into the stores AND gives back to charity—win, win, win.

Watch, be inspired, shop, and Happy Holidays, all!

  

 

 Jen Wright, Inspired Yaffe Account gal

 

 

 

The D Show Winners Make Good Ads of the Week

Last night I attended The D Show, Detroit's annual award show for excellence in advertising and marketing. I saw some great work being done here in the D and thought I'd share some of them here in our regular Ad of the Week feature. The best of show went to Chrysler's moving Super Bowl spot, "Born of Choir" featuring the Eminem song "Lose Yourself" and the imported from Detroit theme. We've already featured this spot in our Super Bowl recap, where we named it our favorite ad of the event. You can go to that post to see it. There were several previous AOTW recipients who also won last night.

So, here are some of my favorites of the night. They are not necessarily the best in category winners, just winners that I found outstanding. One of my favorites also won last year and I kind of forgot about it until it won again this year. It's the Del Taco Super Special show. A series of weird and wacky skit webisodes designed to appeal to the off kilter, all night taco crowd. Here's a couple webisodes.

 Del Taco Super Special Show, When Tacos Ruled The Earth

 

 Del Taco Super Special Show, Bean There, Done That

The next D Show winner that I'd like to share is a spot for Carhartt. It's a bunch of guys camping, when one of them gets attacked by a pack of wolves. But once the attack ends, the guy is left unharmed and one of the wolves is left without a tooth.

 Carhartt - Wolves

I saw a lot of great work, interestingly one of the best storytelling videos is one that one in the music category. It's a non-broadcast video for the US Navy about how an Indian born Muslim who was a Kuwaiti refugee from Operation Desert Storm became a Navy Chaplin. It's a compelling human story told well.

 US Navy - Chaplain Balbale

And finally, I'd like to share another winner in the non-broadcast video, it's part of the Ford Explorer Live series, featuring Nelly talking about the awesome sound system. It's a funny video with a douche bag director who keeps trying to add a lot of bells and whistles to the video and Nelly, who is trying to just have the video be a simple one with him showing you what great sound you can get in the Explorer. It's a fun bit that pokes fun at our side of the business. Enjoy

 Ford Explorer - Nelly 2011 Video

Well, that's just a taste of the great work here in the D that was honored last night at The D Show. What do you think? And if you went to the show, what were your favorites that I left out? And as always, if you have a suggestion for ad of the week, just leave it here in the comment section, email it to info@yaffe.com, send us a tweet @TheYaffeGroup or drop us a note on Facebook.

Mike McClure, Exec Creative Director - feeling a little D envy today.

How To Turn Your Worst Projects Into Your Best Products

Ever get handed one of those projects that nobody cares about? Something under the radar that just needs to get done? What do you do? Grumble and just crank something out or rise to the challenge and create something spectacular? In my experience, these kinds of projects are ripe for doing great work. In fact, my most award-winning campaign ever (for both creativity and effectiveness) was one of these projects.

Sometimes the problem with high-profile projects is the layers of approval and all the chefs in the kitchen. I'm not saying you can't do spectacular work on high profile projects. You absolutely can. It's just harder. The beauty of a project that nobody cares about is that you have the opportunity to do something out of the box. People won't try and second guess creativity on a project like that - they are surprised to see it and much more likely to accept it.

That was the case with my most award-winning project. It was a postcard size insert in Advo mailers for a drug store client of ours. The strategy was sound. Boost traffic at under-performing stores by creating a loss-leader coupon (half-gallon of milk for 66-cents, two 2-liter Cokes for a dollar, etc) and inserting in in the Advo mailer in the zip codes around the store. Sounds boring right?

Even thought the strategy was sound and the coupons were incredible values, it wasn't performing. So the assignment was basically, do something to stop people from throwing this away without even looking at it. Do whatever you want; if you can work the logo and the product in, that's great. So, instead of looking at it as a crappy mail coupon insert job, my art director partner and I looked at it as a "go crazy and do something creative" opportunity.

What we ended up doing was a series of single panel cartoons with a "Far Side" type sense of humor. For the milk coupon, if it was a 24-hour store, we showed a cow sneaking out in trench coat disguise to pick up milk so she didn't have to be milked. For the Coke coupon we showed aliens raiding a man's picnic for Cokes and him hoping he had enough to appease them. We found a good illustrator and this just do something assignment became one of the most successful we'd ever done. Not only was the creative good, but the response rates were incredible. In fact we repeating the campaign later for another drug store chain we represented. (to see each postcard bigger, just click on the image)

So, next time you get an assignment nobody seems to care about, look at it as an opportunity to really wow someone. Look at is as an exciting challenge instead of dreaded drudgery. Who knows, you might do something truly out of this world!

Has this happened to you? I'd love to hear some of your hidden opportunity success stories.

Mike McClure, Exec Creative Director & social media guy

Why There's a Direct Mail QR Code Explosion Happening Now

If you've looked at your mail recently, you may have noticed that much of the direct mail pieces (re: junk mail) you're getting have QR codes on them. You may be thinking, wow this is really catching on. Well, that may or may not be true. But, it's not the reason you're seeing so many of them. It's because the U.S. Post Office is basically paying advertisers to use them.

That's right, now through the end of August, the Post Office is giving bulk mailers a discount on the postal rate if they include a visible QR code on the piece. There are some rules. It does have to be relevant to the piece and not just some random link in order for the mailer to get the postal discount. It does seem that a lot of big direct mail marketers are taking advantage of it.

All this makes now a perfect time to test out its effectiveness with your own marketing. We have talked to our clients about whether or not to use QR codes for some time now. This presented a good opportunity for testing. For most of our clients, we used an "enter to win a prize" carrot to get customers to scan the code. Then, we sent them to the newsletter sign-up page on our client's site. Anyone who signed up for the eNewsletter during the time period of the promotion is eligible to win. That way, we could gather information on those who scanned in the code without having to spend money on creating a new landing page.

We also used a bit.ly code for the QR code and printed the non-bit.ly url below the QR code. That way we can track the number who went to the page using the QR code and how many typed in the url, giving us a good feel for how many understood or could use the QR code.

What about you? Have you or your clients taken advantage of this QR discount? And what has your experience with them been so far?

Mike McClure, ECD & QR-Curious

Ad of the Week: Coke - 125th Anniversary Illumination

In last week's AOTW, we gave Pepsi their due for a fun Santa spot positioning their flagship brand with a Coke spokesperson. This week, we're giving the nod to Coca-Cola for their "Spectacular 3D 125th Anniversary Illumination" video/event. And if you look at the two back to back, you can see exactly where the two colas fall in their ongoing cola marketing war. Where Pepsi created a fun one-off ad. Coke celebrates 125 years with the kind of panache and solid branding they always exhibit.

The video below opens up with workers covering a large Coke corporate building with giant sheets on each side. When night falls, these sheets become 4 giant screens displaying moving graphics and images that are pure Coca-cola magic. This guerrilla marketing stunt is put into a video with emotive music and a mix of Coke iconic footage. Like everything they do, it has a lot of style, emotion and fits right in with their brand persona.

There's not a whole lot more to say, other than what Coke has said so often in their marketing, "Enjoy."

 Coke: Spectacular Coca-Cola 3D 125th Anniversary Illumination

If you'd like to make a suggestion for Ad of the Week, just drop us a line here in the comment section, Or on twitter. Or Facebook. Or via email to info@yaffe.com. However you like.

Mike McClure, Playing both sides of the cola wars

Blog #300 - What We've Learned

Yay! This is our 300th blog post! I've been editor of this blog since the beginning, so I figured this was a good chance to go back and take a look we've learned in that time about how to write a good blog for business. Here's a few gems, some learned the hard way, some dropped in our lap for immediate blog beautification.

Consistency. Consistency. Consistency. Did I mention you need to post consistently? The first few years of this blog (it started in 2006) were spotty at best. We'd get it rolling then months would go by with nothing. Then we'd get it rolling again and let slack off again. Now, for the last few years, we've been pretty consistent - posting 3 posts a week, with our "Ad of the Week" feature coming out on Wednesday. Traffic has trended upward steadily during this time.

Of course, as I say this, we're coming off an incredibly busy few weeks here at Yaffe where we were working crazy hours. During these weeks, we only posted once. In blog world, it doesn't take long for a lack of consitency to hit. Before those two weeks, we were riding on an all-time high in terms of page views per day. The last 4 days, we dropped to less than half of that traffic. You have to set expectations up and then meet them. Any slacking will hurt you.

Focus Your Content.Another wrong thing we did at first was to be all over the place. We figured we had to have a blog and didn't really strategize how to use it. We wanted everyone at the agency to be involved and had people take turns, whether they were good writers or not. And we let them write on whatever. We had posts that were recipes, posts about family holidays, a post that was really just a bad riddle... you get the idea.

Now we focus on things our clients and potential clients would be interested in. The purpose of creating content is to be helpful and in the process show your expertise and build thought leadership. Now our posts are about marketing, advertising, branding, corporate culture, social media, mobile, digital... all things we do and have expertise in.

Have Good Writers Do The Writing. As I mentioned above, we used to have everyone write, sometimes without complete willingness. Now, we have a team in-house that are all good at writing in general, and at writing blogs specifically. Rather than making the rest of the staff pitch in, we often bring in guest bloggers who have a specific expertise. This improves both your content and what your audience can get out of reading the blog.

Once you start writing a blog on a consistent basis, it gets in your blood. I know from personal experience, if it's been a little too long since I wrote a post, I actually get a little on edge about it. It's not just knowing we need to have something out there; it's a need to actually write and make the connection that a blog creates. I look forward to the next 300, which should come much faster than the first 300. I hope you'll join us on the journey and add your thoughts along the way.

Are you a blogger or just a blog reader? What have you learned in your time spent with blogs? How has it impacted your life and how you do business?

Mike McClure, Editor, Yaffe Tidbits

Did internet kill the video star?

Video killed the radio star in 1979. But did internet kill the video star in 2011? Take the Sarah Bareilles video “Uncharted” for example. For those who have not seen it, the video features clips of fans and even a few familiar faces singing along to the song in their webcams. Stars like Benjamin Folds of Ben Folds Five, Jennifer Nettles of Sugarland, Tegan & Sara and Mr. viral video himself, Keenan Cahill, make appearances.  

 

Instead of a mash-up of piano shots, happy b-roll and Sarah Bareilles close-ups, “Uncharted” takes on new media to create a successful, fun music video. Sarah pops up on the screen only a few times throughout the video, but it works. She has given others a chance to express their love of the song and, well, their webcams. “Uncharted” becomes something very much relatable because who doesn’t love to sing along and dance to their favorite songs?  

Another artist taking the idea of incorporating fan-made videos into a project is Lady Gaga. Just in time for her third album debut, Gaga's Google Chrome Commercial has hit the airwaves. I may be a little biased because I am such a huge fan, aka Little Monster, but the commercial really has a cool concept.

The Google Chrome slogan is “the web is what you make of it” and that is exactly what this piece shows. As Google has become the number one search engine, this commercial features Lady Gaga googling her fans to see what they have put on the web. This too is relatable, not only to fellow Gaga fans but to anyone who uses Google.

 

The moral of the story is, we the people of the internet, are becoming the focal point in artist materials. It is a cool, new take on video creation that could be a stepping stone to something awesomely innovative in the future. It's the nextevolution from brands asking customers to create content, like the Doritos Super Bowl commercial. So the internet didn’t necessarily kill the video star, the internet just shifted the stardom a little bit.

How do you like the “Uncharted” video and Gaga Google Chrome commercial and the use of fan-made videos?

Jessica Mosley, Little Monster

 

Printable coupons are the way of the future. Or the right now, at least

An in-depth look at online couponing sites and how they work.

Do you remember gathering stacks of newspaper and a handy pair of scissors to begin your day of coupon clipping? Those days seem to be becoming few and far between as Internet coupons are all the rage now. “Marketers quickly caught on to the Internet as an easy, effective marketing tool and internet coupons have taken root,” says the Association of Coupon Professionals. And this is very much true.

Websites like Living Social, Groupon and Coupon.com offer great deals on not only products but also entertainment and services. Regular coupons usually only get you about half off a bar of soap, but internet-based coupons can offer so much more!

Here is a breakdown of a few top internet coupon distributors:

Ebates:

• The site offers deals from over 1,000 retailers. No points to redeem, no forms to mail and in and no fees.
• Customers can get money back for purchasing coupons. Hence, the catchy name, Ebates. To date, members have earned more than $55,000,000.
• Shoppers can receive money in a check 4 or more times a year, transferred through PayPal or Ebates can send money earned to a shopper’s charity of choice.

Coupons.com:

• The site allows for printable coupons to save money on items in categories including books & mags, health care, household, office supplies, personal care, toys and games, food and more.
• The websites asks that customers install coupon printing software that contains security features needed to provide coupons an actual store can use. By the way, it’s totally free to download.
• Includes coupons like “save $10 with $50 purchase” for well known retailers like Kmart, Ulta and Lowe’s, and even Diapers.com and Leap Frog.
• Also offers special deals based on location. By entering a zip code, deals are granted including up to 80% on restaurant gift certificates.

Living Social:

• Offers one deal per day with discounts up to 90% at local restaurants, bars, spas, theaters and more.
• A deal is sent daily once you sign up.
• Living Social offers one deal per day with discounts up to 90% at local restaurants, bars, spas, theaters and more.

Coupon Winner:

• Offers coupon codes for popular retailers including Target, Hotwire, Steve Madden and 1-800 Flowers.
• Codes can be used once you purchase items on the actual retailer’s website. (Click redeem/use coupon)
• Offers categories including most used coupons, NEW coupons, expiring coupons, free shipping coupons and exclusive coupons.

Groupon:

• Groupon gives customers the option to customize deals by providing a zip code, gender and age.
• Provides mostly services and food coupons like $35 for $75 worth of seasonal, contemporary cuisine at Spring Restaurant.
• They site is very big on mobile apps and sharing deals through social media – “Print the voucher or bring it up on your mobile device, then present it at the business to get your deal.”
• Refer friends, get $10.

According to Marketing Charts, Internet coupon use is up 83%. And for a marketer, this is heaven. Benefits of Internet coupon clipping includes saving money on both the consumer side and the marketing side, targeting to the “upscale consumer” much easier and quickly gaining a new customer base with the use of social media and posting ads on high traffic sites like Pandora. There is so much to be said about Internet coupons and they have certainly changed the way people shop.

Are you a coupon clipper or a coupon printer?  

 

 

Jessica Mosley- Avid Coupon Printer