Toyota, with Saatchi & Saatchi, is touting the 2018 Camry with an immersive print ad in InStyle magazine. Readers open the pop-up ad by gripping door handles that measure their heartbeat as they're immersed in the scent of leather and experience the sight and sounds of the vehicle as if they were behind the wheel.
Billions of media agency account dollars are up in the air as brands such as Mars, Mondelez, McDonald's and Microsoft review accounts and many others develop in-house data and technology expertise to have greater control over their own media buying and planning, writes Patrick Coffee. ID Comms' Tom Denford says, "Agencies will have to prove the value they add, and those that get it right will be highly successful."
The&Partnership's first campaign for women's retailer Chico's is asking women #HowBoldAreYou to challenge society's traditional views of female aging. The push includes collaborations with YouTube influencers, social, digital, out-of-home, connected TV, shoppable ads and branded editorial content in partnership with HGTV, Meredith Digital and O, The Oprah Magazine.
David&Goliath's new campaign for Universal Parks & Resorts, "Grow Bolder," features a 60-second black-and-white anthem spot that shows children embracing their adventurous and independent natures as they take on a variety of experiences. The ad is running during NBC's last week of Winter Olympics coverage, and the push will continue on with added social and digital elements.
McCann London's new spot for Mastercard UK, "Start Something Priceless," features six people talking about the issues in their relationships before they sit opposite each other in silence to listen to music. The music playing is composed by David Arnold, the 2012 Olympic music director.
Culturally relevant content delivered in Spanish raises the engagement and purchase intent of Hispanic Americans watching video ads, according to a new study from Univision Communications, Magna and IPG Media Lab. The study found that language-targeted marketing was twice as effective among all Hispanics, and, for Spanish-dominant consumers, language targeting lifted brand relevance.
To celebrate its 30th anniversary and its distinction as the longest-running Spanish-language music awards show in the US, the 2018 Premio Lo Nuestro a la Musica Latina will not have nominations or awards and will instead dedicate its program to honoring Latin music legends. Univision president of music Jorge "Pepo" Ferradas said the concept is based on honoring those who not only made strides in Hispanic music in a single year, but those who did so over entire careers.
The United States Hispanic Leadership Institute recently honored a pair of lawmakers from Colorado for breaking ground as women and Latinos. Crisanta Duran, Colorado House Speaker, won the William C. Velasquez Trailblazer Award, and former legislator Polly Baca took home the Dr. Henry L. Lacayo Lifetime Achievement Award.
Timed with Black History Month, Comcast launched its "Groundbreakers: Heroes Behind the Mask" initiative that showcases behind-the-scenes African-Americans in the entertainment industry. The programs run alongside historical documentary content in honor of Black History Month and is available on Xfinity's on-demand platform and to all customers online.
National CineMedia has created Noovie ARcade, a mobile app that enables movie fans to unlock augmented reality games in theaters. "Noovie ARcade drives fan engagement and excitement through a unique digital experience, which makes it not only great entertainment for movie audiences, but a great opportunity for brands looking to reach them," said NCM's Cliff Marks.