Verizon is returning to the Super Bowl for the third consecutive year with a yet-to-be-released 60-second spot from McCann New York, directed by Peter Berg of "Friday Night Lights," which will be broadcast during the game's first half. The campaign includes three additional spots that showcase how the brand's 5G technology will help first responders, including one that features a firefighter wearing glasses that employ augmented reality to enable him to make his way through a smoke-filled room.
Goodby Silverstein & Partners has released a 60-second teaser for Doritos' Super Bowl spot, which features Sam Elliott as a cowboy who wanders into a saloon and begins a monologue with the line, "I got the horses in the back, horse tack is attached, hat is matte black. …" He continues reciting lyrics to "Old Town Road" by Lil Nas X until the song's bass line starts playing as he leaves the bar and a bag of Cool Ranch Doritos is shown alongside the date of the Super Bowl.
Hennepin County in Minnesota had joined forces with Clear Channel Outdoor to utilize temperature-sensitive billboards that turn on when the windchill drops below 10 degrees and direct less fortunate individuals toward safe places such as homeless shelters. Clear Channel Outdoor President Dan Ballard hopes to expand the billboards to additional counties.
New social-video platform, Snibble, is launching in the US and Canada Feb.1 on iOS and April 2 on Android with current partners including Bloomberg, Verizon Media, AP, Reuters and Daily Motion. The platform is targeting millennials and Generation Z, and just one unskippable 6-second pre-roll ad will accompany the platform's premium video content because "People like ads -- but not too many and not ones that interrupt what they're doing," says CEO Blair Currie.
Comedy Central and New York's Metropolitan Transit Authority, with Outfront Media and Posterscope, have teamed to bring the voice of Awkwafina to the subway 7 line, with a series of humorous announcements such as, "Next stop is in Manhattan. Hope you brought money!" The initiative promotes the new show, "Awkwafina Is Nora From Queens," and MTA says the campaign will act as a pilot for possible future celebrity announcer collaborations to generate extra revenue.
Investment in US advertising and marketing is expected to rise 7.2% from last year to hit $389.5 billion in 2020, with boosts from the Summer Olympics and the presidential election, per Winterberry Group estimates. The largest increase will be experienced by addressable TV at 44% to reach $2.9 billion, while linear will see a 1.9% lift to hit $65.5 billion and digital will rise by 14.5% to $166.4 billion -- nearly 25% of which will be spent on social media.
Ad buyers using Snapchat's dynamic ads that are targeted based on behavior and directly linked to product catalogs are reporting lower cost-per-thousand impressions and similar or higher return on spend than Facebook and Instagram, writes Deanna Ting. Agency Within's Asher Chester says the costs balanced out between higher conversion rates and higher costs per clicks, while Havas Media's Tessa Kavanaugh noted clients realized CPMs were almost five times lower than Facebook.
Thinking quickly, supporting innovation and focusing on strategy are three of five traits of effective change leaders, according to research conducted by Joseph Folkman's firm. Leaders must also be able to see the big picture and inspire their team, he writes, and their effectiveness multiplies when team members are confident in their organization's success.
BBDO New York's 30-second spot for Dunkin's plant-based Beyond Sausage Sandwich features Snoop Dogg working at one of the brand's Los Angeles outlets and the surprised reactions of customers as they're served by the star. "He showed up on set with a whole backstory of how he was Dunkin's latest employee of the month, so we just let him run with it," say BBDO New York's creative directors, Paul Elicker and Ricky Anolik.
Mother Los Angeles' Joe Staples chats in this podcast about how being dyslexic has affected his role as a creative director. "The gift of dyslexia is you get to help someone pull apart their thinking," he says, adding that creative directors must "build safe environments for people to express" their ideas in their own unique ways.
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