Industry News
Advertising
Top stories summarized by our editors
9/20/2021

Communicating brand values is essential for marketers to connect with consumers who are using their purchasing power to advocate for social justice and environmental issues, Ambreen Ali writes. Ali cites several research studies that highlight the importance of brand values and examples of brands that have evolved messaging thanks to changing consumer demands.

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SmartBrief/Marketing
9/20/2021

HP Instant Ink has released a back-to-school "HP Pays Your PTA" campaign that centers on a "Back-to-School, Alright!" song that spoofs "Everybody (Backstreet's Back)" by the Backstreet Boys. One spot stars Justin Baldoni and his family, while another stars viral YouTubers the Holderness Family with cameos from dancing teachers, and the push encourages parents and teachers to post videos of themselves lip-syncing to the song on Instagram Reels with #HPPaysYourPTA to tout school fundraisers, with the brand donating up to $3 million.

9/20/2021

Edelman created a full-page ad in The New York Times on Sunday for Unilever's Degree that urges the fitness industry to join the brand's TrainersForHire.com and work with athletes with disabilities to make fitness centers more inclusive. The campaign, fueled by a survey that shows 81% of people with disabilities feel unwelcome at centers, includes personal notes to fitness brand executives, out-of-home billboards and mobile ads, plus pop-up cycling classes in New York City led by American Paralympian Blake Leeper and other athletes with disabilities.

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Unilever
9/20/2021

Saatchi & Saatchi has created Toyota's biggest vehicle launch campaign for its 2022 Tundra, which debuted during NBC's "Sunday Night Football" with a 60-second spot directed by Antoine Bardou-Jacquet that reveals the tagline, "Born from Invincible." The action-packed ad features Toyota vehicles that have led to the creation of the 2022 Tundra, with many nods to moments in the automaker's history, including its appearance in "Back to the Future" and a California nurse using his Toyota Tundra to rescue people from a 2018 wildfire.

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Saatchi & Saatchi, Toyota
9/20/2021

Fred & Farid Los Angeles has created an #UnfortunatelyFakeNews campaign for Concern Worldwide that features more than 50 fake news headlines showing what the world's wealthiest could be doing to eliminate extreme poverty. The push features preroll videos with news anchors breaking fake news stories until copy is revealed reading, "#UnfortunatelyFakeNews. Until it's real, please donate."

9/20/2021

Adam&EveDDB London has created two 15-second spots for Temptations that introduce the brand's limited-edition "Tasty Human" treats for cats to celebrate Halloween. The ads show cat owners talking about Halloween plans and stocking up on the treats as their feline friends eye them hungrily.

9/20/2021

App researcher Alessandro Paluzzi spotted a Twitter visual editor trial that enables marketers to enhance tweets using tools from the platform's retired Fleets feature, such as adding stickers and cropping. Twitter has not made any official announcement regarding the experiment.

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Social Media Today
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Twitter
9/20/2021

The Marketing Arm has immersed State Farm spokesman Jake within NBA2K as a nonplayable virtual character that players can chat with in the game's social hub, The City, to unlock his red polo shirt and khakis as outfits for their own characters. The campaign includes a "Jakeover" livestream on Twitch in which Jake will play gaming influencers and give fans the chance to win prizes.

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Muse by Clio
9/20/2021

UM Worldwide Chief Diversity Officer Jeff Marshall in this video interview talks about the importance of having an executive in the C-suite responsible for diversity and how agencies can create a more inclusive culture. Marshall discusses the importance of "belonging" within diversity, what agencies can do to improve recruitment, and UM's partnership with Vox Media to create the UM Worldwide Media 101 Certificate Program to help people enter the industry.

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Vox Media
9/20/2021

Isaac Mizrahi, co-president and chief operating officer of Alma, explains why agencies and brands must further their internal diversity and inclusion efforts by catering to an increasingly multicultural America with culturally relevant marketing. "Diversity and inclusion, without addressing the marketplace from a more multicultural standpoint, may not be enough," Mizrahi says.