Google has teamed with Havas, WPP, Omnicom, Dentsu, Publicis and IPG to launch a global campaign that urges Generation Z to complete 2 billion good deeds by 2030. The "Little x Little" campaign features influencer videos, aligns with UN Sustainable Development Goals and its anthem spot has already been viewed 16 million times on YouTube.
Goodby Silverstein & Partners' new campaign for Tostitos features Jean-Claude Van Damme telling people to get together with their friends more often or get "Van Dammed." The push, with a new brand tagline "Get Together Already," is running across TV, social, digital and experiential with new content throughout the year.
Google is testing bidding for in-app inventory via AdMob, is introducing video ad inventory to Google Play's Games tab and will trial an expansion of similar audience targeting within Universal App Campaigns. The company is also increasing monetization opportunities with new rewarded ad units in AdMob.
Interpublic Group's Golin has partnered with SheSays, The 3% Movement and EvolveHer to tackle the gender inequality issues within agencies that prevent women from progressing in creative roles. The group has unveiled a digital push, "Have Her Back," which includes video and static ads, and is also holding an in-person training session on Equal Pay Day on April 10 in Chicago for women of all ages and career levels in advertising.
Grey New York's new push for AARP features an anthem spot that stars Def Poetry Jam veteran J. Ivy emphasizing how the concept of aging has changed, with those aged 50 or over taking on new challenges and new jobs. The spoken word ad made its debut during the return of "American Idol."
Clairol's "Color Fearless" campaign featured a social media challenge where 100 women tried the brand's Nice'n Easy Color Care and 85% said they felt more confident after dying their hair. The push features beauty influencers and will include "Fearless" stories across social media.
Video ad fraud dropped 31% last year compared with 2016 and is down 40% year-over-year among video aggregators, per Extreme Reach. The decline is due to "increased pressure for better accountability from advertisers, as well as a corresponding increase in vigilance among ad-tech vendors," Extreme Reach said.
Move Digital Group, Mirum and Wunderman are among the agencies helping clients hire internal creative talent, a strategy that Pivotal Research Group's Brian Wieser says could be a clever one to maintain close working alliances with brands. Mirum's Julie Koepsell says, "Either way, the client will find the talent. You might as well have some advocates on the inside."
Iris' Steve Bell and Blue Glass' Chelsea Blacker talk about their experiences of running an agency, the importance of having core values and sticking to them, and how they faced financially hard times and turned the situation around. "If you have money to spend, don't do it in a hurry, because you will make mistakes," says Bell.
Physicist Stephen Hawking, who died Wednesday, made advertising appearances, including his narration for Saatchi & Saatchi's 1993 "Keep Talking" spot for BT that celebrated how mankind's ability to communicate has fueled ongoing innovation in the field. Other examples include his appearance in Specsavers' 1999 "Physicist" ad and his role in Jaguar's 2016 spot "The Arrival" by Spark 44.
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