Adam&EveDDB created a TV spot that features Ryan Reynolds talking up the QLED TV from Samsung as the superior method of watching his new "6 Underground" Netflix movie when the Samsung screen starts running a spot for his gin brand, Aviation. "I bought mid-roll ad placement...It felt like the right thing to do," he says to the fictional director.
Streaming services are increasingly utilizing interactive banner ads, pop-ups and other modules to promote their own content and as a means of generating revenue from leading brands, writes Brian Steinberg. Geico recently directed individuals from the home page of Amazon Fire to content and Halloween ads using a sponsored sign, while Roku has been integrating interactive overlays on ads from select sponsors.
Frito-Lay's debut holiday spot comes from its in-house team and stars Anna Kendrick singing a version of "My Favorite Things" that manages to include Doritos, Cheetos and Tostitos. A 90-second cut of the ad, which normally runs for two minutes online and has 30- and 15-second versions, is running on NBC during Macy's Thanksgiving Day Parade and the campaign includes additional content across Spotify, Instagram, Facebook and other platforms.
MONO is touting Sam's Club's Scan & Go mobile app with a 90-second spot that features Usain Bolt using the app to shop for 20 items in fewer than three minutes. The ad shows Bolt tearing around the brand's warehouse with his trolley and being cheered as he crosses the finish line with seven seconds to spare, before Allyson Felix appears, shoves her medals into Bolt's hands, and says, "Reset the clock."
Agency executives and augmented reality creators share their advice on the most effective ways to engage consumers using augmented reality tools such as Snapchat's Lenses. Paper Triangles' Frank Shi says, "Keep it simple, fun and magical," while Wavemaker's Whitney Fishman says the most effective AR experiences are those that provide value to consumers, such as IKEA's use of the technology to virtually place its furniture in consumers' real-life homes.
McCann Toronto's campaign for the Dave Thomas Foundation for Adoption-Canada features ads showing dogs and cats alongside children with the copy "Up for adoption" that are running across TV, out-of-home, social and digital. When people visit the campaign's dedicated site, they're greeted with the message, "We're sorry if you thought we were talking about pets. We had to do something to get your attention because more than 30,000 children are waiting to be adopted from foster care in Canada."
Venables Bell & Partners Chief Operating Officer Kate Jeffers debunks five mentorship myths that prevent women from receiving the support they need to rise to leadership positions. Mentoring doesn't necessarily mean a one-on-one relationship with a senior female executive, she writes, and if the mentoring role were spread across a diverse range of people, everyone would benefit.
Dentsu Aegis Network's Jeff Tan explores how a self-congratulatory frame of mind can hamper learning and innovation, and explains the Japanese concept of kaizen, which fosters "continuous incremental improvement." "Unless we reprogram our default setting from 'faultless' to 'vulnerable and ready for incremental improvements,' we'll only be hurting ourselves and our ability to deliver for our clients in the long run," he writes.
Lowes Foods has appointed Walrus as its new creative and media agency of record, after a review of multiple agencies, and Walrus is tasked with launching a creative campaign in the first quarter to boost brand awareness and consideration. "The team at Lowes Foods have created a food shopping experience unlike any other. It's a dream assignment for Walrus," CEO Frances Webster said.
The Reputation Institute and StrawberryFrog examined ratings from 7,500 US consumers and found which purpose-driven brands are connecting with consumers. Seventh Generation, Toms and Method topped the Purpose Power Index, and StrawberryFrog CEO Scott Goodson noted, "The strongest purpose brands are seen as having acted their purpose -- through everything from how they compensate their employees to how they behave in society -- not just talk about it."
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