Beats by Dr. Dre, with AnalogFolk, is launching its first TikTok campaign to source creative for a music video for Ashnikko's new "Daisy" track. The "#BeatsDaisyChallenge" features four challenges linked to the colors of the brand's PowerbeatsPro headphones and also taps TikTok's TopView ad unit, which displays a 60-second full-screen immersive spot when users open the app.
Gut worked with Popeyes on a campaign about free delivery for family meals with a tweet that simply read "pizza" before releasing a "Pizza Party Crashers" video that shows a man following delivery drivers in Portland, Ore., and asking customers if they'd like to trade their pies for a Popeyes Family Meal. "I'm not hating on pizza ... everyone likes pizza," says the delivery stalker in the video, "I just think, like, people might like Popeyes more."
Scholz & Friends' short film for German luxury watch brand IWC Schaffhausen, "Born of a Dream: A Boy from San Mateo," tells the story of iconic quarterback Tom Brady by going back and forward in time to show pivotal moments in his life. "We wanted to make this brand spirit relevant again for a modern target group. Tom Brady, and his dream, were a perfect match," says Scholz's Jorg Waschescio.
Agency professionals talk about the upside of their moves away from cities during the pandemic, and Lindsay Rittenhouse explores whether this will signal a shift in what talent will expect in the future from their employers. Ad Recruiter's Christie Cordes believes shops that offer more flexibility in the future "are the agencies who will win better talent."
Research from Twitter, IPG Media Lab and Magna reveals video ads presented in multiple formats doubles buying intent and results in a 58% increase in ad recall, compared with 46% for ads shown in a single format. Additionally, 61% of users in the test, which displayed one video ad as preroll, promoted video and in Twitter's First View, say the ad was prominent among other content, in comparison to 51% for an ad shown in a single format.
Kraft Heinz is making its first foray into podcasts with a "Table Stakes" series running across platforms including Spotify, Google and Apple Podcasts. New York Times travel writer Peter Kujawinski hosts the series, with one of the first episodes talking with the pair that drive Oscar Mayer's Weinermobile.
Google is rolling out a 3D ad format, dubbed Swirl, that enables consumers to zoom in or out with product images, rotate them for a 360-degree view or play an animation. The format is available to advertisers globally using Display & Video 360 following a beta test with brands such as Adidas, Nissan and Purina One.
Digital advertising platform Brave Software has formed a partnership with contract management exchange NYIAX that provides users with guarantees that ads are only delivered to Brave users who have opted to see ads and aren't tracked. Brave has "recorded 1 billion ad confirmation events," a 930% increase from October 2019, writes Melynda Fuller.
AKQA Tokyo, Shanghai and New York created a coloring book for Nike Japan that features content from Japanese influencers and enables users to see how their coloring of the Air Max shoes appears in 3D through augmented reality. "AR requires a visual trigger," AKQA's Daniel Busch says, "At the same time, craftsmanship and design process are universally admired in Japan."
Mischief's Greg Hahn writes that the radical change driven by the pandemic and protests presents an opportunity to rebuild the agency model based on freedom, not fear. "It's a chance to put the focus back on ideas and the work. To remember what makes agencies special," he writes.
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