ViacomCBS Entertainment & Youth Group and MTV networks aired a Black Lives Matter spot lasting eight minutes and forty-six seconds, in reference to the death of George Floyd, which simply features the words "I Can't Breathe" and the sound of breathing. The spot urges viewers to join Color of Change and demand action from public officials, and ran across Comedy Central, MTV, Pop, CMT and Logo, VH1, Paramount Net, TV Land, CBS Sports, BET and Nickelodeon.
McCann Paris created a two-minute "A reminder that you are #WorthIt" spot for L'Oreal that features brand spokeswoman Viola Davis talking directly to camera about the meaning of the brand's slogan. "The next time you hesitate before going after something you want, the next time you blush and brush off a compliment, the next time you doubt your place in the world, in the workplace, in your home or in your own skin, say these words to yourself: 'I'm worth it,' " Davis says.
Crispin Porter + Bogusky's 30-second TV spot for Hotels.com features Captain Obvious asking viewers if they can "remember places," such as a Miami Beach Resort that "has free toilet paper" or a Napa Valley B&B that "has wine that's not in a box." The ad mentions other places quarantined viewers might have forgotten and says, "With hundreds of thousands of not-your-house places all over the world, Hotels.com is the best place to book a place."
Truly Hard Seltzer is running a campaign celebrating the 50th anniversary of the New York City Pride March, which was canceled due to the coronavirus pandemic, with a Times Square billboard and is encouraging individuals on social to post using #TrulyPride for possible inclusion. The seltzer company has also teamed with GLAAD on a "Truly Proud" content series about workplace discrimination and is donating $100,000 to the nonprofit.
Brands often rely on Times Square billboards for its simplified ad network and to test innovative campaigns and, while many brands pulled back on out of home spending, the bright lights of New York City continued shining amid the pandemic, writes Larissa Faw. Several businesses used the ubiquitous crossroads to thank front-line workers, and Five Tier CEO Frank O'Brien says, "The couch was the new Times Square during the lockdown."
Some digital signage uses have fallen short on promises such as using multiple fixtures within a single retail space, says TD Bank's Karyn DiMattia. MacDonald Media's Dave Koppelman says 3D imagery "is a very cool looking technology" but remains cost-prohibitive, while Billups' Rick Robinson dismisses others' belief that out of home's future "will be amazing" once individual personalization is driven by face recognition.
Cheez-It teamed with Amazon Prime on a "Snap'd & Stream" deal that rewards viewers with a $5 Amazon credit to buy the brand's products for watching at least 15 hours of specific content linked to a monthly theme. The campaign, from Leo Burnett, Weber Shandwick and Starcom, is running across Cheez-It's social channels, Amazon's properties and paid media.
Daily Harvest is promoting its new Scoops line of plant-based ice cream with a campaign that features Boyz II Men singing an ode to the product, with lyrics including, "I want you, you're so yummy, and lovely and dreamy." Consumers are invited to enter a lip-sync video battle using an Instagram filter to win the chance to attend an exclusive Zoom concert and Q&A session with the band, and the campaign also includes a Spotify "Scoops: A Summertime Vibe" playlist and Zoom backgrounds.
The American Association of Advertising Agencies and VMLY&R teamed to launch the 4A's CX Council to help agencies and brands deliver excellent customer experiences, which will include a "The CX Effect" monthly webinar series and virtual events in October to mark National Customer Experience Day. "At the 4A's, we have seen experience design and a focus on CX exponentially growing inside businesses combined with an increasing opportunity to create a stronger bridge between both marketing and design," says the 4A's Chick Foxgrover.
The American Association of Advertising Agencies President and CEO Marla Kaplowitz talks about the issue of lengthening payment terms and brands that are promoting "what they're doing for humanity, and donations," during the pandemic yet "are the same companies that are going to agencies and possibly others ... and saying we're going to extend terms." Even large brands without "liquidity issues" are asking for payment terms of 120 days or more, and the situation is leading to a "negative trickle-down effect," she says.
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