Advertisers are nervous about the possible success of Elon Musk's bid to buy Twitter, particularly how his call for free speech could undo the brand safety progress made by the platform and his anti-advertising stance. "A free speech absolutist Twitter would be negative for the advertising business," says GroupM's Brian Wieser, while VMLY&R's Laura Mignott notes, "I don't think people would feel safe on the platform to express their views if he were to buy it."

TBWA\Chiat\Day New York has reunited Michael Buble with Bubly in a series of spots that urge viewers to "See the Bubly Side" when things go wrong in everyday life. The push is running across cable TV and social, and features a Twitter takeover on Monday where Buble will dispense "online optimism" to users by giving away gift cards for Marriott Bonvoy hotel stays, JetBlue flights and Jersey Mike's Subs.

Pabst Blue Ribbon, with Callen, will post clues on social media to the whereabouts of four "keggs" -- beer kegs painted like Easter eggs -- that will be hidden in Philadelphia, Portland, Ore., Tampa, Fla., and Milwaukee on Saturday. Those first to find the keggs will win a gift card for the value of a full beer keg.

MUH-TAY-ZIK / HOF-FER created a "This Is Your Sign" spot to tout Staples' printing services for small businesses. The 60-second ad, helmed by music video director Joseph Kahn, features Staples employees singing and dancing to Ace of Base's early 1990s hit "I Saw the Sign."

Kraft Heinz is adopting a challenger mindset and consumer-centric "obsession" with marketing to overcome challenges related to today's fragmented consumer journey, said Sanjiv Gajiwala, chief growth officer for Kraft Heinz North America. The company knows boosting brand relevancy requires deepening consumer engagement with an omnichannel approach to "moving the brand forward through your consumers' conversation and their passion," said Gajiwala.

Leaders need the courage and humility to be vulnerable and open with their employees, writes Ken Blanchard, quoting advice from Colleen Barrett and Brene Brown. Focusing on the needs of others and owning your mistakes are two things leaders can do to build trust and transparency, Blanchard writes.

Makeup brand Too Faced used alpha stage TikTok live shopping trials to explore the platform as a sales channel and fine-tune its approach, with one episode yielding 72,500 unique tune-ins, 69,400 engagements and an 84% new customer rate among shoppers. "The key is to educate, entertain and inspire," said Somer Tejwani, Too Faced's vice president of global marketing.

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