Droga5's humorous push for Clearasil pokes fun at the fact that brands often have no idea how to engage with teens, with various ads desperately trying to get their attention via hot tub pizza parties, street art and "dangerous" stunts. The central message is that the brand might not know exactly how to communicate with teens, but it can definitely clear up their acne.
Wieden+Kennedy Portland's new spot for Verizon brings back Jane Krakowski and Jack Brayer in their roles as Jenna and Kenneth from "30 Rock." The ad shows the walls closing in on the pair during a typically chaotic show to mirror the way other carriers shrink video to facilitate "unlimited streaming."
Next month's VidCon is expected to attract 30,000 visitors and Netflix, Warner Bros. and 20th Century Fox are among those making their debut as exhibitors or sponsors. Brands taking part to engage with a majority female millennial audience include Covergirl, AOL, Marriott, Best Buy and Taco Bell. "The VidCon influencers offer tremendous scale, and that really matters to us," Warner's Blair Rich said.
Twelve percent of US marketers have already invested in Facebook video autoplay ads, and 57% said they would be likely to buy the product in the next six months, according to RBC Capital Markets and Advertising Age. Mobile video ad spend on Facebook grew 26% from the fourth quarter last year to the first quarter in 2016, Nanigans reports.
McDonald's has reportedly stipulated during its creative review that future partners would work at cost unless they meet targets to gain performance-based pay. "If the situation is accurate, then there is no incentive at all," the 4A's Tom Finneran said.
Budweiser teamed with the National Basketball Association's Cleveland Cavaliers to give fans at the stadium their first chance to watch a game using virtual reality. Fans were given free cardboard VR headsets that could also be used to carry their beer cans. "The Cavs have been great partners in helping us activate this technology in the NBA and we look forward to continuing to evolve this activation," Anheuser-Busch's Lucas Herscovici said.
IBM's Watson has absorbed David Ogilvy's lifetime of work and will answer questions on his behalf for a special Cannes edition of The Drum, the first interview with the advertising legend since his death 17 years ago. "I can't think of a more appropriate use of this cutting edge technology than to prove that this spirit is still very much alive today," The Drum's Stephen Lepitak said.
Digital and social media have transformed marketing, and advertisers need to take a more collaborative approach to succeed, Rebekah Mackay Miller writes. Actively encourage user-generated content, make it possible for consumers to become brand ambassadors, collaborate with consumers on creative, and listen to feedback. "People who have time, energy and emotions invested in a brand are far more likely to choose that brand over another," Miller writes.
Nearly 4,500 craft brewers across all 50 states have collaborated to create a single beer in celebration of American Craft Beer Week. A campaign from Victors & Spoils includes a video touting the effort, and craft brewers across the country are using the hashtag #MakeSmallBeerBig to spread the message to beer lovers.
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