Beverage brand Bai's in-house creative unit has tapped Justin Timberlake for its 30-second Super Bowl spot. Bai founder and CEO Ben Weiss says the star "played an integral role in the development," and noted this is only the beginning of its relationship with Timberlake.
Venables Bell & Partners and MullenLowe Mediahub have been chosen to handle creative and media, respectively, for Chipotle, following a competitive review. The company spent $33 million on advertising in the first three quarters of 2016, per Kantar Media.
TBWA's Super Bowl spot for Persil ProClean is bringing back the white-tuxedo-wearing cleaning hero, "The Professional." Janell Holas, Persil's vice president of marketing, says last year's Super Bowl ad was "instrumental" in increasing brand awareness.
The number of brands debuting Super Bowl teasers on YouTube has increased by 200% since 2008, Google reports, and the popularity of combining digital video with game day TV spots is leading marketers to get serious about metrics. Anheuser-Busch InBev measures the earned rate of its digital teasers to optimize its campaign and reviews offline sales metrics after the push to guide the full year's advertising.
Almost two-thirds of top brands will review their creative accounts in 2017, 64% plan to review their media business, and 61% will be reconsidering their digital shops, per Advertiser Perceptions. Strategic advisers such as MediaLink are helping brands and agencies communicate and identify strengths and areas for improvement to avoid accounts going into a review.
Second Story creative chief Keri Elmsly discusses how great creatives don't get fazed by failed ideas, but instead have the internal belief to reshape them until they get it right. "To have a long career and embrace your creative power, you need to have a sustaining energy that can propel you beyond doing things once and giving up," Elmsly says.
Snapchat is offering advertisers the opportunity to run back-to-back video ads to tell a single story. The packages group ads together, allowing sequential video ads with difference creative within Snap's Discover app, which includes content from publishers such as CNN, The Daily Mail and Cosmopolitan.
Melissa McCarthy is starring in Kia's 60-second Super Bowl spot from David&Goliath to tout the Niro hybrid crossover. The comedic actor is also narrating two 15-second teaser spots that humorously showcase several of the vehicle's features.
Hyundai and Innocean Worldwide have tapped "Patriots Day" director Peter Berg to shoot the brand's 90-second Super Bowl spot live during the game. The documentary-style ad will be shown immediately after the game and will highlight "some of the best off-the-field Super Bowl moments."
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