Ford is launching a campaign called "By Design" to promote its Focus, Fiesta, Mustang and Fusion models. The push includes a series of 15-second TV spots plus digital, print and out-of-home executions intended to make consumers feel a connection with the cars. "We now have a fresh, great-looking car lineup, so now is the right time to highlight all of our cars, but also tie them together with bright colors, vibrant, modern imagery," Ford's Brett Burin said.
Ford has tapped Dwayne Johnson, otherwise known as "The Rock," to star in an advertising push to highlight its dealerships’ service departments. Johnson owns three Ford vehicles and named his F-150 "the black gorilla." “His genuine appreciation of the brand makes the alignment of Ford service and Dwayne Johnson a great partnership,” the automaker said.
Saatchi & Saatchi has created Toyota's biggest campaign for its Tacoma brand in a decade, emphasizing the recreational value of the rugged truck. "Play Now," which will launch in theaters and on TV, promotes the Tacoma as the truck of choice for snowboarders, dirt-bike racers and off-roaders. The get-out-and-play spirit is "a space we want to own, and so we really amped that up in our launch spot, and the truck delivers on it, so it's very authentic," said Toyota's Cooper Ericksen.
Big publishers are getting set to compete with Google and Facebook on mass targeted, personalized ad offers. For example, Conde Nast acquired 1010data for $500 million to boost its data insights in an effort to win more ad dollars. "This is the new battleground," said Signal's Kathy Menis.
Facebook is pushing more creative work through its own internal shop, The Factory, to make the platform's advertising more nimble, said marketing chief Gary Briggs. Other publishers also have taken work in-house in order to speed the process. "We have to be so real time that a larger agency just couldn't do it for us," Bloomberg's Deirdre Bigley said.
Evidently has created a spot for Dove called "Change One Thing" that aims to change teenage girls' perceptions of their bodies. The video shows a variety of girls lamenting one feature they hate about themselves, then switches to show another girl wishing she had that attribute. "The girls featured in the film did not know about the 'Change One Thing' film concept in advance, so their reactions that you see in the film are genuine," said Dove's Jennifer Bremner.
Viacom has appointed Julian Zilberbrand as executive vice president of its freshly created Audience Science group. The new unit unites several existing departments to speed up Viacom's progress with using data to target advertising across its networks and digital channels. Zilderbrand comes to Viacom from media buying firm ZenithOptimedia.
Over half of consumers say they trust all forms of traditional advertising, with 63% indicating that they trust TV advertising somewhat or completely, per Nielsen. The report found that millennials have the greatest amount of trust in advertising. “Despite continued media fragmentation, the proliferation of online formats has not eroded trust in traditional (offline) paid channels,” the report said.
Unconscious bias is tough to root out, so companies have to make a concerted effort to change attitudes, according to several executives who discussed the issue at the 4A's Talent@2030 conference. "Change doesn't just come from the top," said Coca-Cola's Daneyni Sanguinetti, who recommended unconscious-bias training programs. Only a few executives in the room raised a hand when asked whether their companies offered such training, but nearly all put up their hands when asked whether they would like their companies to try it.
Los Angeles is experiencing a creative surge as it brings together the worlds of technology and entertainment, as well as offering creatives the space to think. "Los Angeles is one of the few places in the world one can have a career in advertising and have a backyard," said TBWA\Chiat\Day LA's Brent Anderson.
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