Apple is touting iPhone Memories with a spot that features an archivist looking through photos and videos that come to life when he touches them to create a film of the best moments of a young family's life. The ad is set to a rendition of "Unchained Melody" by Lykke Li.
Muhtayzik Hoffer lets Peter Parker take his driving test in an Audi in a brand tie-in with "Spider-Man: Homecoming." The comedic spot features the movie's star Tom Holland and J.B. Smoove, of "Curb Your Enthusiasm," as the driving instructor.
Grey New York's new spot for Gillette tells the story of Kristian Rex, a man who has been caring for his father after a stroke. The ad highlights the shifting roles between the pair as Rex lovingly shaves his father with the new Treo razor that's specifically designed for shaving someone else.
360i has created a social campaign for HBO's "Game of Thrones" called #WinterIsHere, which includes a trailer for the season 7 premiere that unlocks poster art and exclusive content through the Twitter Emoji Engine. Social users can solve clues to enter the right combination of emojis to be rewarded with content.
WPP has invested $6.5 million in millennial news outlet Mic, which reports attracting 65 million monthly unique users. Mic helps brands such as Netflix, Alphabet, Goldman Sachs, Microsoft and Discover build engagement with millennial consumers.
CEO Arthur Sadoun announced that Publicis Groupe would be taking a break from awards shows in 2018, including Cannes, and employees and observers have been left shocked by the news. WPP's Martin Sorrell refused to rule out whether his holding company would also withdraw from next year's event, but did say that it had lost some of its creative focus and that it has become "too much of a moneymaking exercise."
Social campaigns from consumers about brands are increasing, and Uber CEO Travis Kalanick has been the latest to feel the brunt and has subsequently resigned. This trend will only increase as brands have to relinquish control of messaging in the social media era and accept that "what matters isn't what an ad says about a company, but what your friends think about that company," writes Farhad Manjoo.
The democratization of creativity through digital and social platforms is leading to the death of creative brilliance as brands and agency leaders are trying to shun creative thinking in favor of data and technology, writes Mark Wnek. "Imagine any other industry or sport or pursuit suddenly divesting itself of its best, wisest and most experienced practitioners. Unthinkable, right?" he writes.
Advertisers aren't artists -- their purpose is to sell services and products for brands -- which is why the industry should focus on how ads affect business results and not just with how attractive they are, WorkInProgress' Matt Talbot writes. "[I]f more people start judging work based on its creativity and business impact, then more work that accomplishes both will win," he explains.
72andSunny, with Mindshare and Fast Horse, has created a campaign for Yoplait that highlights the trend for moms to be judged on social media. A TV spot features mothers from diverse backgrounds candidly talking about issues that can provoke judgmental attitudes, such as being an older mom or breastfeeding, and the push also includes partnering with the humorous #IMOMSOHARD Facebook web series.
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