Cramer-Krasselt has created an Instagram spot for Corona that shows how to transform a 12-pack Corona box into a pinhole camera through which consumers can view the solar eclipse. The campaign encourages consumers to share their eclipse experiences, toasted with a Corona, on Instagram using the hashtag #CoronaEclipse.
Outdoor clothing brand Patagonia has debuted its first-ever television spot to urge consumers to contact Interior Secretary Ryan Zinke and hold him to his promise of protecting 21 public monuments, including Bears Ears and Grand Staircase Escalante national monuments in Utah. The campaign will also run across social and digital.
Playtex has debuted a social campaign from Frank About Women to tout its Love My Curves collection titled #PlaytexPositivity. The campaign features body-positive social influencers and encourages women to compliment each other on a more regular basis.
Wieden+Kennedy Tokyo has created a 60-second spot for Japanese cosmetic brand Shiseido that spotlights the beauty of nature, showing slow-motion shots of flowers unfurling, mushrooms growing and bees creating honeycomb. "All things beautiful come from nature" is designed to showcase the brand's new WASO product line to digital-first millennials.
TV networks, such as Fox, Viacom, Turner and NBCUniversal, experienced significant success during this year's upfronts in their robust data-based advertising, which targets audiences beyond Nielsen's gender and age demographics. Custom targeting for TV ads is set to challenge digital-ad dollars, especially with the imminent launch of the OpenAP from Viacom, Fox and Turner, writes Jason Lynch.
If you had a job that ended badly but was at least five years ago, it's probably a good idea to leave it off of your resume, writes Anish Majumdar. You should also consider omitting jobs where you worked for companies with bad reputations, Majumdar writes.
Simon Dumenco's satirical piece addresses why the fictional American Council of Emotionally Manipulative Advertisers has issued a ban on "cry before you buy" ads and how Windex's new tearjerker ad goes too far. "The council's governing board was nearly unanimous in expressing bewilderment at the use of an emotive coming-of-age story to market a proprietary blend of water, 2-hexoxyethanol, isopropanolamine, sodium dodecylbenzene sulfonate, lauramine oxide, ammonium hydroxide, fragrance and Liquitint sky-blue dye," he humorously writes.
Large brands need to pay attention to startup companies to observe emerging business models and consumer trends, Dave Knox writes. "[S]tartups are the new canary in the coal mine, the early warning of danger for big brands," he explains.
Always has brought back #LikeAGirl with a new spot from Leo Burnett Chicago that tells girls going through puberty that trying new things is more important than a fear of failure. "Keep Going" features girls at schools persevering with new challenges, and the brand has also tapped actor Yara Shahidi as an ambassador.
WPP's GroupM is rolling out global viewability standards that mandate that 100% of ad pixels are in view for a certain amount of time across all formats. Pre- and mid-roll video impressions must be instigated by users with sound on and watched for at least 50% of their duration, and social video impressions can be user-initiated or auto-played, with sound on or off.
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