With Super Bowl LII fast approaching, there's no doubt that creatives have been putting their heads together to come up with what they hope will be the year's most talked-about Super Bowl commercial. However, in today's world, it's not enough to simply develop a compelling spot for game day. As the role of digital and...
How to Turn a Super Bowl Ad Into a Campaign for the Mobile Era
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First Female Celebrity Colonel Sanders, Reba McEntire, Sings a Honky-Tonk Song in New KFC Spot
KFC has a new celebrity wearing Colonel Sanders' signature white suit and goatee--Reba McEntire, who stars in a new 60-second spot promoting the fried-chicken chain's new Smoky Mountain BBQ flavor. A 30-second version of the ad from Wieden + Kennedy in Portland will air during Sunday's Grammy Awards broadcast on CBS. McEntire replaces the noncelebrity...
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Amazon’s First Ad for the Echo Spot Is About Togetherness, Not Shopping
Ah, Alexa. The voice assistant that, like Amazon, wants to be your everything. But "everything" isn't really a position. With Apple's Siri going (Rock!) hard on facilitating your sassy lifestyle, and Google plying people with donuts to get them used to making even the most banal voice-based demands, where does one put Alexa, the amenable...
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McDonald’s Taps New Leaders to Oversee Brand Content and Cultural Engagement
McDonald's USA has appointed two new leaders to its marketing team. Kenny Mitchell joins as the fast food conglomerate's vice president of brand content and Lizette Williams comes aboard in the newly-created role, head of cultural engagement. Mitchell replaces the former vp of brand content, Joel Yashinsky, who retired in 2017, according to a spokesperson....
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The Martin Agency Promotes Karen Costello to CCO in the Wake of Joe Alexander’s Scandalous Departure
The Martin Agency of Richmond, Va., has promoted executive creative director Karen Costello to chief creative officer, a role left unfilled since her predecessor Joe Alexander departed last December amid an investigation into claims of sexual harassment. Costello joined Martin less than six months ago as executive creative director leading creative on the entire Mondel?z...
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Nielsen Social Content Ratings Will Now Include Instagram
In January 2016, Nielsen added data from Facebook to its already existing Nielsen TV Twitter Ratings, rechristening the offering Nielsen Social Content Ratings. Nick Grudin (now vice president of media partnerships) and Brian Robinson (now director, media partnerships analytics) said in a blog post at the time that Instagram would be added to Nielsen Social...
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Apple Gets Its Animojis to Sing Nominated Songs in Amusing Ads for the Grammys
Animojis are one of the more buzzed-about features of iPhone X. The phone's TrueDepth camera analyzes your facial expressions and mirrors them in a dozen different Animojis, creating little animations that you can send as texts within the Messages app. Apple is pushing the feature (four new Animojis are coming to iOS 11.3 this spring)...
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Why You Should Be Prepared for Facebook Ad Prices to Rise
Mark Zuckerberg recently shared that Facebook is revamping the news feed to prioritize content from friends over content from brands, businesses and publishers. Facebook's stock price dropped 5 percent immediately following the announcement. This change should not be taken lightly. While Facebook does update its news feed algorithms regularly, as Adam Mosseri, Facebook's news feed...
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Another Campaign Wants You to Adopt a Dog After Listening to Its Playlist
Dieste's got your new Jam! We're referring to the computer-generated star of the agency's unconventional push for nonprofit Dallas Pets Alive. He's not the typically cute, cuddly canine we've come to expect from animal adoption campaigns, though. In the two-minute clip below, which ties-in with music streamer Spotify at the end, you might notice the...
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Facebook Launched a Gaming Creator Pilot Program
Facebook officially launched its Gaming Creator Pilot Program, aimed at helping video game content creators build their audience on the social network. In a Facebook Games blog post, Leo Olebe, global director of games partnerships at Facebook, listed the program's focuses: Helping gaming creators build more meaningful and more engaged communities on Facebook than anywhere...
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Apple’s Beats to Bring More Work In-House as Lead Agency Anomaly Takes ‘a Breather’
Beats Electronics, the brand formerly known as Beats by Dre that was acquired by Apple in 2014 for $3 billion, is making more big changes to its ever-fluid global ad agency roster. According to multiple parties familiar with the business who spoke to Adweek on background, the audio company will be taking more of its...
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Amazon Imagines What Would Happen If Alexa Lost Her Voice in 30-Second Super Bowl Teaser
Amazon will be in the Big Game. The tech giant has released a 30-second teaser for its Super Bowl spot, which will be 90 seconds and run during the fourth quarter. The teaser imagines what would happen if Amazon's Alexa lost her voice. CEO Jeff Bezos has a starring role in the ad. Creative shop...
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Sonos Closes Its Flagship Store in New York to Support Net Neutrality
Sonos, the consumer electronics company most well-known for its smart speakers, is closing its flagship New York store today with an accompanying message about the importance of net neutrality. The message, timed to coincide with the Grammys, stresses the importance of an open internet to the future of music and directs viewers to battleforthenet.com. The...
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NBC Sports Is About to Make $1.4 Billion in 22 Days Thanks to the Super Bowl and Winter Olympics
For the athletes involved, the two major sports events occurring over the next few weeks--Super Bowl LII and the 2018 Winter Olympics--represent the culmination of years of training, laser-focus and pushing oneself to the limit, all in pursuit of breaking records and coming out on top. The same goes for the NBC Sports ad sales...
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Personalization Is a Priority for Retailers, but Can Online Vendors Deliver?
Call it the Nordstrom versus Amazon problem. Stores like Nordstrom excel at "white-glove service." Its staff may recognize your face and even greet you by name as they direct you throughout the store. However, they probably don't know what you bought last month or what's still sitting in your online shopping cart. Sites like Amazon,...
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How Squarespace Created a Killer Super Bowl Spot That Scored an Emmy
John Malkovich is on an important phone call and he's extremely angry. He wants to launch his fashion career with a website, JohnMalkovich.com, but someone else owns the domain. That's how Squarespace's hilarious Super Bowl LI spot, "Calling JohnMalkovich.com," plays out--Malkovich, placing a friendly-turned-fuming phone call to someone who controls something he desperately needs. The...
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Editor’s Letter: The Real Big Game for Marketers Is Engaging With Consumers Individually
Enveloping this month's Digital Transformation Playbook, which is focused on the burgeoning trend of personalization as an important marketing avenue, is Adweek's annual Super Bowl issue. It's an interesting pairing and underscores a shift in the brand-marketing ecosystem--from the power of many, to the power of one. The Super Bowl remains one of a handful...
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Infographic: How Much Privacy People Will Give Up for Personalized Experiences
Consumers around the world get frustrated when brands fail to deliver relevant, tailored experiences, something they are increasingly demanding. They're also concerned about giving companies too much personal information, which paradoxically is what brands need in order to deliver such experiences in the first place. Meanwhile, poor personalization resulting from a lack of trust costs...
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Q&A: With the Press Under Fire, Lester Holt Combats ‘Low Blows From High Places’
As news anchor for NBC Nightly News and Dateline NBC, Lester Holt is a man on the move. Last week, he reported from inside North Korea (later criticized for the government orchestrated coverage). The coming weeks will find Holt in New York and then Washington, D.C., for the State of the Union address before traveling...
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Old Spice Ran a Baffling Ad, Entirely in French, on the Grammys. This Subtitled Version Explains All
If you were watching the Grammy Awards a few minutes ago, you saw an Old Spice ad that was very weird indeed, even for the notoriously quirky Procter & Gamble brand. The 60-second spot was entirely in French, and there were no subtitles. This made the plot very cryptic for non-French speakers. All we could...
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