Morning Update: Coke celebrates parenthood; Volvo Van Damme split most popular ad
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
AdWeek: Brilliant Coke Ad Celebrates the Agony and the Ecstasy of Early Parenthood
“In a span of 60 seconds, Coke Argentina tells a true-to-life story of the highs and lows of early parenthood in this new spot by Santo Buenos Aires for Coke Life. We see a couple go through all the milestones after bringing home a baby—from sheer exhaustion to toddler mischief to the “Toys R Us has thrown up all over my house” stage. Not a new concept for advertising, but it’s done in a beautiful way.”
The Guardian: If Time Inc wants to survive, it should create its own ad agency
“I keep thinking about the existential predicament of working for Time Inc in 2014, as it gets ready to spin out of Time Warner, away from the safety of luxe cable assets, and relaunch itself as a lonely print enterprise.”
The New York Times: Airbnb Campaign Uses Birdhouses to Widen Its Reach
“AIRBNB, which lets travelers rent accommodations in private residences worldwide, is introducing its first integrated, national advertising campaign on Monday, using birds and birdhouses as a metaphor for its customers and their accommodations.”
AdWeek: Jesus, Gandhi and Mother Teresa Stump for UNICEF in Extremely Virtuous Holiday Ads
“Forget about those famous Internet felines in Friskies’ Christmas spot. The real holiday supergroup is in this campaign from Forsman & Bodenfors for UNICEF Sweden.
I’m talking about Jesus, Gandhi and Mother Teresa—dubbed “The Good Guys”—who get together to discuss the sacrifices they made to benefit humanity. They’re joined by a typical party dude, who gets to hang with the hallowed do-gooders simply because he clicked on a UNICEF banner to help save kids’ lives.”
Mashable: Race, Tattoos in Advertising Affect What Consumers Buy
“When deciding whether to make an online purchase, skin color matters to some consumers, new research finds.
A study recently published in the Economic Journal of the Royal Economic Societydiscovered that online shoppers are less likely to purchase a product if a black person or someone with a tattoo is selling it.”
Journalism.co.uk: Channel 4 News to pilot online-only live video interview format
“Channel 4 News will this week pilot a new, online-only video interview format called What the Four (#WT4), which will be delivered live from the studio to the Channel 4 News website, with interview questions sourced only from the online audience.
The pilot will run on Thursday 19 December at 1pm, with online audiences able to watch live and submit questions in real-time.”
AdAge: Twitter Brings Promoted Accounts to Timelines to Reach Mobile Users
“Twitter is bringing a new and more visible ad format that promotes advertiser accounts on the service to users’ mobile tweet streams.
The company has had promoted accounts since October 2010, and they appear in a “who to follow” module along with organic recommendations tailored to users’ perceived interests. While the ads are fairly prominent on the desktop version of Twitter, appearing alongside users’ streams, they had gotten very little visibility within Twitter’s mobile apps, where they’re effectively smothered by other functionality and relegated to an obscure corner.”
AdWeek: Model From Famous Photoshop Video Gets More Drastic Makeover for the Holidays
“It’s agency holiday-card season, and we’re going to start posting some of the more interesting and amusing examples—beginning with this one from Victors & Spoils. It’s a parody of Tim Piper’s “Body Evolution” video showing a model being airbrushed within an inch of her life. (Piper also did Dove’s earlier “Evolution” video.) The results of the parody are not as attractive—but are undeniably more festive. Via The Denver Egotist.”
AdWeek: The 7 Most Inspiring Ad Campaigns for Women in 2013
“It’s been a great year for women-empowering ads. Brands tackled everything from gender stereotypes (Pantene) to sexism (UN Women) to cultural repression (Tanishq), encouraged women to be kinder to themselves (Dove), got girls to celebrate their own strength(GoldieBlox,Mercy Academy), and even made a this-is-for-real ad about periods(HelloFlo).”
“A video featuring Jean Claude Van Damme doing the splits that went viral for Volvo Trucks was the most popular ad online in Singapore last year, according to data from Yahoo! Singapore.”
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