Morning Update: Paramount to fight piracy with early web release of movies; Always unveils next ‘Like a Girl’ ad

Campaign: Always unveils next ‘Like a Girl’ ad and signs up Game of Thrones star Maisie Williams

Always has unveiled the second instalment of its ‘Like a Girl’ campaign, signing up Game of Thrones star Maisie Williams as an ambassador and launching a “confidence curriculum” for schools.

The new film runs in the same vein as the original ad. They feature a range of girls and young women outlining certain things they feel they ‘can’t’ do, according to social norms. One example used in the film is “rescue people”.

AdAge: Paramount Breaks Age-Old Ban on Early Web Sales of Movies

Paramount Pictures has reached an agreement with two theaters chains that will let the studio break an age-old ban on the early release of movies for home entertainment.

Under the deal withAMC Entertainment Holdings and Cineplex, two 2015 films will be available for online purchase 17 days after their distribution drops below 300 domestic theaters, Viacom’s Paramount division said.

The accord seeks to address growing tension between film studios and theaters, which insist on an exclusive window of up to four months on average for showing new releases. With DVD sales in decline, Hollywood is eager to exploit internet spending on movies and streaming services such as Netflix, particularly by younger viewers.

AdWeek: Kids Swear Their Faces Off in This Uncomfortably Hilarious Ad for Smart Cars

Next up in our Kids Behaving Inappropriately series, BBDO Berlin got a bunch of children to yell extremely dirty words to make a point about Smart cars, and how they can lead to a more calm, lighthearted temperament.

My favorite is the little guy in the suit. Angry, angry young man.

The Guardian: Widow of Charlie Hebdo cartoonist brings legal action over ‘security failings’

Maryse Wolinski, whose husband Georges was one of those killed when two gunmen attacked the magazine’s offices in January, has reportedly started civil proceedings in France that will give her access to police files.

She told the French radio station RTL that she believed the police response was inadequate and she wanted to know the truth about how her husband died.

AdWeek: Jane Lynch Wrote and Stars in These Pleasantly Goofy Ads for Coconut Water

Jane swing through jungle on vine. Where Tarzan?

Jane Lynch, so awesome as the cheerleading coach on Glee, wrote and stars in a new series of ads for Vita Coco coconut water. “Stupidly simple” is the tagline, and that pretty much describes her shenanigans in the campaign.

Along with vining on a cheesy rain forest set, Lynch tries to sneak coconuts through airport security (she really milks it), disrupts a marathon (guess why the runners stumble) and takes the stand at a trial (how she escapes the death penalty for perpetrating such silliness, I’ll never know). In the best bit, she struggles to fit a coconut in her car’s clearly inadequate cup holder. (C’mon, just one more try should do it …)

The Wall Street Journal: To Rebrand for the Future, Logi Drops the Tech

Logitech International is rebooting its corporate identity as the company moves away from a reliance on computer peripherals to focus on products that piggyback on mobile computing popularized by Apple Inc. and Samsung Electronics Co.

Its aim: appeal to younger consumers.

Logitech, based in Lausanne, Switzerland and Newark, Calif., will start using the term Logi on new products like tablet computer keyboards and cases which will be launched later this year.

The company, the world’s largest producer of computer mice, is unveiling the new brand after admitting its previous image seemed a little old fashioned.


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