Morning Update: Bacardi’s mobile house party; The rise of ‘femvertising’; All still rosy for The Bachelor franchise; Facebook shopping feed

The Drum: Bacardi eyes ‘bold’ creative following release of first work from BBDO and OMD 

Rum brand Bacardi is trying to win over millennials with a spot that shows a house party taking place on the back of a truck and picks up more and more people as it drives along.

Called ‘The Truck,’ Bacardi’s latest video is part of the brand’s first campaign launch since it revamped its advertising earlier this year and handed creative duties to BBDO and OMD Worldwide.

According to the company, the film was shot with a hand-held camera to draw in users and make them feel like they are part of the story.

The Guardian: Femvertising: how brands are selling “empowerment” to women

It started, as these things now do, with a hashtag. Earlier this month, utility company EDF launched a campaign to encourage young girls to explore Stem-based careers (that’s jobs in science, technology, engineering and maths), reminding everyone that “only one in every seven” of these roles in the UK are held by women.

The way the UK’s second-biggest energy provider chose to help was to launch #prettycurious. The sell? “Sparking the imagination of young girls [and] inspiring them to stay curious about the world.”

When the marketing team paid for by your electricity bill is selling female empowerment, “femvertising” is no longer a niche internet neologism, but a genuinely queasy chapter in feminism’s fourth wave

Ad Week: Clearsil says acne is nothing compared to the endless hell of teaching high school

When you’re in high school, it’s easy to feel like the daily torment of embarrassment and awkwardness will never end.

But it does end. For the students. The teachers, however, will find no escape in graduation.

In Droga5’s new campaign for the acne treatment, teachers and faculty stoically describe the unending treadmill of their jobs and shrug off the fleeting frustrations of puberty.

Ad Age: Coming up rosy: Inside the business of The Bachelor

Roses may wither, but after more than a decade, “The Bachelor” franchise hasn’t lost its bloom.

Early indicators suggest it will once again be a challenging season for broadcasters. Despite aggressive marketing for high-profile shows like Fox’s “Scream Queens” and ABC’s “The Muppets,” it is harder than ever to launch a new series, and even more difficult to retain audiences season after season.

That makes the success of ABC’s “The Bachelor,” which will kick off its 20th season in January, all the more impressive. Not only has the reality dating show survived, but it is quite possibly more relevant than when it began.

Creativity Online: ‘Clickable’ Google posters encourage votes for Bay Area community projects 

Google is encouraging people in the Bay Area to vote in its second Google Impact Challenge with some “clickable” digital posters.

With the Impact Challenge,, the company’s philanthropic arm, is supporting and funding local nonprofits that the public vote for on the strength of their innovative ideas.

The top 10 ideas this year include converting a liquor store into a community-based tutoring center, building a residential alternative to prison to break the poverty-to-prison cycle and providing millions of dollars of 0% interest loans to small businesses.

Digiday: Branded content growing pains: The Onion goes ‘back to basic’ and restructures Onion labs

Being funny is serious business. The Onion has come a long way from its roots as a traditional publishing company.

In recent years, it has phased out print to focus on digital and had built a video studio and in-house agency, Onion Labs, to create ads for brands including Dove, MTV and Orbitz in its signature parody style.

But in a memo to staff last week, CEO Mike McAvoy said that while the Chicago-based company has grown its revenue, it hasn’t been able to keep pace with its goals.

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Techcrunch: Facebook tests a dedicated shopping feed

Facebook’s where people spend their time on mobile, and now it’s working on several new features to give shopping sites a cut of the attention. The most eye-catching is a test of a Shopping feed that aggregates posts and photos about products on sale from different retailers.

It’s also beefing up the fast-loading “immersive ads” it started testing last month by letting merchants host whole product catalogs on the pages that load inside Facebook instead of kicking users to a mobile browser.


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