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Morning Update: Coke meme generator gets trolled; Telco calls BS on millennial montage ads; Are The Guardian’s finances out of control?

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Digiday: Coca-Cola’s GIF maker is getting trolled on Tumblr   

 It didn’t take long for the Internet to reinterpret Coca-Cola’s new advertising campaign.

Last week, the brand ditched “Open Happiness,” its 7-year-old slogan, for the fresher “Taste the Feeling” as part of a branding initiative to unify its dozens of drinks with one slogan. Coca-Cola explained that the new slogan “puts the focus back on the product.”

Coca-Cola also promoted the slogan with a GIF maker that lets people add a feeling overlaid on top of a massive GIF created by Coke. Tumblr users wasted to no time hijacking the GIF maker, as noticed by the Daily Dot. A scroll through the #Coca-Cola tag on Tumblr reveals GIFs that the brand probably wasn’t expecting.

Creativity: This Ad Calls Total B.S. on Preachy Millennial-Filled Montages

International calling app Rebtel doesn’t pull any punches in calling out those marketers cluttering the airwaves with inspirational images of free-wheeling, defiant, fun-loving and good-looking young people banding together to take on the world.

The brand’s new spot, which has both censored and uncensored versions, starts out by following that well-trodden marketing-to-Millennials path with vignettes cut together in that familiar formula. The voiceover kicks in to recite an equally “empowering” speech to match, but things take a refreshing turn when it drastically changes its tune:

AdWeek: Facebook Is Now Letting Everyone in the U.S. With an iPhone Livestream Video

Anyone with an iPhone will now be able to livestream video through Facebook in the United States.

The social network today announced it has expanded Live Video access beyond celebrities, verified users and journalists to any U.S. user with an iPhone. The Menlo Park-based company said in a blog post that it plans to roll out the feature around the world in the coming weeks. Live Video for Android is also in the works.

The New Statesman: Bad news at the Guardian – is it too late to apply the brakes?

When I was writing about the Guardian and its then editor,Alan Rusbridger, for the New Statesman in 2012, an ex-employee told me that “he’s driving the thing at high speed towards a brick wall”. Now Rusbridger has left the editorship to lead an Oxford college but the brick wall looms ever closer. Operating losses are likely to exceed £50m in the current financial year, a whopping sum even by the Guardian’s standards. An “investment fund”, boosted to nearly £1bn in 2014 by the sale of the parent company’s remaining stake in Auto Trader – which, it was said, secured the paper’s future “for generations to come” – is already down to £735m. The chief executive, David Pemsel, has just announced 20 per cent cuts, almost certainly including job losses. Whether it’s too late to apply the brakes remains to be seen

Digiday: Gawker’s Nick Denton: Facebook dominance is better than ‘convoluted’ ad tech

Gawker Media CEO Nick Denton was an extreme skeptic of publishers relying too heavily on Facebook. Now he’s come around to the idea, in part because relying on Facebook is a lot better than relying on “the mess of ad tech.”

Denton explained his thoughts in a podcast interview with Recode today. Gawker is “all in” on publishing directly to Facebook with its Instant Articles program, a backtracking on Denton’s well-publicized lament that publishers are too reliant on platforms like Facebook. Instead, he’s now bought into the idea that publishers need to be where audiences are, and like it or not, they’re on Facebook. The silver lining to Facebook hegemony: it sure beats the mess of ad tech.

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