Morning Update: Gatorade appeals to the child inside; Michael Bay to make ‘gritty VR’; Snapchat ad push ‘risks backlash’
https://youtu.be/EP7izIhmV5c
Creativity Online: Cute Kids School Top Athletes (With a Surprise Twist) in Gatorade’s Sweet Ad
In Gatorade’s sweet new ad from TBWA/Chiat/Day L.A., top athletes Usain Bolt, Serena Williams, April Ross and Paul George take their training to the max, grunting, frowning and dripping with sweat.
Along the way, cute kids who look like mini versions of the pros cheer them on and help to push them to the next level. Turns out the children are the athletes themselves, when they were much younger, and they illustrate the tagline, “The best never lose that love.”
Michael Bay is working on a ‘gritty’ action VR project
Michael Bay is getting into the VR game, and you can bet there will be some explosions. The Transformers director is working on a virtual reality project with a startup production studio called The Rogue Initiative, The Hollywood Reporter reports. Bay will also serve as a “strategic advisor” for the company.
Details on the project are slim, and it’s not quite clear what role Bay will take in its production. The Rogue Initiative describes the project as “immersive, virtual adventures offering gritty, danger-close action coupled with Michael Bay’s signature style.
Digiday: Snapchat’s aggressive ad push risks user backlash
Snapchat is trying to pull off one of the trickiest moves in tech, a commercial explosion that justifies its lofty $22 billion valuation but that also doesn’t dent its impressive user growth and engagement rates.
With its newly announced ad platform, the app has embraced marketing in a way that didn’t seem likely just one year ago as it moves with unusual speed to start making real money.
Ad Age: Twitter Introduces Emoji-Based Targeting
Advertisers will either cry with laughter or happiness following Twitter’s announcement of emoji based-targeting. The company’s move is in time for next month’s World Emoji Day, which is July 17, apparently.
Advertisers can make the most of the cartoonish icons by targeting consumers who have tweeted or engaged with tweets that feature emoji. That means someone in Chicago who tweets a pizza emoji can now be targeted by a local restaurant to come in for a delicious slice of deep dish.
Mumbrella Asia: Programmatic jargon, in plain English
The ad tech stack can be confusing for some people. Media buying has transformed from a simple exchange, to a tangled multi-channel, multi-layer, on-demand world driven by automation.
Don’t get me wrong, programmatic has introduced more efficient ways to reach our customers anywhere any time – but as with all things automated, it still carries a certain level of uncertainty, which requires further education.
Guardian: Facebook presents an existential threat to newspapers
For millions of people Mark Zuckerberg’s platform is their major news provider, but its success could kill off the goose that lays the golden egg.
The study showing that more than 50% of all web users treat social media as a news provider may make some journalists blink… but it will not surprise too many people. And the most popular of those providers is, of course, Facebook. The research by the Reuters Institute for the Study of Journalism found that 44% of people use it as their main news source.
Ad Week: McDonald’s Brings Nations Together in Outdoor Ads for Euro 2016
Scenes of fan violence have been quite brutal during Euro 2016, which kicked off in France last week. But McDonald’s is doing its part to broadcast a message of peace and unity with out-of-home ads that bring nations together, quite literally.
The ads, from BETC Paris, show fans holding scarves that support two countries at the same time—with the country names merging in a Snickers-like bit of wordplay. Sweden and Italy become Swetaly; England and Slovakia become Englakia; and so on.”
A young man with ambitions to become a doctor has his mind changed by his grandmother in a poignant short firm for the Taiwan Workforce Development Agency by J. Walter Thompson.
The film, titled A-Di, is one part of a three-part series called ‘The train that changes lives’ to mark the rebranding of Taiwan’s Vocational Training Bureau into the Workforce Development Agency.
Campaign Live: Colgate toothpaste ad not quite whiter than white, says ASA
An online ad for Colgate Max White One Optic wrongly gave the impression that the toothpaste delivered an immediate, major whitening effect, the Advertising Standards Authority has ruled.
The complaint against the video ad on the Colgate website, dating back to August 2014, was brought by Procter & Gamble UK, which owns rival brand Oral-B.
