Morning Update: Samsung lets a llama unbox new phone; News Corp to launch rightwing site; Target teams with Gwen Stefani

The Verge: Samsung got weird with a llama

If there’s anything Samsung knows how to do better than its competitors, it’s making ads as weird as humanly possible. In Seven Days of Unboxing, Samsung is building hype for the new Galaxy S7 smartphone by having a llama named Kuzco ‘unbox’ it in a secure location. The llama is then tasked with creating a painting using a brush the animal can only use with its mouth. Yep, sounds like Samsung alright.

The result is an abstract expressionist masterpiece, perfectly capturing our dysfunctional relationship with technology and its suffocating capitalist trappings. Or it’s a series of brush strokes created by a confused llama. Art is wonderful.

Louise Mensch

The Guardian: Louise Mensch to launch rightwing site for Rupert Murdoch’s News Corp

Former Tory MP Louise Mensch is to launch a centre-right website for Rupert Murdoch’s News Corp. Mensch tweeted that under her leadership the libertarian website, Heat Street, will be a place where “disagreement will be encouraged”.

Mensch, who once launched her own Twitter-like social network Menshn, will run Heat Street with Noah Kotch. Miles Goslett, the freelance journalist with credits including scoops on Kids Company and the Jimmy Savile scandal at the BBC, has been appointed as the UK editor of Heat Street.

Mumbrella Asia: Xaxis DMP using voter data to inform political campaigns launches in the Philippines

Xaxis is introducing a programmatic product for the coming elections in the Philippines that enables political parties to use anonymised voter data to inform their campaign creative on the fly.

Xaxis Politics, which originally launched for the US presidential elections, claims to be the first product of its kind in the region, enabling Philippine political candidates to reach voters with targeted messaging across display, mobile, online video, digital radio, connected TV and social media.

BudLight Rhonda Rousey

AdAge: Ronda Rousey Plays Bodyguard for Amy Schumer, Seth Rogen in New Bud Light Spot

Bud Light and Wieden+Kennedy have released the latest in their Raise One to Right Now series, starring Amy Schumer and Seth Rogen. The new ad features Schumer and Rogen stepping out of the Bud Light Party vehicle with their new security detail, professional wrestler Ronda Rousey. Amy praises that she is the toughest person they know as Ronda buffers unwanted questions about Seth’s movies with intimidation. When he asks Ronda about her next fight, she puts him in a headlock and repeats: “No questions!”
Deadpool and TGI Fridays

Digiday: TGI Fridays’ mention in Deadpool was worth $785K in free advertising – and counting

The community manager at TGI Friday’s apparently saw Deadpool this weekend.

The restaurant chain is pretty psyched about its mention in the Marvel movie, which opened last weekend and has already broken R-rated movie records with $135 million in domestic gross takings over the weekend. So psyched, in fact, that it has already tweeted about it four times in the last 24 hours. (Out of a total of seven tweets over that period.)

The endless apps emporium has reason to celebrate: That mention alone was worth $785,000 in free advertising for the chain through Monday, according to Joyce Julius and Associates, an independent company that evaluates corporate sponsorship and brand mentions.

target gwen stefani

AdWeek: Ad of the Day: Watch Gwen Stefani and Target’s Live Four-Minute Ad on the Grammys

Target has been involved in plenty of musical collaborations over the years—notably with Imagine Dragons, Justin Timberlake and Shakira. But the retailer took it to a new level Monday, partnering with Gwen Stefani on the first music video created for live television, which aired during a four-minute commercial break on CBS’s Grammy Awards telecast.

The live video for Make Me Like You, created by ad agency Deutsch and directed by veteran music video maker Sophie Muller, involved a number of set and costume changes (including seven by Stefani) in real time, many of them Target branded—lots of red and white, and bull’s-eye shapes. The video even had a roller skating sequence—daring for any live broadcast—along with a buzzy moment where Stefani appeared to fall down, though it was just a cleverly planted stunt double.

O positive David Shane

Creativity Online:Funny U.K. Lotto Ads Portray Those Moments When Your Odds Are Terrible

O Positive director David Shane’s form of subtle-but-excruciating humor has translated fabulously to the U.K. market – his hilarious Currys PCWorld holiday ads with Jeff Goldblum were well-received and now another major advertiser, the U.K. Lotto, has engaged him to direct a series of funny new spots through the same agency, AMV BBDO.

Promoting the Lotto’s new instant play brand Gamestore, the ads all highlight moments where your chances of success are very slim – for instance, as seen here, not laughing in a meeting where a French colleague pronounces banking as “bonking” (a euphemism for sex in Britain).


Campaign Live: The Huffington Post UK offers free ad to children’s charity

The Huffington Post UK is offering a day of free ads to a children’s charity as the Duchess of Cambridge guest edits the title tomorrow. It is part of the title’s Young Minds Matter initiative which raises awareness of mental health issues among children.

In a blog post, Stuart Flint, the managing director at AOL UK, said: “As part of HuffPost UK’s work with Kensington Palace, we have also offered a full day of advertising pro bono on HuffPost UK Parents to the Anna Freud Centre charity, on the same day as the Duchess’s guest edit and launch of Young Minds Matter.


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