Morning Update: Snapchat Joins Daily Mail and WPP Agency to launch Truffle Pig; Volvo Trucks’ ‘Epic Split’ wins at Cannes

AdWeek: Think You Won’t Like Newcastle Brown Ale? Newcastle Thinks You’re an Idiot

If you’ve never had the pleasure of drinking a Newcastle Brown Ale you might well think it’s a heavy, bitter beer. You would also be dead wrong, Newcastle says—and the brand isn’t afraid to call you on your bollocks opinion.

The beer maker’s latest 30-second spot, created by Droga5 N.Y., debuted Monday and relies on that sharp, sarcastic Newcastle voice that fans have grown to love and expect. This time around Newcastle confronts anyone who thinks the beer is too heavy and not drinkable. People with this misconception are, in Newcastle’s humble opinion, “ignorant a**clowns.”

Mashable: Pampers shows how smiling babies bring out the best in people

Pampers wants to highlight the way babies can brighten the days of everyone around them.

The diaper company’s new ad, entitled “Better for Baby” is a two-and-a-half-minute montage of warm smiles, thoughtful gestures and silly faces that babies elicit not only from their own parents but from construction workers, businesspeople and passers-by going about their day.

The spot kicks off Pampers’ #BetterForBaby campaign, which highlights the brand’s various charity partnerships and efforts towards protecting premature babies, donating products to families in need, preventing maternal and newborn tetanus, and reducing the environmental impact of its diapers. Pampers is also calling on social media users to add their own pledges for helping babies using the campaign’s hashtag.

AdAge: Volvo Trucks’ ‘Epic Split’ Wins Again; Takes Home Creative Effectiveness Grand Prix

Volvo Trucks’ “Live Test Series” campaign by Forsman & Bodenfors was named the Creative Effectiveness Grand Prix winner at the Cannes Lions International Festival of Creativity today.

WHAT IT IS: A multipart video series intended to “show how various technical features in our trucks are tested in a spectacular and entertaining way,” per the Live Tests section on Volvo Trucks’ YouTube channel. The final video in the series famously features Jean-Claude Van Damme executing “the most epic of splits” (in his words, via voiceover) while riding two Volvo Trucks driving smoothly in reverse. “Epic Split” has become shorthand for the entire campaign, which took homeGrand Prix in Cyber and Film last year.

The New York Times: Snapchat Joins Daily Mail and WPP Agency in Marketing Venture

Snapchat is teaming up with the advertising conglomerate WPP and the Daily Mail website to form a new company, called Truffle Pig, that will create social content for brands.

The venture, announced Tuesday on the Daily Mail yacht during the Cannes Lions advertising festival here, is the latest attempt to capitalize on a desire among marketers for campaigns that reach young consumers and look less like traditional ads. Truffle Pig aspires to appeal to brands by offering a combination of WPP’s advertising expertise, Snapchat’s social reach and The Daily Mail’s news coverage.



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