Morning Update: Waterproofing spray ad so cheesy people think it’s fake; Coke converts used bottles into sharpeners; Gym ad plays on Kimye wedding

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek:  Waterproofing Spray’s Ad Is So Intentionally Cheesy, People Think It’s Fake

“We see tons of ad parodies that look convincing enough to be real, so Liquipel decided to take the opposite approach with a real ad made so over-the-top it almost feels like a parody.

Just to make sure you know the zany theatrics of Liquipel’s infomercial are tongue-in-cheek, the ad even includes the on-screen notice, “Yes! This is a real product! “”

Mumbrella Asia: Coke converts used bottles into pencil sharpeners and water squirters in Ogilvy-created recycling campaign

“Ogilvy has unveiled an awards-oriented campaign for Coke in which used bottles are transformed into tools such as paintbrushes, water squirters, pencil sharpeners and dumbbells.

According to a case study video from Ogilvy China, with every bottle of Coke sold, a customer is given a specially crafted bottle top back so that it can be reused in other ways. In the video, a man is seen using two bottles joined together as a weight lifting device.”

The Guardian: Phone-hacking trial told of ‘very ugly’ cover-up after NoW royal editor’s arrest

“A “very ugly” and “cynical” cover-up operation swung into action when the News of the World’s royal editor was arrested for phone-hacking offences, the Old Bailey has heard.

Clive Goodman was being “groomed” as the “fall guy” for the wider hacking at the defunct tabloid back in 2006 and even told he could keep a job if he went to prison, his barrister, David Spens QC, has claimed. “

Mashable: ESPN’s New World Cup Spot Is a Beautiful Tribute to Soccer Fans

“Forget Ronaldo. Forget Messi. Forget Neymar.

Fans are the engine that drives sports.

This summer’s World Cup will have humans across national, racial political and economic lines tuning into the same matches at the same times. Joy will be felt, hearts will break, tears will be shed — but we’ll all be in this together, gathering remotely aro”

Kanye AdWeek: Gym Ad Kindly Reminds Kanye That He Married a Shallow Short-Timer

“An easy target, to be sure, but here’s a clever bit of celebrity newsjacking from a New York chain of gyms.

New York Sports Clubs ran the ad above in today’s New York Post, just a few days after the tabloid wedding of the year between Kim Kardashian and Kanye West. “



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