Marketers have an opportunity to amplify their brands with addressable connected TV advertising that boosts influence and emotional connection at an individual and household level through ad relevancy and interactivity, writes VDX.tv CEO Dilip DaSilva. "Heightened relevancy magnifies a brand in the minds of consumers by making them feel that the brand is talking directly to them," DaSilva writes.
Amazon rolled out a global "Prime Changes Everything" campaign, created by an in-house team, Joint London and Hungry Man, which features two spots reimagining the lives of Cleopatra and Rapunzel if they'd had access to an Amazon Prime account. The ads are running in 15- and 30-second versions across TV, digital, social and radio.
Mekanism created an "Every Single Person" campaign for OkCupid that celebrates the diversity of its users with colorful, provocative ads that feature the words "Every Single" followed by identifiers such as "non-monogamist," "romantic" and "pansexual." The ads are running out of home, supported by a social campaign, in New York, Los Angeles and Chicago before rolling out worldwide.
Gap's back-to-school "Individuals" campaign features a 30-second spot starring Memphis, Tenn., elementary school teacher David Jamison, known as "The Dope Educator" via viral videos, greeting his class with handshakes and dances as they chant their mantra: "Who are we? The Rockets! The Rockets are? Respectful and responsible, optimistic, collegiate, knowledgeable, engage with enthusiasm, trustworthy and striving for success." The push is running across social and streaming TV, billboards at schools and in Times Square, and on the windows of the retailer's stores.
McCann Detroit created a 60-second "Duet" spot for General Motors' new Periscope safety brand that's set to "Collide" by Howie Day. The ad, part of a "Pleasant Surprises" social and digital campaign, shows two drivers escape a collision thanks to Periscope technology only to romantically collide later in a coffee shop.
L&C's campaign to introduce GE Lighting's new Cync brand turns back time to show how the brand's smart home technology would have "seemed magical" in scenarios set in the 1980s and 1950s. "Our approach was to target everyone from millennials to baby boomers who grew up with the GE name and introduce them to Cync," says Gian Carlo Lanfranco, co-founder of L&C.
Clubhouse is offering members the ability to start chat threads with speakers and archive events, and added a "Leaders" role with options designed to increase Club engagement. Clubhouse says its user base has increased by 10 million since May, and its daily room count has increased to 600,000 from 300,000 in May.
Ryan Barwick highlights the rise of ride-share vehicle advertising opportunities that include Lyft's current 2,205 screens in six major cities, along with newer players such as Adway's test of projecting ads on the sides of 20 vehicles in Santa Monica, Calif. Barwick also summarizes costs for various ride-share campaigns and predicts an uptick in brand trials as individuals return to normalcy.
Agencies are struggling to recruit talent who, following the past 18 months, "want flexibility and benefits, and as a result, companies have to think differently about how to motivate and engage people," says Marla Kaplowitz, president and CEO of the American Association of Advertising Agencies, which has released guidance and created a freelancer portal to support agencies. Leaders from McCann Worldgroup, Mediahub, FCB and other shops discuss how they're approaching the problem.
Glenn Dady, CEO of The Richards Group, talks about how the agency has changed since the departure of founder Stan Richards. Dady discusses an employee-led transformation, the agency's focus on diversity, its clients and moving forward with his own leadership style, saying, "I tend to be extremely collaborative and I want different opinions."
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