BBDO, American Family astound a street musician with Hudson duet | Publicis unveils global TV spots for Heineken that can be altered for local markets | McCann, Nespresso put Clooney inside movie favorites
April 27, 2017
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BBDO New York's new spot for American Family Insurance features street musician Alex Guthrie being surprised by Jennifer Hudson suddenly joining him for a duet of Bill Withers' 1977 smash "Lovely Day." The ad is part of the brand's "Insure Carefully, Dream Fearlessly" campaign.
Publicis' new global TV ads for Heineken feature regular guys out on the town opting to become someone more adventurous for the evening, such as a mountain climber or a medieval knight, before rewarding themselves with a beer at a cool city bar. The spots will appear in 16 global markets and can be localized to highlight specific events at the end of the ads and on social media.
McCann New York's new campaign for Nespresso stars George Clooney popping up inside iconic movies, appearing next to the Muppets in their big-screen debut, alongside John Candy in "Planes, Trains & Automobiles" and with Burt Reynolds in "Smokey and the Bandit." The campaign is running across TV, social and digital in the US and Canada.
Creative chiefs share their advice for advertising newcomers, including being well-versed in non-advertising topics and holding an almost childlike view in order to create good ideas. "The most successful creatives are the ones who approach the world, and approach every task, with that sort of naivete and innocence and the feeling that you really can do anything," BBDO New York's Matt MacDonald says.
Consumers increasingly expect brands to take a stand on issues, a trend that worked in Lyft's favor when Uber was perceived as taking advantage of a taxi driver strike at JFK airport, Tara-Nicholle Nelson writes. She advises that manifesto marketing is a continual process, saying, "Consumers are watching what you say and what you do, as a company, all the time."
Fage Yogurt has launched an agency review after an almost seven-year relationship with MullenLowe, which has managed social, digital, creative, public relations, branding, and media buying and planning for the company. Fage invested $60 million in measured media in 2016, up from $38 million the previous year, per Kantar Media.
Data from Mediakix predict that the money made by influencers on Instagram will increase from around $1 billion in 2017 to almost $2.4 billion by 2019. Ninety-two percent of influencers report that Instagram is their favorite social site, per #Hashoff.
Emily Kapusta is VP of Communications at McCann Worldgroup; she's also a new mom and returning to work. Learn about her experience and share your own with the Mothers@Agencies Program. You'll gain a supportive community of ad women, who are moms and moms-to-be across all levels, as well as participate in coach-led virtual workshops to help you continue to grow as a leader. Learn more.
In honor of our 100th Anniversary, 4A's is celebrating the People, Agencies and Ideas that drive the Advertising Business. This year we'll honor 100 individuals who are making extraordinary, fundamental contributions to advertising -- the legends and rising stars, from all disciplines, including creative, account management, media, strategy, research and technology.