January 15, 2021
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Top Story
Natural Light unveils the "Da Vinci of Debt"
(Anheuser-Busch)
Natural Light, with M&C Sport & Entertainment NYC and Anheuser-Busch InBev's in-house DraftLine shop, created a "Da Vinci of Debt" art installation in New York's Grand Central Terminal that's made up of 2,600 real college diplomas, representing a total value of around $470 million in student debt. The installation kicks off this year's Natural Light College Debt Relief Program and can also be seen on Snapchat via an augmented reality filter and via a virtual gallery.
Full Story: Ad Age (tiered subscription model) (1/14) 
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Your LinkedIn profile is looking a little outdated.
Is your LinkedIn profile feeling a little neglected? Getting a bit dusty? In need of a refresh? Then join us on January 22 for Career Day. In this free one-day event, you'll learn from LinkedIn experts, hiring managers, and interview specialists—all dedicated to helping you land your dream job in 2021!
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Influencer Marketing
SodaStream, Bubly tap Michael Buble for joint push
(SodaStream/YouTube)
PepsiCo's SodaStream and Bubly brands have launched their first co-branded campaign in North America with a 30-second spot starring Michael Buble, who shows how to make sparkling water at home with new fruit-flavored Bubly Drops. The ad shows Buble still pronouncing Bubly like his own last name, continuing the concept created by Goodby Silverstein & Partners for the brand's 2019 Super Bowl spot.
Full Story: Adweek (1/13) 
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PepsiCo releases teaser for Cheetos Super Bowl ad
(Cheetos/YouTube)
PepsiCo's Frito-Lay unit has recruited actor Ashton Kutcher to star in a teaser spot for its Cheetos Crunch Pop Mix Super Bowl ad. Kutcher appears shocked while rifling through evidence photos and discovering an empty Cheetos Crunch Pop Mix bag.
Full Story: Marketing Dive (1/14),  Ad Age (tiered subscription model) (1/14) 
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So how do we do it? For starters, with first-party, high-quality data delivered with empathy, scale and transparency. It's how we're creating a positive way to connect people to brands. Together, let's change media for good. Media, re-imagined by Target. See How
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Content Marketing
BBDO NY, Nutro say "Dogs Give Everything 100%"
(The Nutro Co./YouTube)
BBDO New York's "Dogs Give Everything 100%" campaign for Nutro features a 30-second spot showing a dog named Cooper who imagines how different his life would be if there were a flying disc-catching world championship. The push also includes two 6-second ads and is running across national TV, full episode player platforms and includes social, digital and print assets.
Full Story: MediaPost Communications (free registration) (1/13) 
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Harmon Brothers casts Fluffy the Grizzly for Kodiak Cakes
(Kodiak Cakes/YouTube)
The Harmon Brothers created a short social film for Kodiak Cakes that features a lumberjack family gaining "bearlike strength" from the brand's pancakes as they live and work alongside a 1,300-pound grizzly bear named Fluffy. The spot blends real and CGI footage of the bear, and Chief Creative Officer Daniel Harmon says, "We've done some incredible things in our careers, but renting a zoo and working with a 1,300-pound grizzly was on a whole new level."
Full Story: Adweek (1/13) 
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Relationship Marketing
Tecate, Mirriad use AI for dynamic product placement
(Gerencia360TV/YouTube)
Heineken-owned beer brand Tecate and Mirriad tapped artificial intelligence for brand integration in a recent Giovanny Ayala music video, using the digital advertising model of targeting and refreshing. Mirriad's Maria Teresa Hernandez says the project was Tecate's attempt to reach a demographic -- Mexican-American men -- who often don't follow traditional advertising.
Full Story: Adweek (1/12) 
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ANA Events & Resources
Make 2021 your year to join Verizon, BBDO, Mastercard, Google, VMLY&R, Deloitte, McCann, Caterpillar and GrubHub and take home a 2021 ANA B2 Award!

B2B marketers, agencies and suppliers are all welcome to submit their best B2B campaigns to see if they can join the exclusive group of B2 Award winners. Select winners will be invited to share their secrets for success at ANA conferences, webinars and committee meetings.

Start the new year by celebrating your accomplishments and save when you enter before Jan. 15.
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Agency staff of all levels of seniority are leaving their jobs at alarming rates, giving the ad industry a growing reputation that will seriously undermine our ability to attract and retain the best and the brightest. That is, unless these three issues are fixed now.
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Editor's Note
ANA Brand Activation SmartBrief will not publish Monday
In observance of Martin Luther King Jr. Day in the US, ANA Brand Activation SmartBrief will not publish Monday. Publication will resume Wednesday.
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Connect deeply with others. Our humanity is the one thing that we all have in common.
Melinda Gates,
philanthropist, advocate for women and girls
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