By Webb Wright The company’s latest ad features a new track from British singer Bishop Briggs. In a new video spot, titled “Chasing Greatness,” Japanese automobile giant Honda showcases three new vehicles in its line of TrailSport SUV models: the Passport, the Pilot and the Ridgeline. Everything about the ad – from the location, to the imagery to the music – seems calculated to drum up inspiration among viewers to step out into the unknown and push their boundaries – and, of course, to buy a Honda. Filmed at twilight in a desert landscape that has an almost Martian appearance, the new 30-second video spot Read full story › Source: The Drum...
Read MoreBy Kendra Barnett The former NFLers, who’ve racked up a combined seven Super Bowl victories, relive the exuberant feeling of victory with confetti-loaded snack bags in a new Frito-Lay ad. NFL icons and Super Bowl winners Rob ‘Gronk’ Gronkowski, Marshawn Lynch and Troy Polamalu star in a new Frito-Lay ad campaign that will run throughout the league’s postseason and up to Super Bowl Sunday on February 11. In a 30-second spot airing today, Lynch and Gronk lounge on a sofa with a table stacked with Frito-Lay snacks, from Tostitos and Doritos to Cheetos and Lay’s. “Trust me on this,” Lynch says, “Lay’s taste Read full story › Source: The Drum...
Read MoreBy Luke Hodson Are old-school methods of segmentation in the face of gen Z’s diversity of thought and identity? Luke Hodson of Nerds Collective thinks so. Brand strategists and marketers face the challenge of achieving authentic and culturally informed engagement with gen Z. Usually, we’re brought in by brands to help them understand who their core youth customer is, and then to help identify a strategic target that can drive their sales forecast. But what’s always surprising is the incredibly shallow, misaligned, and conflicting consumer understanding across various business units. Product teams design based on one idea; marketing teams create communications against another consumer Read full story › Source: The Drum...
Read MoreBy Kendra Barnett With the end of the Covid-19 pandemic, the introduction of the new humor category at Cannes Lions and a growing sense of purpose fatigue, demand for humor in advertising is soaring. In November, the Cannes Lions International Festival of Creativity announced that it would add a new humor category to its 2024 awards. “Work entered into this category should use wit and satire to provide amusement and create memorable, laughter-inducing connections with audiences,” reads a statement on the festival’s website. The news came after Andrew Robertson, chief executive officer at Omnicom-owned creative agency BBDO Worldwide, gave a keynote speech at Read full story › Source: The Drum...
Read MoreBy Jon Williams The Liberty Guild’s Jon Williams reflects on how the ad industry can better overcome its freelancer aversion. Soon. It may be a New Year, but advertising still hasn’t changed much in decades. Same old, same old. That so many creatives are now leaving the industry shouldn’t come as a surprise. That so few are joining should worry us all. The traditional agency set-up has done nothing to look after its current staff or make itself attractive to fresh talent and is now paying the price. Costs have been out of control for years, but agencies still have to get rid of Read full story › Source: The Drum...
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