By Webb Wright The beverage giant claims that it has tapped into principles of neuroscience to convey a satisfying auditory experience. In its latest step into the world of AI-fueled marketing, Coca-Cola has built a musical instrument that purports to leverage both AI and neuroscience to simulate the experience of drinking one of its products. Through a new app called Coke SoundZ, users can create their own melodies based on the sounds of cracking open and taking a sip from a bottle of Coke. According to a press release from the brand, the sounds conveyed through the app – phsst, fizz, clink, glug, ahhh – are Read full story › Source: The Drum...
Read MoreBy Audrey Kemp A seven-minute short film of people portraying video game characters emphasizes the necessity of a safe digital environment for minors. Movistar, a major wireless provider serving Spain and several Hispanic-American countries, has launched an unconventional awareness campaign in Mexico highlighting the risks kids face when interacting with unknown online profiles in video games. Titled ‘This Is Not a Game,’ the campaign employs an interesting creative approach to get its point across, with human actors imitate the somewhat uncanny and unnatural mannerisms of non-playable characters, or “NPCs” as gamers know them. The work advocates for a safer gaming environment for children. According to the Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Two new ads turn armpit sniffing into a comedic art form, showcasing folks reveling in the delightful fragrances of the brand’s reformulated deodorant. Tom’s of Maine, Colgate-Palmolive’s natural personal care brand, recently launched a new campaign aimed at proving that natural deodorants can be as effective as they are environmentally friendly. After a three-year hiatus from the advertising spotlight, the brand serves up a dose of hilarity to highlight the potency of its new deodorant formula with the tagline ‘Smell Good, Good.’ The centerpiece of the campaign is a rib-tickling ad titled ‘Spin,’ where a spin class instructor takes his love for Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Buckle up, stow your tray table and brace for laughter, as Snickers’ ‘Hungry Skies’ commercial showcases the antics of passengers at 30,000 feet. Ah, the familiar woes of economy class travel, whether it’s enduring a neighbor’s movie blaring through their phone speakers, waiting for the symphony of a crying baby to end, or contending with a fellow passenger’s stretching routine that seems determined to encroach upon your personal space. Tackling the out-of-pocket behavior of some flight passengers, Snickers, Mars Inc.’s beloved chocolate bar, has unleashed its latest campaign, ‘Hungry Skies.’ The 45-second ad takes viewers on a turbulent in-flight journey like no other. Read full story › Source: The Drum...
Read MoreBy Audrey Kemp In celebration of the campaigning group doubling its fossil fuel divestment pledges in the past year, it has released a video parodying an advertising cliché. Clean Creatives, an award-winning anti-fossil fuel campaign group in advertising and PR, marks a milestone this Earth Day: 1,000 creative agencies around the world have pledged to reject ad campaigns from Big Oil. Over the past three years, Clean Creatives has highlighted the fossil fuel industry’s strides to shape public opinion through misinformation and greenwashing via major advertising and PR firms. The world’s six largest advertising and PR companies — Omnicom Group, WPP, Interpublic Group (IPG), Publicis Read full story › Source: The Drum...
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