Back From The Brink: Four Loko Is Growing — and Launching its First TV Ad


A few years ago it was questionable that Four Loko would survive, let alone have money to invest in new products and marketing as it confronted harsh scrutiny from health advocates. But seven years after its highly publicized run-in with regulators, the fruity boozy brand is in growth mode, not just in the U.S., but across the globe.

Four Lokowhich still occasionally appears in news stories about drunken mishapsgrew U.S. sales by 4.6 percent to $154 million in the 52 weeks ending Oct. 8, according to IRI. That compares with a 4.8 percent sales drop by all brands in the total flavored malt beverage category. With the sales wind at its back, Four Loko is now debuting the first TV ad in its 12-year history, while pumping out new products including its first-ever liquor, called Shots.

The TV ad won’t get significant airplay; for now it is slated to run only on Viceland. The spot was produced by Vice’s brand studio. The ad is “kind of our toe in the water,” says Jaisen Freeman, co-founder of Four Loko-owner Phusion Projects. But “if this is successful and goes the way we want, we will definitely look at other channels.” The investment comes as Four Loko fends off new competition from Anheuser-Busch InBev and MillerCoors, which are launching more higher-alcohol flavored malt beverage products in a move to keep economy-minded consumers from gravitating to cheap liquor.

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Rant of the Week: How Could Fox News Be SO Mean to Trump? (Unfair!)


So you’ve probably seen the news that a San Francisco billionaire named Tom Steyer has launched something called “Need to Impeach.”

He says he plans to spend ten million dollars running commercials to rally people to sign a petition to impeach Donald Trump, who he says has, quote, “brought us to the brink of nuclear war, obstructed justice, and taken money from foreign governments,” end quote.

Among the outlets that ran the ad: Fox News.

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“A volta do Foursquare”: Facebook lança app de check-in chamado Local

Empresa reformula app Events e adota ideia semelhante ao Foursquare

> LEIA MAIS: “A volta do Foursquare”: Facebook lança app de check-in chamado Local

Nova atualização do Instagram permitirá seguir assuntos e não apenas usuários

Novidade já está sendo testada por alguns usuários do iOS

> LEIA MAIS: Nova atualização do Instagram permitirá seguir assuntos e não apenas usuários

“Mosaic”, projeto interativo de Steven Soderbergh, pode mudar a forma como assistimos TV

Série em formato linear chega à HBO em janeiro

> LEIA MAIS: “Mosaic”, projeto interativo de Steven Soderbergh, pode mudar a forma como assistimos TV

Brasileiro cria versão de “The Legend of Zelda: Breath of the Wild” com Dollynho como protagonista

O seu amiguinho parte pra guerra!

> LEIA MAIS: Brasileiro cria versão de “The Legend of Zelda: Breath of the Wild” com Dollynho como protagonista

The Last Time President Xi Took a Question From an American Correspondent? 2014, and Yup, It Was Me

The White House’s choice of The New York Times was laden with symbolism.

You Love ‘The Simpsons’? Then Let’s Talk About Apu

The documentary “The Problem With Apu” examines how the stereotypical depiction of the Kwik-E-Mart owner on “The Simpsons” affected a generation of Indian actors.

‘It’s a Black Thing’: Offensive Quip Becomes a Rallying Cry in Brazil

A television anchorman was suspended after a leaked video in which he made a denigrating remark about Afro-Brazilians.

Men at Work Wonder if They Overstepped With Women, Too

High-profile sexual harassment allegations are making rank-and-file employees worry about their past workplace actions.

Gilbert Rogin, 87, Magazine Editor and Writer of Droll Fiction, Dies

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OKRP Shares the Joy for Big Lots

If you’ve seen any of Big Lots holiday spots over the course of the past few years, it should come as no surprise that the brand gets musical in its latest effort.

After winning agency of record duties for Big Lots in early 2014, the Chicago-based agency’s first holiday campaign for the brand centered around a “Nailing It” anthem featuring America’s Got Talent finalist Deanna DellaCioppa. OKRP brought DellaCioppa back for the following year’s “Black Friday Woman” and proceeded to release another musical holiday anthem last year.

This year’s effort centers around a 60-second anthem ad that represents an evolution for the brand. Rather than really solely on music performed by the ad’s actors, the spot blends singing from enthusiastic amateur performances with Three Dog Night‘s version of “Joy to the World.”

The overly enthusiastic performances by coworker and dad alike are played for laughs, while the more varied approach allows the brand to showcase a variety of families and situations (not to mention products), which according to a press release were inspired by real stories from OKRP employees.

“Holiday spots usually paint a picture of how things should be—aspirational and often times unattainable. For Big Lots, we sought to embrace the beauty of the holidays for what they really are — perfectly imperfect moments of joy and togetherness,” OKRP creative director Marian Williams explained in a statement . “As a new holiday anthem, Joy to the World has a universal, inclusive quality that feels right for our time.”

“Our goal was to connect more emotionally with our core customer, who we refer to as ‘Jennifer.’ We believe the stories we are telling within the campaign really touch the heartstrings while showing the small ways Big Lots helps bring the holidays home,” added Big Lots executive vice president, chief merchandising and operating officer Lisa Bachmann. “The music has become a signature for our brand, enabling us to instantly connect with Jennifer and to stand out from competitors.”

In addition to the 60-second anthem ad, which will run in cinemas and online in 60 the campaign also includes 30 and 15-second versions, running on broadcast and online, as well as radio ads and an iHeart Radio across its holiday channels.

Credits: 
Agency – O’Keefe Reinhard & Paul
CEO – Tom O’Keefe
CCO – Matt Reinhard
Head of Production – Scott Mitchell
Producer – Mallory Sohmer
Creative Director – Marian Williams
Designer – Justine Massa
Director of Account Services – Natasha Kesaji
Director, Production Business Affairs – Katie Johnson

Production – SKUNK
Director – Greg Brunkalla

Editorial – Whitehouse Post
Editor – Sam Puglise-Kipley

Editorial – Whiskey & Bananas

Color – Nolo

Animation – The Mill

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Artists Re:Thinking the Blockchain

Artists Re:Thinking the Blockchain, edited by Ruth Catlow, Marc Garrett, Nathan Jones and Sam Skinner.

On amazon USA and UK.

Publisher Liverpool University Press writes: The blockchain is widely heralded as the new internet – another dimension in an ever-faster, ever-more-powerful interlocking of ideas, actions and values. Principally the blockchain is a ledger distributed across a large array of machines that enables digital ownership and exchange without a central administering body. Within the arts it has profound implications as both a means of organising and distributing material, and as a new subject and medium for artistic exploration. This landmark publication brings together a diverse array of artists and researchers engaged with the blockchain, unpacking, critiquing and marking the arrival of it on the cultural landscape for a broad readership across the arts and humanities.

Pete Gomez, The Blockchain: Change Everything Forever, 2016. A Furtherfield film, in collaboration with Digital Catapult

Blockchain! The word i tried my very best to ignore for as long as i could. Its mechanisms, implementations and logic sounded all too specialised, abstract and abstruse to me.

It’s only about a year ago and with the release of Pete Gomez‘s film The Blockchain: Change Everything Forever (a great crash-course in blockchain’s potentials and ideology) that i realized two things: 1. you don’t need a degree in engineering to understand the basics of the blockchain and 2. the potential of the blockchain should be made more visible and debated more openly in society.

A few months later, Furtherfield featured the film in its New World Order exhibition. I didn’t get a chance to visit the show but a look at the programme online suggested that art is an efficient medium when it comes to illustrating, demythifying, debating and subverting the blockchain and its many promises. Besides, as Nathan Jones & Sam Skinner explained in their preface to the book:

There is a curious equivalence between art’s speculative abilities, to play with fact, fiction, and abstraction, and the blockchain’s own chimeric character. Both art and the blockchain grapple with the instability of authorship and authenticity.

Artists Re:Thinking the Blockchain follows on the footsteps of Furtherfield‘s pioneering exhibition but although it explores what arts can bring to the evolution of the blockchain and vice versa, the book also extends beyond the artistic and dissects the topic from every humanist angle.

The texts written by artists, researchers, writers, curators and designers range from essays to discussion of art projects to works of fiction. A quick and incomplete list of the chapters i enjoyed the most should give you a taste of what’s inside the book:

Unsurprisingly, my favourite chapters presented artworks based on blockchain technology. I’ve been particularly impressed with terra0 and Bittercoin:


Paul Seidler, Paul Kolling & Max Hampshire, Terra0, 2016-ongoing

Terra0 is a self-owning augmented forest, a prototype that aims to sell licenses to log its own trees through automated processes, smart contracts, and blockchain technology. With this system the forest is in the position to accumulates capital, buy more ground and therefore expand.

Martín Nadal & César Escudero Andaluz, Bittercoin, 2016


Martín Nadal & César Escudero Andaluz, Bittercoin, 2016

Bittercoin‘s ambition is to be “the worst miner ever”. This fully functional miner connects to the blockchain but works so slowly that it extends the time needed to produce bitcoins to almost an eternity. Paper accumulates around the machine making visible the amount of calculation required as well as the natural resources wasted in the process.

In the “documentation” section, the unexpected hit for me was Pablo Velasco‘s report of a role-playing workshop he organised during the MoneyLab #3 Failing Better conference in 2016. Each workshop participant was assigned a “cat-invested persona”. Their mission was then to network their way into a profitable enterprise for themselves, the cat community, and the hosting institution. If that sounds absurd it is because it is indeed totally absurd but the results of the experiment also demonstrated the power of fiction when it comes to grappling with the subtleties of ethics, finance and politics.

I also enjoyed Ben Vickers and Ruth Catlow’s Your DAO work booklet which offers a step-by-step guide to develop Decentralized Autonomous Organizations and bring humans, animals, data and organisations “closer together through code.” The templates they break down come with names as evocative as Benevolent Dictator Contract, Bonus Contract or Self-Destruction Contracts.


Simon Denny, Blockchain Future State, Fintech Gamer Case Mod Deal Toy: Augur x Ethereum, 2016. Photo via

The conversations between artists and researchers were particularly compelling. Sam Skinner interviewed Simon Denny, Elli Kurus? talked with Dr. Lysander Godord about pre-chain mechanisms and Marc Garrett interviewed Holly Herndon & Mat Dryhurst.

Max Dovey‘s essay Love on the Block uses the example of Bitcoin marriages to illustrate a growing desire to apply encryption, cryptography and the Blockchain database to contractual agreements. The practice also suggests a greater trust in (and devotion to) blockchain technology than in conventional religious and civic infrastructures.

I also found that Rachel O’Dwyer‘s piece on “how blockchains are transforming the economy of cultural goods” illuminated quite eloquently the type of new business models that might benefit artists working with digital technologies.

Artists Re:Thinking the Blockchain adroitly balances promises, dilemmas and pitfalls of the blockchain, laying the groundwork for a discussion about the technology and the many ways it might radically change the way we understand, produce and distribute culture.

The book illustrates, often with poetry and vigour, how much has been achieved thus far by blockchain developers, advocates and users. It also makes clear that there is still a lot to invent, debate and overcome and that’s when you realize that Artists Re:Thinking the Blockchain comes with an urgent message: as with the early days of the WWW, we are given the opportunity to develop our own instruments and conditions for cultural production. Let’s not abandon them in the hands of corporations, Silicon Valley start-ups and other actors of neoliberalism!

Source

Ad Age Ad Lib: USA Today's digital revenue guy on Gannett's network effect


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Agency Brief: Pancakes, Puzzles and Promises


Happy Friday! Fun fact for those with a sweet tooth: today is National Vanilla Cupcake Day. And, much more importantly, tomorrow is Veterans Day, so if you see a member of our military, remember to thank them for bravely serving our country.

Now onto this week’s news roundup.

Rootin’ Tooty Fresh ‘N Fruity for Droga

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Doritos launches #Playbold campaign on the XBox

Timed for the lauch of Xbox One X, Doritos is rolling out a campaign on the device featuring YouTube gamers.

Man vs machine: how AI is changing the world of sport

We spoke to Nick Thain, chief executive of sports news outlet GiveMeSport, about the increasing role of technology and AI in sport and sports media.

UN gender equality group picks JWT for '16 days of activism' UK campaign

The United Nations’ gender equality group has appointed J Walter Thompson London as its lead UK agency for the upcoming “16 days of activism” campaign.

Mamilos 127 – Fintechs

A combinação cliente infeliz + acesso mobile a internet criou um poderoso cenário para o surgimento das Fintechs. O termo é resultado da junção das palavras ‘financial’ (financeiro) e ‘technology’ (tecnologia). Elas são, em geral, startups que desenvolvem inovações tecnológicas voltadas para o mercado financeiro. Essas inovações prometem tornam os serviços financeiros (como cartões de […]

> LEIA MAIS: Mamilos 127 – Fintechs